Phone Calls from Mobile Search to Top 73 Billion in 2018

In 2018, mobile search results will generate over 73 billion calls to businesses, according to BIA/Kelsey’s latest mobile local media forecast. This means a more than doubling of the 30 billion calls from mobile search in 2013 and marks a huge opportunity for businesses – but also a necessity to get ready.

BIA Kelsey Local Phone Calls from Search

In a report titled “Phone Calls: The New Currency of the Smartphone Era,” BIA/Kelsey researchers explore methods of capitalizing on call monetization and the value of phone calls as a lead form for paying advertisers.

Phone calls have become increasingly important as call analytics have become more sophisticated, allowing local businesses to better measure call quality and take strategic insights away from phone activity. In fact, SMBs recently indicated to BIA/Kelsey in another survey that phone calls are their most valuable source of incoming leads.

“We’re still early in the evolution of monetizing incoming phone leads. And it will be a major force in the multi-headed beast that we all call ‘local,’” said Michael Boland, report author, senior analyst and VP of content, BIA/Kelsey.

“Calls have always been highly valued by small businesses and now the notion of calls as currency has accelerated in the smartphone era, where search has fused with the phone. Businesses that get in front of consumers with the right messaging and calls to action, like mobile click-to-call, can drive high-quality leads and achieve high return on ad spend. Tech and media companies that can help them get there are likewise well positioned.”

Marketers should look into options like Google AdWords click-to-call ad extensions to make it easier for consumers to get in touch. The extension adds a clickable phone number to ads that appear on smartphones. Clearly, consumers are indicating this is a preferred method of contact and any barriers to connecting should be removed where possible.

Each year in the U.S., advertisers spend approximately $64.6 billion across media on localized ads to generate calls to their business.

The full Phone Calls: The New Currency of the Smartphone Era report is available to download from the BIA/Kelsey website.

54% of Consumers Will Leave You Over Lack of Relevant Content

State_of_Content_retail_reportFifty-four percent of consumers say they will consider leaving a relationship with a retailer if they don’t have tailor-made, relevant content delivered directly to them, according to the new State of Content Marketing: Retail report from Contently.

Aspirational brand stories drive long-term success more in retail than in any other industry, they say, making creative and original brand storytelling mission critical for retailers. Smart retailers have to look past pushing conversions; mobile apps packed with sales copy simply drive higher abandonment rates.

What’s a retailer to do in the age of spoon-feeding consumers information and potentially blowing the budget on relevant content? Try these quick tips from Contently: [Read more...]

Marketing to Millennials: What 18-33 Yr Old Consumers Want From Your Company

Millennials are on the road to affluence and will begin to hit their peak earning years in 2020. Even today, the roughly 80 million millennials in the US alone spend approximately $600 billion a year.

If your small business is trying to get in front of this potentially lucrative audience, take note of these findings from Adroit Digital’s Millennials: The New Age of Brand Loyalty report.

Adroit Digital Millennials

Looking forward, marketers should expect increased loyalty from millennial consumers, 64% of whom consider themselves just as brand loyal as their parents, or more so. [Read more...]

89% of Consumers Use Mobile Each Week, But Spend 3x Longer Watching TV

Which devices should you be targeting to reach your target market with the greatest frequency? Despite the meteoric rise of mobile, consumers still spend more than three times as much time watching television each week as using mobile devices, according to Experian.

Their digital benchmark report, now in its sixth year, offers insight into a wide variety of online marketing considerations, just one of which is the reach of specific devices. Today, 89% of US consumers use their mobile phone at least weekly, according to their research, with 68% reporting they use their mobile phone every day. eReaders and digital tablets are reported separately, with 10% and 15% daily use, respectively.

Device Reach insights for SMB marketers [Read more...]