American Marketing Association Presentation: Location-Based Mobile Advertising
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The document discusses effective mobile student acquisition tactics for Teachers College, Columbia University, focusing on the transition from desktop to mobile engagement. It highlights the importance of website readiness, data analysis, and mobile technology strategies to attract and retain students. Additionally, it emphasizes the need for targeted communication and tailored campaigns that resonate with the millennial audience, leveraging location-based marketing for better results.
American Marketing Association Presentation: Location-Based Mobile Advertising
- 1. MAKING'THE'MOVE'TO'MOBILE:'' STUDENT AQUISITION TACTICS FOR iPHONATICS
- 2. J O U R N E Y I N T O M O B I L E T H I S W I L L B E O U R
- 3. 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 B200 M 90% Verve In-App Inventory
- 4. 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
- 5. 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
- 6. TEACHERS COLLEGE, COLUMBIA UNIVERSITY • ENROLLMENT SERVICES MARKETING GOALS • Generate Inquiries • Assist in Driving Awareness of Academic Programs
- 7. 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
- 8. 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
- 9. WHAT PERCENTAGE OF USERS ACCESS VIA MOBILE? 30%
- 10. 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
- 11. HOW DO USERS NAVIGATE? WHAT CONTENT IS MOST VISITED?
- 12. WHERE DO YOUR USERS EXIT? 6%
- 13. 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
- 14. 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
- 15. B U I L D I T D E S I G N T H I N K I N G
- 16. 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 :
- 17. • 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
- 18. FA S T- F O R WA R D
- 19. FINAL: FULLY RESPONSIVE DESIGN
- 21. FINAL: GOAL DRIVEN WEBSITE Acquisition & Application
- 22. EVENT REGISTRATION FORMS AREAS OF STUDY EMAILS FINAL: RESPONSIVE PROSPECT EXPERIENCE ONLINE APPLICATION
- 23. 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
- 24. A N A C Q U I S I T I O N C A M PA I G N M 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
- 25. 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 THE Smartphone Generation. Millennials consume 41% of all digital media except for accounting for only 29% of the population
- 26. 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 Room AM & PM 40.7835,-73.9087 Fairway Supermarket Mon PM 40.7995,-73.8297 Independent Coffee Shop Mon-Fri PM 40.7835,-73.8196 Movie Theaters Weekends 40.7637,-73.8042 Columbia Library Tue, Thu AM 40.7621,-73.9287 Columbia Campus Mon-Fri AM 40.7635,-73.9091 Where you go says who you are.Teachers College Student Pizza Shop Thursday 40.7635,-73.9091 Central Park Concert Weekends 40.7635,-73.9091
- 27. 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
- 28. 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?
- 29. 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 SEGMENT AUDIENCE 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 SEGMENT AUDIENCE TARGETING Degree-Seeking Students Segment
- 30. 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-A 2:15 PM 40.76163,-73.96818 STARBUCKS 9:30 AM 40.76357,-73.96359 BOOKSTORE 12:05 PM 40.76291,-73.96516 APPLE STORE 2:47 PM 40.7660479,-73.9645556 UNDERGRADUATE INSTITUTION 3:32 PM 40.75462,-74.00491 PROXIMITY TARGETING AUDIENCE TARGETING “BLERD” AUDIENCE RETARGETING PATH ANALYSIS Insights 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 LOCATION 4:55 PM 40.7621749,-73.9728615
- 31. 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 22,631 CLICKS 4,201,913 TOTAL IMPRESSIONS Attribution Window: x days CTR Source: x
- 32. 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 9,518,213 TOTAL 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 RT 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
- 33. 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
- 34. 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 5,190,235 TOTAL IMPRESSIONS Attribution Window: x days CTR Source: x
- 35. TA K E - A WAY 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