What Grade Does Your Marketing Deserve?

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

What Grade Does Your What Grade Does Your Marketing Deserve?Marketing Deserve?

American Marketing AssociationAmerican Marketing AssociationNew York Capital Region ChapterNew York Capital Region Chapter

Albany, NY – September 9, 2010Albany, NY – September 9, 2010


Your primary websites…Your primary websites…

““Traditional” websites still important Traditional” websites still important for strong marketingfor strong marketing

33Bob Johnson Consulting, LLCBob Johnson Consulting, LLC

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5 key points about things online…5 key points about things online…

People are impatientPeople are impatient






Major reason people go to a website…Major reason people go to a website…

Complete a taskComplete a task


The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect


Most common complaint…Most common complaint…

Confusing menus and Confusing menus and links…links…


Distance learning students…Distance learning students…

20% 15% 10% 5% 0% 5% 10%

Up-to-date

Accurate

Complete

Language

Contact

Participation

Open

Recommendations

Search

Navigation

Layout

Visual appeal

Speed

Negative votes Positive votes


Easy to find academic programs…Easy to find academic programs…http://www.devry.edu/http://www.devry.edu/


Easier to complete key tasks…Easier to complete key tasks…http://umanitoba.ca/http://umanitoba.ca/


Easy to complete inquiry forms…Easy to complete inquiry forms…DeVry University……………Creighton UniversityDeVry University……………Creighton University


The new “mobile” world…The new “mobile” world…

Less room for mistakesLess room for mistakesLess room for “fashion” contentLess room for “fashion” content


Track mobile website access…Track mobile website access…


““Young adults” 18 to 29…Young adults” 18 to 29…Pew Internet and American Life ProjectPew Internet and American Life Project

Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas…– Send/receive text messages…Send/receive text messages… 95%95%– Take a photo..Take a photo.. 93%93%– Access Internet…Access Internet… 65%65%– Send/receive email…Send/receive email… 52%52%– Use social networking site…Use social networking site… 48%48%

Still low in some areasStill low in some areas– Purchased a product…Purchased a product…20%20%


Slightly older adults… 30-49Slightly older adults… 30-49

Also use “mobile” in many areas…Also use “mobile” in many areas…– Send/receive text messages…Send/receive text messages… 82%82%– Take a photo..Take a photo.. 83%83%– Access Internet…Access Internet… 43%43%– Send/receive email…Send/receive email… 37%37%– Use social networking site…Use social networking site… 23%23%

Online purchasing is quite low…Online purchasing is quite low…– Purchased a product…Purchased a product…11%11%


Opening view…Opening view…


Scan without “finger flicks”…Scan without “finger flicks”…


Read without “finger flicks”…Read without “finger flicks”…


Mobile world inquiry form…Mobile world inquiry form…Kettering UniversityKettering University


What role for print?What role for print?

Less and less…Less and less…Accept letter, financial aid letter for nowAccept letter, financial aid letter for now

Viewbook photo album as “first response”Viewbook photo album as “first response”


““Right for the web” viewbook…Right for the web” viewbook…http://www.risd.edu/graduate/http://www.risd.edu/graduate/


Impact of the iPad-type device?Impact of the iPad-type device?


Peter Drucker in 1995 on the Peter Drucker in 1995 on the future…future…

Technology, market demands will rule…Technology, market demands will rule…End of what we know today by 2025End of what we know today by 2025


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]@bobjohnsonconsulting.com

Customer Carewords Website Research Customer Carewords Website Research www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

mailto:[email protected]

What Grade Does Your Marketing Deserve?

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