Sis sat 0815 sponsor marchex

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  • Original: Preparing for Success in the Next Evolution of Digital Marketing
  • Other ideas:Mobile Means Business – And, Business is GoodMobile Devices Will Outsell PCs this Year –The Big Screen is Giving Way to a Mini PowerhouseOriginal: Everyone has seen a chart like this.The digital world has flipped.The only question now is what that means for advertisers.From Jim: Mobile devices (laptops, phones, iPads) are where people are accessing information and people.
  • Other ideas:What it Means to Reach Consumers on the Small ScreenTaking Advantage of Mobile ManiaReaching Consumers on the Small ScreenOriginal: Digital media will break similarly to desktop, with display units for brand and search for direct response, often a phone call.Talk to the original point – it is good content, but not headline.
  • Other ideas:What it Means to Reach Consumers on the Small ScreenTaking Advantage of Mobile ManiaReaching Consumers on the Small ScreenOriginal: Digital media will break similarly to desktop, with display units for brand and search for direct response, often a phone call.Talk to the original point – it is good content, but not headline.
  • Other ideas: Digitally-Driven Calls Improve Search EfficiencyOriginal: In 2010, we observed the willingness of Clients to rapidly port search budgets when digitally-driven calls proved more efficient.
  • Advertisers must treat mobile searchers fundamentally differently from people who are searching from their desktop.
  • As the battle for online search supremacy resides on the Website, the battle for victory in mobile will take place in the call center.
  • Advertisers must treat mobile searchers fundamentally differently from people who are searching from their desktop.
  • As the battle for online search supremacy resides on the Website, the battle for victory in mobile will take place in the call center.
  • As a result, call data will prove much more powerful than Web analytics in helping advertisers increase campaign effectiveness.
  • Original: Managing mobile DR well will be difficult for the foreseeable future because of multiple operating systems and device types.
  • Original: Managing mobile DR well will be difficult for the foreseeable future because of multiple operating systems and device types.
  • Sis sat 0815 sponsor marchex

    1. 1. Brent Turner, <br />Executive Vice President<br />Marchex<br />
    2. 2. the next evolution is not coming–it is here <br />Global Unit Shipments of Desktop PCs and Notebooks PCs vs. Smartphones and Tablets 2005-2011E<br />700,000<br />600,000<br />500,000<br />400,000<br />Mobile Devices<br />PCs<br />300,000<br />2011 E<br />INFLECTION POINT<br />200,000<br />100,000<br />Global Unit Shipments (MM)<br /> 0<br />2005<br />2009<br />2006<br />2008<br />2010<br />2007<br />Source: Katy Huberty, Ehud Gebium, Morgan Stanley Research, Data and Estimates as of 2/11<br />
    3. 3. searching with<br />mobile devices means more than web search…<br />“Mobile Search” means:<br /><ul><li>On-deck directories
    4. 4. Location-based applications
    5. 5. Voice Search
    6. 6. Social recommendations</li></li></ul><li>…and calls are the new clicks<br />1<br />3<br />2<br />DEF<br />ABC<br />4<br />6<br />5<br />GHI<br />MNO<br />JKL<br />7<br />9<br />8<br />PQRS<br />WXYZ<br />GHI<br />*<br />#<br />0<br />
    7. 7. advertisers, once slow to adopt digitally-driven calls, are now moving quickly<br />DEC 2010<br />$22.5M<br />22X<br />GROWTH IN REVENUE ON CALL NETWORK*<br />$1M<br />JAN 2010<br />*Annualized revenue from a sample set of less than 10 advertisers in the Marchex call network ($ in M) <br />
    8. 8. rapid adoption of Click-to-Call tells us a lot about consumer behavior<br />After Just A Year, Even Google Surprised By Success Of Click-To-Call<br />Jan 29, 2011 at 10:35am ET by Greg Sterling<br />A year since it’s introduced even Google is surprised by how successful “Click to Call” has become. “We’re seeing millions of calls every month; it has become a core part of a large number of mobile search ad campaigns,” said Google’s SurojitChatterjee who is in charge of the product. <br />That same phrase– millions of calls – was also mentioned by Google Product SVP Jonathan Rosenberg on the company’s most recent earnings call: “Click-to-Call ads are generating millions of calls every month. A lot of advertisers are running these campaigns.” Apparently, it’s a lot more than “a lot of advertisers.”<br />
    9. 9. in a mobile world, customers expect a voice on the other end<br />Attempting to “eliminate calls” versus improving call-based programs.<br />
    10. 10. your mobile audience isn’t your desktop audience<br />INTENT<br />PC SEARCH TIME<br />MOBILE SEARCH TIME<br />“Mobile users are more prone to take immediate action. People searching on mobile have a higher intent. The time between intent and action has been narrowed.” <br /> - SurojitChatterjee, Google<br />
    11. 11. call center technologies are creating new opportunities<br />We anticipate massive innovations in:<br />Conversion tracking and attribution.<br />Consumer targeting.<br />Easy-to-purchase “entry products.”<br />Poor coordination between the call center and the marketing team.<br />
    12. 12. call data—deeper, more valuable than web surfing history<br />Before launching an IVR, we will know this caller data:<br />1<br />Real-time data<br />2<br />Appended data<br />3<br />Call History data<br />4<br />Call Mining history<br />Lack of appreciation of multi-levered opportunities to optimize campaigns.<br />
    13. 13. growing OS and device complexity will remain a challenge <br />Attempting to take online search campaigns and port them as-is to mobile devices. <br />
    14. 14. start here–measure the calls you are already driving<br />Consumers who pick up the phone are 10x more likely to make a purchase than those that click on a link (Kelsey Group)<br />
    15. 15. Brent Turner, <br />Executive Vice President<br />Marchex<br />bturner@marchex.com<br />

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