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Mobile is now the default platform for both consumer and business interactions. Whether it is for email, ads, search, social, etc. Mobile search is a powerful driver of high value phone calls, but traditional digital marketing tools are leaving marketers in the dark when it comes to these powerful offline interactions - they don't speak phone. With Call Intelligence, marketers get closed-loop revenue attribution, automated lead treatment, in-depth caller detail, conversation intelligence, and deep integrations. It gives marketers the power to measure and optimize for phone calls the way they do for clicks.
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Paid Search 3.0Using Call Intelligence to Increase Conversion and Grow Revenue
Speakers:
Eric Pearch Paid Search & Emerging Media, Quicken Loans
Kyle ChristiansenVP Marketing, Invoca
Mel WhiteEditor, ClickZ
Moderator:
Meet the Speakers
• 15+ years experience in SaaS Digital Marketing
• Former VP of Marketing at Responsys
• Served in senior strategic product marketing and management roles at Zuora and at Salesforce.com
Kyle ChristensenVP Marketing,
Invoca
@Invoca #InvocaSearch
Meet the Speakers
• 10+ years experience in Digital Marketing
• Manages one of the largest paid search accounts in the nation
• Has specialized on digital strategy for many large brands across tech, financials services, retail and automotive
Eric Pearch
Paid Search & Emerging Media, Quicken Loans
@Invoca #InvocaSearch
Mobile Changes Everything.
Mobile Is Now the Default Platform for both Consumer and Business Interactions.
51% of Emails are Opened on Mobile
SEARCH
Mobile Search to Overtake
Desktop Search in 2015
ADS
Mobile Ad Spending Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is Coming from
Mobile
@Invoca #InvocaSearch
Mobile Is Now the Default Platform for both Consumer and Business Interactions.
51% of Emails are Opened on Mobile
SEARCH
Mobile Search to Overtake
Desktop Search in
2015
ADS
Mobile Ad Spending Growing at 3x Non-
Mobile Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is Coming from
Mobile
@Invoca #InvocaSearch
Mobile Search Is Driving Tens of Billions of Additional Phone Calls.
70+ BillionInbound phone calls via mobile search by 2016.
61%Of mobile product searches result in a phone call
@Invoca #InvocaSearchSources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.
An average click through rate increase of
is seen by adding a phone number to search ads
Inbound phone calls convert at
the rate of traditional web leads
8%
This Is a Really Good Thing.
10-15x
Source: Google, The Role of Click to Call in the Path to Purchase
@Invoca #InvocaSearch
But There’s a BIG Problem.
@Invoca #InvocaSearchForrester, “The New Path-To-Purchase” July 2014
DIGITALIntelligence
CALL Intelligence
Half of the Interactions that Drive Purchases Are Invisible to Traditional Search Marketing Tools.
50% of consumers move
offline to make purchases.
66% of consumers use digital resources to
discover and explore purchases.
They Don’t Speak “Phone.”
Bid More. Bid Less.
false negative
@Invoca #InvocaSearch
Inbound Phone Calls: More Valuable and Higher Conversion
Education
Home services
Insurance
Financial SvcsCall
Click
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
Value of Lead Types by Industry
For Clicks
1-2%
Conversion Rates by Lead Type
30-50%For Calls
Solution: Call Intelligence
Call Intelligence Makes Inbound Phone Calls as Visible, Measurable and Optimizable as Online Clicks.
@Invoca #InvocaSearch
How Quicken Loans Uses Call Intelligence:
There Are Several Tools Available to Search Marketers:
@Invoca #InvocaSearch
BEFORE
Google Call Extensions
NOW
Google Call Extensions
Google Website Call Conversions
+Panda Panda
Panda PandaPanda Panda
Panda
These Tools Are a Great Starting Point for Basic Call Tracking…
@Invoca #InvocaSearch
Tie Calls to Paid Search Term
Assign Value to Call Based Upon Duration
Get General Info About Callers
CALL TRACKING
✔
✔
✔
These Tools Are a Great Starting Point for Basic Call Tracking… But Not Great for Call Intelligence.
@Invoca #InvocaSearch
Tie Calls to Paid Search Term
Assign Value to Call Based Upon Duration
Get General Info About Callers
CALL TRACKING
CALL INTELLIGENCE
✔
✔
✔
Closed-Loop Revenue Attribution
Automated Lead Treatment
In-Depth Caller Detail
Conversation Intelligence
Deep integrations
✗
✗
✗
✗
✗
Top Reasons Marketers Should
Leverage Call Intelligence
5
1Improved SEM Performance
$$
Improve SEM Performance
Identify the calls driving actual revenue by attributing sales generated revenue back to the phone call that drove it.
1
@Invoca #InvocaSearch
2Automated Lead Treatment
Automated Lead Treatment
Route callers to different phone numbers based upon their caller profile to create the customer experience most likely to generate a sale.
2
AGENT
@Invoca #InvocaSearch
3Conversation Intelligence
Optimize for the Right Callers
Identify the SEM efforts prompting the right customers to call by accessing rich caller info. Even get insight into the conversation itself!
3
Hi I would like to place an order. My
credit card number is...
Hi I would like to talk to
customer support. My account number is…
✔ ✗@Invoca #InvocaSearch
4Attribution Beyond Paid
Search
Attribution Beyond Paid Search
Tie calls back to the organic SEM efforts, like content marketing and social media. Even attribute calls to different marketing channels.
4
Organic Search
Display Mobile Offline
@Invoca #InvocaSearch
5Deep Integrations
Deep Integrations5Create a seamless marketing experience for the customers who choose to call by integrating call data with other marketing technology systems.
@Invoca #InvocaSearch
To Recap…
Deep Integrations5
Attribution Beyond Paid Search4
Conversation Intelligence3
2
1
@Invoca #InvocaSearch
Top 5 Reasons
Why Marketers
Should Leverage
Call Intelligence
Improved SEM Performance
Automated Lead Treatment
Questions
Use the chat bar, or Twitter!
@Invoca #InvocaSearch
?
Learn more:Invoca.com
sales@invoca.com
866-572-5741
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