mobile search trends by john busby
DESCRIPTION
From SMX East 2013 / SearchMarketingExpo.com - Trends in Mobile Search: Mobile Search Trends by John Busby by @JohnMBusby #SMX #11C Slide deck from John Busby of MarchexTRANSCRIPT
MOBILE
SEARCH
TRENDS
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John Busby
Marchex
@JohnMBusby
#SMX #11C
October 1, 2013
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Mobile Search Trends
October 1st, 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?!
5
3 Million Americans Work in Call Centers
Workers at
Starbucks
Workers at
Call Centers
149K
3M
6
In 2016, Mobile Search Will Produce 70 Billion
Consumer to Business Phone Calls
Source: BIA/Kelsey (2012)
0
10000
20000
30000
40000
50000
60000
70000
2010 2011 2012 2013 2014 2015 2016
Calls generated fromdesktop search
Calls from mobile search
Internet Call Volumes by Channel
7
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
8
6 Things You Need
To Know About
Phone Calls
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1. Why Consumers Call Travel Companies
Source: Marchex Data 2013
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2. There are Four Types of Calls From Search Ads
Source: Marchex Data 2013
26%
2%
30%
42%Sales Calls
Robocalls & Spam
Misdials
Customer Service
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3. Mobile: Calls vs. Forms
Source: Marchex Data 2013
Calls: 10 Forms: 1
12
4. Enhanced Campaigns: What You Need to Know
About Balancing Mobile & Desktop
Challenges
One keyword list across both
mobile and desktop means ONE
budget for both
Advertisers will need to locate the
trigger points for budget allocation
if device targeting is a strong
requirement for success
Google Enhancements
Google decides budget allocation
One account for all device types
Day-parting, proximity and device type
messaging promises to help
advertisers target the right consumer
at the right time
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5. How to Measure Phone Calls From Search
Source: Marchex Data 2013
Step 1: Order Tracking Numbers
We supply local and toll free
tracking numbers that ring
seamlessly into your or your
client’s business.
Step 2: Embed Tracking Numbers Campaign Assets
Any ad/creative/channel
Phone numbers are
dynamically presented on sites
or landing pages based on the
source of the traffic
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5. How to Measure Phone Calls From Search
Track Calls Across Ad
Campaigns, devices and
Media
Measure Results to improve
performance
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Dynamic Tracking: How It works
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6. How to Measure (Advanced)
Source: Marchex Data 2013
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Marchex is a Mobile Advertising &
Technology Company
=
Patents Granted and
Pending
21Customer
scale
+100K +$130MAnnual Call
Revenue
100MsAnnual Call
ScaleTotal People /
Engineering
400 / 50%
CALLS
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