After all the excitement over e-commerce, 95 percent of U.S. consumer spending still happens offline in local markets. And in the smartphone era, the consideration cycle for all that spending increasingly happens though voice calls. Marchex pegs call-influenced consumer spending at $1 trillion in the U.S.
Because a large portion of these calls originate in mobile search, brand advertisers need to be at the top of their game with mobile search strategies. That includes crafting campaigns with the specific goal of driving calls and local consumer spending. The question is how?
• How can brand advertisers use search to drive, measure and track incoming phone leads?
• How can call analytics be used to iterate and optimize search campaign tactics?
• How does the opportunity differ in high-value verticals like auto, home services, and insurance
• How should publishers and media companies embrace call commerce to attract ad dollars?
We discussed all of these items on a recent webcast, co-hosted by Marchex. Titled “Local Search for National Brands: The Tactical View,” you can watch the replay below (streaming slides and audio). You can also grab the slides here.