The ROI of Mobile Marketing 101

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eduWebThe ROI of Mobile Marketing 101

Bill Hurlburt Vice Presidentof Interactive Services

Paskill Stapleton & Lord

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ROI3

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RESPONSE RATES

19801990

20002010

DIRECT MAIL AND PRINT ADVERTISING

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Fragmentation

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BIGPROBLEM

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0

20

40

60

80

7357

4827

4352

2007 2011 2015

DESKTOP MOBILE

Use of Mobile & Desktop Web

Mobile web growth overtakes desktop web use in 2014.

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Staying Ahead of the Curve

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• Current Students• Faculty / Staff• Alumni• Community & Friends • Parents • Prospective Students

• Traditional • Adult/Continuing Education

User Types

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• Current Students• Faculty / Staff• Alumni• Community & Friends • Parents • Prospective Students

• Traditional • Adult/Continuing Education

User Types

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User Behavior

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‣ 81% browse the Internet,77% search, 68% use an app, and 48% watch videos on their smartphone

‣ 72% use their smartphones while consuming other media, with a third while watching TV

‣ 93% of smartphone owners use their smartphones while at home

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Repetitive Now

Bored Now

Urgent Now

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Repetitive Now These people track time-sensitive information on an ongoing basis.

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Bored NowThese people seek distraction or entertainment while waiting in line or on public transit, for example.

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Urgent NowThese people need location-sensitive information about a specific situation.

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Repetitive Now

Urgent Now

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User Expectations?

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‣ Concise Content

‣ Logical Navigation

‣ Deeper Drill-down

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Less is More

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It’s 2013 People!

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Prioritize + Simplify

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How Users Search

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Adult vs. Traditional

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• Emotional Connection • Programs• Feel• Students• Cost

Traditional Undergraduate Adults • Programs• Fit• Costs• Convenience • Flexibly

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Mobile MarketingStrategy

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Mobile marketing yields 32% higher return than traditional

mobile marketing association

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SMS

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Geo Targeting & Location Based Ads

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Mobile Display

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Mobile Apps &Sponsored AdsFacebook

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Mobile Apps &Sponsored Ads Twitter

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Mobile Apps &Sponsored AdsPandora

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About half of all U.S. mobile ad spending goes

toward search ads.

Google takes a 95% share of all mobile-search revenue in the U.S.

estimates eMarketer

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Mobile Search Click to Call

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Mobile Search Text Ads

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Mobile Search Click to Download

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Mobile Search Site Links

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What not to do...

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Rethinking Brand Engagement

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Utility Marketing

Interrupt at the point of need

Become a part of the user’s life

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A Slow Road

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Everything is Measurable

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• Is there adequate return on investment for mobile marketing programs?

• Which tactics are reaping the highest returns?

Managing ROI

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Quantifiable: mobile marketing provides measurable increases in revenue and purchase frequency.

User Engagement: enables us to monitor and track engagements and refine it as needed.

Immediacy/Real-Time: the ubiquity of mobile leads to more timely offers and better results.

Personalized: enables more targeted, relevant programs driving higher response rates.

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Thank You.

Bill Hurlburt Vice Presidentof Interactive Services

Paskill Stapleton & Lord

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