Mobile Marketing: Your Brand Reputation Depends on Easy Task Completion
Almost ready this morning to travel down from Albany on Amtrak on what should be a fine, sunny day along the Hudson River. Beautiful two hours or so… if you get a seat on the right side of the train. Literally.
But before heading for the station. a few notes from yesterday’s presentation for the American Marketing Association’s Captial Region chapter. And thanks to Zone 5 here in Albany for sponsoring this special event for higher education marketers. Yesterday’s presentation is online now at Slideshare.
Here are the notes, based on questions that we talked about yesterday:
- The best way to make your website stand out from those of your competitors is to make it easier to use. Website success is all about task completion, not how pretty the site looks.
- Your brand reputation rises or falls with the experience visitors have on your website.
- In 18 surveys to find out what people think about college and university websites after they use them, one complaint always stand out: “confusing menus and links.” Another area that is almost never a topic of high complaint: “visual appeal.” The message: spend far more time on site navigation (based on top tasks people want to do on the site) than on the beauty of the site.
- Mobile marketing really is here. If you have to make the choice, spend time and resources to develop a mobile-friendly version of your regular website rather than apps. Plan now to have a mobile-friendly site up and runnning by next summer.
- If you want your mobile site to have strong impact on potential students, make “acaemic programs” a top link right from the mobile home page. The “top task” for potential students when they visit your site is to find out what academic programs you offer. Make it easy for them to to that.
- Don’t ignore your “regular” website. Some tasks will always be best done on a regular site rather than a mobile site. And some people will just prefer to visit your site from home or office computers. Make sure that visitors can quickly find the task most important to them.
- A last point. Someone asked if messages from presidents and deans were important. We had a good laugh about that one. If politics allow, don’t plan to include unimportant content like that on your new mobile site. Put mission statement in that “leave behind” category as well.
And now, Amtrak and the Hudson beckon.
That’s all for now
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