SEATTLE, Jan 24, 2012 (BUSINESS WIRE) —
Marchex, Inc.
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, today announced the results of a study to
assess the outcome of calls received and the effectiveness of using
calls to generate leads through the use of digital call advertising. The
study was based on an analysis of hundreds of thousands of consumer
calls to small and medium-sized businesses generated from Marchex’s call
advertising services.
In the study, Marchex found:
—
60% of all calls from digital advertising are product and service
discussions, and 80% of calls longer than one minute are product and
service discussions.(1)
—
Most of the other calls generated by digital advertising are not
answered by the business, suggesting that one of the best things that
businesses can do to improve their bottom line is to do a better job
of answering the phone!
—
A simple Interactive Voice Response (IVR) system is effective at
qualifying calls.
Instant, one-click calling capabilities of mobile phones and desktop
VoIP services have started to significantly change the digital
advertising landscape. Advertisers who may have been initially uncertain
about mobile advertising should now incorporate click-to-call, bid per
call and Pay For Call advertising into their existing digital
advertising campaigns or risk losing significant lead traffic.
Marchex and comScore will co-host a free, open-to-the-public webinar on
Thursday, January 26 to cover the results of the study and provide
attendees with key information on developing and executing successful
digital call advertising campaigns for national advertisers and small
businesses.
John Busby, Vice President of the Marchex Institute, and Kirby Winfield,
Senior Vice President at comScore, will help webinar attendees gain an
understanding of how measurement and verification can make or break
digital advertising campaigns, how the growth of smart phones is
creating new opportunities in performance advertising and why
understanding and managing the quality of a Pay For Call or Google
click-to-call campaign is essential to drive performance.
Interested parties can register at:
http://bit.ly/getcalls
About Marchex:
Marchex’s mission is to unlock local commerce globally by helping
advertisers reach customers through the phone when they are ready to buy.
Our performance-based call advertising products, Marchex Call Connect
and Marchex Call Analytics, are reinventing how businesses acquire and
upsell new customers through phone calls. Our award-winning Small
Business Solutions products empower businesses to efficiently acquire
new customers. Every day, our products support hundreds of thousands of
advertisers and partners, ranging from global enterprises to local
businesses.
For more information about Marchex
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, please visit
www.marchex.com .
(1) Findings derived from sampling set of calls.
SOURCE: Marchex, Inc.
Marchex Corporate Communications
Tamara Colagrossi, 206-331-3631
Email: tcolagrossi(at)marchex.com
Copyright Business Wire 2012
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