The Next Affiliate Battleground: Inbound Call Marketing

www.Matomy.com | @MatomyGroup

THE NEXT AFFILIATE MARKETING BATTLEGROUND:

INBOUND CALL MARKETING

Daryl ColwellSenior Vice PresidentMatomy Media Group


• The Inbound Call Marketing Opportunity

• Old vs. New Media

• How to Avoid the Big Inbound Call

Marketing Mistakes

• Desktop vs. Mobile Inbound Call

Marketing

• Q&A

AGENDA


2007

LAUNCHED

450

EMPLOYEES

11

OFFICES

26,000

MEDIA PARTNERS

5,000

CUSTOMERS

• Manage North American

performance marketing

business for Matomy

• 15 years in digital

• Forged partnerships with

several blue-chip

international advertisers

ABOUT ME ABOUT MATOMY



Avg. American consumer spends 34 hrs/mo browsing web on a mobile device

(Source: Direct Marketing News)

By 2018, mobile search will drive 73 billion inbound calls to advertisers

(Source: BIA/Kelsey)

INBOUND CALL MARKETING OPPORTUNITY


It’s never been easier to dial a brand and purchase a product or service …

And that’s making it harder for marketers to drive real value from their inbound call marketing campaigns

INBOUND CALL MARKETING OPPORTUNITY


OVERALL BENEFITS

Opportunity to create multi-action, multi-channel pay-per-call campaigns

Consumer can choose to dial in or fill out a lead form

Multi-action campaigns increase performance and provide a better user experience


Welcome to the next digital marketing battleground:

inbound call marketing


ASSUMPTIONS vs. FACTS


•Mobile users more likely to respond to direct response marketing by dialing in vs. filling out lead form •Because mobile traffic responds best to “call now” calls-to-action, marketers should make it as easy as possible for the user to take action •Marketers should drive mobile traffic to mobile pages that have “call now” and use click-to-call functionality •This is the best way to monetize mobile traffic and drive leads into call centers in the mobile era

ASSUMPTIONS

•Mobile users respond to whatever call-to-action is placed in front of them•Increasing the complexity of a mobile user’s experience actually improves mobile inbound campaign performance •Marketers should drive consumers to mobile pages that allow for collection of basic information•Monetizing mobile traffic isn’t just an inbound call; too many call center leads can drive down campaign performance

FACTS

OLD vs. NEW MEDIA


OLD MEDIA

OLD vs. NEW MEDIA


NEW MEDIA

OLD & NEW MEDIA CONVERGE


Offline awareness turns to online intent

Verticals haven’t changed; consumer touch points have changed

Digital connection leads to human interaction

BACK TO THE FUTURE


What worked then is still relevant today … only

updated for mobile-first consumers

BACK TO THE FUTURE


What worked then is still relevant today … only

updated for mobile-first consumers

CASE STUDY


CASE STUDY: RESULTS


CASE STUDY: RESULTS


IDEAL SCENARIO


User accesses site from a mobile device

Users sees a phone number but cannot click itThis increases form fills

If user wants to call they must call from a landline

High traffic to site, longest lasting & most qualified calls

CREATIVE MISTAKES


BUILD FLOWS THAT CREATE USER ENGAGEMENT


LEAD FORMS INCREASE CALLS


LEAD FORM WITH PHONE NUMBER


• 20% of responders will call in• 80% of responders will fill out the form

THE CLICK-TO-CALL TRAP


SEARCH

Results:• Increased

profitability by 50% by driving clicks to landing page vs. clicks on a call extension

• Improvement in quality of calls



SOCIAL Results: • 35% of calls come

directly from Facebook ads

• Phone number can’t be hyperlinked

• 25% of callers called in on a landline on mobile-only campaigns

• Facebook drives some of the highest performing PPC campaigns



EMAILResults:• 70% of emails opened on

mobile device

• Don’t fall into the Click to Call Trap

• Offer lead gen form & hard coded phone number

DESKTOP vs. MOBILE RESPONDERS


• 66% filled out a form

• 33% called in

• 83% filled out a form

• 17% called in

27% increase in connection rate of mobile responders vs.

desktop responders when outbound dialing form fills

DESKTOP RESPONDERS

MOBILERESPONDERS



DESKTOP MOBILE



DESKTOP MOBILE


Inbound call marketing is the next big mobile ad opportunity KISS principle isn’t necessarily best — make the consumer work for itDon’t fall into the click-to-call trapRemember: different media types (Search, Social, Email, etc.) yield different inbound call marketing touchpoints

WRAPPING UP …

Q&A

SVP, Sales & Business Development

[email protected]

DARYL COLWELL


THANK YOU!