How Travel Companies Can Improve Mobile Advertising & Call Center Performance

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Presentation from Eye For Travel conference in September, 2013 on mobile advertising and travel companies. Includes 6 ways that travel marketers can improve mobile performance.

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  • solving the core problem of driving and measuring conversion through phone calls. Came to this focus 4 years ago National and local businesses spending billions across media to drive this outcomeAND our insight was that mobile would emerge as a new significant distribution source for NEW CUSTOMER ACQUISITION AND that business would want FULL MEASUREMENT AND TRANSPARENCY INTO their MOBILE programs. Focusing on CALLS would be the best way to do this.Spent + $100M in developing an analytics suite to help those businesses AND a network to help drive customer calls to businesses400 people / 50% in EngineeringStart.up to +$135M in revenue within 4 years
  • How Travel Companies Can Improve Mobile Advertising & Call Center Performance

    1. 1. How Travel Companies Can Improve Mobile Advertising & Call Center Performance September 24th, 2013 John Busby, SVP Marchex Institute
    2. 2. You May Have Heard Of These Guys 2 www.marchex.com
    3. 3. Can You Believe This?! 3 www.marchex.com
    4. 4. 3 Million Americans Work in Call Centers 3M 149K Workers at Starbucks Workers at Contact Centers 4 www.marchex.com
    5. 5. “Online to Offline” is Massive, & Way Bigger Than E-Commerce 55% 40% of shoppers use smartphones to find stores of retail sales are „research online, buy offline‟ ($1T) 1,660 Online-to-Offline 50% Growth Pure Offline 1,812 Pure Online <10% Growth 327 2011 2012 2013 2014 2015 2016 Source: Forrester Research 5 www.marchex.com
    6. 6. And There Are Call Center Rumblings in Travel… 6 www.marchex.com
    7. 7. 62% 1 of consumers call a business from a local search, the most over other outcomes Source: Google, 2011 www.marchex.com 7
    8. 8. In 2016, Mobile Search Will Produce 70 Billion Consumer to Business Phone Calls Internet Call Volumes by Channel 70000 60000 50000 40000 Calls generated from desktop search 30000 Calls from mobile search 20000 10000 0 2010 Source: BIA/Kelsey (2012) www.marchex.com 2011 2012 2013 2014 2015 2016 8
    9. 9. And A Phone Call Is Natural In Travel 9 www.marchex.com
    10. 10. What Do Travelers Want To Talk About? Consumers need “local questions” answered Source: Marchex Data 2013 10 www.marchex.com
    11. 11. 6 Ways That Travel Marketers Can Improve Performance In Mobile 11 www.marchex.com
    12. 12. 1. Equip Agents With Localized Information 30% of callers preferred to talk to the hotel first for local information Source: Marchex Data 2013 12 www.marchex.com
    13. 13. 2. Recognize Phone Number & Loyalty Info Source: Marchex Data 2013 13 www.marchex.com
    14. 14. Three Recommendations  Allow a consumer to enter their loyalty information over the phone, and/or confirm their information through the phone number they are calling from.  If you don‟t have a consumer‟s phone number, ask them to provide it so you can look up their reservation in the event they make a call to change it.  Notify consumers about how long they will be on hold, and provide them a call back option when a representative becomes available. Source: Marchex Data 2013 14 www.marchex.com
    15. 15. 3. Use A Phone Number (Click-to-Call) In Mobile 15 www.marchex.com
    16. 16. 4. Use Unique Tracking Numbers for Each Tactic Source: Marchex Data 2013 16 www.marchex.com
    17. 17. There are Four Types of Calls From Search Ads 26% Sales Calls 42% Robocalls & Spam 2% Misdials Customer Service 30% Source: Marchex Data 2013 17 www.marchex.com
    18. 18. 4. Use Unique Tracking Numbers for Each Tactic From Print Ads To Each property Website And, of course, from mobile phones 18 www.marchex.com
    19. 19. 5. Control The Call Experience with IVRs Thank you for calling the Springfield Inn… press 1 to get directions or to ask for the hotel shuttle. Press 2 to confirm or change your reservation, or to make a new one. 19 www.marchex.com
    20. 20. 6. Take Advantage of New Ways to Measure Phone Calls 20 www.marchex.com
    21. 21. 12% > $100K 1 21% < $25K 10% $75K to $100K Most likely to engage with call advertising 24% $50K to $75K  Over Index By Household Sources: Marchex *January 1st - September 11th : 4649 billable calls analyzed www.marchex.com 30% $25K to $50K  Under Index By Household 21
    22. 22. Marchex is Mobile Advertising & Technology Company = +100K 100Ms Customer scale Annual Call Scale 21 Patents Granted and Pending CALLS 400 / 50% +$130M Total People / Engineering Annual Call Revenue 22 www.marchex.com

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