5 Things You Need To Know About Mobile Leads and Click To Call

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Smx West 2014 Session #Smx #23C - Capturing The Mobile Paid Leadpresentation 5 Things You Need To Know About Mobile Leads And Click To Call By John Busby @Johnmbusby Of Marchex

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5 Things You Need To Know About Mobile Leads and Click To Call

  1. 1. Mobile Leads & Click-To-Call March 12th, 2014 John Busby, SVP Marchex Institute @johnmbusby @marchex #smx #23c
  2. 2. 2@johnmbusby @marchex #smx #23c Use m-commerce as the only part of a mobile strategy
  3. 3. 3 Example of pull quote messaging “If you look at industry data, what you see is that mobile-influenced in-store sales are double that of the e-commerce opportunity. By 2016, e-commerce sales are projected to get about $345 billion in the U.S. “M- Commerce” sales – online sales through a mobile device – are projected to get to 10% of that number. But if you look at mobile influenced offline sales in that same time frame, they’re projected to reach more than $700 billion.” @johnmbusby @marchex #smx #23cGibu Thomas, SVP Mobile The Atlantic, March 2014
  4. 4. 4 Take the combined revenue of tech heavyweights and multiply that number by 3 @johnmbusby @marchex #smx #23c
  5. 5. 5 And you’re still about $150 billion behind the sales transacted by phone through contact centers @johnmbusby @marchex #smx #23c
  6. 6. 6 And that figure does not include the millions of small businesses that crave calls @johnmbusby @marchex #smx #23c
  7. 7. 7 In 2016, mobile search will produce 60 billion consumer to business phone calls Source: BIA/Kelsey (2012) 0 10000 20000 30000 40000 50000 60000 70000 2010 2011 2012 2013 2014 2015 2016 Calls generated from desktop search Calls from mobile search Internet Call Volumes by Channel @johnmbusby @marchex #smx #23c
  8. 8. 8 Example of pull quote messaging A substantial 94 per cent [of consumers] had at some point needed to speak to a person directly when they picked up their smartphone to find out more information about a product or service. The study suggested that brands risked damaging their brand image if they failed to offer [click-to-call] as an option, with 36 per cent of respondents saying they would be more likely to explore other brands, 32 per cent saying they found it frustrating and 30 per cent saying they would feel disappointed in a brand. @johnmbusby @marchex #smx #23cGoogle/Ipsos Study February 2014
  9. 9. 9 Besides Google, consumers search on local & vertical directories @johnmbusby @marchex #smx #23c
  10. 10. 10 And there are vertical aggregators @johnmbusby @marchex #smx #23c
  11. 11. 11 And voice search @johnmbusby @marchex #smx #23c
  12. 12. 12 What brands and agencies should do about click-to-call @johnmbusby @marchex #smx #23c
  13. 13. 13 1. You should have a tracking phone number 1-800-GRT-DATA @johnmbusby @marchex #smx #23c
  14. 14. 14 1. You should have a tracking phone number Source: Marchex Data 2013 Calls: 10 Forms: 1 @johnmbusby @marchex #smx #23c
  15. 15. 15 2. You should have an IVR (or phone menu) Marchex Clean Call blocked 40 million calls in 2013 for Call Analytics clients 0 1 2 3 4 5 6 15% 20% 25% 30% 35% CallsBlocked(M) BlockledCall% @johnmbusby @marchex #smx #23c
  16. 16. 16 2. You should have an IVR (or phone menu)  Filters robo-dialers  Qualifies intent  Provides real-time reporting for optimization New Integrated IVR Support Service Contact Details @johnmbusby @marchex #smx #23c
  17. 17. 17 2. You should have an IVR (or phone menu): Auto Example @johnmbusby @marchex #smx #23c
  18. 18. 18 3. You should measure the effectiveness of your mobile landing page Source: Marchex Data 2013 @johnmbusby @marchex #smx #23c
  19. 19. 19 3. You should measure the effectiveness of your mobile landing page Source: Marchex Data 2013 Hold Times Cost More Than $100 Million in Lost Subscription Revenue From Abandons @johnmbusby @marchex #smx #23c
  20. 20. 20 3. You should measure the effectiveness of your mobile landing page Source: Marchex, 2012 & 2013 10,000+ calls from 2012-2013 Multifamily Housing 40% unanswered calls Automotive 25% unanswered calls @johnmbusby @marchex #smx #23c
  21. 21. 21 3. You should measure the effectiveness of your mobile landing page: Auto Example @johnmbusby @marchex #smx #23c
  22. 22. 22 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Hang-ups Voicemail General product or service discussions Pre-CallRescue Post Call-Rescue 28% more contact information! Reduced 92% of hang-ups Voicemails decreased by 85% Pilot Results of Call Rescue 4. You should consider “rescuing” calls Results based on scoring 300 calls pre and post call-rescue pilot @johnmbusby @marchex #smx #23c
  23. 23. 23 5. You need to measure intent @johnmbusby @marchex #smx #23c
  24. 24. 24 5. You need to measure intent: Cable/Sat Example @johnmbusby @marchex #smx #23c 25% 25% 15% 5% 30% New Residence Promotion Unhappy With Competitor Referral No Service Why Is The Caller Shopping Today? Cable/Satellite Customers, sample of 1,000 calls
  25. 25. 25 Marchex is a mobile advertising & technology company = Patents Granted and Pending 21 Customer scale +100K +$130M Annual Call Revenue 100Ms Annual Call Scale Total People / Engineering 400 / 50% CALLS @johnmbusby @marchex #smx #23c
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