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A Consumer Has Found Your Dealership Through A Smartphone Search: Then What? John Busby Senior Vice President, Marchex Institute September 23, 2014.

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Presentation on theme: "A Consumer Has Found Your Dealership Through A Smartphone Search: Then What? John Busby Senior Vice President, Marchex Institute September 23, 2014."— Presentation transcript:

1 A Consumer Has Found Your Dealership Through A Smartphone Search: Then What? John Busby Senior Vice President, Marchex Institute September 23, 2014

2 2 So this is

3 3 What is the most common response to a mobile search? Visit to a Web Site? Filling out a Form? Online purchase? Visiting a dealer? Going

4 4 Actually, it is none of

5 5 In 2016, mobile search will produce 70 billion consumer to business phone calls Source: BIA/Kelsey (2012) Internet Call Volumes by

6 6 We know that most car buyers use search engines. Source: Capgemini: Cars online % Of car buyers see search engines as the most important source for vehicle

7 7 And we know that searches are going mobile. Source: Google Internal Data, Easy Life Vertical Trends Report for Auto Dealers (Q4 2013) 48 % Of all searches for car dealers are now coming from mobile devices Q4 2012Q % 8%8% 61 % 38 % 10 % 52 % Desktop Tablet

8 8 We know that mobile searches yield phone calls. 3:1 Mobile CallsMobile Forms Automotive News, “Dealer’s Phone Rings Again” July 21,

9 9 But what do we know beyond

10 10 First, at a high level we found that there are three types of phone calls. 71 % Product or Service Calls 13 % Non Product or Service Calls 16 %

11 11 What kinds of calls are not product or service calls? PersonalJob Inquiry Wrong NumberVendor Voic Unclear 13 % Non Product or Service Calls

12 12 How about unanswered calls? Voic Phone Tree Hang-up Hold Time or Ring Hang-up Non-Product

13 13 Are they calling about a new car? Other New Business Parts Service Used Car Sales New

14 14 Calls can be a profit center for

15 15 Product or service: How many produce appointments? Hours & Directions Other Product Inquiries Sale or Appointment Service Not Offered Follow-up PoS Voic

16 16 Ugh. In 60% of calls, an appointment was never tried. 29 % Customer 8 % Service Rep 63 % Never Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place.

17 17 It’s even more dismal for sales-related calls. N= Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place.

18 18 What we’ve observed as successful by analyzing calls to dealerships.  Whenever a consumer inquires about store hours, provide “next available appointment”.  Capture “drive-by” callers by offering promotional prices or limited time offers.  Turn “research” calls into “why us”

19 19 A few things we left out of the

20 20 Our data shows that Millennials and Generation X are most predisposed to calling from digital and mobile ads. Sources: Marchex Data2014, more than 40,000+ calls. Neustar Element One Over Index Against US Population Under Index Against US Population Most Over Indexed Segment Against US Population

21 21 How did we collect the information for the paper? Through Call DNA – conversational

22 22 For this study, it can show us the types of service calls. Note: Based on a random sample of 5,000+ calls from 2014 that were >45 seconds

23 23 Or whether a brand or location is truly about giving consumers the lowest price. Note: Based on a random sample of 6359 calls from Oct. 23 through Nov. 30 that were >45 seconds

24 24 Call DNA can also begin to show the effectiveness of different digital marketing campaigns. Sources: 10,000+ calls from Sep-Nov

25 25 Or how often a consumer is mentioning a specific make or model when calling a dealer. Model mentions among new and used car calls Model mentions among parts and service calls Sources: Marchex

26 26 Should auto dealers be getting coal in their stockings this holiday season? Sources: Marchex

27 27 Auto dealers did pretty well (all things considered). Sources: Marchex

28 28 Marchex is a leading advertising technology company focused on mobile and phone calls. = CALLS 100K+ Customer scale 400M+ Annual call connections 30 Patents granted & pending 400/50% Employees / % in Product & Engineering

29 29 Marchex Call Analytics The leader in measuring phone calls from advertising  +1,000 clients  400M annual Call connections  30 patents granted or pending  Leading in innovation, Clean Call, Call Firewall, Dynamic Tracking, Call DNA, Call Rescue.  Rate per Call or Usage model (flexible)  Hundreds of national brands  100+ publisher sources  Proprietary Call Ad-Server and voice search technology  25% average conversion (sale) rate  Rate per Qualified Call business model Marchex Call Marketplace The leading mobile pay-per-call advertising


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