the next affiliate battleground: inbound call marketing
TRANSCRIPT
www.Matomy.com | @MatomyGroup
THE NEXT AFFILIATE MARKETING BATTLEGROUND:
INBOUND CALL MARKETING
Daryl ColwellSenior Vice PresidentMatomy Media Group
www.Matomy.com | @MatomyGroup
• The Inbound Call Marketing Opportunity
• Old vs. New Media
• How to Avoid the Big Inbound Call
Marketing Mistakes
• Desktop vs. Mobile Inbound Call
Marketing
• Q&A
AGENDA
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2007
LAUNCHED
450
EMPLOYEES
11
OFFICES
26,000
MEDIA PARTNERS
5,000
CUSTOMERS
• Manage North American
performance marketing
business for Matomy
• 15 years in digital
• Forged partnerships with
several blue-chip
international advertisers
ABOUT ME ABOUT MATOMY
www.Matomy.com | @MatomyGroup
www.Matomy.com | @MatomyGroup
Avg. American consumer spends 34 hrs/mo browsing web on a mobile device
(Source: Direct Marketing News)
By 2018, mobile search will drive 73 billion inbound calls to advertisers
(Source: BIA/Kelsey)
INBOUND CALL MARKETING OPPORTUNITY
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It’s never been easier to dial a brand and purchase a product or service …
And that’s making it harder for marketers to drive real value from their inbound call marketing campaigns
INBOUND CALL MARKETING OPPORTUNITY
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OVERALL BENEFITS
Opportunity to create multi-action, multi-channel pay-per-call campaigns
Consumer can choose to dial in or fill out a lead form
Multi-action campaigns increase performance and provide a better user experience
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Welcome to the next digital marketing battleground:
inbound call marketing
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ASSUMPTIONS vs. FACTS
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•Mobile users more likely to respond to direct response marketing by dialing in vs. filling out lead form •Because mobile traffic responds best to “call now” calls-to-action, marketers should make it as easy as possible for the user to take action •Marketers should drive mobile traffic to mobile pages that have “call now” and use click-to-call functionality •This is the best way to monetize mobile traffic and drive leads into call centers in the mobile era
ASSUMPTIONS
•Mobile users respond to whatever call-to-action is placed in front of them•Increasing the complexity of a mobile user’s experience actually improves mobile inbound campaign performance •Marketers should drive consumers to mobile pages that allow for collection of basic information•Monetizing mobile traffic isn’t just an inbound call; too many call center leads can drive down campaign performance
FACTS
OLD & NEW MEDIA CONVERGE
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Offline awareness turns to online intent
Verticals haven’t changed; consumer touch points have changed
Digital connection leads to human interaction
BACK TO THE FUTURE
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What worked then is still relevant today … only
updated for mobile-first consumers
BACK TO THE FUTURE
www.Matomy.com | @MatomyGroup
What worked then is still relevant today … only
updated for mobile-first consumers
IDEAL SCENARIO
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User accesses site from a mobile device
Users sees a phone number but cannot click itThis increases form fills
If user wants to call they must call from a landline
High traffic to site, longest lasting & most qualified calls
LEAD FORM WITH PHONE NUMBER
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• 20% of responders will call in• 80% of responders will fill out the form
THE CLICK-TO-CALL TRAP
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SEARCH
Results:• Increased
profitability by 50% by driving clicks to landing page vs. clicks on a call extension
• Improvement in quality of calls
THE CLICK-TO-CALL TRAP
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SOCIAL Results: • 35% of calls come
directly from Facebook ads
• Phone number can’t be hyperlinked
• 25% of callers called in on a landline on mobile-only campaigns
• Facebook drives some of the highest performing PPC campaigns
THE CLICK-TO-CALL TRAP
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EMAILResults:• 70% of emails opened on
mobile device
• Don’t fall into the Click to Call Trap
• Offer lead gen form & hard coded phone number
DESKTOP vs. MOBILE RESPONDERS
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• 66% filled out a form
• 33% called in
• 83% filled out a form
• 17% called in
27% increase in connection rate of mobile responders vs.
desktop responders when outbound dialing form fills
DESKTOP RESPONDERS
MOBILERESPONDERS
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Inbound call marketing is the next big mobile ad opportunity KISS principle isn’t necessarily best — make the consumer work for itDon’t fall into the click-to-call trapRemember: different media types (Search, Social, Email, etc.) yield different inbound call marketing touchpoints
WRAPPING UP …