Sponsored Webinar: Call Analytics for Mobile Marketing: Real Strategies, Real Stories

Transcription

1 The Local Media & Advertising Experts Sponsored Webinar: Call Analytics for Mobile Marketing: Real Strategies, Real Stories June 24, 2015

2 Webinar Agenda & Goals Goal: Explain precise tactics for driving more calls and revenue from popular mobile channels like search, social and display ads. We ll cover: New tips and technologies to increase calls and sales from mobile channels New BIA/Kelsey research on how calls are impacting mobile marketing Real-world case studies of companies with successful mobile marketing strategies Steve Griffiths SVP, Marketing, Strategy & Analytics DialogTech How does this apply to your business and what should you do next? Michael Boland Chief Analyst, VP Content BIA/Kelsey 2

3 About BIA/Kelsey Leading in Local Market Intelligence Industry forecasts, market data, cross-media sector coverage, defining the collision of technology and media. Strategic Consulting Custom research, market vetting, tactical analysis, brand/product positioning Conferences A-List events for tech & media execs Content Publishing White papers, ad forecasts, vertical reports, webinars, blogging, newsletter 3

4 About DialogTech The Combination of: Some of Our Enterprise & Agency Customers The leader in call analytics and automation software for enterprise marketers and agencies Voice360 platform works before, during, and after the call -- with realtime call tracking, scoring, routing, recording, monitoring, and analytics Over 5,000 enterprise and agency customers in over 35 industries 4

5 Agenda: 1. Voice: The Human Imperative 2. Enter Call Analytics: What is it? 3. Call Analytics: By the Numbers 4. Real Strategies: Putting it to Work 5. Real Stories: Case Studies 6. What Does it Mean for You? 7. Q&A Live Tweeting: #CallAnalytics 2015 BIA/Kelsey. All All Rights Reserved. 5

7 Mobile & Voice: The Call Analytics Foundation U.S. Smartphone penetration = 72% (BIA/Kelsey) 51% of search query volume is on smartphones (Google) 52% of digital ads will target smartphones by 2019 (BIA/Kelsey) Smartphones drive voice and call activity Hardware realties (voice input, dialer) High transaction intent (more on this later) Biological Imperative 7

8 The Need For Human Interaction Persists Even in a Digital World Because something like life insurance is a complex purchase, [consumers] don't want to fill out a form, they want to call a number An even better example is home health care. If you are going to find somebody to help watch Mom, you're talking to them; you're not doing that over the web. - Irv Shapiro, CEO, DialogTech Live Tweeting: #CallAnalytics Source: BIA/Kelsey Blog 2015 BIA/Kelsey. All All Rights Reserved. 8

9 (Retail spending that is e-commerce) Live Tweeting: #CallAnalytics 9

10 The Rest is Offline in the Real World But it s increasingly influenced online and in mobile This is where human interaction is key, especially for high-value and high-consideration purchases Enter, Call Analytics Sponsored Webinar: Call Analytics for Mobile Marketing: Real Source: Strategies, U.S. Census Real Stories Bureau 10

12 Call Analytics: It Lives in Many Places Pay-per-call (like clicks but different) Call Tracking Call Routing Call Center Software (i.e. IVR systems, virtualization, etc.). This all happens on two levels: Marketing and Sales & Support Call analytics users can span several business verticals and sizes from enterprise to SMB 12

13 Not Just Search All the Places a Phone Number Can Show Up 13

14 Including Social Apps: The Next Frontier In the last month alone, Facebook, Pinterest and Instagram have launched buy buttons for ecommerce. This is part of a push towards more action-oriented social content and app deep-linking. Offline commerce is next, in many cases facilitated through voice (Facebook is already there ) 14

16 Annual Calls (Billions) The Result: An Explosion of Phone Calls Grand Debut: New Data Calls Driven to Businesses From Smartphones, by Format* 93B annual calls from mobile today, growing to 162B by Search Traditional Display Native Social Landing Pages *Includes mobile web, in-app and directories

17 But Not All Phone Calls are Created Equal Only 19% of inbound calls are considered high quality by businesses Takeaway: Businesses will need call analytics & optimization platforms to manage these calls. 17

19 It s a Mobile-First World Source: emarketer (2015) Google (2015) Merkle (2015) 70% of all digital ad spend (search, social, display, video) will target mobile by % Mobile ad spending in the U.S. will increase 50% this year alone 50% of searches now occur on mobile devices, and 1/3 of paid search spend is on mobile 19

20 Mobile Drives Conversations 33% Increase in calls from mobile devices across DialogTech s customers in the past six months. 50% Higher conversion rates are seen by DialogTech customers who track call conversions from mobile in addition to standard web conversions. Source: DialogTech Internal Data (2015) 20

21 We re Excited to Announce DialogTech for Mobile Marketing The first and only comprehensive marketing solution for tracking, controlling, and optimizing revenue-generating calls from any mobile source. Includes new keyword-level attribution technology for Google call extensions. Works for every mobile marketing channel including search, social, display, and more. 21

22 Closed-Loop Attribution for Mobile Marketing SEO and PPC Websites Social Media Display Ads 22

23 Call Attribution for Google Call Extensions The Most Accurate keyword-level call attribution in the industry. Optimize Search Marketing for the keywords and phrases driving calls from your call extensions. Exclusive Workflow Tools make it easy to configure and manage call extensions in campaigns of any size crucial for search marketers and agencies. 23

24 Seamless Integration with Google AdWords for Call Extensions Configuration Authorize your AdWords account within DialogTech Configure call extension phone numbers and routing by campaign or ad group View campaign and keyword level analytics from call extensions campaigns 24

25 Ensure Mobile Callers Reach the Right Agent, Store or Office Personalize Call Routing to provide a seamless caller experience and help sales teams close more business. Route Mobile Callers Based On session, caller, and campaign data to determine the optimal destination for every caller. Exclusive Geo-Location Technology routes mobile callers based on their precise location using cell tower triangulation. 25

26 Know Exactly What Happens on Every Call with Conversation Insight Search conversations for keywords and phrases. Understand how callers convert or why they don t. Evaluate sales agent performance. Prove to clients you drive quality conversations. 26

27 Part of The Voice360 Platform Our platform enables sales and marketing professionals to manage, measure, and optimize phone calls, resulting in more closed sales leads. 27

29 Hotelscorp & Westgate Resorts HotelsCorp is a subsidiary of Westgate Resorts, one of the largest resort developers in the world, and generates most of their business through inbound calls HotelsCorp integrated DialogTech call tracking data in Google Universal Analytics and AdWords to see call conversions and the exact keyword, ad, and campaign that drove the call Can now optimize their marketing by allocating budget to the keywords driving calls Increased phone leads by 83%, bookings by 71%, and cut cost-per-conversion by 10% DialogTech has really helped us optimize our marketing campaigns to grow our ROI and bookings. We couldn t be happier with their service. 29

30 Leading Global Insurance Provider Calls are the lifeblood of insurance companies, and it was no different for this leading global insurance provider They turned to DialogTech for insight into the thousands of calls they receive each month With DialogTech s call attribution software they were able to pinpoint exactly which marketing source drove each caller in addition to valuable caller data They have been able increase phone leads from their marketing by 14% in the first 4 months of 2015 alone 8.5 Minutes: The average duration of calls to insurance companies on the DialogTech platform and 63% higher than the average across industries. Insurance companies drive valuable, highlyengaged callers. 30

31 Blue Fountain Media & Self-Storage Client Blue Fountain Media found customers were 2x more likely to call vs. purchase online for their self-storage client Blue Fountain Media used DialogTech call tracking to understand the specific campaigns that were driving calls to their client They discovered that 76% of all website calls were being driven from paid search Using this information they put more budget toward the keywords driving the most calls from paid search In only 4 months, they decreased cost per conversion by 43% and increased paid search call volume by 58% - all with the same budget level If you have a client whose business thrives off of phone leads, it s essential to have this information available to you. 31

32 SQ1 & GLOBAL HVAC MANUFACTURER Global HVAC manufacturer hired agency Sq1 to drive phone leads to 50 local dealers in U.S. via paid search ads Sq1 integrated DialogTech call tracking data in Kenshoo to automate and optimize search campaigns Able to allocate budget to keywords that drive calls cut out ones that don t Used DialogTech IVR to weed out non-sales calls and route good callers to closest dealer Increased phone leads by 75% cut cost per lead by 65% in 5 months We used DialogTech and Kenshoo to determine the true value of keywords and optimize bidding for what s really working. Our search campaigns are filtering out the bad calls and passing on the good to local locations. 32

34 Why is This Important? Trend #1 Marketing is becoming more empowered and independent. Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping or even slowing down any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs. -Forbes Live Tweeting: #CallAnalytics 2015 BIA/Kelsey. All All Rights Reserved. 34

35 Why is this Important? Trend # 2 Cloud/SaaS Products are Enabling this Shift. SaaS products delivered in the cloud will empower marketers to have more purchasing power and not go through the red tape of the IT department. It also democratizes previously unavailable capacity to small businesses, given a low barrier subscription service that can scale up and down as needed as opposed to capital requirements for on site technologies, servers, etc. - Mike Boland, BIA/Kelsey 2015 Live Tweeting: #CallAnalytics 2015 BIA/Kelsey. All All Rights Reserved. 35

37 Now, we ll answer your questions. Would you rather talk to us later? DialogTech (855) BIA/Kelsey (703)

38 The Local Media & Advertising Experts Thank you for attending the webinar. All attendees will receive a link to the On-Demand video of the webinar and a PDF of the slide deck. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.