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Entries Tagged as 'Mobile'

Case Study: How Google Fails to Measure Mobile Marketing

August 31st, 2013 · Mobile, SEO

Drew’s note: Here’s a fascinating guest post from the folks at ContactPoint.

We are not a mobile marketing company, but for testing purposes, we recently started conducting some click-to-call campaigns for some of our call tracking clients. We wanted to determine two things from these tests:

  1. How many calls do click-to-call campaigns actually produce
  2. What is the ‘quality’ of the calls that come from click-to-call campaigns (i.e. how good are the leads)
  3. How many clients eventually purchase due to click-to-call campaigns

One very interesting test was with a Holiday Inn Express in Utah. Let me explain what we did and why it was interesting.

But first, let’s discuss what click-to-call mobile marketing is and how it works.

Mobile Click-To-Call?

Mobile click-to-call ads are ads that appear with a ‘tap-able’ phone number. You see the phone number in the ad and you tap it with your thumb (or any other appendage) and you can call the business immediately. The most common way to serve these ads is via Google Adwords. These ads appear after a Google search. Again, there is a phone number within in the ad itself. Google then charges the advertiser on a pay-per-call basis (each time the phone number is tapped) rather than on a pay-per-click basis.

This gives Google a way to monetize phone calls via mobile. And it gives advertisers a way to generate phone calls.

The Test: Background

When you set up Click-to-Call in Google Adwords (Google calls them call extensions) you have to input a phone number you would like to use in the ad. Most businesses simply use their regular phone number. But you can use any phone number including phone numbers that from call tracking providers. The calls are still auto-routed to your business.

The Test

We began the test in June 2012. We used local phone numbers provided via our SaaS, LogMyCalls, as the call extension number within Google Adwords. Thus we were able to extract call analytics from each call.

Holiday Inn Express – Logan, Utah – June 2012

  • Results
    • Spend – $332
    • Calls Generated – Google charged us for 60 calls generated via click-to-call. This means that 60 people tapped the phone number in the ad. Google bills for all of these taps because it believes they are actual phone calls. (Note: Most mobile marketers are stuck with this information and this information only).
    • Calls Completed – Only 29 calls (48.3%) were actually completed and made it to the hotel. The rest were abandoned before the phone even rang. (Note: The only way we knew this is because we used a call tracking phone number to measure call analytics).
    • Qualified Leads – Only 9 calls (15%) were actually looking for a hotel room. The rest were merely wrong numbers, confused or had a question about booking a future room. They were not qualified, sales-ready leads. (Note: Again the only we knew this is because we used a call tracking phone number and call analytics).
    • Closed Deals – And 6 ended in a room reservation (10%).

Implications of the Test

    • If we had relied just on the information Google Adwords provided, our CPL, CPA and CPC would have been grossly inaccurate.
    • This has huge, huge implications for optimization, future spend, and of course assumptions about ad channels.
    • Mobile Marketing is Very, Very Effective – Even though only 10% of the phone calls resulted in room reservations, the marketing spend was still effective. Those 6 calls generated over $600 in revenue. The spend was only $324.

Bio: Jason Wells is the CEO of ContactPoint. Their new product, LogMyCalls, represents the next generation of intelligent call tracking and marketing automation. Prior, Jason served as the Senior Vice President of Sony Pictures, where he led the creation and international expansion of Sony’s international mobile business line from London.

Jason holds an MBA from the Wharton School of Business at the University of Pennsylvania.

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QR Codes – your destination should not be a dead end

June 26th, 2012 · Media, Mobile, Strategy

According to the most recent statistics, 3 bazillion QR codes are scanned every minute. (Okay, maybe I’m off by a half bazillion but you get the idea) And truth be told… most of the destinations suck.

Come on ad agencies, big brands and web gurus — stop creating QR code campaigns that drive the user into a dead end.

What do I mean by a dead end?  A destination where I get stuck.  I watch your video, look at your desktop site (come on people!) or view your print ad (seriously?) but have no where to go from there.

How do you avoid creating a dead end? Remember that marketing is a series of “next steps” so give me one to take.  Try one of these on for size:

  • Invite me to sign up for your e-newsletter
  • Give me a chance to win something worthwhile
  • Ask my opinion (let me vote, rate or comment)
  • Give me the chance to share your destination with my social networks
  • Let me request a sample
  • Offer me a coupon to download or email to myself
  • Make it possible for me to call your store/office
  • Let me do some product research
  • Entice me to buy something

If you can get me to actually scan your QR code, I must have some interest in what you have to say.  Don’t create a stunted, one-way conversation.  Give me a chance to continue the dialogue.

If we don’t start getting a whole lot smarter about the QR code campaigns we create — we’re going to train people that scanning one leads to a frustrating, unsatisfying experience.  Which means that pretty soon, they’re just going to be more noise.

Stop creating dead ends.  Instead, create a real conversation.

 

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Are you falling behind when it comes to mobile?

May 13th, 2012 · Mobile, Trends · 13 Comments

I think it is fascinating in a “I don’t get it” sort of way.  We all know that mobile is where digital is headed.  We’ve all repeated the “by 2015, the #1 way we will access the internet is through our smart phones” and yet… it seems like most people are lollygagging along when it [Read more...]

Mobile banking — trends for 2012

April 15th, 2012 · Mobile, Strategy, Trends · 13 Comments

I recently gave a presentation to a packed house of bank and credit union professionals about mobile banking and where it’s heading.  And the “theme” of my message to them was — if this isn’t your top priority for 2012, it sure better be for 2013. (I’ll bet my pal CK Kerley would agree!) The [Read more...]

Do you SoLoMo?

April 6th, 2012 · Customers/Clients, Mobile, Social Media, Trends · 6 Comments

I know — it sounds like a line dance but it’s actually a quickly emerging marketing trend that you need to have on your radar. SoLoMo is the combination of social, location and mobile. It takes the form of mobile phone apps that combine social networking and location data. The blend of these makes perfect [Read more...]

Accept credit cards with 0% hassle!

October 31st, 2011 · Business owner/leader stuff, Mobile · 2 Comments

Accept credit cards hassle free! Many small businesses struggle with the desire to accept credit cards but the hassle factor or the costs make it seem impossible. I wanted to share a solution that we’re using at McLellan Marketing Group with great success.  It’s called Square. Square is an app tied to your iPhone or [Read more...]

Creating smart QR Codes

June 14th, 2011 · Media, Mobile · 23 Comments

…An example of QR codes & my column QR codes seem to be the media’s most recent marketing darling.  You’ll find lots of articles talking about how to use them, including a couple I’ve written (read here and here).  And in March, I shared Central Park’s incredible QR campaign to inspire you to give this [Read more...]

Essential Twitter Tools

June 10th, 2011 · Mobile, Social Media, Strategy · 33 Comments

Twitter is an important part of my daily communications and community.  I use it to: Share great resources Chat with friends and peers Share my own writing/posts Access resources, articles, and keep current Test ideas, vent, laugh and connect Give myself a mental floss — you never know what you’ll see, read or jump into [Read more...]

The mobile revolution is coming. Are you ready?

May 9th, 2011 · Innovation & Creativity, Mobile, Trends · 9 Comments

Consider these mobile facts: By 2013 — 50%of web traffic will come from mobile devices. 91% of mobile users consume social media on their mobile device. The US population is approx. 306 million. 69 million of those people have smart phones today. I’ve mentioned before that by 2020, the #1 way we will access the [Read more...]