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
Study: Radio Dominates In Connected Cars
February 17, 2017
Study: Women to Radio: I Love You, But….
iHeartMedia Fort Myers Adds New Nighttime On-Air Hosts Lulu & Lala On Y100.1
Entercom Los Angeles Extends KSWD's "Uncle Joe'Benson
February 16, 2017
Study: Who Do Women Love Most – Radio or Pandora?
Prince Streaming Activity Explodes
Kathy Romano To Bring "Her Story" To WBEN/Phiadelphia
February 15, 2017
CBS Corp Revenue Up in 2016, Radio Now "Discontinued Operations"
Z90 "EPIC 48 2.0" Wraps, Includes Meeting Lady Gaga At The Big Game
MIW Radio Group: 2016 Gender Analysis
February 14, 2017
BuzzAngle Music: 2017 GRAMMYs Impact
Universal Music Publishing Group Appoints Walter Jones VP/Creative
The Conclave To Honor John Gehron With Rockwell Award
Report: Millennials Don't Hate Radio
Bob Garrett Memorial Fund
February 13, 2017
Adele Dominates 59th Annual Grammy Awards
Todd "Carson" Zarnitz Named PM Drive Host for KKRZ/Portland & KPWK/Seattle
UMG Relaunches Polygram Entertainment
WRVW/Nashville To Present “Live. Life. Love: A Concert for Suicide Prevention”
CMG Miami Names Michael Baisden Afternoon Drive Host At WHQT
February 10, 2017
Nielsen Reports Increased Revenue in 2016, Q4
Pandora Revenue and Net Losses Both Up in Q4, 2016 Full Year Report
February 9, 2017
CBS Radio Chicago Names Greg Solk OM/PD At WXRT & WJMK
Music News
Fifty Shades Darker Soundtrack Debuts Atop Billboard 200
James Brown's Drummer Clyde Stubblefield Dies
Quick Hits: The Roots Picnic, Ringo Starr & Paul McCartney, Lana Del Rey
Republic Records, ZXL Music & The Grimmie Family To Release New Christine Grimmie Music
Linkin Park Announce New Album, Release Single "Heavy"
Migos Joins With Motown & Capitol Records
Quick Hits: Beyonce, Adele, Metallica, Michael Jackson, OneRepublic
Katy Perry, Ed Sheeran, The Chainsmokers, Shawn Mendes, Noah Cyrus, Bruno Mars Set To Perform At The 2017 iHeartRadio Music Awards
Future Announces New Album Out Friday
Quick Hits: Pitbull, Lorde, G-Eazy, Camila Cabello
Quick Hits: Katy Perry, The Chainsmokers, Chance The Rapper
Prince's Early Catalog Comes to Streaming Services
Metallica Announces WorldWired Tour
Quick Hits: DJ Khaled / Beyoncé / Jay Z, Al Jarreau, WayHome Festival
Katy Perry Releases New Single "Chained to the Rhythm"
FMQB NOW

Question Of
The Week

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!