Calls: The New Digital CurrencyJohn Busby, VP Marchex Institute
Everything You Need to Know About Calls The Skeptic: My business (or the businesses I work with) fields calls, but I don’t specifically target calls as an outcome of mobile advertising. Why calls should be a critical part of your mobile media mix. The Early Adopter: I track the calls I receive or generate through mobile marketing, and/or I purchase “click-to-call” or “pay-for-call” advertising. Every call is not created equal. Leverage all mobile channels. The Digital-Only Guy (or Gal): I sell Angry Birds. It must be nice!
The Internet Was Supposed to Be a Marketer’s Nirvana!
The Internet Was Supposed to Be a Marketer’s Nirvana!9 of 10 smartphonesearches result inan action 77% of consumers have contacted a business as a result of mobile advertising, with 61% calling and 59% visiting the local business Bottom line: Most purchases made from your mobile phone are not tracked using “web analytics” and are not “e-commerce”!
The Skeptic “My business (or the businesses I represent) fields calls, but I don’t specifically target calls as an outcome of mobile advertising.”
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.
Mobile Advertising Has Changed Our Call Behavior WOW!!! 3% Desktop Qualified Calls 55% Mobile Qualified Calls
Urgency and Proximity are Key Drivers of Calls They are also the scenarios best associated with purchases!
There is no time like the present! Provide your prospective customers a call to action!
30% of Product or Service Discussions Convert “On-The-Phone” Call outcomes from 1,000 product or service discussions, Q4 2011
Call Tracking: How do they do it? Order tracking Embed them in Track campaign numbers online assets effectiveness (800-TRACKING) (Search, Display, etc.)
The Early Adopter “I track the calls I receive or generate through mobile marketing, and/or I purchase “click-to-call” or “pay-for-call” advertising.”
Consumers are Calling from Many Mobile Channels SMS Mobile Search Mobile Apps Mobile Directories Voice Search & DA Marchex has connected more than 15 million distinct mobile phones
Not every call is created equal… far from it! *Notes •Depicts call breakdown of multiple Marchex Clients. •Results vary by advertiser category and publisher channel.
Not every call is created equal… far from it!Many click-to-call campaigns treat all calls as having equalvalue or potential to convert. Media Budget Calls Received Cost Per Call Mobile Search $300 100 $3 Mobile Directories $300 50 $6
Not every call is created equal… far from it!Tracking and measuring calls individually allows a truermeasure of cost per QUALIFIED call and provides opportunityfor improving ad spends. Bad calls / low conversion Media Budget Calls Short Service SPAM/ Quality Cost Received Calls Calls accidental Calls QUALIFIED Call Calls Mobile $300 100 20 60 10 10 = $30/qualified call Search Mobile $300 50 10 10 10 20 = $15/qualified callDirectories 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.
Getting Started with Mobile Call Advertising Give customers a “call” to action! Measure the value of each call.
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. John Busby email@example.com @JohnMBusby Full-service call tracking and analytics.