University Business - July 2009 - (Page 74)

internet technology Words to know in exploring this new frontier in higher education marketing By Karine Joly The ABCs of Mobile Marketing W hile only 19 percent of Americans aged 12 to 17 have ever listened to a podcast, according to the pew internet and American life project, many institutions have invested in academic or marketing initiatives to offer content and updates via podcasting. At the other end of the line, the possibilities for reaching and engaging the 75 percent of teens glued to their mobile phones are still mainly ignored by the majority of marketing strategists in higher education. except for the work of a few trailblazers—the usual suspects of early digital adopters and faculty in the computer science bastions of higher education—most colleges and universities keep ignoring the perfect marketing storm gathering around the small, ubiquitous mobile devices. A perceived low demand from target audiences, a lack of technical and financial resources, and the complexity of any mobile implementation are most often cited as the main reasons for ignoring what should be the next big thing in student engagement and recruitment marketing. But haven’t we all heard the same reasons in the past to justify slow adoption of other new technologies? even if the year of the mobile web hasn’t dawned upon higher education yet, it’s time to explore this new frontier and get educated about the possibilities. let’s start with the ABcs of mobile marketing with some facts, examples, and stats. QR Code Practice: Take a picture of this QR code with a phone camera, save the photo, and process it with a QR code reader (iPhone users may download the free application Barcodes from Apple’s App Store). You will be directed to http://, which contains resources on mobile marketing. Bluetooth you might have Bluetooth headphones for your computer, but did you know that this technology can also be used to beam an alert to cell phone users passing by a Bluetooth transmitter device? often called Bluecasting, the technology allows the detection of phones at proximity, the transmission of an invitation to receive more content, and a direct connection with the resulting opting-in customers. Since they rely on Bluetooth (and not texting), these alerts are free for the recipient. Mostly used in europe and by the retail industry, Bluecasting could be implemented during college fairs, anywhere on campus, or within a stadium. costs From a permission-based text-messaging campaign with a dedicated short code or a customized phone application, to staff time for a mobile-friendly version of your university’s main webpages, mobile marketing comes in different shapes and costs. As the market matures, costs are bound to decrease. DonAtions Although university fundraising campaigns are more focused on million-dollar donors, smaller donations made through mobile devices have helped make a difference for many nonprofit organizations. harris connect is currently working with the Mobile Giving Foundation and Karine Joly is the web editor behind, a blog about higher ed web marketing, public relations, and technologies. She is also the founder of the professional development online community ApplicAtions Apple’s App Store is probably the most popular—with more than a billion downloads reached in April 2009—but it’s not 74 | July/August 2009 the only place to find these free or lowcost software applications that can extend or facilitate the use of the latest generation of mobile phones. Android, Google’s open source mobile operating system, has its Market, the Blackberry has its App World, and Qualcomm announced in May the opening of plaza retail, a platform-neutral application store. The most popular applications include games, news readers, e-mail, and social networking website clients. Duke is one institution that has implemented the Mobiledu application suite, developed by the stanford graduates behind the application iStanford. it offers interactive access to the campus map, a directory, an event calendar, a course catalog and schedule, and other student services within an iphone application, plus an XhtMl website for smart phones and a WAp website for older devices.

Table of Contents for the Digital Edition of University Business - July 2009

University Business - July 2009
Editor’s Note
College Index
Company Index
Advisory Board
Behind the News
Sense of Place
Financial Aid
Human Resources
The State of Student Aid
Out of the Gym, onto the Desktop
EduComm 2009
Internet Technology
Community Colleges
End Note
SPECIAL SECTION: Annual Directory of Higher EdConsultants

University Business - July 2009