Mobile in the Marketing Mix: Crafting a New Communication Strategy
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Review of the state of mobile marketing today, including legal and technical challenges. Detailes examples of mobile for lead generation from Kettering University and texting for enrollment conversion from St. Mary's University. Sources to stay up-to-date.
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Mobile in the Marketing Mix: Crafting a New Communication Strategy
- 1. "Mobile" in the Marketing Mix: Crafting a New Communication Strategy ©Robert E. Johnson, Ph.D. 2010 eduWeb2010 July 27, 2010 Chicago, Illinois
- 2. Part I: Getting Started
- 6. What “mobile” is all about… Constant available access…
- 12. “ Print to Pixel”… reading in 2050 http://bit.ly/d9ihtP
- 13. Part II: Tales from the Research Pew Internet & American Life Project E-Expectations Jakob Nielsen
- 14. “ Mobil Access 2010” Pew Internet and American Life Project May 2010 Research Report http://bit.ly/cqxi6D
- 18. E-Expectations Survey 2010 College bound high school seniors Noel-Levitz & friends http:// bit.ly/dvQldm
- 22. But… conversion of the few who say “yes” to text contacts is high… St. Mary’s University, TX 2010 Recruitment Cycle Text contact option since November 2009
- 24. Bob Johnson Consulting, LLC Percent who applied Yield: Inquiry to Applicant Overall inquiries Inquiries who opted-in for text updates
- 25. Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit
- 26. “ The Mobile User Experience Is Miserable” Jakob Nielsen July 2009 Alertbox http://www.useit.com/alertbox/mobile-usability.html
- 30. Part III: State of Mobile Marketing
- 34. Make things easy on mobile… “ The Internet should work like it does on PC screens.”
- 36. The NY Times on mobile…
- 39. Part IV: Mobile Marketing in Higher Education
- 40. Mobile access to your website?
- 41. Direct marketing focus… Kettering University… Inquiries from the mobile site
- 42. On the website… http://www.kettering.edu/mobile/
- 43. The first image… while it loads
- 44. At the site… who fits at Kettering
- 45. If you’re ready to inquire…
- 47. Email links to admissions entry page… http://www.kettering.edu/futurestudents/
- 48. Most higher ed mobile sites today… Focus on the internal user… With possible interest to potential students, parents
- 50. From academic programs offered…
- 52. Engage from your website… http://doteduguru.com/id5154-best-of-the-mobile-higher-ed-web.html
- 53. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds
- 54. Key: Make it a visible option… http://www.sjfc.edu/admissions/
- 55. Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates
- 63. Part V: Future of Mobile Marketing
- 69. Part IV: Sources of Information to Follow
- 70. Mobile Marketing Association… http://mmaglobal.com/policies
- 71. Mobile Marketer http://www.mobilemarketer.com/
- 72. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/
- 74. Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/
- 75. Case study… Pittsburgh State U http://bit.ly/a6QCXH
- 76. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com