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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Mobile Marketing in Higher Education: Mobile Marketing in Higher Education: Challenges & Strategies for 2011… Challenges & Strategies for 2011…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
Growing expectation…Growing expectation…
A “mobile friendly” web A “mobile friendly” web presencepresence
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In motion today…In motion today…
Smartphones gaining market share… 35%Smartphones gaining market share… 35%– Prices droppingPrices dropping– iPhone and Android competing for the leadiPhone and Android competing for the lead– Easier access to social media: Facebook et alEasier access to social media: Facebook et al– Apps are everywhere, but few are used oftenApps are everywhere, but few are used often– GPS and wi-fi are commonGPS and wi-fi are common
Not-so-smart phonesNot-so-smart phones– Can use mobile features, especially textingCan use mobile features, especially texting
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 smartphones25% of smartphone owners go online 25% of smartphone owners go online
“mostly” with the phone“mostly” with the phoneHighest 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)
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99
Major reason people go to any Major reason people go to any website…website…
Complete a taskComplete a task
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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?
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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…
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313
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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414
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
Part II:Part II:Designing for mobile…Designing for mobile…
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616Bob Johnson Consulting, LLCBob Johnson Consulting, LLC
6 key points about anything online…6 key points about anything online…
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1717
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
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919
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… Don’t make people squintDon’t make people squint
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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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222
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 contentMake sure key Make sure key content areas are content areas are immediately visibleimmediately visible
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323
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 touchAvoid 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
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The NY Times goal for mobile…The NY Times goal for mobile…
“The Internet should work like it does on PC screens.”
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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
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The NY Times on mobile…The NY Times on mobile…
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Part III: Part III: Mobile Marketing in Higher Mobile Marketing in Higher
EducationEducation
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1. Direct marketing focus…1. Direct marketing focus…
Inquiries from mobile at Kettering Inquiries from mobile at Kettering UniversityUniversity
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The first image… while it loadsThe first image… while it loads
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At the site… who fits at KetteringAt the site… who fits at Kettering
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Very simple enrollment inquiry…Very simple enrollment inquiry…
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5151
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5252
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.”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5353
““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!”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5454
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”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5555
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.”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5656
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!”
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5757
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 [email protected] 2 schedule.”email [email protected] 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.”
5. QR Codes5. 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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5858
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?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5959
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%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6060
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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6161
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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6868
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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6969
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?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7070
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7171
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
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7272
Part IV:Part IV:Sources of Information to FollowSources of Information to Follow
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7373
Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7474
Mobile Marketer… Mobile Marketer… http://www.mobilemarketer.com/http://www.mobilemarketer.com/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7575
Jakob Nielsen Usability Report…Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7676
Bob Johnson’s marketing blog…Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/http://www.bobjohnsonblog.com/mobile-marketing/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7777
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7878
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/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7979
MIT Open Source code for mobile…MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/http://sourceforge.net/projects/mitmobileweb/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 8080
Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident
Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068