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How Travel Companies Can Improve Mobile Advertising & Call Center PerformanceSeptember 24th, 2013
John Busby, SVP Marchex Institute
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You May Have Heard Of These Guys
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Can You Believe This?!
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3 Million Americans Work in Call Centers
Workers at Starbucks Workers at Contact Centers
149K
3M
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55%
“Online to Offline” is Massive, & Way Bigger Than E-Commerce
Source: Forrester Research
2011 2012 2013 2014 2015 2016
Online-to-Offline
Pure Offline
Pure Online
of shoppers use smartphones to find stores 40%
of retail sales are ‘research online, buy offline’ ($1T)
50% Growth
<10% Growth
327
1,812
1,660
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And There Are Call Center Rumblings in Travel…
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62%of consumers call a business from a local search, the most over other outcomes
1
Source: Google, 2011
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In 2016, Mobile Search Will Produce 70 Billion Consumer to Business Phone Calls
Source: BIA/Kelsey (2012)
2010 2011 2012 2013 2014 2015 20160
10000
20000
30000
40000
50000
60000
70000
Calls generated from desk-top search
Calls from mobile search
Internet Call Volumes by Channel
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And A Phone Call Is Natural In Travel
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What Do Travelers Want To Talk About?
Source: Marchex Data 2013
Consumers need “local questions” answered
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6 Ways That Travel Marketers Can Improve Performance In Mobile
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1. Equip Agents With Localized Information
30% of callers preferred to talk to the hotel first for local information
Source: Marchex Data 2013
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2. Recognize Phone Number & Loyalty Info
Source: Marchex Data 2013
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Three Recommendations
Source: Marchex Data 2013
Allow a consumer to enter their loyalty information over the phone, and/or confirm their information through the phone number they are calling from.
If you don’t have a consumer’s phone number, ask them to provide it so you can look up their reservation in the event they make a call to change it.
Notify consumers about how long they will be on hold, and provide them a call back option when a representative becomes available.
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3. Use A Phone Number (Click-to-Call) In Mobile
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4. Use Unique Tracking Numbers for Each Tactic
Source: Marchex Data 2013
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There are Four Types of Calls From Search Ads
Source: Marchex Data 2013
26%
2%
30%
42% Sales CallsRobocalls & SpamMisdialsCustomer Service
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To Each property Website
From Print Ads
And, of course, from mobile phones
4. Use Unique Tracking Numbers for Each Tactic
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5. Control The Call Experience with IVRs
Press 2 to confirm or change your reservation, or to make a new one.
Thank you for calling the Springfield Inn… press 1 to get directions or to ask for the hotel shuttle.
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6. Take Advantage of New Ways to Measure Phone Calls
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21%
30%24%
10%
12%
$25K to $50K$50K to $75K
$75K to $100K
> $100K
2
3
< $25K
1
Over Index By Household Under Index By Household
Most likely to engage with call advertising
Sources: Marchex*January 1st - September 11th : 4649 billable calls analyzed
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Marchex is Mobile Advertising & Technology Company
=
Patents Granted and Pending
21Customerscale
+100K +$130MAnnual Call Revenue
100MsAnnual Call Scale
Total People / Engineering
400 / 50%
CALLS