DMS: Opening Workshop with Marchex: Driving Profitable Mobile Marketing Campaigns with Offline Data
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The document discusses how mobile marketing campaigns can be improved by using offline call data. It notes that not all calls generated from mobile ads are equal in terms of quality and potential to convert. Examining data from individual phone calls allows advertisers to better measure the cost per qualified call and optimize spending. Call conversations provide valuable customer insights around demographics, purchasing decisions, and effective advertising messages.
![From The Wall Street Journal
This week... some of the world's biggest advertisers will
huddle to see if what they can finally reverse what many
see as the failure of Internet advertising to date.
Obstacles include immature technologies, a lack of
agreement on how to measure [success]... and very
nature of the box-like "banner" ad.
4
www.marchex.com](https://image.slidesharecdn.com/530marchex-120625180141-phpapp02/85/DMS-Opening-Workshop-with-Marchex-Driving-Profitable-Mobile-Marketing-Campaigns-with-Offline-Data-4-320.jpg)
![From The Wall Street Journal
This week... some of the world's biggest advertisers will
huddle to see if what they can finally reverse what many
see as the failure of Internet advertising to date.
Obstacles include immature technologies, a lack of
agreement on how to measure [success]... and very
nature of the box-like "banner" ad.
August 16th, 1998
5
www.marchex.com](https://image.slidesharecdn.com/530marchex-120625180141-phpapp02/85/DMS-Opening-Workshop-with-Marchex-Driving-Profitable-Mobile-Marketing-Campaigns-with-Offline-Data-5-320.jpg)
DMS: Opening Workshop with Marchex: Driving Profitable Mobile Marketing Campaigns with Offline Data
- 1. Driving Profitable Mobile Marketing Campaigns with Offline Data John Busby, VP Marchex Institute June 24th, 2012
- 4. From The Wall Street Journal This week... some of the world's biggest advertisers will huddle to see if what they can finally reverse what many see as the failure of Internet advertising to date. Obstacles include immature technologies, a lack of agreement on how to measure [success]... and very nature of the box-like "banner" ad. 4 www.marchex.com
- 5. From The Wall Street Journal This week... some of the world's biggest advertisers will huddle to see if what they can finally reverse what many see as the failure of Internet advertising to date. Obstacles include immature technologies, a lack of agreement on how to measure [success]... and very nature of the box-like "banner" ad. August 16th, 1998 5 www.marchex.com
- 6. Will Dollars Follow The Eyeballs in Mobile? Now we have advertising on smartphones, and we’ve fallen into a comfortable, predictable rut: “It’s just like Web advertising on the PC, shrunk to fit”… A too-easy answer is the market’s age: Mobile advertising is still in its infancy. But that’s an indefensible excuse: The first iPhones shipped in late June 2007… “Mobile Advertising – The $20B Mirage” Jean-Louis Gassee June 10th, 2012 6 www.marchex.com
- 7. What’s Different About Mobile? On Our Person Urgency Proximity 7 www.marchex.com
- 8. Don’t Forget it’s a Phone 49% of businesses view calls as 65% of local searches result in the #1 desired outcome of mobile CALLS to a business* campaigns** 1 2 3 Consumers conduct a mobile or Search results appear alongside Consumers click the icon and voice search for a local business a click-to-call button instantly make a live connection with a business * Google, 2011 ** Forrester, 2011 8 www.marchex.com
- 9. Mobile Advertising has Changed Our Call Behavior 62% 57% Consumers call a business or look for directions every other second from the Yelp Application 7% Calls on Desktop Calls on Mobile Calls on Apps BIA/Kelsey 2012 Yelp 2012 9 www.marchex.com
- 10. BIA/Kesley forecasts 70 billion phone calls from mobile in 2016 Internet Call Volumes by Channel (millions) 70000 Calls generated from paid search 60000 Calls generated from organic search Calls from mobile search 50000 40000 30000 20000 10000 0 2010 2011 212e 2013e 20143 2014e 205e 206e Source: BIA/Kelsey (2012) 10 www.marchex.com
- 11. Purchase Oriented Searches Are Happening Everywhere in Mobile “49% of mobile and tablet users reported using apps for local business searches.” * comScore, Localeze 2012 11 www.marchex.com
- 12. Mobile Fragmentation is a Major Challenge for Ad Measurement Many Different App Usage Greater than IE10 Gadgets Mobile Web Usage “Do Not Track” 12 www.marchex.com
- 13. The Call Tracking Number and Redemption Codes Are Your Tracking Pixels 1-800-GRT-DATA 13 www.marchex.com
- 14. A Customer Phone Call is a Major Data Marketing Opportunity Time of day Caller ID Area code Frequency IVR success Call duration Ad proximity * Google ** Forrester 14 www.marchex.com
- 15. Do Mobile Campaigns Deliver Customer Value? 1 Data Corruption: All these show up as performing calls without deeper inspection. 2 Negative ROI: Spam and misdials generate costs, call center costs. 25% Spam & misdials 3 CALLS 53% Deeper Targeting: A small percentage of these will actually convert. How do advertisers Existing reach the right ones? customers 22% Potential new customer High quality calls that are answered and have the potential to convert. SOURCE: Calls generated from Google Click-to-Call campaigns across multiple campaigns. 15 www.marchex.com
- 16. Not Every Call is Created Equal…Far From It! Many click-to-call campaigns treat all calls as having equal value or potential to convert. Media Budget Calls Received Cost Per Call Mobile Search $276,498 24,179 $11.45 Mobile Affiliates $40,410 2,640 $15.30 * Marchex advertiser, May 2012 16 www.marchex.com
- 17. 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. Bad calls / low conversion SPAM/ Calls Repeat Service ShortCall QualityC Cost Media Budget accidental Received Calls Calls s alls QUALIFIED Call Calls Mobile $276,498 24,179 1,046 5,948 2,151 7,333 7,693 = $36/qualified call Search Mobile $40,410 2,640 113 218 187 829 1,347 = $30/qualified call Affiliates 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 17 www.marchex.com
- 18. Looking at Cost Per Qualified Call Provides a Better Approach to Media Buying and Testing www.marchex.com
- 19. Inbound Calls Provide Audience Insights AGE CHILDREN MARRIAGE INCOME EDUCATION HOME VALUE HOME OWNER 19 www.marchex.com
- 20. Call Conversations Are the Richest Source of Data About How Customers Purchase 20 www.marchex.com
- 21. Conversations Provide Conversion Data 21 www.marchex.com
- 22. Conversations Show Gender Response To Advertising Lead Conversion Rate by Gender for Major Home Services Client Female Male 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marchex data 2012 22 www.marchex.com
- 23. Conversations Show The Features That Drive Purchases Featured Correlated with Reservations for Major Hotel Chains 2.5 2 1.5 1 0.5 0 airport breakfast fitness free parking pool restaurant view wireless * Marchex data, 2010 23 www.marchex.com
- 25. 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. 25 www.marchex.com
- 26. THANK YOU John Busby johnb@marchex.com @JohnMBusby 26 www.marchex.com