dms: opening workshop with marchex: driving profitable mobile marketing campaigns with offline data
TRANSCRIPT
Driving Profitable Mobile Marketing
Campaigns with Offline Data John Busby, VP Marchex Institute
June 24th, 2012
www.marchex.com2
www.marchex.com3
www.marchex.com4
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.
www.marchex.com5
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
www.marchex.com6
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
www.marchex.com7
What’s Different About Mobile?
Urgency ProximityOn Our Person
www.marchex.com8
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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Mobile Advertising has Changed Our Call Behavior
57%
Calls on Desktop Calls on Mobile Calls on Apps
62%
7%
Consumers call a business or look for directions every other second from the Yelp Application
BIA/Kelsey 2012Yelp 2012
www.marchex.com10
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.com11
Purchase Oriented Searches Are Happening Everywhere in Mobile
“49% of mobile and tablet users reported using apps for local business searches.”
* comScore, Localeze 2012
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Mobile Fragmentation is a Major Challenge for Ad Measurement
App Usage Greater than Mobile Web Usage
IE10“Do Not Track”
Many Different Gadgets
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The Call Tracking Number and Redemption Codes Are Your Tracking Pixels
1-800-GRT-DATA
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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
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Do Mobile Campaigns Deliver Customer Value?
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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2
3
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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
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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
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Looking at Cost Per Qualified Call Provides a Better Approach to Media Buying and Testing
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Inbound Calls Provide Audience Insights
EDUCATION
AGE CHILDREN MARRIAGE
HOME VALUE
INCOME
HOME OWNER
www.marchex.com20
Call Conversations Are the Richest Source of Data About How Customers Purchase
www.marchex.com21
Conversations Provide Conversion Data
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Conversations Show Gender Response To Advertising
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Lead Conversion Rate by Gender for Major Home Services Client
Marchex data 2012
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Conversations Show The Features That Drive Purchases
Featured Correlated with Reservations for Major Hotel Chains
airport breakfast fitness free parking pool restaurant view wireless0
0.5
1
1.5
2
2.5
* Marchex data, 2010
www.marchex.com24
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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.