Download as PDF, PPTX
Uploaded byVanessa Theoharis
Living in the Moment: Developing a Marketing Strategy for Mobile’s Micro-Moments in Higher Education
The document outlines the significance of micro-moments in mobile marketing strategies for higher education, emphasizing that these are critical touchpoints in a consumer's journey. It presents data indicating increasing mobile traffic among prospective students and offers guidelines for optimizing websites for mobile users. Additionally, it shares insights from Wheaton College's mobile strategy and the importance of personalizing the mobile experience.
More Related Content
Similar to Living in the Moment: Developing a Marketing Strategy for Mobile’s Micro-Moments in Higher Education
Living in the Moment: Developing a Marketing Strategy for Mobile’s Micro-Moments in Higher Education
- 1. Living in theMoment Developing a Marketing Strategy for Mobile’s Micro-Moments Gene Begin Vanessa Theoharis Vice President, Marketing & Communications Director, Digital Marketing Wheaton College (Massachusetts) OHO Interactive @gbegin @vmtheoharis #eduweb18
- 2. Before We TalkMobile, What are Micro-Moments?
- 3.
- 4. A Definition They’re themoments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy.
- 6. A Definition These micro-momentsare critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.
- 7. The Data Speaks ●38% of higher ed website traffic is from mobile → +14% in 3 years ● 4 in 5 students use a mobile device during their college search ● 41% of seniors complete RFI forms on mobile ● Dark social continues to increase as a traffic source ● 75% of mobile users say their phones makes them more productive ● 60% of mobile users say their phones help them feel more confident and prepared Google Analytics benchmarking data for colleges and universities from July 2017-July 2018 / eMarketer / Chegg / E-Expectations 2017 / Think with Google
- 8. Mobile Expectations 1. Be there. 2.Be useful. 3. Be quick.
- 9.
- 10. Group Exercise 1) Partnerup with the person next to you and ask what institution they work for or what institution they went to. 2) Pull out your phone. 3) Your mission is to complete a task on that institution’s website (i.e. sign up for an event, look for contact info, purchase a shirt at bookstore, etc.) 4) IN 90 SECONDS! 5) Ready? GO!
- 11.
- 12. Examples of HigherEd’s Micro-Moments Current Students - I’m starving. What is today’s dining hall menu? - I can’t believe I haven’t studied yet. How late is the library open today? - I can’t believe I’m graduating soon. How do I get my cap and gown? Parents - You’re home for the summer?!?! How does my student find an internship? - I need to book a hotel for graduation!
- 13. Examples of HigherEd’s Micro-Moments Prospective Students - That college sounds cool. How do I take a campus tour? New Students - I just got an email from my professor. How do I buy the class textbook? - It’s my first day of class. Where is this building and room?!?!?! Alumni - I am going back for homecoming. How can I buy a hat to show my pride?
- 14. The Higher EdConsumer Decision Journey BECOME AWARE CONSIDER EVALUATE BUY ENJOY Loyalty Loop ADVOCATE
- 15. The Higher EdConsumer Decision Journey BECOME AWARE CONSIDER EVALUATE BUY ENJOY ADVOCATE Searches for college rankings on Google Visits college website to see college majors Looks up directions to campus on Google maps Checks application status Follows college on Instagram Shares Magazine story on Facebook What are primary micro-moments along the journey?
- 16.
- 17. Use analytics to establishyour own mobile persona.
- 18. Establish a MobilePersona Use a mix of Google Analytics and user testing to understand how your mobile users engage with your website and complete tasks.
- 19. Establish a MobilePersona Using a mobile segment, research the following within Google Analytics: ● Time on site, bounce rate, pages per session, and location. ● Traffic sources, specifically AdWords, social, and email. ● Top landing pages from organic search. ● Internal search keywords. ● Event and goal completions.
- 20. Mobile Website Behavior ExampleAnalysis: Difference between Millennial and Gen Z mobile visitors at a school in New England offering both undergraduate and graduate programs. Gen Z = 18-24 years old • 63% visit on desktop, 34% on mobile. • Visit the site often, from 8 to 14 times. • Majority visit from organic search, but many from referral sites → many relying on college search sites and rankings. • While they predominantly visited undergraduate pages, they also frequented graduate pages → indicating a forward-thinking approach to the college search. Millennials = 25-34 years old • 69% visit on desktop, 28% on mobile. • Visit more pages and spend more time on the site, but don’t visit the site more than a few times. • Majority visit from organic search, but many via direct traffic → impacted by other marketing channels, such as OOH or WOM. • Twice as many visitors come from social than Gen Z → this may be due to more use of trackable platforms, such as LinkedIn.
- 21. Optimize your website formobile conversions.
- 22. Optimize Your Websitefor Mobile Conduct a mobile-friendly test: search.google.com/test/mobile-friendly
- 23.
- 24. Blythedale Children’s Hospital ●60% of all traffic from mobile ● Time on site increased by +1:16 min ● Bounce rate decreased by 10% ● Over 3,000 views (32%) of videos since launch ● “Visit” viewed by 10% of users ● Stories now with top 10 pages
- 25.
- 26. Dartmouth Capital Campaign ●27% of all traffic from mobile ● Spend just under a full minute on the site ● Stories make up the top 5 visited pages, but next? → Give ● 36% from direct traffic and 25% from social
- 27. Establish a search strategythat prioritizes mobile visitors.
- 28. Mobile Search Strategy Sitespeed is a factor in Google’s mobile search ranking. Conduct a site speed test: developers.google.com/speed/pagespeed/insights
- 29. Mobile Search Strategy Audityour organic search rankings, digital footprint via Google properties, and improve your results. Google College Search Feature
- 30. Mobile Search Strategy Todominate the search engine result pages (SERPs) for your priority branded and non-branded keywords and queries, integrate a paid search strategy into your brand awareness and lead generation efforts.
- 31.
- 32. Mobile Website Personalization Usea website personalization engine to identify mobile users and customize their experiences to help them find information and complete tasks faster through relevance, consumer journey, or CRM-driven tactics.
- 33. Example Scenario: On-CampusMobile Visitors Identify device → mobile? Identify location → near or on campus? Identify network - not logged into campus network? Replace hero and main CTA with campus information, directions, and events.
- 34.
- 35. Who is WheatonCollege? ● Founded in 1834 as a women’s seminary and received college charter in 1912 as a women’s college; went co-ed in 1988 ● Located in Norton, Massachusetts, centrally located between Boston and Providence ● 1730 students --- 99% live on campus ● 40 U.S. States --- 70+ countries represented ● 100+ majors and minors ● 10:1 Student/Faculty Ratio ● 220+ Fellowships (Rhodes, Fulbright, Watsons, etc.) won by students since 2000
- 36. Wheaton College MobileTraffic - 38% over past 10 months (26% just two years ago) - International mobile traffic 40% (21% just two years ago)
- 37. More Wheaton MobileInsights - Mobile inquiries up 70% after responsive, top task-oriented web redesign - News section is more than 50% mobile - Poem within French Studies was most visited mobile page of the year - Nearly 100K views over 2 days
- 38. Paid Search Strategy Biddingon branded search queries can bring your users closer to conversion.
- 39. Apps and MobileMessaging
- 40. Apps and MobileMessaging Wheaton College Mobile Wheaton Connect College Interactive Gen Z uses messaging apps more than text to send messages
- 41.
- 42. Takeaways ❏ Start small,but think long-term. ❏ Dive into your mobile-specific data to gather some insights. ❏ Prioritize and focus on improving one audience at a time. ❏ Mobile equal is a step in the right direction.
- 43. Questions? Thank You! Gene BeginVanessa Theoharis Vice President, Marketing & Communications Director, Digital Marketing Wheaton College (Massachusetts) OHO Interactive @gbegin @vmtheoharis #eduweb18