Mobile Search Trends by John Busby

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From SMX East 2013 / SearchMarketingExpo.com - Trends in Mobile Search: Mobile Search Trends by John Busby by @JohnMBusby #SMX #11C

Slide deck from John Busby of Marchex

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Mobile Search Trends by John Busby

  1. 1. MOBILE SEARCH TRENDS # John Busby Marchex @JohnMBusby #SMX #11C October 1, 2013 #
  2. 2. Mobile Search Trends October 1st, 2013 John Busby, SVP Marchex Institute
  3. 3. 3 You May Have Heard Of These Guys
  4. 4. 4 Can You Believe This?!
  5. 5. 5 3 Million Americans Work in Call Centers Workers at Starbucks Workers at Call Centers 149K 3M
  6. 6. 6 In 2016, Mobile Search Will Produce 70 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
  7. 7. 7 55% “Online to Offline” is Massive, & Way Bigger Than E-Commerce Source: Forrester Research 2011 2012 2013 2014 2015 2016 Online-to-Offline Pure Offline Pure Online of shoppers use smartphones to find stores 40% of retail sales are ‘research online, buy offline’ ($1T) 50% Growth <10% Growth 327 1,812 1,660
  8. 8. 8 6 Things You Need To Know About Phone Calls
  9. 9. 9 1. Why Consumers Call Travel Companies Source: Marchex Data 2013
  10. 10. 10 2. There are Four Types of Calls From Search Ads Source: Marchex Data 2013 26% 2% 30% 42% Sales Calls Robocalls & Spam Misdials Customer Service
  11. 11. 11 3. Mobile: Calls vs. Forms Source: Marchex Data 2013 Calls: 10 Forms: 1
  12. 12. 12 4. Enhanced Campaigns: What You Need to Know About Balancing Mobile & Desktop Challenges  One keyword list across both mobile and desktop means ONE budget for both  Advertisers will need to locate the trigger points for budget allocation if device targeting is a strong requirement for success Google Enhancements  Google decides budget allocation  One account for all device types  Day-parting, proximity and device type messaging promises to help advertisers target the right consumer at the right time
  13. 13. 13 5. How to Measure Phone Calls From Search Source: Marchex Data 2013 Step 1: Order Tracking Numbers We supply local and toll free tracking numbers that ring seamlessly into your or your client’s business. Step 2: Embed Tracking Numbers Campaign Assets Any ad/creative/channel Phone numbers are dynamically presented on sites or landing pages based on the source of the traffic
  14. 14. 14 5. How to Measure Phone Calls From Search Track Calls Across Ad Campaigns, devices and Media Measure Results to improve performance
  15. 15. 15 Dynamic Tracking: How It works
  16. 16. 16 6. How to Measure (Advanced) Source: Marchex Data 2013
  17. 17. 17 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
  18. 18. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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