En este informe de Google podrás ver como interactúan y reaccionan los usuarios de diferentes sectores ante los anuncios de Adwords que incorporan un clic to call
Strategies for increasing pay-per-click and AdWords performance on mobile dev...Ann Stanley
Mobiles are now the device of choice for customers in most countries and especially for using social media, searching for local companies and researching products and services. Although the volume of visits can be high the conversion rates do not always match this. So when you are using PPC it can often be hard to justify mobile campaigns based on metrics such as cost per lead (CPA) or return on ad spend (ROAS). During this workshop Ann will provide practical tips on how to maximise your return on mobile for the following sorts of paid search campaigns:
Local businesses - where the target is increased calls
Researching services - where the target is form completions, emails or call
Researching products - where the target is increased sales or visits to your store
It will include some of the innovative ways that mobiles can be used in combination with AdWords and shopping campaigns to increase sales.
Strategies for increasing performance of PPC on mobile devices by Ann Stanley...SEO monitor
Ann Stanley
12 years of experience in SEM. Co-founder at Anicca – digital agency based in UK.
Part 1: Introduction (why mobile is important)
Part 2: Options for PPC for mobile
Part 3: Strategies for different types of business
Part 4: What’s new?
The Missing Piece of Marketing Automation: Your PhoneDialogTech
The first step toward strengthening your marketing is making better use of a tool that is already on your desk: the phone. If your business already uses a marketing automation system, the phone is often an underappreciated part of the automation equation. And if your company doesn’t yet use marketing automation, there is no better and simpler place to start with marketing automation than by using the tool you already use every day. In part because of all the marketing advances outlined above, businesses often take the phone for granted. We forget that simply talking with your customers can effectively market and grow your business.
Unify Your Email and Push Strategies to Build Amazing, Seamless Customer Expe...FollowAnalytics
It has never been more vital to reach your customers in personal and relevant ways, speaking in one voice. Why? The interactions often come on mobile devices and the wireless user has high and increasing expectations from businesses like yours.
But make no mistake — email and push notifications are not interchangeable. Each has a distinct role in the marketing mix. Successful campaigns must often employ Mobile Marketing Automation to ensure that the channel efforts are complementary and on point.
In this one-hour webinar, we showed you:
* When to use email and when to send push notifications
* Why email and push are not interchangeable and how you can avoid common mistakes
* The role of Mobile Marketing Automation in omnichannel marketing efforts
* How to build campaigns that use both email and push to create great customer experiences
Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...FollowAnalytics
Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect.
This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use?
In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI.
You will learn:
How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns.
How successful omnichannel strategies balance multiple platforms and communication channels with their customers.
How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways.
Speakers
Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals
Gail Ennis CMO, FollowAnalytics
Strategies for increasing pay-per-click and AdWords performance on mobile dev...Ann Stanley
Mobiles are now the device of choice for customers in most countries and especially for using social media, searching for local companies and researching products and services. Although the volume of visits can be high the conversion rates do not always match this. So when you are using PPC it can often be hard to justify mobile campaigns based on metrics such as cost per lead (CPA) or return on ad spend (ROAS). During this workshop Ann will provide practical tips on how to maximise your return on mobile for the following sorts of paid search campaigns:
Local businesses - where the target is increased calls
Researching services - where the target is form completions, emails or call
Researching products - where the target is increased sales or visits to your store
It will include some of the innovative ways that mobiles can be used in combination with AdWords and shopping campaigns to increase sales.
Strategies for increasing performance of PPC on mobile devices by Ann Stanley...SEO monitor
Ann Stanley
12 years of experience in SEM. Co-founder at Anicca – digital agency based in UK.
Part 1: Introduction (why mobile is important)
Part 2: Options for PPC for mobile
Part 3: Strategies for different types of business
Part 4: What’s new?
The Missing Piece of Marketing Automation: Your PhoneDialogTech
The first step toward strengthening your marketing is making better use of a tool that is already on your desk: the phone. If your business already uses a marketing automation system, the phone is often an underappreciated part of the automation equation. And if your company doesn’t yet use marketing automation, there is no better and simpler place to start with marketing automation than by using the tool you already use every day. In part because of all the marketing advances outlined above, businesses often take the phone for granted. We forget that simply talking with your customers can effectively market and grow your business.
Unify Your Email and Push Strategies to Build Amazing, Seamless Customer Expe...FollowAnalytics
It has never been more vital to reach your customers in personal and relevant ways, speaking in one voice. Why? The interactions often come on mobile devices and the wireless user has high and increasing expectations from businesses like yours.
But make no mistake — email and push notifications are not interchangeable. Each has a distinct role in the marketing mix. Successful campaigns must often employ Mobile Marketing Automation to ensure that the channel efforts are complementary and on point.
In this one-hour webinar, we showed you:
* When to use email and when to send push notifications
* Why email and push are not interchangeable and how you can avoid common mistakes
* The role of Mobile Marketing Automation in omnichannel marketing efforts
* How to build campaigns that use both email and push to create great customer experiences
Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...FollowAnalytics
Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect.
This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use?
In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI.
You will learn:
How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns.
How successful omnichannel strategies balance multiple platforms and communication channels with their customers.
How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways.
Speakers
Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals
Gail Ennis CMO, FollowAnalytics
SAP hybris shares its vision for Customer Engagement: To enable our customers to deliver consistent, contextual, and relevant experiences regardless of channel or device throughout the customer journey.
Missed the CRM Insider 2015 Keynote? Find it all here, presented at SAP Insider 2015, by Volker Hildebrand and Jamie Anderson.
For more, visit hybris.com/marketing
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.
Omni Channel - Seamless engagement of customers across all touchpointsAndreas Penkert
Why do we leave money on the table? Customer experience does not meet expectations!
The opportunity to improve conversion rate, loyalty and customer value is considerable.
The emergence of mobile has led marketers to spend large sums of money to reach audiences where they are. However, it's time for marketers to rethink mobile, it's more than a miniature computer, it's a communications device. Customers still want to call for insurance, and unless you're tracking those valuable inbound phone calls, you're missing a large piece of the customer journey.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Discover how you can measure the impact of online activity and offline sales with some actionable takeaways that can help you get to grips with the true value of your marketing efforts.
There is no disputing that commerce has become increasingly important to every business. But beyond having a commerce capability to support your business, does your commerce platform and technology support the future possibilities of expanding your business to cross borders?
With technology rapidly evolving, the commerce landscape has also changed dramatically, and we can only expect this speed of transformation to continue in 2016 – both in the business-to-business (B2B) and business-to-consumer (B2C) landscapes.
What are the key commerce trends we can expect in 2016? What are the buyers looking for from a commerce experience? How can you start to build a solid commerce strategy that allows you to cross borders? What are some of the commerce best practices to adopt?
Are you delivering a 21st century digital commerce experience? Take the test: https://meetsimplesap.com/commerce
For a full replay of the webinar, watch here: http://bit.ly/beyondcommerce
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
SERIES RECAP: As you start planning for 2015, it’s more important than ever to develop real relationships with your customers—creating customer journeys like never before. Over the past 5 months, we hope you were inspired to make the most out of every customer interaction of the customer lifecycle by creating personalized, cross-channel customer journey that will deliver an exceptional brand experience! On December 4th, join Joel Book as he recaps the webinar series and delivers the top 5 things you need to keep in mind when planning for a successful new year.
Speakers: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud
Andreas Starke, VP, Marketing Business Information Officer, SAP delivers this presentation at the #MarTech Conference 2015.
The SAP Marketing team has been on a journey to improve its lead to revenue process with the SAP hybris Marketing solution. This presentation, given at the 2015 MarTech Conference in San Francisco, outlines the objectives, approach, and benefits of the project. Along the way, the SAP IT department leading the implementation has been sharing the experience with the solution management team to incorporate the internal learnings into future product development.
The SAP hybris Marketing solution brief provides additional details about the solution or you can explore the website at http://www.hybris.com/marketing
A presentation on the latest concepts and trends and how the affect consumer behavior and marketing strategy. References to interesting examples and sources.
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
SAP hybris shares its vision for Customer Engagement: To enable our customers to deliver consistent, contextual, and relevant experiences regardless of channel or device throughout the customer journey.
Missed the CRM Insider 2015 Keynote? Find it all here, presented at SAP Insider 2015, by Volker Hildebrand and Jamie Anderson.
For more, visit hybris.com/marketing
Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion.
But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.
Omni Channel - Seamless engagement of customers across all touchpointsAndreas Penkert
Why do we leave money on the table? Customer experience does not meet expectations!
The opportunity to improve conversion rate, loyalty and customer value is considerable.
The emergence of mobile has led marketers to spend large sums of money to reach audiences where they are. However, it's time for marketers to rethink mobile, it's more than a miniature computer, it's a communications device. Customers still want to call for insurance, and unless you're tracking those valuable inbound phone calls, you're missing a large piece of the customer journey.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Discover how you can measure the impact of online activity and offline sales with some actionable takeaways that can help you get to grips with the true value of your marketing efforts.
There is no disputing that commerce has become increasingly important to every business. But beyond having a commerce capability to support your business, does your commerce platform and technology support the future possibilities of expanding your business to cross borders?
With technology rapidly evolving, the commerce landscape has also changed dramatically, and we can only expect this speed of transformation to continue in 2016 – both in the business-to-business (B2B) and business-to-consumer (B2C) landscapes.
What are the key commerce trends we can expect in 2016? What are the buyers looking for from a commerce experience? How can you start to build a solid commerce strategy that allows you to cross borders? What are some of the commerce best practices to adopt?
Are you delivering a 21st century digital commerce experience? Take the test: https://meetsimplesap.com/commerce
For a full replay of the webinar, watch here: http://bit.ly/beyondcommerce
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
SERIES RECAP: As you start planning for 2015, it’s more important than ever to develop real relationships with your customers—creating customer journeys like never before. Over the past 5 months, we hope you were inspired to make the most out of every customer interaction of the customer lifecycle by creating personalized, cross-channel customer journey that will deliver an exceptional brand experience! On December 4th, join Joel Book as he recaps the webinar series and delivers the top 5 things you need to keep in mind when planning for a successful new year.
Speakers: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud
Andreas Starke, VP, Marketing Business Information Officer, SAP delivers this presentation at the #MarTech Conference 2015.
The SAP Marketing team has been on a journey to improve its lead to revenue process with the SAP hybris Marketing solution. This presentation, given at the 2015 MarTech Conference in San Francisco, outlines the objectives, approach, and benefits of the project. Along the way, the SAP IT department leading the implementation has been sharing the experience with the solution management team to incorporate the internal learnings into future product development.
The SAP hybris Marketing solution brief provides additional details about the solution or you can explore the website at http://www.hybris.com/marketing
A presentation on the latest concepts and trends and how the affect consumer behavior and marketing strategy. References to interesting examples and sources.
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
Driving Sales with Paid Search and Click-to-CallOptimizely
Over 60 percent of paid search advertising will take place on mobile in 2016. Thanks to smartphones and click-to-call, phone calls are now among the most important conversion metrics for search advertising. Agency and brand marketers must adopt new click-to-call optimization and attribution strategies to drive ROI from paid search in the coming year.
Learn from click-to-call optimization experts from DialogTech and Optimizely to learn proven strategies top marketers use to drive calls and revenue from paid search. You’ll learn:
- How to take advantage of new Google AdWords and Bing formats for click-to-call
- Which targeting and bidding options drive call conversions
- The A/B tests every marketer must perform to optimize paid search ROI
- The key data around phone calls you must capture to prove and optimize performance
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
Calls + Clicks: Why Offline Calls are Critical for Online MarketersInvoca
Customers are in front of a screen for 12 hours every day, and 83% of US consumers use their phone to research products while in-store. Marketers, are you effectively reaching your mobile audiences.
Healthcare Marketers: Are Your Mobile Calls Converting?Call Sumo
Call Sumo’s call tracking software is the most effective way to identify which marketing efforts work well for your healthcare business. By knowing how visitors have discovered your business website, why they leave your site, which pages they view on your site, can help you increase mobile conversions.
Your Best Customers Call: How to Optimize Your Cross-Channel Strategy for Cal...Tinuiti
No cross-channel marketing strategy is complete without phone calls. For most businesses, your most valuable customers convert by calling. And the COVID-19 crisis has made the call channel even more important to marketers. How well your search, digital, and offline campaigns generate the right types of callers — and the experiences you provide to convert them — can make or break your marketing ROI. Join us to learn the latest marketing best practices to convert more callers to sales opportunities and customers.
Every day, people search for things nearby by conducting local searches. These are
searches aimed at finding things near where they happen to be. This may include finding
directions to a local store/business, checking local store hours, or searching for local stores that have a product in stock.
Going local: Understanding Consumers Local Search BehaviorJagdish Mepani
Four in five consumers want search ads to be customized to their city, zip code or immediate surroundings. That's one of the insights from new research on local search conducted by Ipsos MediaCT and Purchased. Google commissioned these studies of 5,000+ U.S. smartphone users to find out more about their behavior during local search-searches aimed at finding products or services nearby. Participants voluntarily completed an online survey or logged their smartphone search and in-store activities via a mobile diary. This infographic highlights the key findings.
See Google's Study On Local Search Behavior For Local Businesses. Mobile Plays An Important Role. May 2014 Study.
Get more reports, studies and articles here:
https://www.facebook.com/MechanicalMarketer?sk=notes
http://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
¿De qué hablan las personas y qué supone eso para las marcas? Análisis de Twitter de millones te tweets en el que detectan los temas sobre los que hablan los usuarios.
1º Estudio Retail Digital - España 2015GroupM Spain
Estrategia omnicanal del sector del retail en España. Este informe del IAB Spain y Corpora 360 analiza las 119 marcas más representativas del retail Español. Su oferta de servicios offline y online.
Manual de IAB Spain sobre ASO, el proceso
de optimización de una aplicación móvil
con el fin de conseguir aparecer en los
primeros resultados cuando los usuarios
buscan en las tiendas de aplicaciones
16º Estudio del AIMC sobre navegantes en la red - Feb 2014 GroupM Spain
16ª Encuesta AIMC a usuarios de Internet
Desde comienzos de 1996, AIMC viene midiendo regularmente a través del Estudio General de Medios (EGM) el uso de Internet en España, recogiendo tanto datos generales sobre la población a estos efectos - uso de ordenador y uso de Internet-, como información adicional asociada al uso del medio (lugar de acceso, frecuencia de uso, servicios utilizados, equipo de acceso, etc.).
La muestra del EGM tiene la ventaja de ser probabilística y representativa de la población española de 14 ó más años. Pero a pesar del considerable tamaño de muestra del estudio – unas 10.850 entrevistas por ola, lo que supone unas 32.500 al año –, la actual penetración de Internet – un 56.4% de la población es usuaria de Internet (ayer) – proporciona una muestra de internautas relativamente reducida. Y por otra
parte, al ser el EGM una investigación general sobre la audiencia de los medios con un extenso cuestionario, el espacio/tiempo resulta necesariamente limitado, por lo que es conveniente utilizar otras herramientas para profundizar en el fenómeno Internet.
Barometro sobre digitalizacion de las Pymes españolasGroupM Spain
Encuesta realizada por Plenummedia a 500 pymes españolas para determinar su grado de digitalizacion, basandose en 5 grupos tematicos: Página Web, venta por Internet, posicionamiento en buscadores, redes sociales y marketing online.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
El papel del clic to call en el proceso de compra
1. The Role of Click to Call
In the Path to Purchase
September 2013
2. 2
BACKGROUND & METHODOLOGY
Background Methodology
Google commissioned Ipsos, an independent
market research company, to understand
consumer attitudes about click to call within
organic and paid mobile search results. The
study explored behaviors within the context of 7
different Google verticals: Travel, Restaurant,
Finance, Retail, Technology, Local Services and
Auto.*
*Note: The presentation also includes metrics
calculated from internal Google data looking at click to
call performance of thousands of AdWords accounts in
aggregate.
3,000 respondents were recruited and
completed a 20 minute online survey between
July 2 and July 8, 2013. Respondents met the
following criteria for inclusion in this research:
• Aged 18-74
• Smartphone users (own a smartphone
and use mobile search at least a few
times/week )
• Made a purchase in at least one of the
verticals in the past six months
After seeing a sample mobile Search Engine
Results Page, which included the click to call
feature, respondents were asked a number of
questions. The questions probed into their
general thoughts about click to call as well as
specific questions about the vertical that they
recently purchased in.
3. 3
CLICK TO CALL OPTIONS IN MOBILE SEARCH RESULTS
Click to call button
on mobile search ad
Click to call button on
organic mobile search result
4. 4
TABLE OF CONTENTS
Key Findings
Research findings
Implications for businesses
Vertical breakouts
Travel
Restaurant
Finance
Retail
Technology
Local Services
Automotive
Appendix
5
6-18
19-21
22-51
23-26
27-30
31-34
35-38
39-42
43-46
47-50
51-52
5. 5
KEY FINDINGS
Click to call is one of the
most used features on
the mobile search engine
results page
70% of mobile searchers have used click to call
to connect with a business directly from the
search engine results page.
These calls are valuable
61% of mobile searchers state that click to
call is most important in the purchase phase
of the shopping process.
The ability to call is
important to maintain
a strong brand image
47% of mobile searchers say that if a business
does not have a phone number associated with
their search results, they will be more likely to
explore other brands.
Click to call is an important tool
in mobile search ad campaigns
Adding a phone number to mobile
search ads results in an average click
through rate increase of 8%.
6. 70%
39%
35%
12%
BASE: TOTAL RESPONDENTS (3000)
Q1. HAVE YOU EVER USED ANY OF THE FOLLOWING FEATURES WHEN SEARCHING FOR INFORMATION ON YOUR SMARTPHONE? Q4. HOW OFTEN WHILE SEARCHING FOR INFORMATION ON YOUR SMARTPHONE DO YOU FIND YOURSELF
NEEDING TO CALL A BUSINESS DIRECTLY (REGARDLESS OF WHETHER OR NOT THE OPTION IS AVAILABLE TO YOU)? 5PT SCALE FROM “NEVER” TO “ALWAYS”; TOP 2 BOX SHOWN.
6
CLICK TO CALL IS USED FREQUENTLY BY MOBILE SEARCHERS
of mobile searchers
have used “the call button”
Frequency of needing to directly call
a business from the mobile search
results.
12%
2%
Always
Frequently
Sometimes
Rarely
Never
7. CONSUMERS ACROSS ALL VERTICALS ARE LIKELY
TO USE CLICK TO CALL
69%
% who would be likely to call if the capability was
available in a smartphone search result
60%
51% 49% 47% 44% 37%
Local Travel Finance Restaurant
Services Auto Tech Retail
BASE: VERTICAL-SPECIFIC USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT
RELEVANT TO YOUR LOCATION AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
7
8. BASE: TOTAL RESPONDENTS (3000)
Q5. FOR WHICH OF THE FOLLOWING REASONS, IF ANY, WOULD YOU CHOOSE TO CALL A BUSINESS AFTER SEARCHING FOR INFORMATION ON YOUR SMARTPHONE? SELECT ALL THAT APPLY.
8
QUICK ANSWERS AND REAL TIME FEEDBACK
ARE THE LEADING MOTIVATIONS FOR USING CLICK TO CALL
Reasons for calling a
business as opposed
to using a website or
other means
To quickly get an answer/
accomplish my goal
To talk to a real person
I have more questions or need more
information than a website can answer
To accomplish something that can't be
done through the business's website
To get more accurate
information than can be found
from other sources
It’s convenient
The product or service is expensive, and
therefore a conversation is required
59%
57%
54%
44%
12%
43%
42%
9. BASE: VERTICAL-SPECIFIC USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
9
PEOPLE ACCOMPLISH A WIDE VARIETY
OF TASKS VIA PHONE CALLS
% who call a business directly from a search for each task
Check for
business hours
Schedule an appointment/
make a reservation
Inquire about inventory/
availability/booking information
Inquire about or
compare pricing
Inquire about/check for
promotions, incentives or deals
Get directions/local
information
52%
51%
47%
43%
39%
39%
10. % who may call a business directly from a search for each task
Check for the
business’s hours
Schedule an appointment/
make a reservation
Inquire about inventory/
availability/booking information
Inquire about or
compare pricing
Inquire about/check for
promotions, incentives or deals
Get directions/
location information
Make a purchase
over the phone
Inquire about or
compare a product
Request more
information be sent
Put an item
on hold
60%
57%
57%
52%
40%
42%
21%
43%
33%
33%
60%
73%
52%
54%
41%
46%
40%
51%
45%
-
38%
44%
41%
40%
43%
38%
39%
32%
28%
25%
59%
28%
52%
35%
33%
35%
19%
28%
22%
37%
53%
40%
52%
48%
44%
41%
29%
40%
36%
35%
BASE: TOTAL
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
10
THE TASKS ACCOMPLISHED VIA CLICK TO CALL
VARY BY INDUSTRY
59%
47%
49%
24%
37%
42%
45%
-
12%
-
36%
48%
33%
45%
35%
28%
36%
41%
45%
-
Restaurant Finance Auto Local Travel Retail Tech
11. INSPIRATION RESEARCH PURCHASE POST
BASE: VERTICAL-SPECIFIC USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS
DURING EACH OF THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
11
CLICK TO CALL FUNCTIONALITY IS MOST IMPORTANT
DURING THE PURCHASE AND RESEARCH PHASES
% who find it extremely/very important to be able to call the
business during each phase of decision-making
The time when you
purchased
The time when you
realized you needed to
purchase
The time when you
actively looked and
researched your
purchase
Any behavior you may
have participated in
after you purchased
30%
52%
61%
40%
12. % who call a business when specifically looking to
make a purchase or transaction
BASE: TOTAL RESPONDENTS (3000); EVER CALL A BUSINESS DURING DECISION MAKING PROCESS (2939)
Q17. HOW OFTEN DO YOU CALL A BUSINESS WHEN SPECIFICALLY LOOKING TO MAKE A PURCHASE OR TRANSACTION? 5PT SCALE FROM “NEVER” TO “ALWAYS”; TOP 2 BOX SHOWN.
12
CONSUMERS CALL MORE FREQUENTLY WHEN
THEY ARE READY TO MAKE A PURCHASE
8%
41%
Always
4%
Frequently
Sometimes
Rarely
Never
31%
17%
Frequently (NET): 39%
31%
Call frequently
13. BASE: MORE/EQUALLY LIKELY TO CALL IF PRICE OF PRODUCT/SERVICE IS HIGH
Q13. AT WHAT PRICE POINT WOULD YOU BE MORE LIKELY TO CALL A BUSINESS IF YOU WERE LOOKING TO MAKE A(N) [INSERT SUB-VERTICAL NAME] PURCHASE OR TRANSACTION? WHEN THE PRICE IS AT LEAST.
13
PRICE IS AN IMPORTANT FACTOR IN DETERMINING WHETHER A
CONSUMER PREFERS TO CALL BEFORE MAKING A PURCHASE
Mean price point at which one would be more likely to
call a business for a purchase/transaction
AUTO
FINANCE
TRAVEL
TECH
LOCAL
RETAIL
RESTAURANT
$1,195
$416
$320
$265
$170
$119
$33
Highest price
threshold
14. BASE: VERTICAL-SPECIFIC USERS/PURCHASERS
Q11. HOW WELL DO THE FOLLOWING STATEMENTS DESCRIBE HOW YOU FEEL WHEN YOU ARE UNABLE TO CALL A BUSINESS DIRECTLY FROM THE SEARCH RESULTS
ON YOUR SMARTPHONE? 5PT SCALE FROM “DOES NOT DESCRIBE AT ALL” TO “DESCRIBES COMPLETELY”.; TOP 2 BOX SHOWN.
14
LACK OF A CALL BUTTON CAN DAMAGE
CONSUMER’S PERCEPTION OF A BUSINESS
% who say the following statements describe how they feel when unable to call a
business directly from the search results on their smartphone
No call
button?
More likely to explore
other brands
Frustrated
or annoyed
Disappointed in the brand
or company
It doesn’t affect how I view the
brand/company
Less likely to use the brand/
company in future
Less likely to recommend
the brand/co.
Less trusting of the
brand or company
47%
47%
35%
34%
33%
33%
27%
15. 88% OF MOBILE SEARCHERS CONSIDER
CALL LENGTH TO BE IMPORTANT
Ideal length of the phone
call, including wait time, for
purchase/transactions or
business related
information
Restaurant Retail Local
5
4
2 3
minutes
BASE: VERTICAL-SPECIFIC USERS/PURCHASERS
Q14. WHEN CALLING A BUSINESS FOR [INSERT SUB-VERTICAL NAME] RELATED INFORMATION OR PURCHASES/TRANSACTIONS, WHAT DO YOU BELIEVE IS THE IDEAL LENGTH OF THE PHONE CALL?
Auto
Travel
Tech
Overall average call length Finance
1
2.9 3.8 4.3 4.4
4.8
4.8
5.3
4.4
15
16. SOURCE: GOOGLE INTERNAL DATA, BASED ON CALLS FROM GOOGLE FORWARDING NUMBER CALL REPORTING
16
CALLS DRIVEN BY SEARCH ADS ARE SUBSTANTIVE AND
VALUABLE FOR BUSINESSES
72% of clicks on a mobile search ad call
button last longer than 30 seconds
6 minutes
Average length of calls driven from search ads
17. SOURCE: GOOGLE INTERNAL DATA
17
THE ADDITION OF A CALL BUTTON INCREASES OVERALL
SEARCH AD PERFORMANCE
8% Increase in ad click-through rate
when call extensions are enabled
18. On average,
SOURCE: GOOGLE INTERNAL DATA
18
CLICK TO CALL DRIVES MILLIONS OF CALLS FOR ADVERTISERS
EVERY MONTH
41M
40 million calls are driven by Google ads each month
20. 20
Adding call extensions to your
search ads helps you connect with
your customers
Implement call extensions on your mobile search campaigns.
With call extensions you gain access to call specific reporting metrics
such as call duration and caller area codes.
You can also use call scheduling to make sure that call extensions
are only showing up at times when it’s strategic for your business.
21. 21
Calls are an important mobile conversion path
and should be measured accordingly.
Track calls as conversions to
measure the full value of your
mobile campaigns.
Optimize your campaigns to
increase phone call conversions.
Identify keywords and ads that are
driving a large volume of phone
calls and implement conversion-based
bidding tools.
Attribute an estimated value to the calls you receive.
With your company’s average order value and the
percentage of calls that are transactional in your industry,
you can estimate the value of clicks from your call
extensions. If driving phone calls is a valuable goal, you can
increase your mobile bid modifier to ensure that your ads
show up more often on mobile devices.
24. CLICK TO CALL IS IMPORTANT ACROSS ALL PARTS OF THE TRAVEL
PROCESS
% who would be extremely/very likely to call
if the call capability was available in smartphone search
Car
60%
Hotel Airline
58% 30%
BASE: TOTAL RESPONDENTS EXCLUDING THOSE WHO HAVE NO NEED TO SEARCH FOR THIS TYPE OF INFORMATION (FLOATING BASE)
Q8. FOR EACH OF THE FOLLOWING, HOW IMPORTANT IS IT TO HAVE THE ABILITY TO BE ABLE TO CALL THE BUSINESS DIRECTLY FROM YOUR SEARCH RESULTS AS YOU LOOK FOR INFORMATION ON EACH OF THESE ITEMS?
PLEASE SELECT ONE FOR EACH PRODUCT/SERVICE. 4PT SCALE FROM “I HAVE NO NEED TO SEARCH FOR THIS TYPE OF INFORMATION” TO “MUST HAVE”; TOP 2 BOX SHOWN.
24
25. WITHIN THE TRAVEL CATEGORY, THE ABILITY TO PLACE A CALL
57%
62%
51%
IS MOST IMPORTANT DURING THE PURCHASE PHASE
% who find it extremely/very important to be able to call the business
during each phase of decision-making
38%
POST
EXPERIENCE
PURCHASE
RESEARCH
INSPIRATION
Car Hotel Airline
INSPIRATION
35%
The time when you identified you
wanted or needed to book travel;
when you started thinking about
taking a trip or when you were
inspired or prompted by an event
that you needed to attend.
56% 22%
68%
49%
26%
RESEARCH
The time when you actively
looked and researched
your trip or travel plans
(looking into destinations,
prices, travel times, etc.)
POST
EXPERIENCE
PURCHASE
RESEARCH
INSPIRATION
PURCHASE
The time when you booked
your trip.
42% 23%
55%
43%
25%
EXPERIENCE
EXPERIENCE
PURCHASE
RESEARCH
INSPIRATION
Any behavior you may have
participated in during your
trip (looking for a
restaurant, uploading
photos, status messaging
about your trip, etc.)
POST
POST
Any behavior you may have
participated in after you took
your trip (sharing your
experience/photos,
recommending to friends or
family, writing a review, etc.)
BASE: TRAVEL USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS DURING EACH OF
THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE.. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
25
26. OVER HALF WILL CALL A TRAVEL BUSINESS
TO MAKE CHANGES TO THEIR RESERVATION/BOOKING
% who may call a business
directly from a search for
each reason
55% 65% 66%
Car Hotel Airline Make changes to my reservation/booking
44% 52% 35% 39% 50% 41% 38% 46% 40% 40% 49% 31%
Schedule an appointment/make
a reservation
Inquire about/check for
promotions, incentives or deals
Inquire about booking or
itinerary information
Inquire about or compare pricing
41% 39% 36% 39% 52% 23% 45% 41% 28% 27% 36% 40%
Make a purchase/transaction
over the phone
Get directions/location information Check for the business’s hours Check or redeem loyalty program
points/frequent flier miles, etc.
37% 42% 20% 33% 35% 29% 23% 32% 29% 30% 21% 25%
Locate or get directions to a
store/business
Inquire about or compare
specific product/service features
Request more information to be
sent to me (e.g., brochure…)
Put an item on hold
BASE: TRAVEL USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
26
28. HALF OF THOSE SEARCHING FOR QUICK SERVICE DINING
WOULD BE LIKELY TO PLACE A CALL FROM A SEARCH
% who would be extremely/very likely to call
if the call capability was available in smartphone search
Quick Service
49%
Fine Dining
38%
BASE: RESTAURANT USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT RELEVANT TO YOUR LOCATION
AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
28
29. WITHIN THE RESTAURANT CATEGORY, THE ABILITY TO PLACE A
CALL IS MOST IMPORTANT DURING THE PURCHASE PHASE
% who find it extremely/very important to be able to call the business
30% 23%
POST
EXPERIENCE
PURCHASE
RESEARCH
INSPIRATION
56%
28%
28% 24%
64%
40%
POST
EXPERIENCE
PURCHASE
RESEARCH
INSPIRATION
24%
Fine Dining Quick Service
BASE: RESTAURANT USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS DURING EACH OF
THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
29
39%
When you started thinking about
visiting or ordering from a
restaurant; when you were
inspired by an occasion that would
prompt visiting or ordering from a
restaurant.
The time when you actively
looked and researched
your restaurant plans
(looking into menus, prices,
reviews, etc.)
The time when you placed
an order for food or
beverages at a restaurant.
Any behavior you may have
participated in during your
visit or meal (uploading
photos, ”checking in” at the
restaurant via a social
network, etc.)
Any behavior you may have
participated in after you
bought at a restaurant
(sharing your experience/
photos, recommending to
friends or family, writing a
review, etc.)
during each phase of decision-making
INSPIRATION RESEARCH PURCHASE EXPERIENCE POST
30. BASE: RESTAURANT USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
30
THE TOP REASONS FOR CALLING A RESTAURANT INCLUDE
CHECKING HOURS, MAKING A RESERVATION (FOR CASUAL)
OR PLACING AN ORDER (FOR QSR)
% who may call a business directly from a search for each reason
Quick Service Fine Dining
Check for the business’s hours
Schedule an appointment/make
a reservation
Inquire about reservation
availability, menus
Make a purchase/transaction
over the phone
Get directions/location information
Locate or get directions to a
store/business
Inquire about/check for
promotions, incentives or deals
Inquire about or compare pricing Request more information be sent to
me (e.g., brochure, price quote)
60% 58%
37% 58% 43% 54% 60% 30% 43% 42%
41% 38% 42% 32% 28% 19% 12% 11%
32. BASE: FINANCE USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT RELEVANT TO YOUR LOCATION
AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
32
ABOUT SIX IN TEN SEARCHERS FOR BANK ACCOUNT INFORMATION
WOULD PLACE A PHONE CALL FROM SEARCH IF GIVEN THE OPTION
% who would be extremely/very likely to call
if the call capability was available in smartphone search
Bank Account
58%
Investment Insurance
45% 41%
33. THE NEED FOR A CALL RELATED TO A FINANCE SEARCH IS MOST
IMPORTANT AT THE PURCHASE STAGE OVERALL, WHILE THE
RESEARCH PHASE FOR BANK ACCOUNTS IS THE MOST IMPORTANT
% who find it extremely/very important to be able to call the business
58%
POST
PURCHASE
RESEARCH
INSPIRATION
66%
57%
46%
53%
POST
PURCHASE
RESEARCH
INSPIRATION
34%
60%
50%
45%
POST
PURCHASE
RESEARCH
INSPIRATION
27%
BASE: FINANCE USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS DURING
EACH OF THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
33
68%
The time when you realized you wanted or needed to
make a finance-related transaction or purchase
(perhaps prompted or triggered by a specific
event). This is the moment you began dreaming or
thinking about your desire to transact or purchase
but had not yet started shopping/researching.
The time when you actively
looked and researched your
account or financial transaction/
purchase (looking into price,
interest rates, services, etc.)
The time when you opened
your account or made a
financial transaction/
purchase. This includes
using the device while at a
bank or financial institution.
Any behavior you may have
participated in after you opened
your account or made a financial
transaction/purchase (sharing
your experience, recommending
to friends or family, writing a
review, etc.)
during each phase of decision-making
INSPIRATION RESEARCH PURCHASE POST
38%
Bank Investment Insurance
34. 55% 61% 53% 51% 57% 41% 40% 34% 54% 38% 44% 49%
34% 41% 45% 37% 38% 35% 53% 31% 30% 40% 28% 36%
32% 36% 31% 37% 29% 24% 36% 30% 21%
BASE: FINANCE USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
34
OVER HALF WOULD CALL A FINANCIAL BUSINESS
TO MAKE CHANGES TO THEIR ACCOUNT
% who may call a business directly from
a search for each reason
Bank Investment Insurance
Make changes to my account Schedule an appointment/make
a reservation
Inquire about or compare pricing Request more information to be sent
to me (e.g., brochure…)
Inquire about or compare
specific product/service features
Make a purchase/transaction
over the phone
Check for the business's hours Inquire about/check for promotions,
incentives or deals
Inquire about available inventory
or services offered
Locate or get directions to a
store/business
Get directions/location information
36. CALLS FROM A RETAIL SEARCH ARE THE LEAST LIKELY, BUT ABOUT
HALF OF THOSE SEARCHING FOR HOME GOODS WOULD PLACE A CALL
% who would be extremely/very likely to call
if the call capability was available in smartphone search
BASE: RETAIL USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT RELEVANT TO
YOUR LOCATION AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
36
Home Goods
46%
Apparel
29%
37. THE RESEARCH AND PURCHASE STAGES ARE THE MOST IMPORTANT
FOR BEING ABLE TO PLACE A CALL RELATED TO RETAIL
% who find it extremely/very important to be able to call the business
during each phase of decision-making
35%
51%
32%
34%
INSPIRATION RESEARCH PURCHASE POST
BASE: RETAIL USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS
DURING EACH OF THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
37
The time when you realized you wanted or needed
to purchase a retail or technology product; when
you started thinking about your purchase or when
you were inspired or prompted by an event that
you needed to make the purchase for.
The time when you actively
looked and researched
your purchase (looking into
price, styles, features, etc.)
The time when you
purchased your item
or service
Any behavior you may have participated
in after you purchased your item or
service (sharing your experience/photos,
recommending to friends or family,
writing a review, etc.)
Home Goods Apparel
48%
POST
PURCHASE
RESEARCH
INSPIRATION
30%
38%
POST
PURCHASE
RESEARCH
INSPIRATION
18%
38. 56% 63% 50% 54% 34% 45% 36% 38%
30% 40% 29% 42% 33% 34% 24% 33%
18% 38% 17% 26% 15% 22%
BASE: RETAIL USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
38
CHECKING BUSINESS HOURS OR INQUIRING ABOUT
INVENTORY ARE THE TOP REASONS TO CALL A RETAIL STORE
% who may call a business directly from
a search for each reason
Apparel Home Goods
Check for the business's hours Inquire about available inventory
or services offered
Locate or get directions to a
store/business
Put an item on hold
Inquire about or compare pricing Get directions/location
information
Inquire about/check for
promotions, incentives or deals
Inquire about or compare specific
product/service features
Schedule an appointment/make
a reservation
Request more information be sent to
me (e.g., brochure, price quote)
Make a purchase/transaction
over the phone
40. ABOUT HALF OF THOSE SEARCHING FOR TECH PRODUCTS/SERVICES
WOULD LIKELY PLACE A PHONE CALL
BASE: TECH USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT RELEVANT TO
YOUR LOCATION AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
40
% who would be extremely/very likely to call
if the call capability was available in smartphone search
Tech Services
56%
Electronics
46%
41. OVER HALF FIND IT VERY IMPORTANT TO PLACE A CALL DURING
THE RESEARCH OR PURCHASE FACES OF A TECH PURCHASE
% who find it extremely/very important to be able to call the business
42%
48%
62%
Electronics Tech Services
54%
INSPIRATION RESEARCH PURCHASE POST
BASE: TECH USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS
DURING EACH OF THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
41
The time when you realized you wanted or
needed to purchase a retail or technology
product; when you started thinking about
your purchase or when you were inspired or
prompted by an event that you needed to
make the purchase for.
The time when you actively
looked and researched
your purchase (looking into
price, styles, features, etc.)
The time when you
purchased your item
or service
Any behavior you may have participated
in after you purchased your item or
service (sharing your experience/photos,
recommending to friends or family,
writing a review, etc.)
during each phase of decision-making
50%
POST
PURCHASE
RESEARCH
INSPIRATION
34%
57%
POST
PURCHASE
RESEARCH
INSPIRATION
33%
42. WITHIN TECH, TECH SERVICES CALLS ARE MORE LIKELY AND ARE
PROMPTED BY THE FOLLOWING NEEDS: CHECKING BUSINESS
HOURS, INQUIRING ABOUT SERVICES, PRICES, AND PROMOTIONS
55% 51% 54% 50% 53% 43% 52% 35%
44% 38% 41% 46% 34% 53% 27%
42% 30% 39% 32% 36% 22%
BASE: TECH USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
42
% who may call a business directly from
a search for each reason
Tech Services Electronics
Check for the business's hours Inquire about available inventory
or services offered
Inquire about
or compare pricing
Inquire about/check for promotions,
incentives or deals
Get directions/location information Locate or get directions to a
store/business
Inquire about or compare
specific product/service features
Schedule an appointment/make
a reservation
Request more information be sent to
me (e.g., brochure, price quote)
Put an item on hold Make a purchase/transaction
over the phone
41
%
44. LOCAL SERVICES SEARCHERS HAVE THE HIGHEST LIKELIHOOD TO PLACE
A PHONE CALL FROM SEARCH, LED BY PROFESSIONAL SEARCHES
BASE: LOCAL SERVICE USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT RELEVANT TO YOUR
LOCATION AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
44
% who would be extremely/very likely to call
if the call capability was available in smartphone search
Professional
72%
Home
66%
45. TWO-THIRDS FIND IT VERY IMPORTANT TO BE ABLE TO PLACE A
CALL WHEN RESEARCHING OR PURCHASING LOCAL SERVICES
% who find it extremely/very important to be able to call the business
68%
INSPIRATION
during each phase of decision-making
RESEARCH
51%
PURCHASE
POST
53%
70%
BASE: LOCAL SERVICE USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS
DURING EACH OF THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
45
The time when you realized your need for a local
service (e.g., real estate, legal, plumber or home
service). This is the moment you began dreaming
or thinking about your need for a real estate, legal,
plumber or home service but had not yet started
researching
The time when you actively
looked and researched
local services (looking into
prices, companies, locations
and other service options)
The time when you
committed to paying
for your local service
Any behavior you may have participated
in after you used your local service
(sharing your experience/photos,
recommending to friends or family,
writing a review, etc.)
Professional
Home
65%
POST
PURCHASE
RESEARCH
INSPIRATION
42%
62%
POST
PURCHASE
RESEARCH
INSPIRATION
37%
46. 53% 55% 56% 49% 52% 50% 49% 43%
45% 45% 48% 40% 42% 40% 39% 41%
BASE: LOCAL SERVICE USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
46
THE MOST LIKELY TO REASON TO PLACE A CALL RELATED TO
LOCAL SERVICES IS TO SCHEDULE AN APPOINTMENT
% who may call a business directly from a search for each reason
Professional Home
Inquire about or compare
pricing
Inquire about available inventory
or services offered
Inquire about or compare specific
product/service features
Get directions/location
information
Request more information to be
sent to me (e.g., brochure…)
Locate or get directions to a
store/business
Inquire about/check for
promotions, incentives or deals
Make a purchase/transaction
over the phone
76% 71%
Schedule an appointment/make a reservation
65% 56%
Check for the business's hours
48. BASE: AUTO USERS/PURCHASERS
Q8 IS THE FIRST IN THE SET OF QUESTIONS BASED AMONG SUB-VERTICAL QUOTA ASSIGNMENTS.
Q8. IF YOU HAD BEEN CONDUCTING A SEARCH FOR [INSERT SUB-VERTICAL NAME] INFORMATION AND RECEIVED RESULTS ON YOUR SMARTPHONE SIMILAR TO THOSE SHOWN BELOW (BUT RELEVANT TO
YOUR LOCATION AND SEARCH), HOW LIKELY WOULD YOU BE TO CALL A BUSINESS? 5PT SCALE FROM “NOT AT ALL LIKELY” TO “EXTREMELY LIKELY”; TOP 2 BOX SHOWN.
48
OVER HALF OF AUTO SEARCHERS WOULD BE VERY LIKELY TO USE
CLICK TO CALL FOR PARTS/SERVICES OR VEHICLES
% who would be extremely/very likely to call
if the call capability was available in smartphone search
Parts/Services
62%
Used New
60% 55%
49. SEVEN IN TEN FIND IT VERY IMPORTANT TO BE ABLE TO CALL
A BUSINESS WHEN PURCHASING A USED VEHICLE – HIGHEST OUT
% who find it extremely/very important to be able to call the business
49%
POST
PURCHASE
RESEARCH
INSPIRATION
59%
70%
54%
54%
POST
PURCHASE
RESEARCH
INSPIRATION
28%
61%
58%
39%
POST
PURCHASE
RESEARCH
INSPIRATION
26%
BASE: AUTO USERS/PURCHASERS
Q9. ASSUMING YOU USED A SEARCH ENGINE ON YOUR SMARTPHONE TO OBTAIN INFORMATION ON [INSERT SUB-VERTICAL NAME], HOW IMPORTANT IS IT FOR YOU TO BE ABLE TO CALL THE BUSINESS
DURING EACH OF THESE PHASES OF THE DECISION-MAKING PROCESS? SELECT ONE FOR EACH PHASE. 5PT SCALE OF “NOT AT ALL IMPORTANT” TO “EXTREMELY IMPORTANT”; TOP 2 BOX SHOWN.
49
56%
OF ALL AUTO OCCASIONS
The time when you realized you needed to purchase a
vehicle or automobile part(s) or service(s). This is the
moment you began dreaming or thinking about your
desire to purchase but had not yet started shopping/
researching.
The time when you actively
looked and researched your
purchase (looking into price,
makes/models, brands, stores,
dealerships, etc.)
The time when you
purchased your vehicle,
part(s) or service(s). This
includes using the device
while at the dealer or retailer.
Any behavior you may have participated
in after you purchased your vehicle,
part(s), or service(s) (sharing your
experience/photos, recommending to
friends or family, writing a review, etc.)
during each phase of decision-making
INSPIRATION RESEARCH PURCHASE POST
31%
New Vehicle Used Vehicle Parts/Services
50. 50% 57% 64% 43% 57% 61% 44% 51% 64% 38% 49% 57%
41% 50% 43% 33% 39% 47% 39% 46% 41% 41% 35% 41%
34% 44% 28% 27% 27% 37% 11% 24% 23%
BASE: AUTO USERS/PURCHASERS
Q10. WHEN THINKING ABOUT ALL OF THE SEARCHES YOU CONDUCT FOR [INSERT SUB-VERTICAL NAME] INFORMATION, WHICH OF THE FOLLOWING ARE REASONS WHY YOU MAY CALL A BUSINESS DIRECTLY? SELECT ALL THAT APPLY.
50
AUTO SEARCHERS WOULD USE CLICK TO CALL LESS FOR PURCHASES
AND MORE TO CHECK HOURS, MAKE APPOINTMENTS, AND ASK
ABOUT INVENTORY/SERVICES
% who may call a business directly from
a search for each reason
New Vehicle Used Vehicle Parts/Services
Check for the business's hours Schedule an appointment/make
a reservation
Inquire about available inventory
or services offered
Inquire about or compare pricing
Locate or get directions to a
store/business
Inquire about or compare
specific product/service features
Get directions/location information Inquire about/check for promotions,
incentives or deals
Request more information to be
sent to me (e.g., brochure…)
Put an item on hold Make a purchase/transaction over
the phone
52. PHASES OF THE DECISION-MAKING PROCESS
52
RESTAURANT:
1.
Inspira3on:
When
you
started
thinking
about
visi3ng
or
ordering
from
a
restaurant;
when
you
were
inspired
by
an
occasion
that
would
prompt
visi3ng
or
ordering
from
a
restaurant.
2.
Research:
The
3me
when
you
ac3vely
looked
and
researched
your
restaurant
plans
(looking
into
menus,
prices,
reviews,
etc.).
3.
Purchase/Ordering:
The
3me
when
you
placed
an
order
for
food
or
beverages
at
a
restaurant.
4.
Experiencing:
Any
behavior
you
may
have
par3cipated
in
during
your
visit
or
meal
(uploading
photos,
”checking
in”
at
the
restaurant
via
a
social
network,
etc.).
5.
Post
Experience:
Any
behavior
you
may
have
par3cipated
in
aDer
you
bought
at
a
restaurant
(sharing
your
experience/photos,
recommending
to
friends
or
family,
wri3ng
a
review,
etc.).
FINANCE
1.
Inspira3on:
The
3me
when
you
realized
you
wanted
or
needed
to
make
a
finance-‐related
transac3on
or
purchase
(perhaps
prompted
or
triggered
by
a
specific
event).
This
is
the
moment
you
began
dreaming
or
thinking
about
your
desire
to
transact
or
purchase
but
had
not
yet
started
shopping/researching.
2.
Research:
The
3me
when
you
ac3vely
looked
and
researched
your
account
or
financial
transac3on/purchase
(looking
into
price,
interest
rates,
services,
etc.).
3.
Purchase:
The
3me
when
you
opened
your
account
or
made
a
financial
transac3on/purchase.
This
includes
using
the
device
while
at
a
bank
or
financial
ins3tu3on.
5.
Post
Purchase:
Any
behavior
you
may
have
par3cipated
in
aDer
you
opened
your
account
or
made
a
financial
transac3on/purchase
(sharing
your
experience,
recommending
to
friends
or
family,
wri3ng
a
review,
etc.).
AUTO
1.
Inspira3on:
The
3me
when
you
realized
you
needed
to
purchase
a
vehicle
or
automobile
part(s)
or
service(s).
This
is
the
moment
you
began
dreaming
or
thinking
about
your
desire
to
purchase
but
had
not
yet
started
shopping/
researching.
2.
Research:
The
3me
when
you
ac3vely
looked
and
researched
your
purchase
(looking
into
price,
makes/
models,
brands,
stores,
dealerships,
etc.).
3.
Purchase:
The
3me
when
you
purchased
your
vehicle,
part(s)
or
service(s).
This
includes
using
the
device
while
at
the
dealer
or
retailer.
5.
Post
Purchase:
Any
behavior
you
may
have
par3cipated
in
aDer
you
purchased
your
vehicle,
part(s),
or
service(s)
(sharing
your
experience/photos,
recommending
to
friends
or
family,
wri3ng
a
review,
etc.).
LOCAL
1.
Inspira3on:
The
3me
when
you
realized
your
need
for
a
local
service
(e.g.,
real
estate,
legal,
plumber
or
home
service).
This
is
the
moment
you
began
dreaming
or
thinking
about
your
need
for
a
real
estate,
legal,
plumber
or
home
service
but
had
not
yet
started
researching.
2.
Research:
The
3me
when
you
ac3vely
looked
and
researched
local
services
(looking
into
prices,
companies,
loca3ons
and
other
service
op3ons).
3.
Purchase:
The
3me
when
you
commiGed
to
paying
for
your
local
service.
5.
Post
Purchase:
Any
behavior
you
may
have
par3cipated
in
aHer
you
used
your
local
service
(sharing
your
experience/photos,
recommending
to
friends
or
family,
wri3ng
a
review,
etc.).
TRAVEL
1.
Inspira3on:
The
3me
when
you
iden3fied
you
wanted
or
needed
to
book
travel;
when
you
started
thinking
about
taking
a
trip
or
when
you
were
inspired
or
prompted
by
an
event
that
you
needed
to
aGend.
2.
Research:
The
3me
when
you
ac3vely
looked
and
researched
your
trip
or
travel
plans
(looking
into
des3na3ons,
prices,
travel
3mes,
etc.).
3.
Purchase/Booking:
The
3me
when
you
booked
your
trip
4.
Experiencing/Traveling:
Any
behavior
you
may
have
par3cipated
in
during
your
trip
(looking
for
a
restaurant,
uploading
photos,
status
messaging
about
your
trip,
etc.).
5.
Post
Traveling:
Any
behavior
you
may
have
par3cipated
in
aDer
you
took
your
trip
(sharing
your
experience/photos,
recommending
to
friends
or
family,
wri3ng
a
review,
etc.).
RETAIL/TECH
1.
Inspira3on:
The
3me
when
you
realized
you
wanted
or
needed
to
purchase
a
retail
or
technology
product;
when
you
started
thinking
about
your
purchase
or
when
you
were
inspired
or
prompted
by
an
event
that
you
needed
to
make
the
purchase
for.
2.
Research:
The
3me
when
you
ac3vely
looked
and
researched
your
purchase
(looking
into
price,
styles,
features,
etc.).
3.
Purchase:
The
3me
when
you
purchased
your
item
or
service.
5.
Post
Purchase:
Any
behavior
you
may
have
par3cipated
in
aDer
you
purchased
your
item
or
service
(sharing
your
experience/photos,
recommending
to
friends
or
family,
wri3ng
a
review,
etc.).