Mobile Marketing; Strategy Challenges for Advancement and Enrollment

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Mobile Marketing: Mobile Marketing: Strategy Challenges for Strategy Challenges for

Advancement and EnrollmentAdvancement and Enrollment ©Robert E. Johnson, Ph.D. 2010©Robert E. Johnson, Ph.D. 2010

American Marketing AssociationAmerican Marketing AssociationSocial Media and Mobile Marketing for Higher Ed Social Media and Mobile Marketing for Higher Ed

InstitutionsInstitutionsSeptember 22, 2010September 22, 2010


How small will things get?How small will things get?http://bit.ly/d9ihtPhttp://bit.ly/d9ihtP


Key Strategy Question:Key Strategy Question:

Why should I put scarce Why should I put scarce resources into mobile resources into mobile

marketing?marketing?


The answer…The answer…

Website experience Website experience shapes brand perception…shapes brand perception…


Major reason people go to a Major reason people go to a website…website…

Complete a taskComplete a task


The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect


““Mobile” is all about…Mobile” is all about…

Constant available Constant available access…access…


Growing expectation…Growing expectation…

A “mobile friendly” websiteA “mobile friendly” website


Tales from the ResearchTales from the Research

Pew Internet & American Life ProjectPew Internet & American Life Project““Mobile Access 2010”Mobile Access 2010”

http://bit.ly/cqxi6Dhttp://bit.ly/cqxi6D

http://bit.ly/cqxi6D


Mobile phone use, 2009 to 2010Mobile phone use, 2009 to 2010

80% of adults (18+) own mobile phones in 80% of adults (18+) own mobile phones in 2010… no change from 20092010… no change from 2009– Take a picture…. Take a picture…. 66 to 76%66 to 76%– Send & receive text messages…Send & receive text messages… 65 to 72%65 to 72%– Send & receive email…Send & receive email… 25 to 34%25 to 34%– Access the Internet…Access the Internet… 25 to 38%25 to 38%– Send & receive instant messages…Send & receive instant messages… 20 to 20 to

30%30%– Record video…Record video… 19 to 34%19 to 34%


““Young adults” 18 to 29…Young adults” 18 to 29…

Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas…– Send/receive text messages…Send/receive text messages… 95%95%– Take a photo..Take a photo.. 93%93%– Access Internet…Access Internet… 65%65%– Send/receive email…Send/receive email… 52%52%– Use social networking site…Use social networking site… 48%48%

Still low…Still low…– Purchased a product…Purchased a product…20%20%


First time questions in 2010…First time questions in 2010…

Do you use your phone to…Do you use your phone to…– Send a photo or video…Send a photo or video… 54%54%

– Access a social networking site…Access a social networking site… 23%23%

– Watch a video…Watch a video… 20%20%

– Purchased a product…Purchased a product… 11%11%

– Gave to a charity…Gave to a charity… 11%11%



E-Expectations Survey 2010E-Expectations Survey 2010College bound high school seniorsCollege bound high school seniors

http://bit.ly/dvQldmhttp://bit.ly/dvQldm

http://bit.ly/dvQldm


Mobile-related findings…Mobile-related findings…

24% might drop a college after a poor web 24% might drop a college after a poor web experienceexperience23% have searched college websites from 23% have searched college websites from smartphonessmartphones◄◄Most desired web content:Most desired web content:– Information on academics…Information on academics… 54%54%

List of academic programs… 28%List of academic programs… 28%– Cost related information…Cost related information… 30%30%


Most desired interactive tasks…Most desired interactive tasks…

The top 4 favored tasks:The top 4 favored tasks:– Online application…Online application… 91%91%

– Campus visit request form… Campus visit request form… 77%77%

– Cost calculator…Cost calculator… 68%68%

– Online course catalog…Online course catalog… 67%67%



““Mobile User Experience Is Miserable”Mobile User Experience Is Miserable”Jakob Nielsen: July 2009 AlertboxJakob Nielsen: July 2009 Alertbox

http://bit.ly/2LgE4jhttp://bit.ly/2LgE4j


Main mobile problems…Main mobile problems…

4 major problems4 major problems– Small screensSmall screens

– Awkward inputAwkward input

– Slow downloadsSlow downloads

– Poor design for mobilePoor design for mobile


Reason for optimism…Reason for optimism…

Task success was higher at sites designed Task success was higher at sites designed for mobile access…for mobile access…– 64% task completion at “sites for mobile”64% task completion at “sites for mobile”– 53% task completion at regular websites53% task completion at regular websites

Larger screen = more successLarger screen = more success– Regular cell phones… 38% successRegular cell phones… 38% success– Regular smartphones… 55% successRegular smartphones… 55% success– Touch screen phones… 75% successTouch screen phones… 75% success◄◄


State of Mobile MarketingState of Mobile Marketing

Best uses for “mobile”…Best uses for “mobile”…Your regular website is not obsoleteYour regular website is not obsolete


Not likely on mobile…Not likely on mobile…

Major product researchMajor product researchComplicated financialsComplicated financials


Mobile tasks: recruitmentMobile tasks: recruitment

Find academic program listFind academic program list

Register for a campus visitRegister for a campus visit

Inquire about enrollment… if simpleInquire about enrollment… if simple

Check application statusCheck application status

Pay an enrollment depositPay an enrollment deposit


Mobile tasks: advancementMobile tasks: advancement

Check sports event resultsCheck sports event results

Request a transcriptRequest a transcript

Add a class noteAdd a class note

Make a homecoming reservationMake a homecoming reservation

Locate parkingLocate parking

Find a campus meetingFind a campus meeting


Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website

Mobile AppMobile App– Different apps for Different apps for

different devicesdifferent devices– How will people How will people

find your app?find your app?– Not easy to updateNot easy to update– Higher Higher

performance performance possible/Easier usepossible/Easier use

Mobile WebsiteMobile Website– Access from any Access from any

mobile devicemobile device– Can find using Can find using

“search”“search”– Easy to updateEasy to update– Will perform as well Will perform as well

as you build it/Not as you build it/Not great right nowgreat right now


Make things easy in mobile…Make things easy in mobile…

“As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” – Robert Z. Samuels, director of mobile product

development, New York Times


The NY Times on mobile…The NY Times on mobile…


Build a new mobile site?Build a new mobile site?

““Mobilize, don’t miniaturize”… anon.Mobilize, don’t miniaturize”… anon.– “… “… the mobile context is so different the mobile context is so different

from the desktop one it deserves direct from the desktop one it deserves direct consideration vs. just consideration vs. just mangling downmangling down a a full-size site.” full-size site.”

Drew Stevenson, University of Minnesota, Drew Stevenson, University of Minnesota, 20102010


Mobile Marketing in Higher Mobile Marketing in Higher EducationEducation

Kettering UniversityKettering UniversityCollege of CharlestonCollege of Charleston


The first image… while it loadsThe first image… while it loads


At the site… brand imprintAt the site… brand imprint


Ready to inquire?… one stepReady to inquire?… one step


Immediate email response…Immediate email response…


A task-oriented home page…A task-oriented home page…


No “finger flicking” here…No “finger flicking” here…


Easy to scan academic majors…Easy to scan academic majors…


Clean, simple program page…Clean, simple program page…


Mobile access to your website…Mobile access to your website…


Texting…Texting…

Ongoing communication for those Ongoing communication for those who opt-in to receive itwho opt-in to receive it– Athletic scoresAthletic scores– Recruitment eventsRecruitment events– Important news updatesImportant news updatesRules similar to email:Rules similar to email:– Must opt-inMust opt-in– Easy to opt-outEasy to opt-out


Building a database: Recruitment Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates


Building a database: AlumniBuilding a database: Alumnihttp://mnusports.com/member/sms_signup.aspxhttp://mnusports.com/member/sms_signup.aspx


A short summary…A short summary…

Strategy: prepare now to give future Strategy: prepare now to give future students and young alumni mobile accessstudents and young alumni mobile access– Identify key tasks for future students and Identify key tasks for future students and

alumni that are “mobile friendly.”alumni that are “mobile friendly.”– Use analytics to monitor rise of mobile accessUse analytics to monitor rise of mobile access– Give resource priority to mobile site over Give resource priority to mobile site over

mobile apps if you mustmobile apps if you must

Ability in mobile will influence perception of Ability in mobile will influence perception of your brandyour brand


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]@bobjohnsonconsulting.com

Customer Carewords Website Research Customer Carewords Website Research www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

mailto:[email protected]


Information Sources to FollowInformation Sources to Follow


Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies


Mobile Marketing HandbookMobile Marketing Handbookhttp://www.mobilemarketinghandbook.com/http://www.mobilemarketinghandbook.com/


Mobile MarketerMobile Marketer http://www.mobilemarketer.com/http://www.mobilemarketer.com/


Mobile in Higher Ed blog Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/


Mongoose ResearchMongoose Researchhttp://www.mongooseresearch.com/http://www.mongooseresearch.com/


Jakob Nielsen Usability Report…Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/

Business

Mobile Marketing; Strategy Challenges for Advancement and Enrollment