The ROI of Mobile Marketing 101
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Transcript of The ROI of Mobile Marketing 101
eduWeb
eduWebThe ROI of Mobile Marketing 101
Bill Hurlburt Vice Presidentof Interactive Services
Paskill Stapleton & Lord
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2007 2011 2015
DESKTOP MOBILE
Use of Mobile & Desktop Web
Mobile web growth overtakes desktop web use in 2014.
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• Current Students• Faculty / Staff• Alumni• Community & Friends • Parents • Prospective Students
• Traditional • Adult/Continuing Education
User Types
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• Current Students• Faculty / Staff• Alumni• Community & Friends • Parents • Prospective Students
• Traditional • Adult/Continuing Education
User Types
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‣ 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
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Bored NowThese people seek distraction or entertainment while waiting in line or on public transit, for example.
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• Emotional Connection • Programs• Feel• Students• Cost
Traditional Undergraduate Adults • Programs• Fit• Costs• Convenience • Flexibly
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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
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• Is there adequate return on investment for mobile marketing programs?
• Which tactics are reaping the highest returns?
Managing ROI
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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.
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