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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
CREATING A REALISTIC
STRATEGY…
6 Important Strategy Points…
Bob Johnson Consulting, LLC 2
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
Bob Johnson Consulting, LLC 3
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”
Bob Johnson Consulting, LLC 4
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
Bob Johnson Consulting, LLC 5
THE NEED FOR SPEED…
Especially as mobile internet access
grows…
Bob Johnson Consulting, LLC 6
COMPLETE A TOP TASK…
Major reason people visit your
website
Bob Johnson Consulting, LLC 7
<5 SECONDS TO
CONNECT…
The Golden Rule
Bob Johnson Consulting, LLC 8
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/
Bob Johnson Consulting, LLC 9
Home page load times increasing…
Web Performance Today http://bit.ly/1525Y7P
Bob Johnson Consulting, LLC 10
10 fastest business sites… <4seconds
Web Performance Today http://bit.ly/1525Y7P
Bob Johnson Consulting, LLC 11
Testing sites for mobile…
http://mobitest.akamai.com/m/index.cgi
Bob Johnson Consulting, LLC 12
DAAD home page… 6.4 seconds
Bob Johnson Consulting, LLC 13
Slower for Africa, India offices…
11.30 seconds in Africa 7.48 seconds in India
Bob Johnson Consulting, LLC 14
THE REVOLUTION IS
YOUNG & CONTINUING…
How we got started in 2007 and
where we are today
Bob Johnson Consulting, LLC 15
Smartphones enabled the revolution…
http://bit.ly/TlMtvN
People love their phones… Price = €70 & less in India
Bob Johnson Consulting, LLC 16
Smartphone penetration today…
http://www.go-gulf.com/blog/smartphone/
Bob Johnson Consulting, LLC 17
Smart phones, all over the world…
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
Bob Johnson Consulting, LLC 18
Highest smart phone growth… Africa
Bob Johnson Consulting, LLC 19
Tablet users have high expectations…
http://bit.ly/HUPxPj (March 2012 research)
Bob Johnson Consulting, LLC 20
That are not being met now…
Bob Johnson Consulting, LLC 21
Email still has a place…
http://bit.ly/Q2Lm3B
Bob Johnson Consulting, LLC 22
Feature phones remain important…
http://bit.ly/12pAMsk
Bob Johnson Consulting, LLC 23
SOCIAL MEDIA…
FACEBOOK & YOUTUBE
ARE MOST IMPORTANT
Facebook is the digital giant we can’t
ignore…
Bob Johnson Consulting, LLC 24
Facebook dominates social media…
http://tnw.co/11WGkdR
Bob Johnson Consulting, LLC 25
For details by country…
http://www.socialbakers.com/facebook-overview-statistics/
Bob Johnson Consulting, LLC 26
Facebook sites by region…
https://www.facebook.com/DAADNorthAmerica
Bob Johnson Consulting, LLC 27
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.
Bob Johnson Consulting, LLC 28
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
Bob Johnson Consulting, LLC 29
Social media in “Metro China”…
http://empowered.forrester.com/tool_consumer.html
Bob Johnson Consulting, LLC 30
And in Spain…
Bob Johnson Consulting, LLC 31
International social media statistics…
http://www.socialbakers.com/
Bob Johnson Consulting, LLC 32
WHAT TO EXPECT IN THE
FUTURE?
Bob Johnson Consulting, LLC 33
Mary Meeker annual trend report…
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
Bob Johnson Consulting, LLC 34
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
Bob Johnson Consulting, LLC 35
International advertising for prospects?
http://www.24mas.com/
• Age
• Gender
• Location
• Behavior
• Time
• Handset
• And more…
Bob Johnson Consulting, LLC 36
A QUICK SUMMARY…
Bob Johnson Consulting, LLC 37
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
Bob Johnson Consulting, LLC 38
THANKS FOR INVITING ME
TO JOIN YOU IN BONN!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
Bob Johnson Consulting, LLC 39

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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
  • 2. CREATING A REALISTIC STRATEGY… 6 Important Strategy Points… Bob Johnson Consulting, LLC 2
  • 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 Bob Johnson Consulting, LLC 3
  • 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” Bob Johnson Consulting, LLC 4
  • 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 Bob Johnson Consulting, LLC 5
  • 6. THE NEED FOR SPEED… Especially as mobile internet access grows… Bob Johnson Consulting, LLC 6
  • 7. COMPLETE A TOP TASK… Major reason people visit your website Bob Johnson Consulting, LLC 7
  • 8. <5 SECONDS TO CONNECT… The Golden Rule Bob Johnson Consulting, LLC 8
  • 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/ Bob Johnson Consulting, LLC 9
  • 10. Home page load times increasing… Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 10
  • 11. 10 fastest business sites… <4seconds Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 11
  • 12. Testing sites for mobile… http://mobitest.akamai.com/m/index.cgi Bob Johnson Consulting, LLC 12
  • 13. DAAD home page… 6.4 seconds Bob Johnson Consulting, LLC 13
  • 14. Slower for Africa, India offices… 11.30 seconds in Africa 7.48 seconds in India Bob Johnson Consulting, LLC 14
  • 15. THE REVOLUTION IS YOUNG & CONTINUING… How we got started in 2007 and where we are today Bob Johnson Consulting, LLC 15
  • 16. Smartphones enabled the revolution… http://bit.ly/TlMtvN People love their phones… Price = €70 & less in India Bob Johnson Consulting, LLC 16
  • 18. Smart phones, all over the world… http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 Bob Johnson Consulting, LLC 18
  • 19. Highest smart phone growth… Africa Bob Johnson Consulting, LLC 19
  • 20. Tablet users have high expectations… http://bit.ly/HUPxPj (March 2012 research) Bob Johnson Consulting, LLC 20
  • 21. That are not being met now… Bob Johnson Consulting, LLC 21
  • 22. Email still has a place… http://bit.ly/Q2Lm3B Bob Johnson Consulting, LLC 22
  • 23. Feature phones remain important… http://bit.ly/12pAMsk Bob Johnson Consulting, LLC 23
  • 24. SOCIAL MEDIA… FACEBOOK & YOUTUBE ARE MOST IMPORTANT Facebook is the digital giant we can’t ignore… Bob Johnson Consulting, LLC 24
  • 25. Facebook dominates social media… http://tnw.co/11WGkdR Bob Johnson Consulting, LLC 25
  • 26. For details by country… http://www.socialbakers.com/facebook-overview-statistics/ Bob Johnson Consulting, LLC 26
  • 27. Facebook sites by region… https://www.facebook.com/DAADNorthAmerica Bob Johnson Consulting, LLC 27
  • 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. Bob Johnson Consulting, LLC 28
  • 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 Bob Johnson Consulting, LLC 29
  • 30. Social media in “Metro China”… http://empowered.forrester.com/tool_consumer.html Bob Johnson Consulting, LLC 30
  • 31. And in Spain… Bob Johnson Consulting, LLC 31
  • 32. International social media statistics… http://www.socialbakers.com/ Bob Johnson Consulting, LLC 32
  • 33. WHAT TO EXPECT IN THE FUTURE? Bob Johnson Consulting, LLC 33
  • 34. Mary Meeker annual trend report… http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 Bob Johnson Consulting, LLC 34
  • 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 Bob Johnson Consulting, LLC 35
  • 36. International advertising for prospects? http://www.24mas.com/ • Age • Gender • Location • Behavior • Time • Handset • And more… Bob Johnson Consulting, LLC 36
  • 37. A QUICK SUMMARY… Bob Johnson Consulting, LLC 37
  • 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 Bob Johnson Consulting, LLC 38
  • 39. THANKS FOR INVITING ME TO JOIN YOU IN BONN! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing Bob Johnson Consulting, LLC 39