5 things you need to know about mobile leads and click to call

Mobile Leads & Click-To-Call

March 12th, 2014

John Busby, SVP Marchex Institute

@johnmbusby @marchex #smx #23c

2@johnmbusby @marchex #smx #23c

Use m-commerce as the only part

of a mobile strategy

3

Example of pull quote messaging

“If you look at industry data, what you see is

that mobile-influenced in-store sales are double

that of the e-commerce opportunity.

By 2016, e-commerce sales are projected to

get about $345 billion in the U.S. “M-

Commerce” sales – online sales through a

mobile device – are projected to get to 10% of

that number. But if you look at mobile

influenced offline sales in that same time

frame, they’re projected to reach more than

$700 billion.”

@johnmbusby @marchex #smx #23cGibu Thomas, SVP MobileThe Atlantic, March 2014

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Take the combined revenue of tech

heavyweights and multiply that number by 3

@johnmbusby @marchex #smx #23c

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And you’re still about $150 billion behind

the sales transacted by phone through

contact centers

@johnmbusby @marchex #smx #23c

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And that figure does not include the millions

of small businesses that crave calls

@johnmbusby @marchex #smx #23c

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In 2016, mobile search will produce

60 billion consumer to business phone calls

Source: BIA/Kelsey (2012)

0

10000

20000

30000

40000

50000

60000

70000

2010 2011 2012 2013 2014 2015 2016

Calls generated fromdesktop search

Calls from mobile search

Internet Call Volumes by Channel

@johnmbusby @marchex #smx #23c

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Example of pull quote messaging

A substantial 94 per cent [of consumers] had at

some point needed to speak to a person

directly when they picked up their smartphone

to find out more information about a product or

service.

The study suggested that brands risked

damaging their brand image if they failed to

offer [click-to-call] as an option, with 36 per

cent of respondents saying they would be more

likely to explore other brands, 32 per cent

saying they found it frustrating and 30 per cent

saying they would feel disappointed in a brand.

@johnmbusby @marchex #smx #23cGoogle/Ipsos Study

February 2014

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Besides Google, consumers search on

local & vertical directories

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And there are vertical aggregators

@johnmbusby @marchex #smx #23c

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And voice search

@johnmbusby @marchex #smx #23c

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What brands and

agencies should do

about click-to-call

@johnmbusby @marchex #smx #23c

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1. You should have a tracking phone number

1-800-GRT-DATA

@johnmbusby @marchex #smx #23c

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1. You should have a tracking phone number

Source: Marchex Data 2013

Calls: 10 Forms: 1

@johnmbusby @marchex #smx #23c

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2. You should have an IVR (or phone menu)

Marchex Clean Call blocked 40 millioncalls in 2013 for Call Analytics clients

0

1

2

3

4

5

6

15%

20%

25%

30%

35%

Ca

lls B

loc

ked

(M

) Blo

ckle

d C

all %

@johnmbusby @marchex #smx #23c

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2. You should have an IVR (or phone menu)

Filters robo-dialers

Qualifies intent

Provides real-time

reporting for

optimizationNew

Integrated IVR

Support

Service

Contact

Details

@johnmbusby @marchex #smx #23c

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2. You should have an IVR (or phone menu):

Auto Example

@johnmbusby @marchex #smx #23c

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3. You should measure

the effectiveness of your

mobile landing page

Source: Marchex Data 2013 @johnmbusby @marchex #smx #23c

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3. You should measure the effectiveness of

your mobile landing page

Source: Marchex Data 2013

Hold Times Cost More Than $100 Million in

Lost Subscription Revenue From Abandons

@johnmbusby @marchex #smx #23c

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3. You should measure the effectiveness of

your mobile landing page

Source: Marchex, 2012 & 2013 10,000+ calls from 2012-2013

Multifamily Housing

40% unanswered calls

Automotive

25% unanswered calls

@johnmbusby @marchex #smx #23c

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3. You should measure the effectiveness of

your mobile landing page: Auto Example

@johnmbusby @marchex #smx #23c

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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Hang-ups Voicemail General product or servicediscussions

Pre-CallRescue

Post Call-Rescue

28% more

contact

information!

Reduced 92%

of hang-ups

Voicemails

decreased

by 85%

Pilot Results of Call Rescue

4. You should consider “rescuing” calls

Results based on scoring 300 calls pre and post call-rescue pilot @johnmbusby @marchex #smx #23c

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5. You need to measure intent

@johnmbusby @marchex #smx #23c

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5. You need to measure intent:

Cable/Sat Example

@johnmbusby @marchex #smx #23c

25%

25%15%

5%

30%New Residence

Promotion

Unhappy With Competitor

Referral

No Service

Why Is The Caller Shopping Today?

Cable/Satellite Customers, sample of 1,000 calls

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Marchex is a mobile advertising &

technology company

=

Patents Granted and

Pending

21Customer

scale

+100K +$130MAnnual Call

Revenue

100MsAnnual Call

ScaleTotal People /

Engineering

400 / 50%

CALLS

@johnmbusby @marchex #smx #23c