|I attended a webinar on 4 Predictions for Mobile Marketing and Call Analytics in 2015. The presentation was conducted by Digital Marketing Depot. Speakers for this presentation included:
- John Lee, Managing Partner at Clix Marketing.
- McKay Allen,Director of Content & Communication at LogMyCalls
- Jason Wells, CEO at LogMyCalls
McKay Allen was up first and touched on the following:
- provided an overview of traditional call tracking that is used to:
- track which ads, campaigns and keywords generate calls
- track the raw # of phone calls
- track the referring source
- track call duration
- Conversation Analytics - analyzes phone calls as well as the words and phrases in the call conversation from both sides; as well as tone, volume and rate of speech
- in 2013, businesses spent $73B to generate phone calls (source: BIA Kelsey)
- 90% of customer conversations take place on the phone
- 30B calls will be made to businesses this year from mobile search (according to Google)
- nearly 70% of mobile searches end up in a phone call
- callers are 10X more likely to turn into customers than form fills. (source: LogMyCalls 2014)
The gist of his presentation was that calls matter.
Jason Wells was up next to discuss some of the predictions for 2015.
- Phone Analytics will go deeper - more efforts will be put into conversation analytics. Facebook has been analyzing conversations for years, but they are running deeper analytics to serve up relevant ads. The new frontier of data is what is happening on/in the conversation. Customer are exposing and identifying keywords that they are using during the calls that you can potentially use in your ad campaigns. At the end of the day, the most important metric is revenue (not leads, not impressions, not form completes, not phone calls), it is all about the revenue that is being generated.
- Analytics Meets Automation - you can receive alerts for missed opportunities. You can append lead scores to CRM records. Create a nurturing campaigns based on the conversion. Track sales performance and conversion rates. In 2015, we are going to see "call marketing automation". From here John Lee communicated the second half of the predictions.
- Call Tracking Goes Mainstream - John mentioned that agencies and marketers who are not using call tracking will fall behind. What are you doing about phone calls that come from your website?
- Smartphone Adoption will still drive Mobile Ad Spend & Innovation - consumer adoption is slowing in the US but continues to rise elsewhere. As smartphone use increases, mobile advertising spend will increase which in turn will further drive digital marketing and call tracking innovation. Global smartphone penetration will reach 60% by 2019 (Erickson Report). That translates to approximately 4.2B people with a smartphone.
So nothing too crazy in terms of these predictions. Ultimately communicating the importance of call tracking and conversation tracking. Jim shared a few more tips:
- track everything
- drive calls to action to call your business
- use trackable phone numbers on other marketing channels (business cards, billboards, brochures, email, radio spots, TV spots etc)
- open up your targeting to include mobile traffic sources
- create mobile-only ads abd Call Extensions for Google AdWords, GDN and Bing Ads
- Create mobile-only campaigns in Facebook ads, Twitter Ads - test ideas using call as the only call to action, place phone # in the ad copy, use pictures of people using phones
- send mobile traffic to mobile friendly/call friendly landing pages
- test local vs. toll free numbers
Some interesting tips. There are still a number of marketers who are not using call or conversation tracking as part of their efforts. With the shift to Mobile, you have to think that call analytics will become even more important to help understand customers and prospects better. The need to semantically understand he conversation will be key to provide relevant advertising to your potential audience. There is a monumental shift to real-time content production and consumption.
Labels: mobile marketing, mobile search