This document discusses mobile marketing strategies for higher education institutions. It notes that students and young alumni increasingly expect colleges to have mobile-friendly websites that allow easy access to key information like academic programs from smartphones. The document recommends prioritizing the development of mobile-optimized websites over separate mobile apps, and focusing mobile marketing efforts on recruitment, enrollment, and engagement tasks that are simple to complete on phones. Analytics should monitor the rising use of mobile to access college websites and inform resource allocation for continued mobile site improvements.