american marketing association presentation: location-based mobile advertising
TRANSCRIPT
MAKING'THE'MOVE'TO'MOBILE:''
STUDENT AQUISITION TACTICS FOR iPHONATICS
J O U R N E Y I N T O M O B I L ET H I S W I L L B E O U R
62%
38% Desktop
Smartphone
THE SHIFT TO MOBILE IS REAL
Verve reaches 90% of US smartphone households with real time pinpoint location accuracy.
87%
Google 12%
Facebook 13%
Time Spent In-App on Smartphones
Share of US Minutes Spent on Apps
% of Time Spent on Smartphone vs. Desktop
Mobile Spend By 2016
Hours per Day Spent on Smartphone:
Devices in the US:
4.7in 2015 $100 B 200 M 90% Verve In-App Inventory
S T E P S T O M O B I L E : A T E A C H E R S C O L L E G E & V E R V E M O B I L E C A S E S T U D Y
• PART 1: GET YOUR WEBSITE READY FOR MOBILE
• Assess: Key Challenges & Needs
• Data: Analyze It All
• Outline: Goals & KPI
• Design: Immediate & Long-Term Solutions
• PART 2: USE MOBILE TECHNOLOGY TACTICS
• Strategize & Partner
• Market & Promote (The Fun Part)
• Relish in Your Results
TEACHERS COLLEGE, COLUMBIA UNIVERSITY
• COLUMBIA UNIVERSITY’S GRADUATE SCHOOL OF EDUCATION
• 100+ academic programs in education, psychology, health & human services, policy, and leadership
• 10 academic departments
• JUST CELEBRATED 125TH ANNIVERSARY
• LOCATED IN MORNINGSIDE HEIGHTS
• MORE THAN 5,000 ENROLLED STUDENTS
• FOUNDED ON PRINCIPALS OF SOCIAL JUSTICE, EQUITY, AND EDUCATION AS AN EQUALIZING FACTOR IN THE LIVES OF ALL PEOPLE
TEACHERS COLLEGE, COLUMBIA UNIVERSITY
• ENROLLMENT SERVICES MARKETING GOALS
• Generate Inquiries
• Assist in Driving Awareness of Academic Programs
T E A C H E R S C O L L E G E : C H A L L E N G E S T O A D D R E S S
• OUR NAME
• FOCUS ON IN-PERSON RECRUITING
• CONFUSING SITE-WIDE NAVIGATION & TEMPLATE DESIGN
• Inconsistent branding
• We shaped user experience, not prospects
• TECHNOLOGY
• Poor Analytics
• Admission-based CRM
• OUR TEAM
• Only two marketing professionals
T H I N K & T H I N K & T H I N K
S I T E & U S E R A N A LY S I S
WHAT PERCENTAGE OF USERS ACCESS VIA MOBILE?
30%
C O L L E G E - W I D E S I T E C H A L L E N G E S
• CONTAINS OVER 40,000 INDEXED PAGES
• 94% OF 15,000 PAGES TESTED BY GOOGLE HAVE MOBILE USABILITY ISSUES
• LACK OF SEO
• Duplicate page content
• Missing metadata
• 10,000 404 ERRORS
HOW DO USERS NAVIGATE? WHAT CONTENT IS MOST VISITED?
WHERE DO YOUR USERS EXIT? 6%
W E A L L N E E D G O A L S
O U T L I N E Y O U R G O A L S A N D K P I
• OUTLINE W/ KPIs • CLEAR, CONCISE, AGREED UPON • MATCH TO MARKETING STRATEGY • KEEP THEM SIMPLE
T E A C H E R S C O L L E G E : G O A L S / K P I
• LEAD ACQUISITION
• MOBILE COMMUNICATIONS
• DIRECT USERS TO ACADEMIC PAGES
• APPLICATION CONVERSIONS
B U I L D I TD E S I G N T H I N K I N G
M A K E A L A N D I N G PA G E
O U R I M M E D I A T E S O L U T I O N :
• IMPLEMENT ENTERPRISE GOOGLE ANALYTICS & MIXPANEL
• Future User Flow & Behavior Analysis
• CREATE INTERIM SITE
• IMPLEMENT MARKETING-SPECIFIC CRM/EMAIL TOOL
• Create Responsive Email Templates
• MAKE EXPERIENCE “PROSPECT FIRST”
• Remove “institutional requests” from our website
• LAUNCH NEW SITE
• CONTINUE TO CREATE NEW AND EXCITING CAMPAIGNS TO DRIVE TRAFFIC
O U R L O N G - T E R M S O L U T I O N :
C O M P L E T E A D M I S S I O N M A R K E T I N G O V E R H A U L
FA S T- F O R W A R D
FINAL: FULLY RESPONSIVE DESIGN
Moved popular
content to top-level navigation
FINAL: GOAL DRIVEN WEBSITE
Acquisition & Application
EVENT REGISTRATION FORMS AREAS OF STUDY EMAILS
FINAL: RESPONSIVE PROSPECT EXPERIENCE
ONLINE APPLICATION
I F Y O U B U I L D I T, T H E Y W I L L N O T C O M E
M A K E F R I E N D S
A N A C Q U I S I T I O N C A M PA I G NM O B I L E S T U D E N T R E C R U I T M E N T C A S E S T U D Y
WHY LOCATION?
Students and Mobile – How Does Location Fit In?
Statistics above are based on the MMA SMoX Study Results: Making Marketing Work Harder With Mobile; Findings from MMA’s Groundbreaking SMoX Research (Smart Mobile Cross Marketing Effectiveness)
20 - 40%
Location drives mobile advertising Millennials and Students respond to mobile – its their most used device
In an independent study the Mobile Marketing Associate found that location-based mobile targeting works 2.5x harder than mobile display
The MMA also found that location-based mobile audience targeting works 1.5x harder than mobile display
Location-based mobile tactics generated a 20-40% upside to overall ROI for advertisers
that participated in the study
1.5x
2.5x 67% Of Millennials report using smartphones while exploring and shopping
85% Of Millennials 18-24 own a Smartphone device
THESmartphone Generation. Millennials consume 41% of all digital media except for accounting for only 29% of the population
M O B I L E T E C H N O L O G Y A L L O W S F O R H Y P E R - TA R G E T E D C O M M U N I C AT I O N S
Verve analyzes 3 billion location events a day
Dorm RoomAM & PM40.7835,-73.9087
Fairway SupermarketMon PM40.7995,-73.8297
Independent Coffee ShopMon-Fri PM40.7835,-73.8196
Movie TheatersWeekends40.7637,-73.8042
Columbia LibraryTue, Thu AM40.7621,-73.9287
Columbia CampusMon-Fri AM40.7635,-73.9091
Where you go says who you are.Teachers College Student
Pizza ShopThursday40.7635,-73.9091
Central Park ConcertWeekends40.7635,-73.9091
D E V E L O P S T U D E N T P E R S O N A S A N D G O A L S F O R E A C H A U D I E N C E
H O W D O I C R E AT E M Y P E R S O N A S ?I T ’ S A L L A B O U T B E I N G R E L E VA N T
• WHO ARE YOU TALKING TO?
• WHAT ARE THEY TRYING TO DO?
• HOW ARE THEY ALREADY USING MOBILE?
• WHERE AND WHEN WILL THEY SEE YOUR CONTENT?
• WHY SHOULD THEY CARE ABOUT YOUR INSTITUTION?
• HOW DO YOU ENCOURAGE THEM TO CONTINUE TO ENGAGE WITH YOUR INSTITUTION?
W I N T E R / S P R I N G C A M PA I G N : P E R S O N A S
Over-indexing patterns of frequency to locations such as:
+ Office Buildings+ Happy Hour Bars+ Coffee Shops+ Trendy Restaurants
Household demo matching:
+ Adult 25-34+ Bachelor’s Degree+ Income between
$30-40K
Households with recent purchase history for:
+ Student Loan Payments+ New Car Purchases+ Restaurant and Entertainment
Purchases+ Graduate School Application Fees+ GMAT Fees
Locations that over-index for this segment are:
+ Offices+ Retail Stores+ Bars
EARLY PROFESSIONALS SEGMENTAUDIENCE TARGETING
Early Professionals &
Recent Graduates Segment
Over-indexing patterns of frequency to locations such as:
+ Universities+ Sporting Events+ Quick-Service
Restaurants+ Local Bars + Coffee Shops
Household demo matching:
+ Adults 20-23+ No degree+ Low Income+ 80/20 – Female/Male
Households with recent purchase history for:
+ Tuition + Class materials including books,
calculators, notebooks, etc. + Quick-Service Restaurants + Coffee Shops+ School spirit themed clothing like
jerseys, letterman's’ jacket, loungewear, etc.
Locations that over-index for this segment are:
+ University Campuses+ Libraries+ Dorms
YOUNG STUDENT SEGMENTAUDIENCE TARGETING
Degree-Seeking Students Segment
U N D E R G R A D U AT E I N S T I T U T I O N TA R G E T I N G : H O W W E D I D I T
CHICK-FIL-A2:15 PM40.76163,-73.96818
STARBUCKS9:30 AM40.76357,-73.96359
BOOKSTORE12:05 PM40.76291,-73.96516
APPLE STORE2:47 PM
40.7660479,-73.9645556 UNDERGRADUATE INSTITUTION3:32 PM40.75462,-74.00491
PROXIMITYTARGETING
AUDIENCETARGETING“BLERD”
AUDIENCE RETARGETING
PATH ANALYSISInsights and Attribution
*For illustrative purposes only. Verve utilizes substantially more datapoints and 3rd party data to calculate actual proximity, audience segments and sales analysis.
STUDENT HOME LOCATION4:55 PM40.7621749,-73.9728615
W I N T E R / S P R I N G C A M PA I G N R E S U LT S
0.54%CTR
22,631CLICKS
4,201,913TOTAL IMPRESSIONS
Attribution Window: x days
CTR Source: x
A F T E R C R E AT I V E R E V I S I O N
1.02%CTR
4.88%POST-CLICK ACTION
RATE
9,518,213TOTAL IMPRESSIONS
Attribution Window: x days
CTR Source: x
• C A M PA I G N C T R O F 1 . 0 2 % • P E R F O R M E D 1 5 5 % A B O V E M O B I L E
AV E R A G E ( 0 . 3 8 % ) • 4 . 8 8 % O F U S E R S O N E X PA N S I O N
F U R T H E R I N T E R A C T E D A N D C L I C K E D T H R U T O T E A C H E R S C O L L E G E S I T E
W I N T E R / S P R I N G C A M PA I G N R E S U LT S
S U M M E R C A M PA I G N : H O W T O O P T I M I Z E
• NEED TO INCREASE POST-CLICK ENGAGEMENT AND LEAD ACQUISITION
• Revised creative to include lead acquisition
• Data directly into CRM; automated campaign
• NEED TO REACH UNDERGRADUATE STUDENTS OFF-CAMPUS DURING THE SUMMER
• Use device location history to reach prospective student during summer break
• TARGET VIA SUMMER HOT SPOTS
S U M M E R C A M PA I G N R E S U LT S
0.68%CTR
3.67%POST-CLICK ACTION
RATE
5,190,235TOTAL IMPRESSIONS
Attribution Window: x days
CTR Source: x
TA K E - A W AY S : S M A L L S T E P S W I T H B I G G O A L S• PUT YOURSELF IN YOUR PROSPECTIVE STUDENTS SHOES
• How would you like to be communicated with?
• CONNECT MOBILE STRATEGY TO MARKETING OBJECTIVES
• MAKE MOBILE A PRIORITY ACROSS THE INSTITUTION
• Find intrapreneurs to partner with
• Resource mobile as much as you can
• OUTLINE WHAT YOU CAN ACTUALLY ACCOMPLISH & PRIORITIZE
• DON’T BE AFRAID TO TAKE RISKS OR TRY NEW TACTICS
• CONTINUE TO REDEFINE & REMEMBER YOUR MISSION FOR THE PROSPECTIVE STUDENT EXPERIENCE