AIRC 2015 Global Mobile Marketing

Ben Waxman CEO & Co-founderInternational Education Advantage, LLC

Carolyn Redmond Marketing and Operations ManagerIDP

Angel Ahmed Former Director, International Business DevelopmentFull Sail University

Mobile MarketingApplied to International Student Recruitment

7th Annual ConferenceDecember 2-5, 2015 Hollywood, FL

intead.com

Global Picture and Human Habits Ben

Middle Eastern Focus Carolyn

Examples: Pre- & Post-mobile Angel

Mobile Marketing / Responsive Design

Number of Global Users (in Millions)

Mobile overtakes Desktop in 2014

3

intead.com

The Move to Mobile is Growing

Smart Insights Mobile Marketing Brief

intead.com

Not All Countries At The Same Pace

intead.com

Chinese < 25 Yrs Old with Smartphone

Source: 11/29/15 Graph Builder

intead.com

UAE < 25 Yrs Old


intead.com

So, Who Is Using Mobile Devices?

People who SEARCH for stuff

FIND stuff

And are PLEASED by stuff

We need to be the ones making them pleased by what they find8

intead.com

Human Habits: Device Use by Time of Day

intead.com

Human Habits: Purchase Decisions by Device

intead.com

Human Habits: Smartphone for Product Research


intead.com

Student Engagement Plan

You can use

mobile marketingto engage studentsand prompt actionthroughout the funnel

Case Study: Text Messaging: Would You Opt‐in?

St. Mary’s University in Texas

Target Audience: US Market

Source: Higher Education Marketing Bloghttp://www.higher-education-marketing.com/blog/text-messaging-student-recruitment

13

Case Study: Recruiting via Text Msg

St. Mary’s University in TexasTarget: Not Yet Applied for Admission

Target: Admitted

Be early, catch the worm. Submit uradmission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission

Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waved!

Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gaeway.stmarytx.edu. We R lookin 4ward to seeing u on campus!

Target: Enrolled


14

Case Study: St. Mary’s Results – Domestic Recruiting

US Inquiries 40KTxt Msg Opt-ins ~ 2KApplication Rates

All Inquiries 10.9%

Txt Msg Opt-ins 30.8%Yield

All Inquiries 26.0%Txt Msg Opt-ins 42.0%


Students who opted into text messaging were VERY engaged with the university and converted at a much higher rate.

15

intead.com

Human Habits: Middle East

© intead.com© intead.com

intead.com

Human Habits: Middle East

© intead.com© intead.com

intead.com

Global Mobile: Quick Perspective

© intead.com

© intead.com

© intead.com

18

intead.com

Global Mobile: Quick Perspective

© intead.com

© intead.com

© intead.com

19

Industry Insights

Mobile App

For more information, please contact

Ben Waxman, COO & co-founder: [email protected]

e-Publications

For more information, please contact

Ben Waxman, CEO & co-founder: [email protected]

Many Resources on Intead.com

20

MOBILE MARKETING

Prepared by:

Zehra Angel Ahmed

22|

WES Report Bridging the Digital Divide: Segmenting and Recruiting International Millennial Students

This report makes observations of the information-seeking behavior of international Millennials:

• International Millennials are heavy consumers of online content.• 91% of respondents used a personal computer during the U.S. college /

university search process. • 56% of respondents use a smartphone to search for and apply to a US

college or university.• 26% of smartphone users are also tablet users.

This suggests opportunities for institutions to facilitate the inquiry forms and application process by being compatible with multiple platforms.

23|

Examples of Mobile versions (website)

24|

Examples of Mobile versions (menu)

25|

What Marketing should be mobile friendly?

26|

LIM Site (before Aug 2015) –Not Optimized

27|


28|


29|

LIM Site (From Aug 2015) –Optimized

30|


31|


32|


33|

Optimized Site vsUn-Optimized site

• Mobile traffic to limcollege.edu increased 209.94% (from 20,149 visits to 62,450 visits)

• Mobile traffic had 633 visits to forms (a 1% rate of mobile visits) since site launch

• Mobile traffic now makes up 47.76% of all visits (up from 21.04% last year)

• International traffic has increased 531.86% (Compared to last year)

• Top countries for visits include: Brazil, Colombia, China, India, Taiwan and Russia

• Mobile visits from those countries increased by almost 10,000% (from 415 visits last

year to 41,304 visits this year from mobile / tablet)

34|

Current Marketing Campaigns

• Smartphone users accounted for over 3,000 visits to LIM landing pages so far

• Mobile / Tablet traffic makes up 46% of all traffic to LIM campaign landing pages

• 42% of users who convert on paid campaigns do so through mobile / tablet

• Mobile users convert at 3.42%, well above industry standard rates

• Almost 50% of all traffic comes through international campaigns

• 52.59% of international traffic comes from a mobile or tablet device

• 26% of international conversions come through mobile / tablet

35|

Steps to develop a mobile friendly site

Start by:

• Making your website and all marketing mobile device friendly.

• Mobile sites are easier to navigate on handheld devices’ smaller screens &

require lesser bandwidth to load.

• Simple and clear information

Call to Action: Complete lead form to request more information

36|

“Mobile is not the future, it is the now.”

Thank You

Zehra Angel Ahmed

[email protected]

Marketing to students in the Middle East & North Africa

Commercial in confidence

Middle East & North Africa

18 Countries

In 2 continents

355 million people

30% aged 15‐25

The digital space: All students

Increased usage of

2 or more devices to access the internet

56%77%

2012 2013

Growth of the

smartphone>97%

BUT… Usage of social network sites differs by country

of students have an active social network account

2 in 5 said social media influenced

their decision to study overseas

Source: IDP Buyer Behaviour Research, Forethought Research, August 201339 Commercial in Confidence 2013

Influence of social media

39% of all students said social media influenced their decision to study overseas

Key social media influences:1. Read comments about institution

through its profile (51%)2. Other overseas students' profiles (44%)3. Institution’s profile (42%)4. Friends’ recommendations (37%)5. Social media ads about the country

(32%)6. Contacted institution through social

media (25%)

Source: IDP Buyer Behaviour Research, Forethought Research, August 2013 Commercial in confidence

Internet Penetration in MENA

Source: Wamda, Saudi Gazette, Arabian Gazette statistics, 2013

42%

Internet penetration

MENA 0.00% 50.00% 100.00%

Saudi Arabia

UAE

Oman

Kuwait

Qatar

Bahrain

Egypt

Jordan

60%

88%

66%

75%

85%

90.00%

50%

44%

Daily Habits

Smartphone Penetration MENA

Source: Ipsos Gemius, 2013

Penetration of Mobile Apps and top content consumed

Source: Ipsos 2013

Language

Social Media Scene

Social Media Penetration

Facebook Penetration MENA

Source: Arab Social Media Report-2013, Social Bakers Statistics 2013

18.3

%

41.7

%

16.2

%

34.4

%

25.1

%

26.8

%

16.2

%

16.4

%

3.7%

33.9

%

12.3

%

39.2

%

17.4

% 25.0

% 35.2

%

9.5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Pene

trat

ion

% a

s pa

rt o

f po

pula

tion

Facebook users by Country

Source: Arab Social Media Report-2013

Age Split of Facebook Users


Twitter active users MENA


Youtube is everywhere.. Mass audience for mass exposure

Source: YouTube, Comscore

What starts with YouTube goes everywhere.

High reach in the region…

Source: Alexa, Google Internal systems

With high usage frequency

Source: Think Insights with Google

In Summary

Popular channels in ME are same as those YOU use; FB,

Twitter, YouTube

Start with 2 languages to cover all countries

Need to customize channel selection for each country rather

than a single approach for all.