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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
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
ADS
Mobile Ad Spending Growing
at 3x Non-Mobile Digital
Spending
SOCIAL
100% of Facebook’s
Revenue Growth is
Coming from Mobile
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
Mobile is driving a massive shift in consumer behavior.
vs.
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
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.
70%
61%
“Phone Calls: The New Currency of the Smartphone Era” June 2014 “The Role of Click to Call in the
Path to Purchase” Sept 2013
BIL
LIO
NS
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
As a search marketer, you are being impacted the most.
0%
5%
10%
15%
20%
25%
30%
Top sources for phone
calls on the Invoca
platform.
Sample: 5M calls
5x more
calls from
search than all
offline sources
combined.
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
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.
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
3 Things Search Marketers
Can’t Afford to Ignore
in a Mobile World
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
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”
1
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
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
2
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
These callers are great. These callers are terrible.
$35.50
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
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
3
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
Summary: 3 Things Search Marketers Can’t Afford to Ignore
1
2
3
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.
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
searchmarketingexpo.com
@eholmen @invoca #SMX #32B
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
“
”