Report: "Phone Calls Are The New Click"
April 8, 2014

A new report by BIA/Kelsey shows the smartphone revolution is only just emerging in its ability to generate SMB business leads through native phone dialing. "Phone Calls Are the New Click: The True SMB Marketing Opportunity," illustrates that effective inbound call tracking and analytics to show return on investment is still required to make mobile an effective investment among small and medium-sized businesses.

"Most local commerce takes place offline, but is increasingly influenced online, or through mobile devices," said Michael Boland, VP, content and a senior analyst at BIA/Kelsey. "We've seen a movement towards more tangible and simple lead sources such as foot traffic and phone calls driven from mobile search. BIA/Kelsey data show these calls to be high-intent, which means callers in the buying stage that could easily convert to sales."

BIA/Kelsey's Local Commerce Monitor (LCM) study of consumer media consumption habits reports 66 percent of small to medium-sized businesses (SMBs) rate phone calls as a good or excellent source of leads, followed by online forms (58.2 percent), in-person (54.1 percent), and email (43.7 percent). In particular, local verticals, such as financial services, home services, and professional services (lawyers, doctors), place a high value on new customer acquisition, underscoring the business opportunity to drive phone leads.

For SMBs to seize lead-generating mobile opportunities, they must have a process for monetization. Technologies being developed for big national brands must be adapted and simplified for SMBs. BIA/Kelsey sees this as a major opportunity for innovation in call monetization, as well as its subcategories such as inbound call tracking and analytics.

"We see from our customers and our own research that SMBs in local markets are an underserved segment for using inbound call tracking to sell and demonstrate the value of digital marketing," said Jason Sommerset, director, product development, Bandwidth. "This is due to the fact that digital marketing has quickly become a science of its own for large enterprises, and these complex systems and workflows still need to be simplified for SMBs. Putting phone leads at the center of the value proposition is a simple and concrete way to demonstrate to SMBs the value digital marketing and a mobile presence delivers to their business without having to make it overly complex."

The report can be downloaded here: http://www.biakelsey.com/Research-and-Analysis/Reports/Sponsored-Research/phone-calls-are-the-new-click.asp.




 
Breaking News
eQB NOW
Pandora Revenue Up in Second Quarter of 2016
John Crenshaw Named OM at Cumulus-Youngstown, OH
Alpha Media Savannah-Hilton Head Launches Throwback Station "G100"
July 21, 2016
iHeartMedia, Cumulus, Entercom, Cox, Sun Broadcast Group & Shazam Collaborate on New Audio Measurement
Justin Riley Named PD For Power 93.3 & 106.1 KISS FM-Seattle
Universal Music Publishing Promotes David Gray to EVP/Head of West Coast A&R
Steve Mann Named APD/Night Host at WGRR/Cincinnati
John Crenshaw Named OM at Cumulus-Youngstown, OH
Entercom Names Kim Reis VP/Digital Audience Engagement
July 20, 2016
UMG And Interscope Ink Multitiered Pact With Downtown Records Celebrating 10th Anniversary
WCTO PD Jerry Padden Adds WLEV Programming Duties in Allentown-Bethlehem-Easton
Cox Media Group Tulsa Names Mary Garcia Digital Sales Manager For Tulsa Radio
July 19, 2016
Beasley Broadcast Group to Acquire Greater Media For $240 Million
UMG Appoints Maria Alonte SVP/Film & TV Synchronization for Def Jam, Island & Republic
iHeartMedia Stakes Claim to Historic New York Skyline on Iconic East River Billboard
July 18, 2016
iHeartMedia Announces The Return Of The 2016 iHeartRadio Fiesta Latina
Brooke & Jubal Show Joins Aimee KVGS (Star 107-9)/Las Vegas
WQEN/Birmingham's #JustShowUpShow Draws Big Crowd
In Brief - July 18, 2016
July 15, 2016
CBS Radio Baltimore Debuts UpClose Studio
Cealleigh Moore Named GSM At Entercom Sacramento
July 14, 2016
iHeartRadio Opens Its Doors To NPR Stations
Pierre Bouvard Insights: Millennial Myths and Realities
Music News
New David Bowie Box Set Includes Previously Unreleased Album
Quick Hits: Rihanna, KoRn, My Chemical Romance, Jennifer Hudson, Regina Spektor, Oasis
Temple of the Dog Announce First-Ever Tour
Quick Hits: The Beatles, Iggy Azalea, My Chemical Romance, Haim
Quick Hits: Alternative Press Music Awards / Marilyn Manson, Wilco, Beck, Led Zeppelin, Kesha
Drake Returns To #1 On Billboard 200
Kanye, Taylor Swift Feud Over "Famous" Lyric Again
Quick Hits: Coldplay, Schoolboy Q, Prophets of Rage, Celine Dion, Against Me!
Katy Perry Releases Olympics Anthem
Quick Hits: Britney Spears, M.I.A.
Beyoncé, Adele Earn Emmy Nominations
Drake, Adele Top Nielsen Music Mid-Year Album Charts
Quick Hits: Guns N' Roses, Beasties Boys
Taylor Swift Ranked As Top-Earning Celebrity of 2016
Quick Hits: Joe Perry, Bad Boy Entertainment
FMQB NOW

Bill Tanner
SVP/Programming
SummitMedia

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!