THE BIGGEST MOBILEOPPORTUNITY NOBODYIS TALKING ABOUTOctober 29, 2012
What Happened to the Newspaper Business?                                                       Newspaper Advertising Reven...
The Reason, of Course, is Time Spent Digitally                                           Ad Spend            Time Spent   ...
Why is Spend So Low on Mobile?                                                           “Add all the bells & whistles    ...
Why is Spend So Low on Mobile?                                 “49% of mobile and tablet                                 u...
Why is Spend So Low on Mobile?                                                           “40 percent of clicks are        ...
Why is Spend So Low on Mobile?Now we have advertising on smartphones, and we’vefallen into a comfortable, predictable rut:...
This Device Makes Phone Calls                                RING RING                                            8www.mar...
Even Young People Use The Phone                                  9www.marchex.com
Consumers Prefer Phone Calls, So Do Businesses      62                        65                         1                ...
How Big Will The Mobile Search Market Be?                                                        Desktop vs. Mobile Local ...
How Big Will The Mobile Calls Market Be?                                     Internet Call Volumes by Channel    70000    ...
Where Are Calls Coming From in Mobile?                                         13www.marchex.com
What Does Click-To-Call Look Like?                                     14www.marchex.com
You Should Be A Call Advertiser If:             You take appointments or reservations             You address urgent nee...
Uh-Oh…                               25%                              Spam &                              misdials        ...
Over all mobile channels, 22% of mobile calls arepotential new customers…                               25%               ...
Best Practice 1:Use a Tracking Number            Order tracking      Embed them in          Track campaign              nu...
The Call Tracking Number is Your Tracking Pixel                  1-800-GRT-DATA                                           ...
Best Practice 2:Click-to-Call & Click-to-Landing Page.                                  Emergency Dentist   Medicaid or Ch...
Best Practice 3:Use an IVR to Determine Intent                                         Thank you for calling Bug          ...
Best Practice 3:Use an IVR to Determine Intent                                          Filters robo-dialers             ...
Best Practice 4:Establish a Minimum Duration                               23www.marchex.com
Marchex: We Make Phones Ring                         =                               24www.marchex.com
25www.marchex.com
Best Practice 5:Analyze the Data                    Time of day                    Caller ID                    Area co...
Calls Provide the Richest Data For UnderstandingConsumer Intent   Are there two actual humans     talking to one another? ...
Example: Which Degrees Do Consumers Ask For?             700             600             500             400             3...
Example: Hotel Features Associated with Purchases                           Featured Correlated with Reservations for Majo...
Call Experience is Critically Important to Conversion     * Data is hold time (seconds) as measured by “time to first word...
The Biggest Mobile Opportunity Nobody Is Talking About
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The Biggest Mobile Opportunity Nobody Is Talking About

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John Busby's presentation from Seattle Interactive Conference, October 2012

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  • Success!
  • Success!
  • DO we show a channel by channel example of how we align incentives?- Do we
  • Jeff: Likes the logosDon: thinks its not – a differentiator – smaller partner logos that would be differentiators?
  • Jeff: Likes the logosDon: thinks its not – a differentiator – smaller partner logos that would be differentiators?
  • Success!
  • The Biggest Mobile Opportunity Nobody Is Talking About

    1. 1. THE BIGGEST MOBILEOPPORTUNITY NOBODYIS TALKING ABOUTOctober 29, 2012
    2. 2. What Happened to the Newspaper Business? Newspaper Advertising Revenue Adjusted for Inflation Millions of 2012 Dollars $70,000 $60,000 Print Only $50,000 $40,000 $30,000 $20,000 $10,000 1950 1960 1970 1980 1990 2000 2010Source: Newspaper Associations of America. Carpe Diem Blog. 2www.marchex.com
    3. 3. The Reason, of Course, is Time Spent Digitally Ad Spend Time Spent 43% 40% 29% 22% 23% ≈ 16% 11% 9% 6% 1% TV INTERNET MOBILE PRINT RADIO Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics 3www.marchex.com
    4. 4. Why is Spend So Low on Mobile? “Add all the bells & whistles you want to banner ads...” Form Factor Sources: Forbes (author: Gliad de Vries, VP Outbrain) 4www.marchex.com
    5. 5. Why is Spend So Low on Mobile? “49% of mobile and tablet users reported using apps for local business searches.” Fragmentation of Media Sources: comScore, Localeze 5www.marchex.com
    6. 6. Why is Spend So Low on Mobile? “40 percent of clicks are essentially worthless.” “Up to 50% of the impressions served on... mobile... are from "fat finger" taps.” Measurement Sources: gigaOm, TradeMob, Goldspot, Business Insider 6www.marchex.com
    7. 7. Why is Spend So Low on Mobile?Now we have advertising on smartphones, and we’vefallen into a comfortable, predictable rut: “It’s just likeWeb advertising on the PC, shrunk to fit”…A too-easy answer is the market’s age: Mobileadvertising is still in its infancy. But that’s anindefensible excuse: The first iPhones shipped in lateJune 2007…“Mobile Advertising – The $20B Mirage”Jean-Louis GasseeJune 10th, 2012 7www.marchex.com
    8. 8. This Device Makes Phone Calls RING RING 8www.marchex.com
    9. 9. Even Young People Use The Phone 9www.marchex.com
    10. 10. Consumers Prefer Phone Calls, So Do Businesses 62 65 1 2 % % of consumers call a of businesses value calls business from a local the most over other search, the most over advertising outcomes other outcomes1 Google Mobile Data2 Kelsey Study 2010 10www.marchex.com
    11. 11. How Big Will The Mobile Search Market Be? Desktop vs. Mobile Local Search Forecast 140,000 Local searches U.S. (mobile) 120,000 Local searches U.S. (desktop) 100,000 81 Billion Millions 80,000 ≈ 60,000 40,000 20,000 0 2010 2011 212 2013 2014 2015 2016Data from BIA/Kelsey Report, “Call-Based Ads: Eliminating the Unknown From Advertising.” May 29, 2012 11www.marchex.com
    12. 12. How Big Will The Mobile Calls Market Be? Internet Call Volumes by Channel 70000 60000 50000 40000 Calls generated from 30000 desktop search Calls from mobile search 20000 10000 0 2010 2011 2012 2013 2014 2015 2016Source: BIA/Kelsey (2012) 12www.marchex.com
    13. 13. Where Are Calls Coming From in Mobile? 13www.marchex.com
    14. 14. What Does Click-To-Call Look Like? 14www.marchex.com
    15. 15. You Should Be A Call Advertiser If:  You take appointments or reservations  You address urgent needs  You have a physical location  You sell something expensive  You sell a complex product  Your product has multiple choices  On the desktop, your prospective customers fill out forms  Your customers want to know your hours or if products are in stock. 15www.marchex.com
    16. 16. Uh-Oh… 25% Spam & misdials 53% Existing customers 22% Potential new customer 16www.marchex.com
    17. 17. Over all mobile channels, 22% of mobile calls arepotential new customers… 25% Spam & misdials 53% Existing customers 22% Potential new customer 17www.marchex.com
    18. 18. Best Practice 1:Use a Tracking Number Order tracking Embed them in Track campaign numbers online assets effectiveness (800-TRACKING) (Search, Display, etc.) 18www.marchex.com
    19. 19. The Call Tracking Number is Your Tracking Pixel 1-800-GRT-DATA 19www.marchex.com
    20. 20. Best Practice 2:Click-to-Call & Click-to-Landing Page. Emergency Dentist Medicaid or Child Dentist Call from Ad 50% 33% Call from Landing Page 50% 67% 20www.marchex.com
    21. 21. Best Practice 3:Use an IVR to Determine Intent Thank you for calling Bug Blasters, Seattle’s Best Pest Control. If you are calling Integrated IVR about new service, please press 1. If you are a current customer, please press 2. New Support Service Contact Details 21www.marchex.com
    22. 22. Best Practice 3:Use an IVR to Determine Intent  Filters robo-dialers  Qualifies intent  Provides real-time Integrated IVR reporting for optimization New Support Service Contact Details 22www.marchex.com
    23. 23. Best Practice 4:Establish a Minimum Duration 23www.marchex.com
    24. 24. Marchex: We Make Phones Ring = 24www.marchex.com
    25. 25. 25www.marchex.com
    26. 26. Best Practice 5:Analyze the Data  Time of day  Caller ID  Area code  Frequency  IVR success  Call duration  Ad proximity 26 26www.marchex.com
    27. 27. Calls Provide the Richest Data For UnderstandingConsumer Intent Are there two actual humans talking to one another? No Conversation 1 No Yes Is the conversion conducted Non-English primarily in English? No Yes Does the conversation Non-Product or concern a previous sale, appointment, arrangem No Service 2 ent, or relationship? Yes Is a customer or a potential customer calling about a product or service offered by No New Business 3 the advertiser? Yes Follow-Up 4 27www.marchex.com
    28. 28. Example: Which Degrees Do Consumers Ask For? 700 600 500 400 300 200 100 0 Design Culinary Fashion Media Photography Film Technology 28www.marchex.com
    29. 29. Example: Hotel Features Associated with Purchases Featured Correlated with Reservations for Major Hotel Chains 2.5 2 1.5 Hotel Brand 1 Hotel Brand 2 1 Hotel Brand 3 0.5 0 airport breakfast fitness free parking pool restaurant view wireless* Marchex data, 2010 29www.marchex.com
    30. 30. Call Experience is Critically Important to Conversion * Data is hold time (seconds) as measured by “time to first word” by caller ** Category data is based on average of hold times in 2011 for select Marchex advertisers. 30www.marchex.com

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