Marketing innovation utilizing mobile apps to capture today s elusive web savvy students
This presentation is the property of its rightful owner.
Sponsored Links
1 / 49

Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students PowerPoint PPT Presentation


  • 46 Views
  • Uploaded on
  • Presentation posted in: General

Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students. Presentation Sunday, April 22, 2012 Innovation Theater 8:00am AACC. Meet The Presenters. Stephan Gunsaulus Director of Marketing and Communication Cuesta College Kathi J. Swanson, Ph.D. President

Download Presentation

Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Marketing innovation utilizing mobile apps to capture today s elusive web savvy students

Marketing Innovation: Utilizing Mobile Apps To Capture Today’s Elusive Web-Savvy Students

Presentation

Sunday, April 22, 2012

Innovation Theater 8:00am

AACC


Meet the presenters

Meet The Presenters

  • Stephan Gunsaulus

    • Director of Marketing and Communication

    • Cuesta College

  • Kathi J. Swanson, Ph.D.

    • President

    • CLARUS Corporation


Today s discussion

Today’s Discussion

  • Utilizing Technology To Enhance The “Experience Management”

    • Aggregation of e-services

    • Mobile Internet usage

    • Consolidation of communication channels

      • Develop an integrated plan


Trends in mobile internet usage

Trends In Mobile Internet Usage


Today s discussion1

Today’s Discussion

  • In 2009, Adobe Systems’ Primary Business Goal Was Creating Mobile Technology

    • Expects explosion in handheld device use over next few years

    • Making documents easier to read and access

  • Explosion Among Smartphone Users And Cell Phones With Internet


Mobile social networking

Mobile Social Networking


Today s discussion2

Today’s Discussion

  • Trends In Mobile Internet Usage

    • Who is using?

  • Mobile Apps Versus Mobile Web Sites

    • One or both?


Evolution

Evolution

  • Main Frame Computing

  • Mini Computing (1970’s)

  • Personal Computing (1980’s)

  • Desktop Internet Computing (1990’s)

  • Mobile Internet Computing (2000’s)


Mobile internet usage

Mobile Internet Usage


Mobile internet usage1

Mobile Internet Usage

  • Mobile Devices Are Becoming The Virtual Newspaper

    • Number of unique mobile phone users who access news and information on a daily basis has grown to 22.4 million in January over the previous year

    • Growing importance of mobile Internet as consumers become more reliant on their mobile devices to access time-sensitive and utilitarian information


Mobile internet usage2

Mobile Internet Usage

  • Pew Research Center In Washington

    • Surveyed 2,252 adults over 18 in April and May 2010

    • Defined Wireless Internet use as going online using a laptop either via Wi-Fi or cellular, using an e-mail system or using the Web or instant messaging services on a cell phone


Mobile population

Mobile Population

  • 62% Of All Americans Are Part Of A Wireless, Mobile Population That Participates In Digital Activities Away From Home Or Work

    • 58% have used either a cell phone or PDA for a non-voice data application

    • 41% have logged onto the Internet away from home or work using a wireless laptop connection or with a handheld device


Electronic options

Electronic Options

  • Logged On Wirelessly Away From Home Or Work Using A Laptop Computer

    • 70% of online users between the ages of 18 and 29

    • 53% of online users between ages 30 and 49

    • 39% of online users between ages 50 and 64

    • 29% of online users age 65 or older


Mobile internet usage3

Mobile Internet Usage

  • Results

    • Low-income groups in the U.S. are now the fastest adopters of mobile Web devices

      • 46% of households earning less than $30,000 a year are wireless Internet users

      • This lowest income group surveyed was the fastest growing – up by 11 percentage points from 35% in April 2009

      • The lower-income group still uses wireless Internet technology less than higher income groups


Mobile internet usage4

Mobile Internet Usage

  • Results

    • 80% of households in the highest income group, those earning more than $75,000 a year, are now using wireless Internet technologies

      • Up from 72% a year earlier


Mobile internet usage5

Mobile Internet Usage

  • Results

    • African-Americans (64%) and English-speaking Latinos (63%) are wireless Internet users

      • 57% of White Americans say they are using the technology

      • All three groups showed an increase in wireless Internet use over last year


Mobile internet usage6

Mobile Internet Usage

  • Results

    • African-American and Hispanic groups do more texting, Web browsing, e-mailing, and instant messaging than White users

      • 87% of the African-Americans and the same percentage of Hispanics own a cell phone, compared to 80% of the White respondents

    • Minority users are more likely than White users to use social networking sites, watch videos, post a video or purchase a product on a cell phone


Considering a mobile site

Considering A Mobile Site?


Current site on a mobile device

Current Site On A Mobile Device

  • It’s More Than Making Current Site Look Good On A Mobile Device

    • Usability is different

    • Accessibility is different

    • Trends are different

    • Starting a mobile site means researching your audience(s) and building the tools to meet their needs

    • First, test your current web site


Testing web sites

Testing Web Sites

  • Testing Current Web Site For Mobile Access

    • http://ready.mobi/launch.jsp?locale=en_EN

  • Sites Tested

    • www.CLARUSCorporation.com

    • www.ccp.edu

    • http://CLARUSCorporation.wirenode.mobi


Mobile app or mobile web site

Mobile App Or Mobile Web Site

  • Mobile App

    • Apps built specifically for iPhone, Android, or any other platform and installed on the device

      • Use if all your content needs to be accessible offline since only a client application can store it on the phone

    • Pitfalls

      • Need to be downloaded and installed by the user each time you distribute an update

      • Have to create and manage many different versions for all the different hard- and software platforms


Mobile app or mobile web site1

Mobile App Or Mobile Web Site

  • Mobile Web Site

    • Cross-platform browser-based mobile web sites accessible through a mobile device

    • Mobile web sites are much easier to handle

      • No installation, server-side updates, browser as single access point and, based on the right software platform, you need to create and manage only one web site for all devices

      • Personalization can be realized within a login area


Traditional web site

Traditional Web Site


Mobile app

Mobile App


Mobile app1

Mobile App


Wvu mobile site

WVU Mobile Site


Wvu mobile site1

WVU Mobile Site


West virginia university http m wvu edu about http m wvu edu

West Virginia University http://m.wvu.edu/about/) – http://m.wvu.edu

  • Color scheme is good and easy on eye

  • Pulled their YouTube feed right into their page

  • A directory search

  • Athletics section

Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010


Virginia tech http mobile vt edu

Virginia Tech – http://mobile.vt.edu

  • Layout is simple, and the theme is fairly eye-pleasing and easy to read

  • Mobile map nice touch and useful for visitors who come to campus

Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010


Mit http mobi mit edu about http m mit edu

MIT (http://mobi.mit.edu/ about/ ) – http://m.mit.edu

Technically heavy mobile sites

Released their framework for anyone to use

Crammed a ton of tools into a limited space, and made them flexible and useful

Best of the Mobile Higher Ed WebBy Michael Fienen - Mon, May 17, 2010


Cautions

Cautions

  • Mobile App Leading To Old Web Site Is Not Appropriate

    • Frustrating With Students

    • Take Care With Apps Being Introduced With Content Management Systems

    • Creates A False Site, Frustrating For Students


Develop a plan

Develop A Plan

  • Mobile Web Site Should Be A Component Of An Overall Communication Plan

    • Define Audience

    • Define Needs

  • Integration With Current Social Media And Communications

    • Facebook, Twitter

    • Emergency Communications Plan


Conduct research

Conduct Research

  • Mobile Web Scan Of Current Students

    • Level Of Mobile Usage

    • Platforms

    • What Needs Are For Mobile Access

      • Cannot Do Everything On Mobile Site

  • Web Site Visitor Survey

  • Analytics


Choose a great name

Choose A Great Name

  • Buy A .mobi

    • New server; Purchase domain name

      • Example: CLARUSCorporation.mobi

  • Create A Sub-Domain

    • Easiest of the options to set up (you already own the domain); Cheapest option

      • Example

        • For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu

        • For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu


Choose a great name1

Choose A Great Name

  • Buy A .mobi

    • New server; Purchase domain name

      • Example: CLARUSCorporation.mobi

  • Create A Sub-Domain

    • Easiest of the options to set up (you already own the domain); Cheapest option

      • Example

        • For iPhone, Android, and Palm users, access the site at http://i.roanoke.edu

        • For Windows Mobile and Blackberry users, access the site at http://m.roanoke.edu


Potential key uses

Potential Key Uses

  • Schedules

    • Include pertinent dates

      • Academic calendar, final exam schedule, campus hours open during holidays, etc., and information that would need to change frequently and is the information that allows students to plan their schedules

  • Directories

    • Include phone numbers and e-mails for staff, departments, faculty, etc.


Potential key uses1

Potential Key Uses

  • News And Events

    • Information on open houses, news for the day, happenings on campus, etc., or the current news feed on the home page of many college web sites

  • Emergency

    • Emergency messaging information should be available and contacting campus emergency personnel should be a button away


Potential key uses2

Potential Key Uses

  • Campus Map

    • Interactive GIS map that would allow a student to navigate campus and may include a list of classes and locations for the semester

      • Static or interactive like a walking Garmin

  • Schedule Of Classes

    • List of the classes available for an upcoming semester but different format would have to be designed since the current class search would not easily translate to a mobile


Potential key uses3

Potential Key Uses

  • Login To MIS System/ Blackboard/ Distance Learning

  • E-Brochure

    • For those visitors looking at the college, a link to an easy-to-use e-brochure would be good – and then a potential page link to admissions


Integration of e services

Integration Of E-Services

  • Aggregation Of E-services

    • Online Application

    • Online Catalog

    • Online Viewbook

    • Chat

    • Social Media

    • Mobile Web Site

    • Apps


Wrap up evaluation and questions

Wrap Up, Evaluation, And Questions!


Marketing innovation utilizing mobile apps to capture today s elusive web savvy students

Stephan GunsaulusDirector of Marketing and CommunicationCuesta CollegePO Box 8106San Luis Obispo, CA [email protected]


Marketing innovation utilizing mobile apps to capture today s elusive web savvy students

Kathi J. Swanson, Ph.D.PresidentCLARUS Corporation212 Box Butte AvenueAlliance, NE 69301308.762.2565 Ext. [email protected]


  • Login