Here are three trends in mobile use that higher ed marketers could easily find really interesting.

1. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 1
3 Trends in Mobile: Use,
Search and Lead Conversion
for Higher Ed Marketers

2. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 2
1) Trends in Mobile
2) Changes in Device Performance
3) Home vs. On the Go
4) PPC Conversion
Overview
Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers

3. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 3
 There is a need for higher ed institutions to start to position
their marketing to address the emerging prospective student
who predominantly searches and browses the internet on
their mobile phone only.
 Multi-platform (PC, tablet and smart phone) use is prevalent today
but as technology evolves and the smartphone takes over more of
student’s browsing requirements, a significant change in marketing
strategy and tactics will be required.
 Mobile search and mobile PPC will become more dominant as the
primary means with which to reach and communicate with this
growing segment of an institution’s target student audience.
 Here are three trends in mobile use, search and lead
conversion that are rather surprising and thought provoking.
1. Trends in Mobile
Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers

4. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 4
 Device preferences and overall use patterns change quite
significantly over the course of a day, according to platform.
2. Changes in Device Performance
Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers

5. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 5
 77% of mobile searches occur at home or at work, and 17%
on the go.
 We often get this impression that all mobile searches are
done on a bus or at the coffee shop.
 If at home or at work, mobile searchers have the opportunity
to springboard off to a second, (non-mobile), screen and drill
deeper, or easily come back later to the fuller desktop
experience.
 That opportunity ends with mobile-only prospects.
 What is the difference in search intent of a prospective student using
their mobile phone to search for higher education options from home
versus on the go and how can your PPC or mobile content
optimization address that?
3. Home vs. On the Go
Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers

6. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 6
 The PPC conversion rate on a smart phones is 1/3 that of on
a desktop.
 Having overseen quite a few mobile PPC recruitment
campaigns, this statistic sounds about right.
 We were initially very excited about lower cost per click on
mobile PPC but were pretty quickly disappointed by the goal
conversion rates, and even more importantly, conversion
rates to registered student, (in distance ed campaigns).
4. PPC Conversion
Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers

7. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 7
 Mobile PPC is hard to do well and can be risky.
 Given this difference, how should mobile PPC ads differ from
your desktop PPC ads?
 Do you understand the contextual difference enough to
come up with the right mix of information, call to action and
landing page to get an effective ROI?
 These stats and questions should help you begin to see the
sweeping change in terms of search and PPC that is on our
doorstep.
4. PPC Conversion
Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers

8. 3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 8
Questions?
1.514.312.3968
info@higher-education-marketing.com
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