Click-to-Call (Click-to-Click) is a new growth engine for mobile advertising.

Mobile consumers are increasingly using smartphones for direct contact with sellers of goods and services, changing outdated traditions and ways of shopping.

Independent data from Marchex predicts that using Click-to-Call (Click-to-Call) will help make purchases of more than $ 1 trillion this year (US data only). In addition, the study showed that the probability of buying is 4 times higher with consumers who used “Call-by-Click” directly in mobile advertising than those who dealt with ordinary online advertising.

To understand how often consumers made purchases from the “Call-to-Button” type of advertising, researchers analyzed aggregated and anonymous data on 24 million calls.
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The above analysis defines “Click-to-Click” as a new type of consumer behavior caused by the widespread use of smartphones. In 2015, consumers will make calls directly to sellers of mobile advertising in browsers and applications more than 93 billion times, according to an industry survey, by the BIA / Kelsey group. This analysis confirms that many of these calls will lead to an order, reservation, shop purchase , and it is predicted that the result will be purchases of more than $ 1 trillion.

“Although e-commerce is the main driving force behind consumer spending, it accounts for only 7% of total retail and less than 2% of total consumer spending,” says Michael Boland, BIA / Kelsey. “The other 98% of purchases are increasingly made under the influence of calls from smartphones, which have become a kind of bridge between the mobile online world and the offline business in dozens of industries, including financial services, insurance, healthcare, etc.”

Here are the main conclusions that can be made today:

• In more than a dozen industries: including insurance, tourism, car services, legal services - 5-25% of phone calls from mobile ads are converted into sales, orders, reservations.
• On average, the probability that the “Click-to-call” from a mobile user will result in the sale of a product / service is 4 times higher than if the user simply clicked on a banner in a browser.
• "Robocalls" automatic calls can be a serious problem for "call-by-click" marketing. Marketers require solutions based on analytics, so that you can accurately measure the effectiveness of the media.
• The “leaking funnel” for commerce on the basis of a “Call-by-Click” is often call centers. In some industries, more than 20% of phone calls from mobile advertisements remain unanswered.
• “Millennials” are the most likely “Click-to-Click” users among all age categories, and these campaigns should be targeted first of all.

Marketers need to spend more time to understand how to reach mobile consumers, especially from the Millenial generation. The data shows that for many types of purchases, Millennials prefer direct contact by telephone, and only then proceed to the direct purchase process.



BYYD • Mobile Advertising Platform