Contributed by: Wesley Young
Consumers are using vastly different combinations of local media to inform their purchasing decisions and mobile devices are changing the way consumers interact with local information. According to our latest edition of the “Local Media Tracking Study” conducted by Burke, between 2012 and 2013, computer/laptop usage for searching for local products and services decreased while mobile phone/smartphone and netbook/tablets both increased.
The study includes interviews with 8,000 U.S. adults conducted online and by phone. The infographic shows that consumers are increasingly turning to mobile devices when seeking, discovering or considering local business information. With that being said, businesses need to develop integrated advertising and marketing strategies that span across devices.
For more commentary on the study, check out our post on Search Engine Land or take a look at the infographic below:
Contributed by: Joe Morsello
During last week’s webinar, Blair Symes and Angelo Tsakonas of Ifbyphone explained how marketers and agencies are using call tracking technology to optimize ROI from paid search. They talked about which PPC ads, search keywords, and landing pages generate calls and sales – and which don’t and talked about how to filter out bad calls and route good ones to the closest store, office, or agent to maximize sales.
In addition, they showed how to significantly improve marketing ROI from search by tracking, scoring, routing and managing calls in the same way as web conversions. Here are a few takeaways from the webinar:
- Search is going mobile and calls are the new clicks.
- 276 million smartphones in the U.S. by 2017.
- 50% of mobile searches have local intent.
- 73 billion inbound sales calls expected from mobile search in 2018.
- Marketers don’t know what sources make the phone ring.
- Marketing and sales teams can’t control how inbound calls are routed, scored and managed to optimize conversions.
- One Ifbyphone customer saw a 200% increase in call conversions by using local phone numbers in paid search campaigns.
- Call tracking helps marketers understand exactly what marketing sources make the phone ring.
- Around just 19% of inbound calls are actually high quality calls and/or new leads.
Check out the entire presentation below:
For access to all of our past webinars and a look at what’s to come, visit http://bit.ly/LSAwebinars.
Contributed by: Joe Morsello
Digital technologies have led to many new marketing solutions and analytics tools and are making the Chief Marketing Officer’s (CMO) job much more complex. Still, many are moving fast to invest in these tools in order to better target and measure advertising and marketing efforts.
According to a Korn Ferry study, about 8 in 10 U.S. CMOs expect their companies to increase the use of predictive analytics and big data tools this year. As a result, today’s CMO needs to be versed on technologies that continue to develop, with new tools popping up regularly.
Here are some stats that give a look into the CMO’s perspective:
- Within large companies (companies with more than $500 million in annual revenue), 81% now have a chief marketing technologist role, up from 71% just a year ago. (Gartner)
- The top concern of 34% of CMOs is the creation of sustainable and engaging customer relationships and improving the customer experience. (Korn Ferry)
- Just 35.7% of CMOs feel that they can prove the short-term impact of marketing spend quantitatively, and 28.6% feel they can prove the long-term impact. (Duke Fuqua School of Business)
- 1 in 4 CMOs cite a lack of critical technology or tools as their chief barrier to digital integration. (Accenture)
- Prediction: Innovative CMO and CIO pairs will throw out the rule book when it comes to IT’s support of marketing. (International Data Corporation)
Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!