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
Darrin Arriens Appointed PD At KSKS/Fresno
Westwood One Names Jack Foley Vice President, Business Development
Raphael Takes Over Evenings On Q102/Philadelphia
iHeartMedia, Live Nation To Present the iHeartRadio "On The Rise" Tour
Radionomy Unveils New Interface For RadioManager
In Brief - October 1, 2014
September 30, 2014
iHeartMedia Atlanta Names New Market President and Vice President of Sales
iHeartMedia Myrtle Beach Names Zac Davis Operations Manager
Tim Maranville Joins Cross Platform Media Group As Chief Content Officer
Study: New Brain Research Demonstrates High Effectiveness Of Radio Advertising
Survey: Justin Timberlake Is Musicís Best Male Role Model
In Brief - September 30, 2014
September 29, 2014
Jon Pinch Delays Retirement, Named Market Manager At Cumulus-Atlanta
iHeartMedia Names Earl Jones SVP, Urban Operations
Report: Few 13-20ís Name FM As #1 Music Source
New Study: Radio An Effective Way To Influence Swing Voters
In Brief - September 29, 2014
September 26, 2014
eQB NOW
The Week In Review: 9/22-9/26
Cox Media Group Names Pete Spriggs News/Talk/Sports Radio Format Leader, Drew Anderssen Format Coordinator
Mann Gets HOT From HITS In Bakersfield
ErrorFM.com Announces Launch Date, Features
In Brief - September 26, 2014
September 25, 2014
iHeartRadio Music Festival Generates 5 Billion Social Impressions
In Brief - September 25, 2014
September 24, 2014
Music News
Tony Bennett & Lady Gaga Land #1 Album
Quick Hits: U2, Eddie Vedder, Alt-J
Lorde Drops "Yellow Flicker Beat"
Quick Hits: Gwen Stefani & Pharrell Williams, Mary Lambert, Alex & Sierra
Taylor Swift, Metallica & More Headlining 2015 Rock In Rio USA
Quick Hits: Britney Spears, Prince, Birdman, Black Sabbath, Rancid
Thom Yorke Releases Surprise Solo Album Via BitTorrent
The Week In Review: 9/22-9/26
Quick Hits: R.E.M., AC/DC, U2
Metallica Has Goodies In Store This Holiday Season
Quick Hits: Justin Bieber, Kanye West, Wiz Khalifa & Amber Rose, Brandi Carlile, Neil Young, Bob Seger
Streisand, Chris Brown Top SoundScan Sales Chart
Nickelback Moving To No Fixed Address In November
Quick Hits: AC/DC, Bruce Springsteen, Weezer, Outkast, The Who
T.I. Gets Paperwork In Order
FMQB NOW

Celebrating
The History Of
WFLZ/Tampa

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!