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Achieving Relevance in a Mobile Age is the topic for Matt Collins at the INTEAD Global Marketing Workshop. Learn why mobile delivery and management capabilities are a must do activity for the successful higher education marketer.
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Matt Collins Global Director of App & Partner Marketing
Achieving Relevance in a Mobile Age
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What marketing in 2013 can feel like.
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The opportunity is massive
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27% Q1’14 internet traffic from mobile devices
58% Share of smartphones,
2013
12%/3% Time with media spent on mobile/share of media
spend
58M Q1’14 tablet shipments
Sources: Mary Meeker 2013 Internet report; IDC Wpromote Q1’14 internet traffic study
Strategy Analytics tablets shipment report
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Business successes emerging
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59% of total revenue, Q1’14
29% of holiday e-‐commerce, 2013
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20% On mobile web
80% Time spent in apps
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Mobile is also filled with hazards7
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!
DISTRIBUTION TENDS TO
FAVOR MOST POPULAR APPS.
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Components of a higher education mobile marketing strategy
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Mobile Web
AppsPush to call/SMS
ACQUIRE/RECRUIT Responsive web design
Call-‐to-‐action: call, request a brochure
APPLY App or web
Track your application Schedule interview or campus visit
CONNECT Alumni network access Job & internship postings
Relevant coursework & professors
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The “If You Build It, They Will Come” days are over.!
!
You need a go-to-market plan.
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Mobile marketing leversIntegrated with other channels and data collection resources. Made to engage.
• In-app, search, and mobile web advertising • App install programs • App store optimization • Push notifications • Comms • Geo-fencing • Online/offline targeting • Events • Video • Text messaging
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Mobile
RetailComms
Events & OoH
Digital
Sponsorships, Promos
Direct response
Social media
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Measurement
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Active usersDownloads
Time spent in app High value activities
Conversions User ratings/quality
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Summary
• Mobile’s potential and pitfalls !• Driving successful mobile outcomes is hard but not
insurmountable !• Overcoming the headwinds requires campaign integration,
sensitivity to customer concerns, smart partnering, ongoing optimization, and relentless focus on KPIs/metrics
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Thank you
Matt [email protected]
+1 (914) 826-‐4265 @amherstmatt
mattcollinsblog.com
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