According to the Call Intelligence Index published by Invoca, mobile marketing is driving high-intent buyers to call businesses at a rapid rate. For its first annual index, Invoca analyzed more than 32 million phone calls placed to businesses across 40 industries in 2014.
Top 10 Marketing Channels Driving Phone Calls
% Share of Total Calls
Source: Invoca, May 2015
Industry commentary indicates voice conversations are the most influential, yet overlooked, interactions in a buyer’s journey, says the report. 75% of consumers say a phone call is the quickest way to get a response from a company, but many businesses still rely on online form fills for inbound leads.
Eric Holmen, president at Invoca “… phone conversations are important… data shows that industries emphasizing the call channel… making it easy for their customers to move seamlessly from digital to voice interactions… come out substantially ahead…”
Mobile use initiates billions of consumer phone calls to businesses each year, and findings show that mobile marketing efforts spur more than half of all calls to businesses. Industries that use mobile advertising to drive call volume, not just clicks, drive more conversions.
The education industry, for example says the report, brings in 66% of calls from mobile search and display ads, while the automotive industry, one that has historically relied on offline marketing like TV and newspaper ads, receives only 16% of calls from mobile marketing.
Key findings from the 2015 Call Intelligence Index include:
With the rise in mobile device usage, and particularly mobile search, digital marketing is driving phone calls, the report shows that:
Key Caller Trends
As call volume increases, so do the opportunities for marketers and ultimately, salespeople, says the report:
Calls by Industry:
Because call trends vary by industry, marketers should note those that specifically impact their industry and adjust their strategy accordingly, suggests the report.
The recreation and leisure and insurance industries had the highest call volume
Invoca analyzed 32 million phone calls, a representative sample of calls that ran through its platform between January 1, 2014 to December 31, 2014. The calls spanned over 40 verticals and sub verticals.
For the full 2015 Call Intelligence Index, available for free download, please visit here.