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Customers are in front of a screen for 12 hours every day, and 83% of US consumers use their phone to research products while in-store. Marketers, are you effectively reaching your mobile audiences.
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Calls + Clicks: Why offline calls are critical for online marketers.
#CallsPlusClicks
Today’s Speakers:
Kyle Christensen – InvocaVice President of Marketing
Kyle Lacy – Salesforce ExactTarget Marketing CloudDirector of Global Content & Research
What’s next?
@kyleplacy
@kyleplacy
What’s now?
@kyleplacy
People are in front of a screen
for 12 hours every day.
Australia Canada China Japan UK USA0
10
20
30
40
50
60
70
52.2
32.7 33.1
19.6
50.9
43.5
64.6
56.4
46.9
24.7
62.2
56.4
Mobile Penetration Rate (Total Population)
Smartphone massive growth potential with only 30% of total market.Mary Meeker’s 2014 Internet Trends Report
83% of US consumers use their phone to research products while in-store.Google’s Our Mobile Planet
42% of US consumers purchased a product on their mobile phone (2013).Google’s Our Mobile Planet Report
B2B buyers are 63% through their buying cycle before they talk to sales. Mat Sweezey – Salesforce Pardot
Buyers return to Google 2-3 times to research a B2B purchase. Mat Sweezey – Salesforce Pardot
The future of business…the CMO.
By 2017, the CMO will control more budget than the CIO.Gartner
MomentsMatter
Mobile: It’s Not Just a Smaller Screen.
It’s Not That the Path to Purchase Has Migrated to the Smartphone.It’s That It Has Evolved Entirely.
90% of consumers begin a search process on one device and complete it on another… and that device is typically a smartphone
61% of consumers who search on a mobile device make a call as a result of that search.
Awareness
Research
Engagement
Consideration
Google Mobile Playbook, 2013
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.
http://www.thinkwithgoogle.com/research-studies/click-to-call.html
70%
61%
This was a phone before it was ever a computer.
For a lot of things, it’s just easier for a customer to make a call.
In fact, for many customers it is their default method of engagement.
61%Of mobile searches result in a phone call.
Source: Google, 2012
If you’re a B2B marketer, the phone matters even more.
5%of web visitors ever fill out a lead form.
Less than
********
Provide Your Information
Submit
Source: Bizo, Oracle, 2014
Data equals Relevance
Visits website to login to his online banking and notices a promotion for a home buying guide; clicks to learn more
Completes the MortgagePayments Calculator
Begins the mortgage pre-approval process by fillingout a form to request more info
Receives a push notification to schedule an appointment with a Mortgage Specialist and does so in the company Mobile app
Receives an email with a list of materials to bring to his appointment in a few days
Receives a push notification to remind him of his in-branch appointment the next day
Meets with his Mortgage Specialist and completes the pre-approval process
Receives a follow-up email to congratulate him on his pre-approval as well as info on next steps in the home buying process
Uses the company mobile app to keep track of homes they visit; finds the perfect home
FaceTimes with the broker and sends her the listing info;
is able to begin the process of putting in an offer right then
Experience equals
Relevance
Let’s take a closer look at where calls fit in.
As a result, the number of calls to businesses is exploding.
Sources: BIA/Kelsey, 2013; Google, 2012; CWA Cornell, 2008; Contact Babel Contact Center Report, 2012.
73 BillionInbound phone calls via mobile search by 2018.
61%Of mobile product searches result in a phone call
The good news is inbound calls are your highest converting leads.
Education
Home services
Insurance
Financial SvcsCall
Click
$100+
$5-$10
$50-100
$3-$5
$50-75
$2-$4
$30-50
$1-$3
Source: Google, 2012; Invoca, 2013
Value of Lead Types by Industry
For Clicks1-2%
Conversion Rates by Lead Type
30-50%For Calls
You can measure success online, but what if someone calls you?
CLICKIntelligence
CALLIntelligence
Half of the Interactions that Drive Purchases Are Invisible to Traditional Digital Sales & Marketing Platforms.
“The New Path-To-Purchase” July 2014
50% of consumers move
offline to make purchases.
66% of consumers use digital
resources to discover and explore purchases.
For example, you engage customers across digital channels. Many of them make their purchase there.
John Clicks Search Offer
Send John Personalized
Target John with Display
Ad
Target John with
Social Offer
Show John PersonalizedWeb Content
7% Clicked 12% Clicked
2% Clicked
28% Clicked
15% Clicked
Lead Tracked & Scored.
But what if they call to purchase…? You lose insight.
Lead Source Unknown.
When customers move from offline to offline, you get a false negative.
false negative
Bid More. Bid Less.
false negative
Or, a new customer calls to purchase from paid search. What you see is an ad that isn’t converting – so you stop bidding.
For web visitors, did they abandon your page, or did they call?
Page Converted.
Page Abandoned.
false negative
Call Analytics for Marketing.Conversation Intelligence for Sales.
Leading marketers are already capitalizing on the Power of Talk.
Fortune 1000 enterprises
Leading digital and traditional (offline) agencies
Small & Medium businesses
So now what?
3 Steps to Improve Your Customer Journey
1) Understand How Calls Factor in to Your Business
Top Invoca Lead Sources Generating Qualified Opportunities in 2014
Invoca Lead to Opportunity Conversion Rates by Source, Q2 2014
1 - Trade Show2 - Inbound Call
3 - Web Direct4 - Web Organic
5 - Non Paid Referrals
Average Across All Channels:
Average for Inbound Phone
Leads:
6.7%
77.1%
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.
VOLUME QUALITY
2) Don’t Hide the Phone
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.
But, we just don’t get very many phone calls.
Anonymous F500 Software Company.
2Number of times a phone number showed up anywhere on the website.
3) Just Like “Clicks”, You Need to Test!
NOTE: This data applies to Invoca data before the successful deployment of Invoca for Salesforce.
30% Increase in inbound calls by making the phone number more prominent and changing page placement.
Three Things You Can Do Today:
1
2
3
Start Counting. How many inbound calls are you actually getting?
Let your customers call! Put phone numbers every place you put a URL.
Test. Test. Test.Which campaigns are driving the best calls? Which number placement is driving the most calls?
Thank You.
