An overview of Becker’s digital marketing efforts including mobile sites, paid and organic search, banner campaigns, social media, and most recently behavioral and retargeting. For more than 50 years, Becker Professional Education has been a global leader in exam review and continuing education for accounting, finance and project management professionals. With the shift towards mobile, learn how Becker worked with Duo Consulting to develop a mobile strategy including website integration, content strategy and key performance. Join Yasmeen Schuller and Jaime Smith to learn how they were able to integrate a mobile strategy into the existing platform, along with a review of other digital marketing efforts.

1. Becker Professional Education Mobile Website, Digital Marketing

2. Surfing Mobile Who is Becker? Why we made mobile a priority Mobile Project After launch - results Mobile considerations & next steps Digital Marketing – Social, Paid, Behavioral Marketing

3. Becker Professional Education Becker is a global leader in exam preparation and continuing professional education, guiding nearly half a million individuals in the fields of Accounting, Finance, and Project Management. Becker’s CPA Exam Review.

4. Why mobile became a priority The number visitors accessing the CPA website via mobile devices nearly quadrupled from 2009 to 2010. CPA candidates began enrolling using their mobile devices. Becker began selling mobile apps for the Flashcards product.

5. Website needed to be accessible on mobile devices to: Improve user experience for those using mobile devices Improve page views average per user Decrease bounce rates (those on mobile devices leaving after 1 click) Increase web-based sales using mobile devices Website support of mobile devices reflective of company’s commitment to mobile

7. Larger buttons to ensure accuracy navigating.

8. Courses & Products, Schedules are the highest priority based on mobile analytics.

9. Design & best practices = Simplify

10. Simplify creative design

13. Files live in a separate directory structure for flexibility, but are published from the same CMS files for easy management

15. Metadata and Search Considerations Website indexed becker.com Full Site Search results Mobile Redirect m.becker.com

16. Results: Comparing April, 2010 to April, 2011 April, 2010 April, 2011 Up 50% Up 10% Down 7% Mobile revenue increased by 376%

17. Mobile Considerations and Next Steps jQuery vs. Flash Current website incorporates Flash elements on homepage and informational guides throughout the website. Flash doesn’t work on iPhone, iPad New redesign replaces most of the Flash with jQuery interactive elements throughout the site. Mobileadvertisingand paid search test to begin this summer. Integrate test of QR codes with tracking to determine usage/user acceptance. Each new page that rolls out needs a mobile version.

18. Digital Marketing Initiatives and Results

19. Social Media Facebook Facebook Events Twitter YouTube LinkedIn

20. Questions?