3 Things Search Marketers Can't Ignore In A Mobile World

March 5, 2015

3 Things Search Marketers

Can’t Ignore

in a Mobile World Eric Holmen

President, Invoca

@eholmen @invoca

searchmarketingexpo.com

@eholmen @invoca #SMX #32B

The world has gone mobile.

51% of Emails are

Opened on Mobile

SEARCH

Mobile Search to

Overtake Desktop

Search in 2015

Mobile Ad Spending Growing

at 3x Non-Mobile Digital

Spending

SOCIAL

100% of Facebook’s

Revenue Growth is

Coming from Mobile

Mobile is driving a massive shift in consumer behavior.

Phone calls have re-emerged as a critical conversion point for

marketers.

of mobile users have

clicked to call a business

from search.

of mobile searchers say the

call is the most important

step in the purchase

process.

“Phone Calls: The New Currency of the Smartphone Era” June 2014 “The Role of Click to Call in the

Path to Purchase” Sept 2013

As a search marketer, you are being impacted the most.

Top sources for phone

calls on the Invoca

platform.

Sample: 5M calls

5x more

calls from

search than all

offline sources

combined.

Meanwhile…you are being held more

accountable for ROI than ever before.

of CEO’s say they want

their CMO to become

100% ROI focused.

of CMOs say proving

ROI will become

increasingly more

important.

3 Things Search Marketers

Can’t Afford to Ignore

in a Mobile World

Don’t ignore the calls that your search efforts are driving.

Clear Conversion Data

Claim Credit for Results

Bid More on “Power Play Server”

The “False Negative”

X No Conversion Data

X No Credit for Results

X Bid Less on “Power Play Server”

Don’t ignore the impact that call quality has on ROI.

COUNT CALLS MEASURE QUALITY

300 Calls 75 Conversions

100 Calls 30 Conversions

Avg. operational cost per inbound call, in

addition to keyword spend: $5.84

These callers are great. These callers are terrible.

$35.50

Call Intelligence Here... …Drives Higher Conversion Here

Don’t ignore call intelligence across the customer journey.

“People’s purchases increasingly come after a journey across two or

even three (or more) devices. And understanding that path is key to

success.” Jason Spero, VP of Performance

1-800-999-8888

Summary: 3 Things Search Marketers Can’t Afford to Ignore

Phone calls that are being driven by search efforts.

Call quality that will impact overall ROI.

Call intelligence that can impact results across the

customer journey.

In just six months, Invoca helped us increase revenue by more than half a million

dollars. We've seen a 227% ROI and an overall decrease in their cost per call.

Invoca for Search: Call intelligence to drive more revenue

through search and beyond.

Phone Call Attribution

Quality Measurement

Omni-Channel

Experience

3 Things Search Marketers Can't Ignore In A Mobile World

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