Driving Profitable Mobile MarketingCampaigns with Offline DataJohn Busby, VP Marchex InstituteJune 24th, 2012
2www.marchex.com
3www.marchex.com
From The Wall Street JournalThis week... some of the worlds biggest advertisers willhuddle to see if what they can finally...
From The Wall Street JournalThis week... some of the worlds biggest advertisers willhuddle to see if what they can finally...
Will Dollars Follow The Eyeballs in Mobile?Now we have advertising on smartphones, and we’vefallen into a comfortable, pre...
What’s Different About Mobile?         On Our Person   Urgency   Proximity                                               7...
Don’t Forget it’s a Phone                                                                               49% of businesses ...
Mobile Advertising has Changed Our Call Behavior                                             62%                          ...
BIA/Kesley forecasts 70 billion phone calls frommobile in 2016                                               Internet Call...
Purchase Oriented Searches Are HappeningEverywhere in Mobile                                  “49% of mobile and tablet   ...
Mobile Fragmentation is a Major Challenge for AdMeasurement           Many Different   App Usage Greater than       IE10  ...
The Call Tracking Number and RedemptionCodes Are Your Tracking Pixels          1-800-GRT-DATA                             ...
A Customer Phone Call is a Major DataMarketing Opportunity                                    Time of day                ...
Do Mobile Campaigns Deliver Customer Value?                                1                                      Data Cor...
Not Every Call is Created Equal…Far From It!Many click-to-call campaigns treat all calls as having equal value orpotential...
Not Every Call is Created Equal…Far From It! Tracking and measuring calls individually allows a truer measure of cost per ...
Looking at Cost Per Qualified Call Provides a BetterApproach to Media Buying and Testingwww.marchex.com
Inbound Calls Provide Audience Insights        AGE             CHILDREN            MARRIAGE                INCOME         ...
Call Conversations Are the Richest Source of DataAbout How Customers Purchase                                             ...
Conversations Provide Conversion Data                                        21www.marchex.com
Conversations Show Gender ResponseTo Advertising                        Lead Conversion Rate by Gender for Major Home Serv...
Conversations Show The Features That DrivePurchases                                 Featured Correlated with Reservations ...
24www.marchex.com
Getting Started with Mobile Call Advertising Pay Per Qualified Calls with Marchex Only pay for calls you want – not for ...
THANK YOU          John Busby          johnb@marchex.com          @JohnMBusby                              26www.marchex.com
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DMS: Opening Workshop with Marchex: Driving Profitable Mobile Marketing Campaigns with Offline Data

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Consumers are embracing mobile devices, which already command 25 percent of our screen time. However, the diversity of these devices and how they are used present major measurement and data collection challenges for marketers. Marchex will discuss how our usage of smartphones and other mobile devices for offline purchases, such as phone calls, can be used to create profitable mobile marketing campaigns and provide deep and actionable marketing insights about customers.
Moderator: John Busby, vp Marchex Institute, Marchex @JohnMBusby

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  • DMS: Opening Workshop with Marchex: Driving Profitable Mobile Marketing Campaigns with Offline Data

    1. 1. Driving Profitable Mobile MarketingCampaigns with Offline DataJohn Busby, VP Marchex InstituteJune 24th, 2012
    2. 2. 2www.marchex.com
    3. 3. 3www.marchex.com
    4. 4. From The Wall Street JournalThis week... some of the worlds biggest advertisers willhuddle to see if what they can finally reverse what manysee as the failure of Internet advertising to date.Obstacles include immature technologies, a lack ofagreement on how to measure [success]... and verynature of the box-like "banner" ad. 4www.marchex.com
    5. 5. From The Wall Street JournalThis week... some of the worlds biggest advertisers willhuddle to see if what they can finally reverse what manysee as the failure of Internet advertising to date.Obstacles include immature technologies, a lack ofagreement on how to measure [success]... and verynature of the box-like "banner" ad.August 16th, 1998 5www.marchex.com
    6. 6. Will Dollars Follow The Eyeballs in 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 6www.marchex.com
    7. 7. What’s Different About Mobile? On Our Person Urgency Proximity 7www.marchex.com
    8. 8. Don’t Forget it’s a Phone 49% of businesses view calls as 65% of local searches result in the #1 desired outcome of mobile CALLS to a business* campaigns** 1 2 3 Consumers conduct a mobile or Search results appear alongside Consumers click the icon and voice search for a local business a click-to-call button instantly make a live connection with a business* Google, 2011** Forrester, 2011 8www.marchex.com
    9. 9. Mobile Advertising has Changed Our Call Behavior 62% 57% Consumers call a business or look for directions every other second from the Yelp Application 7% Calls on Desktop Calls on Mobile Calls on AppsBIA/Kelsey 2012Yelp 2012 9www.marchex.com
    10. 10. BIA/Kesley forecasts 70 billion phone calls frommobile in 2016 Internet Call Volumes by Channel (millions) 70000 Calls generated from paid search 60000 Calls generated from organic search Calls from mobile search 50000 40000 30000 20000 10000 0 2010 2011 212e 2013e 20143 2014e 205e 206eSource: BIA/Kelsey (2012) 10www.marchex.com
    11. 11. Purchase Oriented Searches Are HappeningEverywhere in Mobile “49% of mobile and tablet users reported using apps for local business searches.”* comScore, Localeze 2012 11www.marchex.com
    12. 12. Mobile Fragmentation is a Major Challenge for AdMeasurement Many Different App Usage Greater than IE10 Gadgets Mobile Web Usage “Do Not Track” 12www.marchex.com
    13. 13. The Call Tracking Number and RedemptionCodes Are Your Tracking Pixels 1-800-GRT-DATA 13www.marchex.com
    14. 14. A Customer Phone Call is a Major DataMarketing Opportunity  Time of day  Caller ID  Area code  Frequency  IVR success  Call duration  Ad proximity* Google** Forrester 14www.marchex.com
    15. 15. Do Mobile Campaigns Deliver Customer Value? 1 Data Corruption: All these show up as performing calls without deeper inspection. 2 Negative ROI: Spam and misdials generate costs, call center costs. 25% Spam & misdials 3 CALLS 53% Deeper Targeting: A small percentage of these will actually convert. How do advertisers Existing reach the right ones? customers 22% Potential new customer High quality calls that are answered and have the potential to convert.SOURCE: Calls generated from Google Click-to-Call campaigns across multiple campaigns. 15www.marchex.com
    16. 16. Not Every Call is Created Equal…Far From It!Many click-to-call campaigns treat all calls as having equal value orpotential to convert. Media Budget Calls Received Cost Per Call Mobile Search $276,498 24,179 $11.45 Mobile Affiliates $40,410 2,640 $15.30* Marchex advertiser, May 2012 16www.marchex.com
    17. 17. Not Every Call is Created Equal…Far From It! Tracking and measuring calls individually allows a truer measure of cost per QUALIFIED call and provides opportunity for improving ad spends. Bad calls / low conversion SPAM/ Calls Repeat Service ShortCall QualityC Cost Media Budget accidental Received Calls Calls s alls QUALIFIED Call CallsMobile $276,498 24,179 1,046 5,948 2,151 7,333 7,693 = $36/qualified callSearch Mobile $40,410 2,640 113 218 187 829 1,347 = $30/qualified callAffiliates Many of the keywords or publishers that drive the best CPC will have some of the worst CPQC, and cause you to move your budget in exactly the wrong way. * Marchex advertiser, May 2012 17www.marchex.com
    18. 18. Looking at Cost Per Qualified Call Provides a BetterApproach to Media Buying and Testingwww.marchex.com
    19. 19. Inbound Calls Provide Audience Insights AGE CHILDREN MARRIAGE INCOME EDUCATION HOME VALUE HOME OWNER 19www.marchex.com
    20. 20. Call Conversations Are the Richest Source of DataAbout How Customers Purchase 20www.marchex.com
    21. 21. Conversations Provide Conversion Data 21www.marchex.com
    22. 22. Conversations Show Gender ResponseTo Advertising Lead Conversion Rate by Gender for Major Home Services Client Female Male 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Marchex data 2012 22www.marchex.com
    23. 23. Conversations Show The Features That DrivePurchases Featured Correlated with Reservations for Major Hotel Chains 2.5 2 1.5 1 0.5 0 airport breakfast fitness free parking pool restaurant view wireless* Marchex data, 2010 23www.marchex.com
    24. 24. 24www.marchex.com
    25. 25. Getting Started with Mobile Call Advertising Pay Per Qualified Calls with Marchex Only pay for calls you want – not for short calls, spam calls, repeat calls or customer service calls. Access to all mobile advertising channels – search, SMS, directories, apps. Clean Call technology to block unwanted SPAM calls before they hit your business Full-service reporting and account management. Full-service call tracking and analytics. 25www.marchex.com
    26. 26. THANK YOU John Busby johnb@marchex.com @JohnMBusby 26www.marchex.com

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