The ROI of Mobile Marketing 101
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Mobile marketing is increasingly important as mobile device usage grows. It offers higher returns than traditional marketing, with mobile marketing yielding a 32% higher return. Effective mobile strategies prioritize concise content, logical navigation with deeper drill-downs, and simplification for users who search on mobile in brief moments. Metrics show mobile marketing provides quantifiable increases in revenue and purchases through measurable user engagement and immediacy allowed by mobile devices.
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The ROI of Mobile Marketing 101
- 1. eduWeb eduWeb The ROI of Mobile Marketing 101 Bill Hurlburt Vice President of Interactive Services Paskill Stapleton & Lord 1
- 2. eduWeb 2
- 3. eduWeb ROI 3
- 4. eduWeb RESPONSE RATES 1980 1990 2000 2010 DIRECT MAIL AND PRINT ADVERTISING 4
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- 8. eduWeb 0 20 40 60 80 73 57 48 27 43 52 2007 2011 2015 DESKTOP MOBILE Use of Mobile & Desktop Web Mobile web growth overtakes desktop web use in 2014. 8
- 9. eduWeb Staying Ahead of the Curve 9
- 10. eduWeb • Current Students • Faculty / Staff • Alumni • Community & Friends • Parents • Prospective Students • Traditional • Adult/Continuing Education User Types 10
- 11. eduWeb • Current Students • Faculty / Staff • Alumni • Community & Friends • Parents • Prospective Students • Traditional • Adult/Continuing Education User Types 11
- 13. eduWeb ‣ 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone ‣ 72% use their smartphones while consuming other media, with a third while watching TV ‣ 93% of smartphone owners use their smartphones while at home 13
- 14. Repetitive Now Bored Now Urgent Now 14
- 15. eduWeb Repetitive Now These people track time-sensitive information on an ongoing basis. 15
- 16. eduWeb Bored Now These people seek distraction or entertainment while waiting in line or on public transit, for example. 16
- 17. eduWeb Urgent Now These people need location-sensitive information about a specific situation. 17
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- 22. eduWeb ‣ Concise Content ‣ Logical Navigation ‣ Deeper Drill-down 22
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- 31. eduWeb • Emotional Connection • Programs • Feel • Students • Cost Traditional Undergraduate Adults • Programs • Fit • Costs • Convenience • Flexibly 31
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- 34. eduWeb Mobile marketing yields 32%higher return than traditional mobile marketing association 34
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- 36. eduWeb SMS 36
- 37. eduWeb Geo Targeting & Location Based Ads 37
- 39. eduWeb Mobile Apps & Sponsored Ads Facebook 39
- 40. eduWeb Mobile Apps & Sponsored Ads Twitter 40
- 41. eduWeb Mobile Apps & Sponsored Ads Pandora 41
- 42. eduWeb About half of all U.S. mobile ad spending goes toward search ads. Google takes a 95% share of all mobile-search revenue in the U.S. estimates eMarketer 42
- 47. eduWeb What not to do... 47
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- 53. eduWeb Utility Marketing Interrupt at the point of need Become a part of the user’s life 53
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- 59. eduWeb •Is there adequate return on investment for mobile marketing programs? •Which tactics are reaping the highest returns? Managing ROI 59
- 60. eduWeb Quantifiable: mobile marketing provides measurable increases in revenue and purchase frequency. User Engagement: enables us to monitor and track engagements and refine it as needed. Immediacy/Real-Time: the ubiquity of mobile leads to more timely offers and better results. Personalized: enables more targeted, relevant programs driving higher response rates. 60
- 61. eduWeb 61
- 62. eduWeb Thank You. Bill Hurlburt Vice President of Interactive Services Paskill Stapleton & Lord 62