This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Mobile Click-to-Call is a growing segment in the performance and affiliate space. We’ll examine how you can balance quantity and quality of calls in generating large revenue streams.
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1. Mobile Click to Call: Quantity or Quality Session 2d
Location: 125 (Level 100) Time: 12:30pm-1:30pm
2. Brett Kaufman Currently the VP, Mobile Marketing at
DoublePositive Previously: Senior Director of Marketing &
eCommerce at PropellShops Founder and CEO at The Branding Spot
Senior Manager of Marketing & eCommerce at Livescribe Inc.
Operations/Marketing at Sprout
3. DoublePositive A performance-based online marketing company
headquartered in Baltimore that serves lead buyers, lead sellers
and direct response advertisers. Founded in 2004 70+ employees in
Baltimore and Tempe 5 different product lines
4. Pay Per Call Evolution Traditional Online Mobile
5. Mobile Pay Per Call
6. How Mobile Pay Per Call Works
7. 4 Players in Mobile Pay Per Call 1. Advertisers (aka the
Demand) 2. IVR (aka the Routing) 3. Publishers (aka the Traffic) 4.
Data (aka the Results)
8. Advertiser Requirements Basic Dedicated call center able to
receive INBOUND phone calls Local or regional coverage Standard
operating hours & days Clearly defined CPA/CPS metrics
Preferred Ability to track and measure results of phone calls
National geographical coverage Open 24/7 Caller ID level
transparency
9. IVR The interactive voice response, or IVR, is one of the
most important elements in the mobile pay per call process, and is
the first opportunity to establish trust with a customer. This is
the time to put your best foot forward and give the customer a good
reason to stay on the phone.
10. How to Write an IVR First, we thank the customer and
express our gratitude. Next, we re-confirm the customer intent in
calling the advertised product. This avoids the dreaded accidental
dial. Then we allow the customer to communicate and self-identify
which type of product they associate with. Finally, the customer is
transferred to the corresponding advertiser, spending less than 30
seconds in our system.
11. IVR Tips Identify with the customer Screen for age or
legality of the caller if necessary Put the customer in position to
answer simple yes or no questions without any gray areas Use voice
talent to record the prompts, not your friend or colleague Stay
away from sticky legal issues such as self-identifying credit
scores, personal healthcare related information, or social security
numbers
12. IVR Examples Auto Insurance Health Insurance Life Insurance
EDU Home Security
13. Traffic its like the Wild Wild West
14. Display Display marketing on mobile How relates to pay per
call How you screen quality How you deliver quantity What it
costs
15. Paid Search Paid Search marketing on mobile How relates to
pay per call How you screen quality How you deliver quantity What
it costs
16. SMS SMS marketing on mobile How relates to pay per call How
you screen quality How you deliver quantity What it costs
17. Incentivized/Reward Incentivize/Reward marketing on mobile
How relates to pay per call How you screen quality How you deliver
quantity What it costs
18. Push Messaging Push marketing on mobile How relates to pay
per call How you screen quality How you deliver quantity What it
costs
19. Email Email marketing on mobile How relates to pay per call
How you screen quality How you deliver quantity What it costs
20. Apps and Games Apps and Game marketing on mobile How
relates to pay per call How you screen quality How you deliver
quantity What it costs
21. Radio/TV/Print Traditional marketing on mobile How relates
to pay per call How you screen quality How you deliver quantity
What it costs
22. Data Pay-per-call arms you with data Each call is
accompanied with valuable analytics and insights that tell you who
your target audience is so you can better market to them Find out
what keywords (organic and paid) result in high quality phone
calls. Its time to ditch those pricey, ineffective keywords, and
ramp up the spend on the ones that are working Learn which
campaigns and marketing channels are referring call traffic so you
can better allocate your marketing budget or make adjustments to
your campaigns With pay-per-call, you can also edit your IVR and
call routing in real time so you can make optimizations or changes
to reflect external circumstances like changing hours