Transcript
Brent Turner,
Executive Vice President
Marchex
the next evolution is not coming–it is here
700,000
600,000
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400,000
300,000
200,000
100,000
0
2011 EINFLECTION POINT
2005 2006 2007 2008 2009 2010
Global Unit Shipments of Desktop PCs and Notebooks
PCs vs. Smartphones and Tablets 2005-2011E
Source: Katy Huberty, Ehud Gebium, Morgan Stanley
Research, Data and Estimates as of 2/11
Glo
ba
l U
nit
Sh
ipm
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ts
(MM
)
Mobile
DevicesPCs
“Mobile Search” means:
• On-deck directories
• Location-based
applications
• Voice Search
• Social recommendations
searching withmobile devices means more than web search…
…and calls are the new clicks
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DEC 2010
JAN 2010
*Annualized revenue from a sample set of less than 10 advertisers in the Marchex call network ($ in M)
$22.5M
$1M
22XGROWTH IN
REVENUE ON CALL
NETWORK*
advertisers, once slow to adopt digitally-driven calls, are now moving quickly
After Just A Year, Even Google
Surprised By Success Of Click-To-CallJan 29, 2011 at 10:35am ET by Greg Sterling
A year since it’s introduced even Google is surprised by how successful “Click to Call” has become. “We’re seeing millions of calls every month; it has become a core part of a large number of mobile
search ad campaigns,” said Google’s SurojitChatterjee who is in charge of the product.
That same phrase– millions of calls – was also mentioned by Google Product SVP Jonathan Rosenberg on the company’s most recent earnings call: “Click-to-Call ads are generating millions of calls every month. A lot of advertisers are running these campaigns.” Apparently, it’s a lot more than “a lot of advertisers.”
rapid adoption of Click-to-Call tells us a lot about consumer behavior
Attempting to “eliminate calls” versus
improving call-based programs.
in a mobile world, customers expect a voice on the other end
INTENT
MOBILE SEARCH TIMEPC SEARCH TIME
“Mobile users are more prone to take
immediate action. People searching on
mobile have a higher intent. The time
between intent and action has been
narrowed.”
- Surojit Chatterjee, Google
your mobile audience isn’t your desktop audience
call center technologies are creating new opportunities
Poor coordination between the call
center and the marketing team.
1. Conversion tracking and
attribution.
2. Consumer targeting.
3. Easy-to-purchase “entry
products.”
We anticipate massive innovations in:
call data—deeper, more valuable than web surfing history
Lack of appreciation of multi-levered
opportunities to optimize campaigns.
Real-time data
Call Mining history
Appended data
Call History data
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Before launching an IVR, we will know this caller data:
growing OS and device complexity will remain a challenge
Attempting to take online search campaigns
and port them as-is to mobile devices.
start here–measure the calls you are already driving
Consumers who pick up the phone
are 10x more likely to make a
purchase than those that click on a
link (Kelsey Group)
Brent Turner, Executive Vice President
Marchex
bturner@marchex.com
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