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A Consumer Has Found Your Dealership Through A Smartphone Search: Then What?

A Consumer Has Found Your Dealership Through A Smartphone Search: Then What?. John Busby Senior Vice President, Marchex Institute September 23, 2014. So this is happening…. #DD17 @ johnmbusby @ marchex. What is the most common response to a mobile search?. Visit to a Web Site?

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A Consumer Has Found Your Dealership Through A Smartphone Search: Then What?

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

  2. So this is happening… #DD17 @johnmbusby@marchex

  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 in-store? #DD17 @johnmbusby @marchex

  4. Actually, it is none of those. #DD17 @johnmbusby @marchex

  5. In 2016, mobile search will produce 70 billion consumer to business phone calls Internet Call Volumes by Channel Source: BIA/Kelsey (2012) #DD17 @johnmbusby @marchex

  6. We know that most car buyers use search engines. 52% Of car buyers see search engines as the most important source for vehicle research Source: Capgemini: Cars online 2014 #DD17 @johnmbusby@marchex

  7. And we know that searches are going mobile. 48% 31% 38% Smartphone 8% 10% Tablet Of all searches for car dealers are now coming from mobile devices 61% 52% Desktop Q4 2012 Q4 2013 Source: Google Internal Data, Easy Life Vertical Trends Report for Auto Dealers (Q4 2013) #DD17 @johnmbusby@marchex

  8. We know that mobile searches yield phone calls. 3:1 Mobile Calls Mobile Forms Automotive News, “Dealer’s Phone Rings Again” July 21, 2014 #DD17 @johnmbusby@marchex

  9. But what do we know beyond that? http://bit.ly/marchexauto #DD17 @johnmbusby@marchex

  10. First, at a high level we found that there are three types of phone calls. 16% Unanswered 71% Product or Service Calls 13% Non Product or Service Calls #DD17 @johnmbusby@marchex

  11. What kinds of calls are not product or service calls? Personal Job Inquiry Wrong Number Vendor Voicemail Unclear Intent 13% Non Product or Service Calls #DD17 @johnmbusby@marchex

  12. How about unanswered calls? #DD17 @johnmbusby@marchex Non-Product Voicemail Fax Hold Time or Ring Hang-up Voicemail Phone Tree Hang-up

  13. Are they calling about a new car? New Car Other New Business Used Car Sales Parts Service #DD17 @johnmbusby@marchex

  14. Calls can be a profit center for dealerships. #DD17 @johnmbusby@marchex

  15. Product or service: How many produce appointments? PoS Voicemail Message Hours & Directions Service Not Offered Follow-up Other Product Inquiries Sale or Appointment #DD17 @johnmbusby@marchex

  16. Ugh. In 60% of calls, an appointment was never tried. 29% Customer 8% Service Rep 63% Never Mentioned Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place. #DD17 @johnmbusby@marchex

  17. It’s even more dismal for sales-related calls. N= 223 Note: Based on data from 2014 auto campaign driven by Marchex Call Market Place. #DD17 @johnmbusby@marchex

  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” calls. #DD17 @johnmbusby@marchex

  19. A few things we left out of the study… http://bit.ly/marchexauto #DD17 @johnmbusby@marchex

  20. Our data shows that Millennials and Generation X are most predisposed to calling from digital and mobile ads. Age Over Index Against US PopulationUnder Index Against US Population Most Over Indexed Segment Against US Population Sources: Marchex Data2014, more than 40,000+ calls. Neustar Element One #DD17 @johnmbusby@marchex

  21. How did we collect the information for the paper? Through Call DNA – conversational analytics. #DD17 @johnmbusby@marchex

  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 long. #DD17 @johnmbusby@marchex

  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 long. #DD17 @johnmbusby@marchex

  24. Call DNA can also begin to show the effectiveness of different digital marketing campaigns. Sources: 10,000+ calls from Sep-Nov 2013 #DD17 @johnmbusby@marchex

  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 Data2014 #DD17 @johnmbusby@marchex

  26. Should auto dealers be getting coal in their stockings this holiday season? Sources: Marchex Data2013 #DD17 @johnmbusby@marchex

  27. Auto dealers did pretty well (all things considered). Sources: Marchex Data2013 #DD17 @johnmbusby@marchex

  28. Marchex is a leading advertising technology company focused on mobile and phone calls. = CALLS 400M+ Annual call connections 30 Patents granted & pending 400/50% Employees / % in Product & Engineering roles 100K+ Customer scale #DD17 @johnmbusby@marchex

  29. Marchex Call Analytics The leader in measuring phone calls from advertising Marchex Call Marketplace The leading mobile pay-per-call advertising network • +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 #DD17 @johnmbusby@marchex

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