Mobile call analytics are all the rage, since they offer local businesses the most insight into the effectiveness of their mobile campaigns.
Call analytics are a great way to measure the success of mobile campaigns. But in all the frenzy over these analytics, don’t forget about two of the most promising mobile ad formats that actually drive those calls: video and social.
Mobile Fanatics and the Mobile Path-to-Purchase
A recent study reinforced the fact that mobile, social, and video are influential factors for many people.
The study found that 43% of mobile users are “Mobile Fanatics.”
This segment shuns PCs and desktops when performing local searches, preferring to use their mobile devices. Technically, the segment is defined as mobile users who “conduct at least 10 searches per week on at least two devices from multiple locations.”
The study found that most people actually prefer to use tablets or mobile devices to perform local searches before buying products offline. And, previously, Google and Microsoft both reported that around half of mobile search queries carried “local intent.”
Typically, these Mobile Fanatics tend to be younger and more affluent than the rest of the smartphone population. And they are also more influenced by mobile advertising, particularly social and video.
Mobile has correctly taken center stage in the call measurement and call analytics discussions – it’s a viable metric in evaluating the success of a local, mobile marketing campaign. But it shouldn’t be the sole focus of local marketers’ attention.
The best local marketing campaigns, therefore, should use all of these strategies…
Making the Most of Call Analytics
Mobile call analytics are the best way to track the effectiveness of your local mobile marketing campaign, if they’re done right.
Here are a few tips for implementing and tracking call analytics:
Use call analytics to determine the effectiveness of your campaigns. As mentioned, call analytics and measurements are all the rage. And they should be – they provide the most valuable metrics for evaluating the success fo a mobile campaign.
Use local phone numbers. People prefer local numbers when searching for local businesses. So your ads should include local numbers, as well as local addresses. This will improve your callback ratio by as much as 3-to-1.
Put the phone number front and center. This is a critical piece of the puzzle, and it shouldn’t be put in fine print. The number itself should be a big, bold call-to-action.
Block spam calls. A staggering number of inbound calls comes from telemarketers – as much as 40%.
Track calls separately across media and devices. Call-tracking numbers are essential to the success of any local campaigns. And to learn the most from these campaigns, it’s imperative to analyze the data separately for each campaign: online Yellow Pages, print Yellow Pages, sponsored search, mobile, and so on.
Use the call length as a key indicator of lead quality. When you separate out these calls and analyze the data, call length will often be a good indicator of lead quality. And that will, in turn, indicate the success of any given campaign.
Although these call analytics are a great way to track the effectiveness of campaigns, you still need to implement the campaign itself.
Keeping Up with the Local Mobile Marketing Industry
Customers are spread across a handful of devices and media formats. And the number of Mobile Fanatics is growing – last year the number was just over 30%, versus this year’s 43%.
Given the sharp spike in mobile-centric users, it’s clear that local businesses should prioritize the multi-device, multi-media, mobile-first user.
In the Mobile Fanatics study, 70% of the Mobile Fanatics view mobile ads to make a purchase and 80% of those buy within 72 hours of ad exposure. Most people – Mobile Fanatics or not – also use mobile devices to research in stores.
And the biggest research tools were search apps, store apps, social media apps, online shopping apps, and driving/location apps, in that order. So this should be the order that you prioritize your online presence, when possible.
It’s also vital to remember that social and video are the fastest growing digital ad markets…because that’s where people spend the most time.
Given this dominant focus on mobile devices, it’s important for marketers to meet people where they are: mobile, search, social, and video.
Mobile campaigns, then, should prioritize ads that deliver through those channels. Search, social, and video should all be the fuel that drives local campaigns – and all tracked phone calls.