Transcript
Mobile MattersBob Johnson & Brian Niles
ExpectationsKey Mobile Marketing Facts
5 Key TakeawaysA Bunch of ExamplesThe Next “fof” Webcast
But firstsome key facts
http://pewinternet.org/Reports/2011/Smartphones.aspx
Smartphones in the U.S.35% of people 18+ have smartphones
25% of smartphone owners go online
“mostly” with the phone
Expect both percentages to increase
Highest ownership and use: 26 to 34 years
Calculate college costs … 77%Calculate scholarships … 75%
Schedule a visit … 65%Watch videos … 64%
Access social media … 62%IM admissions reps … 52%
Complete application form … 44%
Interactive tasks for mobile
bit.ly/q8XfvB
Gerry McGovern,Founder, Customer Carewords
#1“You don’t have a mobile strategy,
you have a top task strategy.”
How will you change this page?
To this page?
#2“Short is too long. Ultra-short
rules the day.”
Jakob NielsenAlertbox: August 1, 2011
bit.ly/pftKhp
“Much of the long tail is a dead
zone … full of dead and useless
content.”
Gerry McGovern
Top tasks = 5% to 25% of your content
#3Engage visitors in 5 seconds
Start home page with major audiences or top tasks … not both
Audience paths…
Top tasks: in symbols or words
#4Don’t frustrate people with
quick switch from mobile to regular web pages
Transitions like this will kill you
#5
2 examples from Skymiles magazine
QR codes must lead to mobile friendly pages
Mobile friendly landing page
Not-so-good landing page
#6Recruiter’s need real-time access to student data —
EVERYWHERE!
SummaryTop Task Strategy
Ultra-short Rules the Day5 Second Engagement
Avoid Mobile-to-Regular SwitchQR Code to Mobile
Recruiter’s Mobile Access
Bob Johnson, Ph.D.President, Bob Johnson Consulting LLC
Marshall, MI 49068 • 248.766.6425
Top Task Website Researchbob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com
Twitter: @highedmarketing
Watch it again!facebook.com/
targetx
Admissions’ Wish List for Santa
Mobile MattersBob Johnson & Brian Niles
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