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Bonn.digital mobilestrategy.7 13..(2)
1. DIGITAL MARKETING STRATEGY IN
HIGHER EDUCATION: SURVIVING
THE MOBILE REVOLUTION
Bob Johnson, Ph.D.
GATE Marketing Conference
Bonn, Germany
July 4-5, 2013
Bob Johnson Consulting, LLC 1
3. Think social media and mobile…
#1
• Social media…
• Marketing and PR
can’t control the
message anymore
• Increasing use from
mobile devices
#2
• Mobile…
• People are
connected
everywhere, all the
time
• And they are very
impatient
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4. Two more really big things…
#3
• Privacy…
• “Big data” gives the
capacity to know
more about people
than ever before
• How comfortable are
you with this?
#4
• Engagement
• More people will
“like” and “follow”
than will actively
“engage”
• Many will just
“spectate”
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5. And two more…
#5
• New technology
• No need to be first in
everything,
especially if you
don’t know where
the “shiny object” fits
in your marketing
campaign
#6
• ROI
• Difficult to measure
the individual impact
of every step in a
marketing campaign
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6. THE NEED FOR SPEED…
Especially as mobile internet access
grows…
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7. COMPLETE A TOP TASK…
Major reason people visit your
website
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9. PERFORMANCE IS A
PRIORITY FOR MOBILE…
“It’s possible to address
performance concerns... most
people don’t.”
Tim Kadlec, Implementing Responsive Design
http://www.implementingresponsivedesign.com/
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10. Home page load times increasing…
Web Performance Today http://bit.ly/1525Y7P
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11. 10 fastest business sites… <4seconds
Web Performance Today http://bit.ly/1525Y7P
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12. Testing sites for mobile…
http://mobitest.akamai.com/m/index.cgi
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26. For details by country…
http://www.socialbakers.com/facebook-overview-statistics/
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27. Facebook sites by region…
https://www.facebook.com/DAADNorthAmerica
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28. 2
important
points for
Facebook
posts…
•Lifespan of a new item on
Facebook (and Twitter) is
very short… just a few
minutes.
•If something is important,
post it more than once.
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29. An important Twitter benefit…
• Twitter can make us write better…
• “Twitter forces you to be concise.”
• “Twitter forces you to exercise your vocabulary.”
• “Twitter forces you to improve your editing
skills.”
• Jennifer Blanchard, http://bit.ly/eNOIXZ
• Use the same skills for Facebook entries
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30. Social media in “Metro China”…
http://empowered.forrester.com/tool_consumer.html
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33. WHAT TO EXPECT IN THE
FUTURE?
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34. Mary Meeker annual trend report…
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
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35. A verbal future? No nav, no search?
http://www.nuance.com/
• In the mobile world, no
need to touch anything
• What words will your
visitors use?
• Must work better than
your “search” works
now
• Must know what words
visitors will use
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36. International advertising for prospects?
http://www.24mas.com/
• Age
• Gender
• Location
• Behavior
• Time
• Handset
• And more…
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38. 7 major strategy planning points…
• Learn what is most important to your visitors
• Continuing growth of mobile
• Speed of access
• Web site more important than social media for
first encounter
• Social media important for ongoing cultivation
• Video will continue to grow in importance
• Monitor what people do at your website and
practice continuous improvement
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39. THANKS FOR INVITING ME
TO JOIN YOU IN BONN!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
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