9/22/2014. Impact Of Cell Phones/ Smartphones On College s Marketing Strategies Examine Trends In

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1 Impact Of Cell Phones/ Smartphones On College s Marketing Strategies Examine Trends In Smartphone User Profiles Smartphone Use Of Our Students Need For Mobile Websites Mobile Marketing And Advertising 1

2 Nationally Majority Of Colleges Are Down 3-5% Or Flat Ones With Enrollment Increases Are Those That Have Moved Recruiting Primarily Online Traditional Media Being Used Is Television For Branding And Influencers Mobile Advertising Plays Into This Trend 2

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4 Marketing Implication: Ads On Phone 57% Of These Smartphone Owners Say They Need To Be Connected To The Internet All Day Use Doesn t Drop Off Overnight Nearly As Much As The Other Segments - Really Want To Be Connected All Day And All Night 72% Access The Internet More From Their Mobile Devices Than From Their Computers 52% More Likely To Use A Non- Android, ios Or Blackberry Operating System 10 Times More Likely Than Average Smartphone Owner To Be Interested In Receiving Ads On Their Smartphones 6 Times More Likely To Buy Products Seen Advertised On Social Media Hyperconnected And Device Agnostic Tend To Prefer All Sorts Of Media Platforms 51% More Likely Than The Average Smartphone User To Own An iphone Heavy Use Of Social Media And Represent 20% Of Those Who Use Facebook, Foursquare, And Pinterest Apps 6 In 10 Follow Their Favorite Companies On Social Media See Social As A Platform For Recommending Products And Companies Shopping Most Likely To Engage In Showrooming, But With Their Affinity For Visual Social Platforms, Can Be Marketed To On The Basis Of Products Rather Than Just Pricing Marketing Implication: Importance Of Social Media 4

5 Marketing Implication: Ads On Phone/ Text Messaging Apps Less Likely To Use Social Media Than Prodigies And Tribals Preferring To Connect Directly With Their Friends Group Is 45% Less Likely To Often Post Or Comment To Social Media Sites More Likely To Use A Blackberry Device Use Messaging Apps Such As BBM And WhatsApp That Don t Accrue Mobile Service Charges Segment Primarily Composed Of Consumers Under The Age Of 35 Receptive To Mobile Advertising Being 2.3 Times More Likely Than Average To Be Interested In Receiving Ads On Their Phones 60% More Likely To Say They d Buy Products Advertised On Their Phones 86% Of Pragmatists Use Their Smartphones As Their Primary Device For Accessing The Internet From Home More Likely To Use Their Phones Than Their Laptops Or PCs Can Be Found Performing A Range Of Productivity-Related Tasks On Their Devices Ranging From Banking And Paying Bills To Getting News And Paying For Coffee 3 In 4 Say Their Smartphone Helps Them Get Work Done Wherever And Whenever They Want This Group Isn t So Receptive To Advertising Less Likely Than Average To Buy Items They See Advertised On Social Media Or On Their Phones Marketing Implication: Mobile Sites, Maps, Contact Info Marketing Implication: Mobile Sites, Maps, Contact Info These Smartphone Owners Are New To Their Devices And Just Starting To Discover The Advanced Features They Offer More Likely To Use Their Devices As They Do Their PCs, Meaning That They Use Browsers More Than Apps Only 3% Of Browsers Report Being Likely To Purchase Products They See Advertised On Social Media Sites Fewer Would Buy Based On A Mobile Ad 9% Say Their Phone Is An Expression Of Their Identity Primetime TV And Magazines Are Good Bets To Reach This Group 5

6 Occasionals Have Some Of The Lowest Usage Rates Mostly Making Phone Calls And Checking The Weather On Their Phones Given Their Light Usage, Marketers Should Use Mobile More For Branding Occasionals Will Likely Ignore Ads Served To Them On Their Phones More Likely To Use PCs At Work And At Home More Active Readers Of Newspapers Marketing Implication: Not Our Market Marketing Implication: Not Our Market Older Consumers, With 40% Of This Group Aged 55 And Older Mostly Use Their Smartphones Just For Emergencies, Preferring The Landline For Other Phone Calls This Group Stands Out In Its Use Of Video Messaging Being The Most Likely To Make Video Calls Likely Due To Keeping In Touch With Children And Grandchildren Enjoy Print Newspapers And Magazines Such As AARP And Consumer Reports Should Be Marketed To On Mobile Only As A Supplement To Traditional Media Campaigns Most Likely To Own An Android Phone (65%), But Only 23% Go Online From Their Phone 6

7 90%+ All Groups Have Internet Access Adults Most Likely To Use Desktop, Laptop, Smartphone Students Most Likely To Use Laptop And Smartphone Netbooks/ Tablets Utilized By Adults With Higher Education Levels Operating Systems Apple (ios) Android Depends On Your Market And The Phone Companies And Phones Offered Majority Have Phone With Them 24/ 7 Alarm Clock To Phone Calls Sleep Texting Daily Activity Apps Travel, Banking, Etc. Text Daily (85%+) Accessing Social Media Browsing The Internet Phone Calls Calendar, Notes, Etc. Sharing Photos Games Maps/ GPS Watching YouTube Videos Watching Movies/ TV Reading Books 7

8 1. Facebook 2. YouTube 3. Google Maps 4. Pandora 5. Instagram 6. Google+ 7. Snapchat 8. Weixin/ WeChat 9. Twitter 10. Skype 11. Candy Crush Saga 12. WhatsApp 13. Facebook Messenger 14. Subway Surfers 15. Flashlight 16. Temple Run Flappybird 18. Foursquare 19. Shazam 20. Flickr 21. Yelp 22. Vine Colleges Having Success Advertising On These Transitioned From Radio To ipods To Cell Phones Listen To Music All Day Helps Them Tune Out All The Other Messages Pandora (60%+) YouTube (60%+) Cell Phone itunes CDs Radio Primarily In The Car Pandora Spotify Beats Music Rhapsody iheart Radio SoundCloud Xbox Music Shazam Slacker Radio SoundHound Songza Rdio 8

9 1. Facebook (80%+) 2. Twitter (3-5%) 3. LinkedIn 4. Pinterest 5. Google+ 6. Tumblr 7. Instagram 8. VK 9. Flickr 10. MySpace 11. Tagged 12. Ask.fm 13. Meetup 14. MeetMe 15. Classmates Netflix Hulu, Amazon Watch Movies Online Together In Two Locations For Date Night Online Streaming From A Free Website Cable On Demand DVR And Watch Later DVDs Television Marketing Implication: Usage 24/7 Of Phones 9

10 Predicted That Mobile Web Usage Will Surpass Desktop Web Usage By 2015 Regular Website Will Slide In Importance Without A Complementary Mobile Website 50% Of Local Web Searches Done On A Mobile Phone Marketing Implication: Contact Information Key On A Mobile Site 10

11 Define Your Audience Prospective Students? Campus Community? Alumni? Simplifying Content Stick To Essentials Small Amount Of Information Can Be Seen At One Time Basics Contact Information For Critical Offices, Like Admissions, Registrar, Financial Aid Information About Applying, Financial Aid, Deadlines, And Dates Alerts About Upcoming Events List Of Academic Programs 11

12 Use Video Text Is Limited But Video Can Grab Your Audiences Attention Examples Testimonials By Current Students Or Alumni Tours Of The College Montage Program Videos Use Location-Based Services GPS Enabled Map Relevant Campus Offices Landmarks Nearby Public Transportation Parking Locations Example One Residential College Gave Real-Time Information On Washers In Use And Available Make It Seamless Make Sure It Integrates Seamlessly With Full Website Full Site Button At The Bottom Of Mobile Page 12

13 Look At Your Analytics Top Pages Multiple Slices of Data 30 Days, 60 Days, 90 Days, Annual, Seasonal Ideas For Mobile Home Page Content About Us Click To Call Contact Us Customer Service Directions E-brochures Us Events Calendar Locations News Social Media Video Mobile Phones And Tablets Use A Relatively Slower Connection Than Conventional Wired Ones Area Is Very Small, But Audience Is The Same Mobile Devices Are Most Used On The Verge Of Decision Making IDEAL: Mobile Responsive Website For College Content Issues 13

14 Navigation Is Key Awesome Navigation Experience Prioritize Content No Horizontal Scroll Bar And Short Page Length Footer Back To Top Consistency Match College Site In Appearance Color Scheme Key For Branding Readability Smaller Text And Too Many Links Make It More Difficult To Find Information Touchable Icons (Links) Writability Low Usage Of Text Input Fields Speed Use Few, Compressed Images Too Many Slows Website Mobile Specific Features Tap To Call And Send SMS Features 14

15 On Mobile Devices With Full Browsers Text Ads Image Ads App Promotion Ads Within Apps On Smartphones And Tablets Text Ads Image Ads App Promotion Ads Image App Promotion Ads Video App Promotion Ads Measurement Impressions (Views) Click-Through Rates Sold By Views (Cost Per Impression) Click-Through (Cost Per Click) Mobile Media Can Run On A Mobile Web Page Or Within A Mobile App (Within App) 15

16 Do Know Your Consumer And Plan Mobile Accordingly Do Frequent Mobile Usage Surveys Do Keep It Simple Smaller The Screen, The Simpler The Message Don t Give Students Too Many Choices Main Marketing Objective Do Have A Simple And Clear Call-To-Action Above The Fold Of The Phone Screen Don t Drive A Prospective Student To The Home Page Of Your Mobile Site Or Heaven Forbid Your Non- Mobile Home Page Or Website Mobile Landing Pages Don t Do Mobile For Mobile s Sake Don t Dive In Set Goals And Expectations Do Format Your Marketing s For Mobile Do Leverage Social Mobile Campaigns Can Use Social To Amplify Messages And Drive Word Of Mouth On Social Media Pandora Example Do Think About Measurement In Early Stages Of Campaign Don t Treat Mobile As An Add-On 16

17 Google Mobile Ads Facebook Pandora New Mobile Placement Companies Location And Topic Based App Usage Examples Of Companies That Can Be Used Airpush ( Airpush Allows A College To Develop A Campaign Targeted For Education Provide A Start And End Date Daily Budget For The Campaign (Ranging From $10 Per Day To $99,999 Per Day) Two Platforms Android Phones And ios Phones Multiple Ad Types Available UpSnap $100 Minimum For 20,000 Impressions See Example Following 17

18 Importance Of Mobile Mobile Responsive Websites Or Mobile Sites Landing Pages Must Be Mobile Targeted Recruitment Electronic Media E-brochures Mobile Advertising To Phones Mobile Is The Future 18

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