The document discusses how calls are becoming an important digital currency and marketing channel. It argues that most purchases made on mobile devices are not tracked as web or e-commerce transactions. The document provides advice for different types of businesses on why and how they should target calls from mobile advertising. It shows that mobile advertising is driving more qualified calls than desktop and highlights the importance of measuring the value and quality of different call sources and channels. The document promotes paying per qualified call advertising solutions for better measuring and optimizing call campaigns.

1. Calls: The New Digital Currency
John Busby, VP Marchex Institute

6. 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!

7. The Internet Was Supposed to Be a Marketer’s Nirvana!

8. The Internet Was Supposed to Be a Marketer’s Nirvana!
9 of 10 smartphone
searches result in
an 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”!

9. The Skeptic
“My business (or the businesses I represent) fields calls, but I
don’t specifically target calls as an outcome of mobile
advertising.”

10. 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.

11. Mobile Advertising Has Changed Our Call Behavior
WOW!!!
3%
Desktop Qualified Calls
55%
Mobile Qualified Calls

12. Urgency and Proximity are Key Drivers of Calls
They are also the scenarios best associated with purchases!

13. There is no time like the present!
Provide your prospective customers a call to action!

14. 30% of Product or Service Discussions Convert “On-The-Phone”
Call outcomes from 1,000 product or service discussions, Q4 2011

15. Call Tracking: How do they do it?
Order tracking Embed them in Track campaign
numbers online assets effectiveness
(800-TRACKING) (Search, Display, etc.)

16. 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.”

17. 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

18. 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.

19. Not every call is created equal… far from it!
Many click-to-call campaigns treat all calls as having equal
value or potential to convert.
Media Budget Calls Received Cost Per Call
Mobile Search $300 100 $3
Mobile Directories $300 50 $6

20. 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
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 call
Directories
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.

21. Getting Started with Mobile Call Advertising
 Give customers a “call” to action!
 Measure the value of each call.

22. 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
johnb@marchex.com
@JohnMBusby
 Full-service call tracking and analytics.