Marchex how to monetize your online and mobile presencePresentation Transcript
How To Monetize Your Online and Mobile Presence Wednesday, September 28 - 1 PM EDT Speaker: Charles Laughlin, The Kelsey Group John Busby, Marchex Call Analytics
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Charles Laughlin,Managing Editor, BIA/Kelsey
Charles applies the skills he developed as a reporter and editor to the daily tasks of helping BIA/Kelsey clients understand what is happening in the world of Yellow Pages and offering insights into where the business is moving.
Program director of The Kelsey Report®, BIA/Kelsey’s flagship Continuous Advisory Service.
Charles has been instrumental in expanding BIA/Kelsey’s product portfolio. In 2002, he led the development of Global Yellow Pages™, a comprehensive, 400-plus-page worldwide industry fact book that grew to 566 pages with the publication of GYP2007.
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John Busby, VP of Advertising Platforms Marchex Call Analytics
John Busby is the Vice President of Advertising Platforms at Marchex, focusing on the development of next-generation call advertising platforms.
Before joining Marchex in 2003, Mr. Busby served various product and program management roles at InfoSpace and Go2Net in its consumer and wireless divisions.
ABOUT MARCHEX CALL ANALYTICS Marchex Call Analytics delivers call tracking products and services to agencies and advertisers that enable them to fully measure and maximize their online and offline performance advertising results. About Marchex Inc. Marchex is a performance advertising company that leverages technology to help advertisers grow their business with local customers.
TODAY’S TOPICS ABOUT JOHN BUSBY Forrester Consulting Study on Call Advertising Brief Overview of Call Tracking & Call Analytics Monetizing Content with Phone Calls
FORRESTER CONSULTING’S SEPT 2011 STUDY ON CALL ADVERTISING
FORRESTER REPORT OVERVIEW
Forrester study commissioned by Marchex
Study published in September 2011
Forrester data is based on responses from 211 interactive marketing professionals from small, medium and large businesses and 105 interactive marketing professionals from medium and large advertising agencies
Widespread Adoption of Digital Calls will be Driven by Education and Technology 40% of marketers who aren’t driving digital phone calls today are simply unaware of the technology1 44% incorrectly believe that they would have to pay for all impressions or clicks, even those that did not result in a phone call1 The majority of advertisers believe it is very likely that interest in driving phone calls from campaigns will increase in the next three years2. 53% 5 = Very likely2 4 3 2 1 = Not at all likely 40% 5% 2% 0% Q: What are the most important factors in your decision to not use digital advertising to drive phone calls? Base: Marketers that responded that they are not currently using digital advertising to drive calls Q: On a scale of 1-5, how likely do you think it is that interest in using digital or mobile advertising to drive phone calls will increase over the next 3-years?” Base: 105 Agency Professionals Source: A commissioned study conducted by Forrester Consulting on behalf of Marchex, July 2011
Marketers Value Calls – The Outcome Outshines the Channels Regardless of channel, marketers believe that advertising campaigns are more valuable when they result in a phone call – even when the call is due to a display campaign. Less valuable The same value More valuable Your mobile website Your website Offline advertising Email marketing Mobile display advertising Search advertising Online display advertising 72% 69% 65% 63% 59% 56% 49% 5% 23% 7% 24% 11% 24% 3% 34% 6% 35% 6% 39% 8% 43%
There is significant demand for call-focused digital advertising in the U.S. – Forrester® expects the market to reach at least $6 billion by 2014
Connecting with customers over the phone is one of the highest value marketing outcomes for many businesses
While fueled by mobile growth, call-focused digital advertising is about connecting with customers – regardless of the digital media channel
Widespread market adoption of call-focused digital advertising will be driven by education and technology solutions
BRIEF CALL TRACKING AND ANALYTICS OVERVIEW
How Call Tracking & Analytics Works 1. Order tracking numbers. 2. Embed them in your online assets. 3. Track campaign effectiveness.
Provides Valuable Data By source By ad By campaign By keyword Time of day Call duration Repeat calls Hang ups Missed calls Geo-location Recordings Caller info
Who Uses Call Analytics?
Home services Healthcare Automotive Real Estate Education Dining Travel Transportation Professional Services Finance & Insurance Business Services
Call Analytics Value Proposition Prove ROI Capture offline conversions Improve sales staff performance Gain advertising intelligence
MONETIZING CONTENT WITH PHONE CALLS THE PUBLISHER PERSPECTIVE
CONVERSATIONS ARE RICH Most Businesses Prefer Phone Calls (Source: BIA/Kelsey) 46 percent of local online searchers called a business following their Web research. (Source: TMP Directional and comScore, 2009). Calls convert at 10x the rate of clicks. (Source: BIA/Kelsey) The result? Businesses value phone calls more than clicks. Way more.
THE NEW CENTER OF OUR DIGITAL LIFE 61% Called a Business After Access Local Content (Source: Google/Ipsos, 2011) 10x-15x more phone calls per query (Source: Marchex Internal data) Urgency with Mobile that didn’t exist with desktop Trackability – you “click” to “call”
EXAMPLE: YELLOW PAGES
OTHER EXAMPLES Auto Financial Services Professional Services Education Child Care Retail
Other Publisher Considerations 1. Pricing Model – Charge By Call? 2. Network Options – Marchex Network 3. How to Get Started – Contact a Call Tracking Vendor
MONETIZING CONTENT WITH PHONE CALLS THE ADVERTISER PERSPECTIVE
SHOULD I TRACK PHONE CALLS? What do auto repair, hospitality, and in-home service advertisers have in common? A HIGH CONVERSION RATE FOR PHONE CALLS But which phone calls convert?
THREE THINGS YOU DON’T KNOW… … UNLESS YOU TRACK
Which Site (or keyword, or campaign) works best?
Sales vs. Customer Service
Duration, location, etc.
EXAMPLE: CALL DURATION
EXAMPLE: CAMPAIGN COMPARISON
EXAMPLE: EVALUATING OUTCOMES
SUMMARY Call advertising is positioned for growth. Publishers can use call tracking and analytics to monetize online properties for phone calls. Advertisers can leverage rich call data to improve business performance Other Advertiser Considerations 1. Pay by Phone Call? 2. What is a Qualified Phone Call? - duration - opt-in for sales - repeat callers - transcription or “call mining”
THANK YOU! John Busby email@example.com @johnmbusby