Calls: The New Digital CurrencyJohn Busby, VP Marchex Institute

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!

Everything You Need to Know About Calls

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

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

77% of consumers have contacted a business as a result of mobile advertising, with 61% calling and 59% visiting the local business

9 of 10 smartphone searches result in an action

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

3% Desktop Qualified Calls

55% Mobile Qualified Calls

WOW!!!

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 numbers

(800-TRACKING)

Embed them in online assets

(Search, Display, etc.)

Track campaign effectiveness

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

Marchex has connected more than 15 million distinct mobile phones

Mobile Search

Mobile Apps

MobileDirectories

Voice Search & DA

SMS

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!

Media Budget Calls Received Cost Per Call

Mobile Search $300 100 $3

Mobile Directories $300 50 $6

Many click-to-call campaigns treat all calls as having equal value or potential to convert.

Not every call is created equal… far from it!

Media Budget Calls Received

Short Calls

Service Calls

SPAM/ accidental

Calls

Quality Calls

CostQUALIFIED Call

Mobile Search

$300 100 20 60 10 10 = $30/qualified call

Mobile Directorie

s

$300 50 10 10 10 20 = $15/qualified call

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

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.

Give customers a “call” to action!

Measure the value of each call.

Getting Started with Mobile Call Advertising

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.

Full-service call tracking and analytics.

John Busbyjohnb@marchex.com@JohnMBusby