Sponsored Webinar It’s a Click -to-Call World: How to ...Call center software (i.e. IVR systems, virtualization, etc.) This all happens on two levels: marketing and sales & support

The Local Media & Advertising Experts

Sponsored Webinar It’s a Click-to-Call World: How to Reach Mobile Auto Buyers & Beyond

July 23, 2015

© 2015 BIA/Kelsey. All Rights Reserved. 2

Today’s goal is to discuss how smartphones and click-to-call are changing the auto buying experience.

What We’ll Cover: Research and data on click-to-call and consumers (BIA/Kelsey) Research and data on click-to-call and auto dealers (Marchex) Case study on click-to-call and auto dealers (CDK Global)

Most of all… What does this all mean for your business?

Webinar Agenda & Goals

John Busby SVP, Marketing &

Consumer Insights Marchex

Michael Boland Chief Analyst, VP

Content BIA/Kelsey

John Loschky Director of

Multiscreen Platforms CDK Global


About BIA/Kelsey

Market Intelligence U.S. Local Media Forecast, local

market data, small business research, broadcast and digital media industry data

Strategic Consulting Custom research, market

vetting, tactical analysis, brand/product positioning, defining the collision of technology and media

Conferences A-List events for tech & media

execs

Content Publishing Insight papers, ad forecasts,

vertical reports, webinars, blogging, newsletter

Leading Local

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© 2014 BIA/Kelsey. All Rights Reserved.

Agenda Driving Factors (Pun Intended)

High Consideration: Calls & Cars

By the Numbers

Insights from Marchex

Case Studies From CDK Global

Q&A

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By the Numbers



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Smartphones drive voice and call activity. Hardware realties (voice input, dialer) High transaction intent (more on this later) This shines in high-consideration verticals (Read: autos) The gravitation pull of offline human commerce

Mobile & Voice: The Call Analytics Foundation

52% of digital ads will target

smartphones by 2019 (BIA/Kelsey)

72% U.S. Smartphone

penetration (BIA/Kelsey)

51% of search query volume is on smartphones (Google)


7% [retail spending that is e-commerce]


… 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 like Autos

Enter, call monetization

Source: U.S. Census Bureau





By the Numbers



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Call Monetization…

Pay-per-call (like clicks but different) Call tracking & analytics 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

It Lives in Many Places:

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Call Analytics: A Universal Need

Enterprise Large brands (i.e. auto

manufacturer) Multi-location businesses (need to

drive calls and foot traffic to the correct local outlets)

Services with large call centers Sales Support

SMB Small businesses (the “S”) Can use call tracking & analytics in

basic ways to optimize finite ad budget and time they have to spend on the phone (i.e. lawyer)

Medium businesses (the “M”) Use call tracking in more

sophisticated ways to track & analyze campaign effectiveness (i.e. car dealership)

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


In the last month alone, Google, 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).

… Including Social Apps: The Next Frontier





By the Numbers



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28.4 35.0

40.5 48.4

54.5 60.7

22.7 28.0 28.4 29.0 27.3 24.3

5.7 7.0 12.2

19.4 27.3

36.4 19.0

23.3 27.0 32.3

36.4 40.5

0

10

20

30

40

50

60

70

2014 2015 2016 2017 2018 2019

Search Traditional Display Native Social Landing Pages

The Result: An Explosion of Phone Calls Calls Driven to Businesses From Smartphones, by Format*

Annu

al C

alls

(Bill

ions

)

*Includes mobile web, in-app and directories

93 Billion annual calls from

mobile today

162 Billion by 2019

Source: BIA/Kelsey


…And High-Value Calls at That

Source: Google

30% Inspiration

Time when you realized you needed

to purchase

52% Research

Time when you actively looked and researched

your purchase

61% Purchase Time when you

purchase

40% Post

Any behavior you may have participated in after you purchased

% Who Find It Extremely/Very Important to Call a Business During Each Stage of Decision-Making


Calls Happen Around High Value, High Consideration Purchases

Mean Price Point at Which One Would Be More Likely to Call a Business for a Purchase/Transaction

$33 Restaurant

Source: Google

$1,195 Auto

$416 Finance

$320 Travel

$265 Tech

$170 Local

$119 Retail

Highest Price Threshold





By the Numbers



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19 Proprietary and Confidential

Connecting online behavior with offline, real-world experiences for the automotive industry.

CALLS

Marchex Call Analytics Our analytics platform measures phone calls from digital & mobile advertising campaigns, Web sites and apps. We deliver consumer intent, sales and audience data so marketers can measure & improve the ROI of marketing programs.

Marchex Call Marketplace Our click-to-call performance product delivers high-quality inbound phone calls from hundreds of publishers. Advertisers only pay for high-quality inbound phone calls.

Click-to-Call Is Essential For Car Buyers

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So this is happening…

Dealer Search Dealer Result


What is the most common response to a mobile search?

Visit to a Web Site? Filling out a Form? Online purchase? Visiting a dealer? Going in-store?


Actually, it is none of those.


We know that most car buyers use search engines.

Source: Capgemini: Cars online 2014

52% Of car buyers see search engines as the most important source for vehicle research


And we know that searches are going mobile.

Source: Google Internal Data, Easy Life Vertical Trends Report for Auto Dealers (Q4 2013)

48% Of all searches for car dealers are now coming from mobile devices

Q4 2012 Q4 2013

31%

8%

61%

38%

10%

52% Desktop

Tablet

Smartphone


We know that mobile searches yield phone calls.

Automotive News, “Dealer’s Phone Rings Again” July 21, 2014

3:1

Mobile Calls Mobile Forms

Engaging Consumers: Insights From Calls to Auto Dealers

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Marchex Call DNA – Automatically scores, classifies and visually maps every phone call.


There are three types of phone calls to auto dealers.

71% Product or

Service Calls 13% Non Product or Service Calls

16% Unanswered


Product and Service Calls – A huge source of revenue for auto dealers.

13%

19%

54%

9% 5%

Other

Parts

Service

Used Car Sales

New Car


And more than a quarter of calls lead to an appointment for service or test drive.

1%

52%

27%

2%

15%

3%

Hours & Directions

Other Product Inquiries

Sale or Appointment

Service Not Offered Follow-up

PoS Voicemail Message


Unanswered phone calls are one challenge for auto dealers.

88%

7% 4% 1%

Voicemail Phone Tree Hang-up

Hold Time or Ring Hang-up

Non-Product Voicemail Fax


Another challenge can be training at the auto dealers. In more than 60% of calls, appointments are never requested.

Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place.

29% Customer

8% Service Rep

63% Never Mentioned


Millennials and Generation X are most predisposed to calling from digital and mobile ads.

Sources: Marchex Data2014, more than 40,000+ calls. Neustar Element One

3%

0%

0%

0%

0%

0%

0%

0%

20%

22%

11%

19%

25%

0% 5% 10% 15% 20% 25% 30%

Less Than 25

25 to 34

35 to 44

45 to 54

55 to 64

More Than 64

Over Index Against US Population Under Index Against US Population Most Over Indexed Segment Against US Population

Age


Successful marketers are using this data by channel to measure ROI and optimize advertising budgets.

Sources: 10,000+ calls from Sep-Nov 2013





By the Numbers



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40 years providing DMS and digital marketing solutions.

26,000 dealers world wide

7 out of the largest 10 dealer

group

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Why CDK Global has been tracking and analyzing phone calls since 2007.

Tens of thousands of dealers

Dozens of advertising tactics

Millions of phone calls

1M calls

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CDK Network Traffic is at a point of intersect.

Device

Technology

Content

Design

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CDK Design Philosophy

Define Simplify Solve Delight Innovate

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CDK Network Traffic is at a point of intersect.

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The importance of context in mobile design and content strategy.

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Summary of key Metric findings.

Search Results (VSR)

VIN Details (VDP) Click to Call

(CTC) events

Inventory Searches

VIN views

Email leads

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Click to Call (CTC).

Hypothesis CTC buttons are more prominently

displayed on all pages in new design.

Dealership impact Dealers will experience more calls from

interested customers.

On Mobile

+90% For Sales

+40% For Service

Cobalt Business Intelligence Research

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To learn more, please contact us later.

Now, We’ll Answer Your Questions….

www.marchex.com (800) 840-1012

[email protected]

www.cdkglobal.com (800) 840-1012

http://www.marchex.com/

mailto:[email protected]

http://www.cdkglobal.com/

The Local Media & Advertising Experts

© 2015 BIA/Kelsey. All Rights Reserved. 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.

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.

Learn more about our research and services: www.biakelsey.com

(703) 818-2425

Documents

Sponsored Webinar It’s a Click -to-Call World: How to ...Call center software (i.e. IVR systems, virtualization, etc.) This all happens on two levels: marketing and sales & support