WHAT YOU
NEED TO KNOW
ABOUT
CLICK-TO-CALL
#
John Busby
Marchex
@JohnMBusby
#SMX #13C
October 1, 2013
#
2
5 Fun Facts About
Phone Calls
3
55%
“Online to Offline” is Massive, & Way Bigger Than
E-Commerce
Source: Forrester Research
2011 2012 2013 2014 2015 201...
4
For National Campaigns, There Are Four Types of
Calls From Search Ads
Source: Marchex Data 2013
26%
2%
30%
42%
Sales Cal...
5
Use a Call Tracking Number As Your
Tracking Pixel
22%
Potential new
customer
53%
Existing
customers
25%
Spam &
misdials1...
6
Use a Call Tracking Number As Your
Tracking Pixel
25%
Spam &
misdials1-800-GRT-DATA
 Time of day
 Caller ID
 Area cod...
7
An Integrated IVR Determines Intent
Sales
Thank you for calling the
Seattle Princess Inn, Seattle’s
Finest Hotel. If you...
8
Mining and Scoring Calls Provides the Richest
Source of Data About Your Customers
Are there two actual humans
talking to...
9
But How Do You Make
Local Advertising Work?
10
NATIONAL LOCAL ADVERTISING
National Local advertising campaigns are
executed centrally and targeted locally.
• Funded b...
11
Three Perspectives On National-Local
Local BusinessNational Brand Consumers
12
The National Perspective:
Source: Marchex (2013)
Competition
2xThe Cost to Drive a Lead
When There is Local
Competition...
13
Lead Capture Is Essential
Source: Marchex (2012, 2013)
Multifamily Housing
40% unanswered calls
Automotive
25% unanswer...
14
Other Challenges of a Decentralized Approach
EconomicsBrand Consistency
15
The Local Business Perspective
Choice in Marketing Programs
“can be overwhelming”
Avg. Number of Media Channels Used By...
16
Customer Acquisition Programs Key
Source: BIA/Kelsey (2012)
Ad Spend Primarily for Acquisition
at 7x more than for Rete...
17
The Consumer Perspective
RING RING
62%
of consumers call a
business from a local
search, the most over
other outcomes
1...
18
URGENCY IS ANOTHER FACTOR
Sources: Priceline, Marchex
70% - 80% of mobile hotel and car rental bookings are for same-da...
19
MOBILE CONSUMERS ARE
Sources: Marchex (2013)
NEW PROSPECTS
20
Marchex is Mobile Advertising &
Technology Company
=
Patents Granted and
Pending
27
Customer
scale
+100K +$130M
Annual ...
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
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What You Need to Know About Click to Call Campaigns by John Busby

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From SMX East 2013 / SearchMarketingExpo.com - How To Do Click-To-Call In An Enhanced Campaign World - What You Need To Know - #SMX #13C by @JohnMBusby

Slide deck from John Busby of Marchex's presentation on trends in mobile usage and what you need to know about local / mobile advertising in today's world of Google Adwords Enhanced Campaigns.

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What You Need to Know About Click to Call Campaigns by John Busby

  1. 1. WHAT YOU NEED TO KNOW ABOUT CLICK-TO-CALL # John Busby Marchex @JohnMBusby #SMX #13C October 1, 2013 #
  2. 2. 2 5 Fun Facts About Phone Calls
  3. 3. 3 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
  4. 4. 4 For National Campaigns, There Are Four Types of Calls From Search Ads Source: Marchex Data 2013 26% 2% 30% 42% Sales Calls Robocalls & Spam Misdials Customer Service
  5. 5. 5 Use a Call Tracking Number As Your Tracking Pixel 22% Potential new customer 53% Existing customers 25% Spam & misdials1-800-GRT-DATA In mobile, your call tracking should match the sophistication of your online tracking.
  6. 6. 6 Use a Call Tracking Number As Your Tracking Pixel 25% Spam & misdials1-800-GRT-DATA  Time of day  Caller ID  Area code  Frequency  IVR success  Call duration  Ad proximity
  7. 7. 7 An Integrated IVR Determines Intent Sales Thank you for calling the Seattle Princess Inn, Seattle’s Finest Hotel. If you are calling about a new reservation, please press 1. If you are calling about an existing reservation, please press 2. Integrated IVR Existing Local Office Directions Your IVR must be linked to your call analytics data.
  8. 8. 8 Mining and Scoring Calls Provides the Richest Source of Data About Your Customers Are there two actual humans talking to one another? Is the conversion conducted primarily in English? Is a customer or a potential customer calling about a product or service offered by the advertiser? Does the conversation concern a previous sale, appointment, arrangement, or relationship? Yes Yes Yes No No No No No Conversation Non-English Non-Product or Service New Business 1 2 3 Follow-Up 4 Yes
  9. 9. 9 But How Do You Make Local Advertising Work?
  10. 10. 10 NATIONAL LOCAL ADVERTISING National Local advertising campaigns are executed centrally and targeted locally. • Funded by national brand with shared accountability from the local business • Customization to fit the local taste and geography • Speak the language of local business – in-store visit or a phone call… NOT CLICKS OR IMPRESSIONS
  11. 11. 11 Three Perspectives On National-Local Local BusinessNational Brand Consumers
  12. 12. 12 The National Perspective: Source: Marchex (2013) Competition 2xThe Cost to Drive a Lead When There is Local Competition Who Competes in The Auction For Branded Searches? • National Brand • North Seattle • South Seattle • Bellevue • Kirkland • Lead Generator • Affiliate
  13. 13. 13 Lead Capture Is Essential Source: Marchex (2012, 2013) Multifamily Housing 40% unanswered calls Automotive 25% unanswered calls For most local business categories, the avg. rate of unanswered calls is 20%
  14. 14. 14 Other Challenges of a Decentralized Approach EconomicsBrand Consistency
  15. 15. 15 The Local Business Perspective Choice in Marketing Programs “can be overwhelming” Avg. Number of Media Channels Used By Local Businesses 0 1 2 3 4 5 6 7 2007 2008 2009 2010 2011 2012 Source: BIA/Kelsey (2012)
  16. 16. 16 Customer Acquisition Programs Key Source: BIA/Kelsey (2012) Ad Spend Primarily for Acquisition at 7x more than for Retention 39.80% 43.70% 39.00% LCM Wave 14 (4Q 2010) LCM Wave 15 (4Q 2011) LCM Wave 16 (3Q 2012) Local Businesses: Percentage of Business from New Customers (Last 12 months)
  17. 17. 17 The Consumer Perspective RING RING 62% of consumers call a business from a local search, the most over other outcomes 1 Source: Google (2012)
  18. 18. 18 URGENCY IS ANOTHER FACTOR Sources: Priceline, Marchex 70% - 80% of mobile hotel and car rental bookings are for same-day.
  19. 19. 19 MOBILE CONSUMERS ARE Sources: Marchex (2013) NEW PROSPECTS
  20. 20. 20 Marchex is Mobile Advertising & Technology Company = Patents Granted and Pending 27 Customer scale +100K +$130M Annual Call Revenue 100Ms Annual Call Scale Total People / Engineering 400 / 50% CALLS
  21. 21. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #
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