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Mobile is now the default platform for both consumer and business interactions, whether it is used for email, ads, search, or social. The increased use of mobile has lead to the entire path to purchase to evolve entirely. However, if you are copying and pasting your desktop strategies to the mobile phone, you are on a path to failure. The mobile phone is much more than a miniature computer, it's a communications device. If you're not thinking about phone calls as part of your over all marketing strategy, you are missing data and losing revenue.
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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
It’s Not That the Path to Purchase Has Migrated to the Smartphone. It’s That It Has Evolved Entirely.
90% of consumers begin a search process on one device and complete it on another… and that device is typically a smartphone
61% of consumers who search on a mobile device make a call as a result of that search.
AwarenessResearch
EngagementConsideration
Google Mobile Playbook, 2013
Source: Monetate eCommerce Quarterly Report
The digital “path to purchase” on smartphones converts at just
of the rate of traditional desktop
or tablet devices.
25 - 33%
Not just a “small computer.”
Copying and Pasting the Desktop Experience to the Mobile Device Is a Path to Failure.
of mobile users have clicked to call a business from search.
of mobile searchers say the call is the most important step in the purchase process.
http://www.thinkwithgoogle.com/research-studies/click-to-call.html
70%
61%
This is also a phone.
Successful Marketers Recognize that This is More than a Computer, It’s a Communications Device.
30 BillionThis year, people will call businesses over
times in the US alone.
$4 BillionAnd businesses will spend over
on technology to support these phone calls.
Consumers Have Already Figured this Out. In a Major Way.
Mobile Search Is Driving Tens of Billions of Additional Phone Calls
Sources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.
30 Billion70+ BillionInbound phone calls via mobile search by 2016.
61%Of mobile product searches result in a phone call
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 Clicks1-2%
Conversion Rates by Lead Type
30-50%For Calls
Invoca’s Marketing Team’s Data Tells the Same Story
Top Invoca Lead Sources Generating Qualified Opportunities in 2014
Invoca Lead to Opportunity Conversion Rates by Source, Q2 2014
1 - Trade Show2 - Inbound Call
3 - Web Direct4 - Web Organic
5 - Non Paid Referrals
Average Across All Channels:
Average for Inbound Phone
Leads:
6.7%
77.1%
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.
HIGH VOLUME GREAT QUALITY
There Is a Billion Dollar Hole in the Marketing
Cloud.
The Billions Spent to Shape & Monetize the Digital Experience Come Up Short in a Mobile, Cross-Device World.
BidManagement Re-Targeting
MarketingAutomation
Testing &Optimization
$5 Billion will be spent in 2014 in these four categories alone.
Example: Marketing Automation Doesn’t Speak “Phone.”
John Clicks Search Offer
Send John Personalized
Target John with Display
Ad
Target John with
Social Offer
Show John Personalized
Web Content
7% Clicked 12% Clicked
2% Clicked
28% Clicked
15% Clicked
Lead Tracked & Scored.
Example: Marketing Automation Doesn’t Speak “Phone.”
Lead Unknown.
When the “path to purchase” moves from online to offline, the marketing automation leaders
consistently deliver a very expensive false negative.
false negative
Example: Bid Management Doesn’t Speak “Phone.”
Bid More. Bid Less.
false negative
Example: Web Optimization Doesn’t Speak “Phone.”
Page Converted.
Page Abandoned.
false negative
complete purchase
Example: Retargeting Doesn’t Speak “Phone.”
Converted.Target for
Upsell.
Abandoned.Target for Discount.
false negative
Example: Sales Force Automation Doesn’t Speak “Phone.”
For Clicks:
Granular intelligence
for every interaction
Example: Sales Force Automation Doesn’t Speak “Phone.”
For Conversations:
Little to no detail on each
interaction…if the sales rep remembers to log the call.
DIGITALIntelligence
COMMUNICATIONSIntelligence
Half of the Interactions that Drive Purchases Are Invisible to Traditional Digital Sales & Marketing Platforms.
“The New Path-To-Purchase” July 2014 A commissioned study conducted by Forrester Consulting on behalf of Tapad, March 201
50% of consumers move
offline to make purchases.
66% of consumers use digital
resources to discover products and services.
This is a computer. This is a phone.
The Complete Mobile Experience.
Companies Must Adapt for a World Where the Mobile Journey Blends Digital Experiences with Communications Experiences.
Phone CallsVoice SMS & PushStreaming AudioVideo ConferencingLocation
SearchMobile Web
EmailSocial Networking
Display AdsApps
Finally. SaaS that Speaks Phone.
In a world gone mobile, Invoca combines the ease of SaaS applications with communications technology, so marketers can make better decisions, create amazing customer experiences, and drive more revenue.
Here’s How it Works.
Attribution Scoring & Routing Optimization Integration
Today, Invoca delivers everything you find in an enterprise marketing automation platform, for phone calls.
Automatically record, playback, analyze, and report on key phrases or full conversations.
Used New Sales Script
Asked About Pricing
Mentioned a Competitor
Confirmed Follow-up Meeting
Requested a Demo
Invoca Signal: Google Analytics for Voice Conversations
Invoca is Used by Hundreds of Companies and Thousands of Users.
Fortune 1000 enterprises
Leading digital and traditional (offline) agencies
Small & Medium businesses
World-Class Team. Proven Execution. Market Leadership.
LegalZoom Adds Call Intelligence to Salesforce for Optimized Marketing ROI Across Digital, Mobile, and Offline Channels.
Many LegalZoom shoppers bounce from digital to the phone in the path to purchase.
Invoca tracked phone conversions from search to call, and from call to revenue in Salesforce CRM.
LegalZoom can now optimize search marketing spend and close the loop between marketing and sales.
Deliver a better customer experience by promoting phone numbers, making it easier to call and connect live.
Empire Today Drives 200% Increase in Revenue Through New Channels While Reducing Cost Per Lead by 36%
Wanted to expand beyond television into digital and with channel partners – without sacrificing attribution or the customer experience.
Invoca delivered phone attribution for digital campaigns and drive phone calls through 3rd party media partners.
Used Invoca’s call recording and detailed caller analytics to understand lead quality and consumer behavior.
Real-Time caller profiles, scoring, and routing help deliver quality leads and maintain a great customer experience.
Empire has leveraged Invoca to grow revenue through new channels by 200%. - Dan Altman, Marketing Manager
“ ”
DirecTV uses Call Intelligence to Re-target Customers with a Cross-Device Path to Purchase.
Many DirecTV customers start shopping online and then move to the phone to convert.
Without a bridge between online shopping and offline purchase, traditional marketing platforms deliver the wrong marketing message.
Invoca bridges the gap between online and offline, helping DirecTV better target true cart abandoners as well as upsell phone purchasers.
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