Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Mobile Marketing & Student Mobile Marketing & Student Recruitment: Recruitment:

What’s Hot & What’s Not in 2011What’s Hot & What’s Not in 2011 ©Robert E. Johnson, Ph.D. 2011©Robert E. Johnson, Ph.D. 2011

ACT Enrollment Planners ConferenceACT Enrollment Planners ConferenceJuly 20-22 , 2011July 20-22 , 2011

Chicago, ILChicago, IL

Part I: Part I: Overview for 2011… and onwardOverview for 2011… and onward

Key Strategy Issue:Key Strategy Issue:

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

marketing?marketing?

Peril & potential in the answer…Peril & potential in the answer…

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

Growing expectation…Growing expectation…

A “mobile friendly” web A “mobile friendly” web presencepresence

Major reason people go to any Major reason people go to any website…website…

Complete a taskComplete a task

Top task challenges for recruitment…Top task challenges for recruitment…

Find academic program listFind academic program listGet net cost informationGet net cost informationRegister for a campus visitRegister for a campus visitInquire about enrollmentInquire about enrollmentCheck application statusCheck application statusGet to campusGet to campusApply online?Apply online?

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

If you’re thinking about an app…If you’re thinking about an app…

Main mobile challenges…Main mobile challenges…Jakob Nielsen at http://bit.ly/iqAv8Jakob Nielsen at http://bit.ly/iqAv8

4 major problems4 major problems– Small screensSmall screens– Awkward inputAwkward input– Slow downloadsSlow downloads– Poor design for mobilePoor design for mobile

Impact on task completionImpact on task completion– 80% success on regular websites from a PC80% success on regular websites from a PC– 59% success from a mobile phone59% success from a mobile phone

Meet challenges and success grows…Meet challenges and success grows…

Task success was higher at sites Task success was higher at sites designed for mobile access…designed 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◄◄

Pew Internet on smartphones in 2011…Pew Internet on smartphones in 2011…http://pewinternet.org/Reports/2011/Smartphones.aspxhttp://pewinternet.org/Reports/2011/Smartphones.aspx

35% of people 18+ have smartphones35% of people 18+ have smartphones

25% of smartphone owners go online 25% of smartphone owners go online “mostly” with the phone“mostly” with the phone

Highest smartphone ownership…Highest smartphone ownership…– Higher income (59% if $75+ family income)Higher income (59% if $75+ family income)– More educated (48% with college degree)More educated (48% with college degree)– Non-whites (44%)Non-whites (44%)– Under age 45 (58% between 25 – 34 years)Under age 45 (58% between 25 – 34 years)

Part II:Part II:Designing for mobile…Designing for mobile…

The Golden Rule remains…The Golden Rule remains…

5 seconds to connect5 seconds to connect

3 approaches to a mobile site…3 approaches to a mobile site…http://bit.ly/nMPJSk

Tweak your present websiteTweak your present website– Automatic basic adjustments through a CSSAutomatic basic adjustments through a CSS

Adaptive layoutAdaptive layout– Changes your images and layout on your Changes your images and layout on your

“traditional” site to fit a mobile screen“traditional” site to fit a mobile screen– Works best if designed from the start to adaptWorks best if designed from the start to adapt

Dedicated mobile websiteDedicated mobile website– Most expensive solutionMost expensive solution– Best experience for visitorsBest experience for visitors

Build a new site version for mobile?Build a new site version for mobile?

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

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

Drew Stevenson, University of Minnesota, 2010Drew Stevenson, University of Minnesota, 2010

Mobile web best practices from W3CMobile web best practices from W3C– http://www.w3.org/TR/mobile-bp/http://www.w3.org/TR/mobile-bp/

Basic design rule for mobile…Basic design rule for mobile…

Keep things simple…Keep things simple…

Beware the iPhone trap…Beware the iPhone trap…

iPhone can display iPhone can display your traditional your traditional web pagesweb pagesBut in a size that But in a size that nobody can read nobody can read without finger without finger flickingflickingGoal: no finger Goal: no finger flickingflicking

Keep graphics small & relevant…Keep graphics small & relevant…

No room (or need) No room (or need) on mobile pages on mobile pages for graphics not for graphics not directly related to directly related to the contentthe content

Make sure key Make sure key content areas are content areas are immediately visibleimmediately visible

Long links = easier mobile navigation…Long links = easier mobile navigation…

3 to 5 word links are easier to touch3 to 5 word links are easier to touch

Avoid one word linksAvoid one word links– And especially a series of one word And especially a series of one word

links one after anotherlinks one after another

The NY Times goal for mobile…The NY Times goal for mobile…

“The Internet should work like it does on PC screens.”

Can we meet this challenge?Can we meet this challenge?

“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…

Part III: Part III: Mobile Marketing in Higher Mobile Marketing in Higher

EducationEducation

1. Direct marketing focus…1. Direct marketing focus…

Inquiries from mobile at Kettering UniversityInquiries from mobile at Kettering University

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

At the site… who fits at KetteringAt the site… who fits at Kettering

Very simple enrollment inquiry…Very simple enrollment inquiry…

Immediate email response…Immediate email response…

Email links to admissions entry page…Email links to admissions entry page…http://www.kettering.edu/futurestudents/http://www.kettering.edu/futurestudents/

2. Task oriented home page 2. Task oriented home page design…design…

Focus on internal & external users is a Focus on internal & external users is a special challenge…special challenge…

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…

3. Text messaging option3. Text messaging option

Find high interest inquiries early in Find high interest inquiries early in the recruitment cycle……the recruitment cycle……

St. Mary’s University, TXSt. Mary’s University, TX

High interest students: 2010…High interest students: 2010…

% of inquiries opting for text updates…% of inquiries opting for text updates…

– 3.9%3.9% (1,416 of 35,606)(1,416 of 35,606)

% of applicants opting for text updates…% of applicants opting for text updates…

– 30.6%30.6% (1,140 of 3,720)(1,140 of 3,720)

% of deposits opting for text updates…% of deposits opting for text updates…

– 46.5%46.5% (269 of 578)(269 of 578)

High interest students: 2011…High interest students: 2011…

% of inquiries opting for text updates…% of inquiries opting for text updates…

– 4.8%4.8% (1,923 of 40,246)(1,923 of 40,246)

% of applicants opting for text updates…% of applicants opting for text updates…

– 13.5%13.5% (593 of 4,387)(593 of 4,387)

% of deposits opting for text updates…% of deposits opting for text updates…

– 55.6%55.6% (385 of 692)(385 of 692)

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3939Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3939

Overall inquiries Inquiries who opted-in for text updates

Yield: Inquiry to Deposit, 2010

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4040Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4040

Overall inquiries Inquiries who opted-in for text updates

Yield: Inquiry to Deposit, 2011

Ongoing contact to increase Ongoing contact to increase conversion…conversion…

Text messaging each month as the Text messaging each month as the recruitment cycle unfolds…recruitment cycle unfolds…

Key: Build internal opt-in Key: Build internal opt-in database…database…

http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates

Not yet applied for admission…Not yet applied for admission…

““Be early, catch the Be early, catch the worm. Submit ur worm. Submit ur admission admission application by Jan application by Jan 15 for priority 15 for priority consideration. Get consideration. Get info at info at www.stmarytx.edu/www.stmarytx.edu/admission.” admission.”

Join our online community…Join our online community…

““Cre8 a profile on Cre8 a profile on the St Marys online the St Marys online community at community at www.BeARattler.cowww.BeARattler.com by Feb 1 to be m by Feb 1 to be entered to get ur entered to get ur $200 enrollment $200 enrollment deposit waived!”deposit waived!”

FAFSA priority deadline…FAFSA priority deadline…

““This is last This is last weekend 2 finish weekend 2 finish priority FAFSA. Go priority FAFSA. Go 2 2 www.fafsa.ed.gov www.fafsa.ed.gov to submit b4 Mon to submit b4 Mon Feb 15 to make Feb 15 to make sure we get results sure we get results in time. StMary in time. StMary code is 003623” code is 003623”

Merit scholarship award…Merit scholarship award…

““Bob, UR hard Bob, UR hard work has paid off! work has paid off! Congrats on Congrats on getting a merit getting a merit scholarship! Learn scholarship! Learn more about more about financial aid at financial aid at www.stmarytx.edu/www.stmarytx.edu/finaid.”finaid.”

Register for Orientation…Register for Orientation…

““Bob, R u ready 4 Bob, R u ready 4 Orientation? Sign-Orientation? Sign-up is now open. Go up is now open. Go to to https://gateway.stmhttps://gateway.stmarytx.edu. We R arytx.edu. We R lookin 4ward to lookin 4ward to seeing u on seeing u on campus!” campus!”

Other message samples…Other message samples…

““Come visit during ur holiday break! Come visit during ur holiday break! Weekday tours and visits available Weekday tours and visits available through Dec 22. Call 800-367-7868 or through Dec 22. Call 800-367-7868 or email uadm@stmarytx.edu 2 schedule.”email uadm@stmarytx.edu 2 schedule.”

““Happy 2010! May U have 12 months of Happy 2010! May U have 12 months of happiness, 52 wks of fun, 365 days of happiness, 52 wks of fun, 365 days of laughter, 8760 hrs of luck, 525600 mins of laughter, 8760 hrs of luck, 525600 mins of joy, 31536000 seconds of success.” joy, 31536000 seconds of success.”

4. QR Codes4. QR Codes

Using in print advertising…Using in print advertising…

A place in view books, printed A place in view books, printed recruitment pieces, college fair exhibits recruitment pieces, college fair exhibits

QR code caveats…QR code caveats…

Most people do not have QR code readers Most people do not have QR code readers on their smartphoneson their smartphones– Give them a URL to download a readerGive them a URL to download a reader– http://bako.do/http://bako.do/

Don’t use them where people can’t use Don’t use them where people can’t use their phonestheir phones– SubwaysSubways– Airplane magazines?Airplane magazines?

How people use QR codes…How people use QR codes…http://bit.ly/lpcggLhttp://bit.ly/lpcggL

In February, 2011…In February, 2011…– Get coupons……………Get coupons…………… 53%53%– Access more information…Access more information… 52%52%– Sign up for more info…….Sign up for more info……. 26%26%– Access video…..Access video….. 24%24%– Access social media site…Access social media site… 23%23%

If you use QR codes…If you use QR codes…

Essential to create a mobile friendly Essential to create a mobile friendly landing page for quick scan…landing page for quick scan…

2 Sky magazine May 2011 examples2 Sky magazine May 2011 examples

Not-so-good landing page…Not-so-good landing page…

Mobile friendly landing page…Mobile friendly landing page…

Get started here…Get started here…http://en.wikipedia.org/wiki/QR_codhttp://en.wikipedia.org/wiki/QR_codee

Experiment at places like this…Experiment at places like this…http://www.qrstuff.com/http://www.qrstuff.com/

Part IV: Part IV: Future Mobile Marketing PerilsFuture Mobile Marketing Perils

Legal & TechnicalLegal & Technical

Continuing provider challenges…Continuing provider challenges…

Multiple providers build “walled gardens”…Multiple providers build “walled gardens”…– AppleApple– Google Google – BlackberryBlackberry– MicrosoftMicrosoft

Multiple standards for ads, apps, displaysMultiple standards for ads, apps, displays– More cost to implement mobile programMore cost to implement mobile program

Legal challenges…Legal challenges…

Must have consent for SMS messagesMust have consent for SMS messages

– Even if someone has already signed for emailEven if someone has already signed for email

Visible “small print” cost disclosuresVisible “small print” cost disclosures

– Verizon agreed to 12 pt. font settlementVerizon agreed to 12 pt. font settlement

Likely: easy to find, understand “stop Likely: easy to find, understand “stop

sending” optionsending” option

Technical challenges…Technical challenges…

Usability…Usability…

– Visitor experience will determine successVisitor experience will determine success

– NY Times is right… “easy as access from a NY Times is right… “easy as access from a

PC” is the goalPC” is the goal

– We are not there yetWe are not there yet

– But we are moving in that directionBut we are moving in that direction

– Nielsen smartphone research is encouragingNielsen smartphone research is encouraging

Management challenges…Management challenges…

Content… Content… – Content is added to websites, seldom Content is added to websites, seldom

removedremoved– Most web content is irrelevant to most peopleMost web content is irrelevant to most people– Silly to make all “traditional” website content Silly to make all “traditional” website content

“mobile friendly”… no resources for that“mobile friendly”… no resources for that– But what content to leave behind?But what content to leave behind?– Will that decision hinder mobile-friendly Will that decision hinder mobile-friendly

websites?websites?

Video challenges…Video challenges…

Might be an important element, but…Might be an important element, but…

– Data plane expense might limit use past Data plane expense might limit use past

“early adopters”“early adopters”

– Video done for regular websites may not play Video done for regular websites may not play

well on smartphoneswell on smartphones

– Video users will demand rapid playVideo users will demand rapid play

Part IV:Part IV:Sources of Information to FollowSources of Information to Follow

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

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

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

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

Mongoose Research…Mongoose Research…http://www.mongooseresearch.com/http://www.mongooseresearch.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/

MIT Open Source code for mobile…MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/http://sourceforge.net/projects/mitmobileweb/

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 bob@bobjohnsonconsulting.com

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

Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011

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