Mobile Phones and the Modern Traveler. January 17 th, 2013 John Busby, VP Marchex Institute

Transcription

1 Mobile Phones and the Modern Traveler January 17 th, 2013 John Busby, VP Marchex Institute

2 What Happened to the Newspaper Business? $70,000 Newspaper Advertising Revenue Adjusted for Inflation Millions of 2012 Dollars $60,000 $50,000 Print Only $40,000 $30,000 $20,000 $10, Source: Newspaper Associations of America. Carpe Diem Blog. 2

3 The Reason, of Course, is Time Spent Digitally 42% 43% Ad Spend Time Spent 26% 22% 1% 10% 25% 7% 15% 11% TV INTERNET MOBILE PRINT RADIO Sources: VSS, Mary Meeker (KPCB), comscore, Alexa:

4 This Trend Will Materially Impact Travel Bookings 20 million mobile bookers in 2013 & 36 million in

5 And Remember This Device Makes Phone Calls RING RING 1 62% of consumers call a business from a local search, the most over other outcomes 5

6 The Most Natural And Productive Response to a Mobile Ad or Search in Travel is Often a Phone Call 6

7 Millions How Big Will The Mobile Search Market Be? 140,000 Desktop vs. Mobile Local Search Forecast 120,000 Local searches U.S. (mobile) Local searches U.S. (desktop) 100, Billion 80,000 60,000 40,000 20, Data from BIA/Kelsey Report, Call-Based Ads: Eliminating the Unknown From Advertising. May 29,

8 How Big Will The Mobile Calls Market Be? Internet Call Volumes by Channel Calls generated from desktop search Calls from mobile search Source: BIA/Kelsey (2012) 8

9 The Study: Mobile Phones & The Modern Traveler We selected 15,000 calls to national call centers and individual hotel properties out of hundreds of thousands of calls from online and mobile media campaigns. Call Scoring Call Mining 9

10 Finding: Mobile Callers Convert 25% Car Rentals 20% Hotels On the desktop, comscore and Google report the average travel booker makes 12 online searches and visits 22 sites before booking. Source: Makchex Data

11 Finding: Three Types of Mobile Callers Technophobe Deal-Seeker Special Requestor 11

12 Special Requestors Why Are They Calling? Source:Makchex Data

13 Finding: Short Booking Windows, Distinct Call Patterns Hotel Callers Are Truly 11 th Hour Bookers However, for rental cars we found that mobile consumers call more often in the morning than their desktop counterparts and more than three-quarters of calls were same-day rentals. Source:Makchex Data

14 Finding: Not All Calls Are Created Equal Calls Without Purchase Intent: Customer Service, Misdials, Spam 53% Existing customers 62% 25% Spam & misdials 38% 22% Potential new customer Calls with True Purchase Intent: Detailed Inquiries about Booking Travel Targeting the 38% can transform advertising results. Source:Makchex Data

15 How Should Travel Marketers Mobilize Call Data? 15

16 The Call Tracking Number is Your Tracking Pixel GRT-DATA 53% Existing customers 25% Spam & misdials 22% Potential new customer In mobile, your call tracking should match the sophistication of your online tracking. 16

17 Fragmentation of Mobile Searches Requires Broad Mobile Media Strategy 17

18 An Integrated IVR Determines Intent Sales Integrated IVR Existing Thank you for calling the Seattle Princess Inn, Seattle s Finest Hotel. If you are calling about a new reservation, please press 1. If you are calling about an existing reservation, please press 2. Local Office Directions Your IVR must be linked to your call analytics data. 18

19 Measure Hold Time and Establish a Minimum Duration for a Successful Sales Call 19

20 Longer Hold Times Increase Abandons, Reducing Gross Conversions From Advertising 0:24 6:00 2 Steps IVR + Hold Talk Time 60% Conversion 8 Steps IVR + Hold Talk Time 0:52 4:30 50% Conversion * Marchex data,

21 Mining and Scoring Calls Provides the Richest Source of Data About Your Customers Are there two actual humans talking to one another? No No Conversation 1 Yes Is the conversion conducted primarily in English? No Non-English Yes Does the conversation concern a previous sale, appointment, arrangement, or relationship? No Non-Product or Service 2 Yes Is a customer or a potential customer calling about a product or service offered by the advertiser? No New Business 3 Yes Follow-Up 4 21

22 Example: Hotel Features Associated with Purchases Featured Correlated with Reservations for Major Hotel Chains Hotel Brand 1 Hotel Brand 2 Hotel Brand airport breakfast fitness free parking pool restaurant view wireless * Marchex data,

23 About Marchex = Digital Call Marketplace: Mobile Ad Network that Delivers Calls on a Pay Per Call Basis Marchex Call Analytics: Technology Platform that Measures and Analyzes Phone Calls 23