The smartphone era has vaulted the importance of phone calls as high-value, high-intent lead sources for business – an opportunity termed “call commerce.”
Just ask Facebook, Google, and other tech giants that continue to put voice calls at the center of their consumer experiences and revenue models. At BIA/Kelsey, we estimate click-to-call influences more than $1 trillion in U.S. consumer spending.
Learn about all the factors converging to create a tremendous opportunity for marketers. This report covers where call commerce is today, where it’s going tomorrow, and what you need to start doing and thinking yesterday.
This report will be available Wednesday, July 27, 2016. Free download, courtesy of Marchex
The mobile formats that launch voice calls to businesses are broadening. This affects and informs anyone driving and tracking high-intent phone leads to businesses, especially in high-value call-centric verticals like autos and financial services.
Key Takeaways
- Mobile calls to businesses have exploded, totaling $85B annually
- Mobile calls drive $1 trillion in U.S. consumer spending
- Calls prevail in high-value transactions, indicating high lead values
- Opportune verticals: Autos, financial services and cable/telecom
- Search drives the most calls; Emerging formats: native/social
- Analytics unlock value through contextual awareness of call quality, thus informing ROI
- Call analytics reach into new areas like attribution across screens/formats
- Call analytics track online-to-offline conversions (O2O), where most U.S. commerce happens
- Location technologies amplify call analytics’ ability to evaluate call quality and context
- Emerging tech will further amplify call commerce - everything from AI to social media
Who Should Read Report
- CMOs and marketing executives
- Search marketing and ad agencies
- Local advertising resellers
- AdTech or MarTech companies
- National advertisers and brands that compete in local markets
- Any organization that receives new business leads or customer service queries by phone
- Any organization that has large-scale telesales operations
- Providers of call center software platforms
- Providers of enterprise software, such as CRM or marketing automation
- Journalists, analysts or investors tracking tech, media and advertising evolution
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About Industry Watch Reports
BIA/Kelsey’s Industry Watch series examines key trends and opportunities in tech and media sectors. Applying BIA/Kelsey’s analytical and editorial eye, it selects topics based on the criteria of industry growth, disruption, opportunity or notable lessons.
These reports join BIA/Kelsey’s editorial calendar, with the additional opportunity for companies to underwrite distribution. This includes industry players that wish to bring reports out from the paywall, thereby amplifying the marketplace’s access to, and awareness of, a given topic. Underwriters get brand benefit in being associated with the free and open distribution of an industry report.
Disclosure
Marchex has underwritten the distribution of this report. BIA/Kelsey maintains editorial independence throughout all stages of production. Report contents are not co-produced or influenced by underwriters, though they can provide source material and data on which analysts build narrative, at their full discretion.