With the mobile-only prospective student, you will have to accomplish all of your communication goals, pass through all of the conversion points in your recruitment funnel , and ultimately register the student through their mobile device only.

1. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 1
Are You Ready to Recruit
the Mobile-Only
Prospective Student?

2. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 2
1) Mobile-Only
2) The Mobile-Only Prospective Student
3) A Few Stats
4) Web Design
5) A Few Questions
Overview
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

3. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 3
 You’ve probably heard the term “mobile-only” but haven’t
really thought too much about it.
 So let’s start by defining it:
 Mobile-only internet users are individuals who use a mobile device
only to access the internet.
 Mobile-only includes the use of smart phones and tablets but
excludes laptops and desktops.
 Mobile-only internet users are a growing population of individuals
from across a wide spectrum of demographic profiles and personas.
 They use their mobile devices for all of their web browsing.
1. Mobile Only
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

4. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 4
 The mobile-only prospective student is not just mobile-first,
they are “mobile-primary”.
 They do not go home and crank up their laptop or desktop to
browse the deeper content of your site.
 With this prospect you will have to accomplish all of your
communication goals, pass through all of the conversion
points in your recruitment funnel, and ultimately register the
student through their mobile device only.
2. The Mobile-Only Prospective Student
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

5. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 5
 Here are a few statistics about who they are, how they
behave and why they should be on your college or university
recruitment marketing radar:
 6% are all internet users are mobile-only - Emarketer
 14% of women, 25-49 access the internet mobile-only - Mobile
Marketer
 20 % of Amazon and Wikipedia’ s traffic is from mobile-only users -
Comscore
 50% of internet users in India are mobile-only - India Times
 51% of African- Americans do most of their browsing on their phone -
Pew Internet
 By 2015 there will be 788 million mobile-only users – Cisco
3. A Few Stats
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

6. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 6
 Responsive website design has made great inroads in
higher ed to provide the mobile user with a much improved
visitor experience.
 The concept of mobile-first design has refocused the approach of
web designers on how to prioritize and structure content for the
smart phone and tablet using visitor, while still addressing the overall
needs of desktop browsing.
 Many schools, due to past investments and redesign cycles do
however maintain alternative mobile sites.
 Mobile sites allow you to really take advantage of the mobile
context and provide something quite unique to the visitor.
4. Web Design
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

7. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 7
 But unfortunately, this same flexibility often leads to poor
mobile sites where students are only offered a thin subset of
the content available on the desktop site.
 Of course, the third approach to providing your content to
the mobile user involves the development of a unique mobile
app for your institution, often marrying different aspects of
existing web content and online information services in a
branded app delivered to a “captive” audience.
4. Web Design
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

8. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 8
 So here are a a few questions to help begin to plan for the
new mobile-only prospect “persona”:
 Are your analytics set up to properly track your mobile goals, sites
and visitors?
 Should you increase your investment in SEO to increase your mobile
site rankings?
 Mobile PPC is a different animal from desktop PPC. Learn before
you leap.
 Is all of your mission critical content and registration functionality
available on mobile?
 How should your content strategy evolve to include the expanding
mobile world?
 Should you migrate existing marketing collateral over to be more
mobile friendly?
 Social media thrives in the mobile environment. Are you social media
channels optimized? Are you staffed adequately to engage
effectively?
5. A Few Questions
Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?

9. Are You Ready to Recruit the Mobile-Only
Prospective Student?
Slide 9
Questions?
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info@higher-education-marketing.com
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