Mobile Marketing in Higher Education

Mobile Marketing in Higher Education: Challenges & Strategies for 2011… and Beyond ©Robert E. Johnson, Ph.D. 2011 eduWeb2011 August 1-3, 2011 San Antonio, TX Bob Johnson Consulting, LLC

What we are doing this morning… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Part I: Overview for 2011… and onward Bob Johnson Consulting, LLC

Key Strategy Issue: ,[object Object],Bob Johnson Consulting, LLC

Peril & potential in the answer… ,[object Object],Bob Johnson Consulting, LLC

Growing expectation… ,[object Object],Bob Johnson Consulting, LLC

In motion today… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Pew Internet on smartphones in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Major reason people go to any website… ,[object Object],Bob Johnson Consulting, LLC

Top task challenges for recruitment… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Mobile App vs. Mobile Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

If you’re thinking about an app… Bob Johnson Consulting, LLC

Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Meet challenges and success grows… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Part II: Designing for mobile… Bob Johnson Consulting, LLC

6 key points about anything online… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC

The Golden Rule remains… ,[object Object],Bob Johnson Consulting, LLC

3 approaches to a mobile site… http://bit.ly/nMPJSk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Build a new site version for mobile? ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Basic design rule for mobile… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Beware the iPhone trap… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Keep graphics small & relevant… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Long links = easier mobile navigation… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC

Can we meet this challenge? ,[object Object],[object Object],Bob Johnson Consulting, LLC

The NY Times on mobile… Bob Johnson Consulting, LLC

Part III: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC

1. Direct marketing focus… ,[object Object],Bob Johnson Consulting, LLC

The first image… while it loads Bob Johnson Consulting, LLC

At the site… who fits at Kettering Bob Johnson Consulting, LLC

Very simple enrollment inquiry… Bob Johnson Consulting, LLC

Immediate email response… Bob Johnson Consulting, LLC

Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC

2. Task oriented home page design… ,[object Object],Bob Johnson Consulting, LLC

A task-oriented home page… Bob Johnson Consulting, LLC

No “finger flicking” here… Bob Johnson Consulting, LLC

Easy to scan academic majors… Bob Johnson Consulting, LLC

Clean, simple program page… Bob Johnson Consulting, LLC

But don’t drive over a cliff… Bob Johnson Consulting, LLC

3. Special Attention to Academics ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

The home page… “Areas of Study” Bob Johnson Consulting, LLC

Easy to scroll alpha list… Bob Johnson Consulting, LLC

No finger flicks to read History… Bob Johnson Consulting, LLC

Get to know the History faculty… Bob Johnson Consulting, LLC

4. Text messaging option ,[object Object],[object Object],Bob Johnson Consulting, LLC

High interest students: 2010… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

High interest students: 2011… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2010

Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2011

Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC

Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC

Not yet applied for admission… ,[object Object],Bob Johnson Consulting, LLC

Join our online community… ,[object Object],Bob Johnson Consulting, LLC

FAFSA priority deadline… ,[object Object],Bob Johnson Consulting, LLC

Merit scholarship award… ,[object Object],Bob Johnson Consulting, LLC

Register for Orientation… ,[object Object],Bob Johnson Consulting, LLC

Other message samples… ,[object Object],[object Object],Bob Johnson Consulting, LLC

5. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consulting, LLC

QR code caveats… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

How people use QR codes… http://bit.ly/lpcggL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples Bob Johnson Consulting, LLC

Not-so-good landing page… Bob Johnson Consulting, LLC

Mobile friendly landing page… Bob Johnson Consulting, LLC

Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC

Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC

Part IV: Future Mobile Marketing Challenges Legal, Technical, Management Bob Johnson Consulting, LLC

Continuing provider challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Legal challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Technical challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Management challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Video challenges… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC

Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC

Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC

Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC

Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC

Mongoose Research… http://www.mongooseresearch.com/ Bob Johnson Consulting, LLC

Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC

MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC

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 Bob Johnson Consulting, LLC

Mobile Marketing in Higher Education

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Mobile Marketing in Higher Education