dms: marchex pitch-a-kucha: why you should buy calls on a performance basis in mobile
DESCRIPTION
Smartphone users can respond immediately to powerful advertising with the swipe of an index finger. But even in the 21st century, the most natural and productive consumer response to an ad is a good old phone call. Marchex will discuss how buying mobile phone calls on a performance basis works, where phone calls are happening and how to get started in mobile call advertising. In addition, Marchex will demonstrate how to derive customer insights from the data produced by these calls. Presenter: John Busby, vp Marchex Institute, Marchex @JohnMBusbyTRANSCRIPT
WHY YOU SHOULD BUY CALLS ON A
PERFORMANCE BASIS IN MOBILE
John Busby, VP Marchex Institute
June 26th, 2012
www.marchex.com2
Don’t Forget it’s a Phone
49% of businesses view calls as the #1 desired outcome of mobile campaigns**
65% of local searches result in CALLS to a business*
* Google, 2011** Forrester, 2011
Consumers conduct a mobile or voice search for a local business
Search results appear alongside a click-to-call button
Consumers click the icon and instantly make a live
connection with a business
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www.marchex.com3
BIA/Kesley forecasts 70 billion phone calls from mobile in 2016
2010 2011 212e 2013e 20143 2014e 205e 206e0
10000
20000
30000
40000
50000
60000
70000 Calls generated from paid search
Calls generated from organic search
Calls from mobile search
Internet Call Volumes by Channel (millions)
Source: BIA/Kelsey (2012)
www.marchex.com4
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.
www.marchex.com5
The Call Tracking Number is Your Tracking Pixel
1-800-GRT-DATA
www.marchex.com6
A Customer Phone Call is a Major Data Marketing Opportunity
* Google** Forrester
Time of day
Caller ID
Area code
Frequency
IVR success
Call duration
Ad proximity
www.marchex.com7
Not All Calls Are Created Equal
SOURCE: Calls generated from Google Click-to-Call campaigns across multiple campaigns.
Data Corruption: All these show up as performing calls without deeper inspection.
Deeper Targeting: A small percentage of these will actually convert. How do advertisers reach the right ones?
Negative ROI: Spam and misdials generate costs, call center costs.
High quality calls that are answered and have the potential to convert.
CALLS
22%Potential new
customer
53%Existing
customers
25%Spam & misdials
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www.marchex.com8
Not Every Call is Created Equal…Far From It!
Media Budget Calls Received Cost Per Call
Mobile Search $276,498 24,179 $11.45
Mobile Affiliates $40,410 2,640 $15.30
Many click-to-call campaigns treat all calls as having equal value or potential to convert.
* Marchex advertiser, May 2012
www.marchex.com9
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.
Media BudgetCalls
ReceivedRepeat Calls
Service Calls
SPAM/ accidental
Calls
Short Calls
Quality Calls
CostQUALIFIED Call
Mobile Search
$276,498 24,179 1,046 5,948 2,151 7,333 7,693 = $36/qualified call
Mobile Affiliates
$40,410 2,640 113 218 187 829 1,347 = $30/qualified call
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.
* Marchex advertiser, May 2012
www.marchex.com10
Marchex Digital Call Marketplace
Phone Calls Ending In A Purchase or
Appointment
Conversion
Clients pay one price for quality calls
connected across media
PerformancePricing
Total Connected Calls monthly
Reach - Calls Connected
Mobile Calls from our Voice Search network
Mobile Callers
Lower quality calls that are blocked or not
billed to advertisers
LeadingTechnology
100MILLION
70%
of voice search calls mobile
50%
of all calls
25% PFCPay For Call
www.marchex.com11
Marchex Institute
The Marchex Institute is an analytics and research groupthat delivers custom analysis and reports to our key accounts.
Provides deep understanding into digital call advertising campaigns, customer insights and recommendations for campaign optimization.
The Marchex Institute has analyzed tens of thousands and mined hundreds of thousands of phone calls.
*Call Mining is a proprietary tool that transcribes call recordings and identifies key words and phrases that indicate purchases, complaints, features and other call metrics.
Increase Mobile Search Intelligence
Call analytics and mining* efforts to understand which calls generated from advertising best convert to sales
Improve targeting of campaigns, competitive insight and Sales performance
Custom reports include:– Demographic breakdown– Top competitors mentioned– Top features mentioned– Top objections– Recommendations of optimizing the call experience
Study for financial services provider helped reduce the cost per new customer acquisition by 50%
www.marchex.com12
Call Scoring and Call Mining
www.marchex.com13
Call Experience is Critically Important to Conversion
* Data is hold time (seconds) as measured by “time to first word” by caller** Category data is based on average of hold times in 2011 for select Marchex advertisers.
www.marchex.com14
Understand the Call Experience
Company AIVR
Company BIVR
0:24 6:00
0:52 4:30
2 Steps
8 Steps
60% Conversion
50%Conversion
www.marchex.com15
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.