Analyst Workshop: The ‘What’ and ‘Why’ of Call Commerce

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Call commerce continues to be one of the most under-recognized areas of the smartphone era. As we keep saying, calls are the new click — influencing more than $1 trillion in U.S. consumer spending.

Besides the macro drivers (usage patterns, advertiser adoption), the technology continues to improve. For example, companies like Marchex are innovating with call analytics and attribution, as explored recently. And Google continues to drive mass quantities of calls to businesses through mobile search.

Through all this, phone calls are becoming sexy again. For a device that is 150 years old, the phone is getting reinvented in the smartphone era. Bolted to a local search and discovery engine, it’s creating all new opportunities for businesses of all sizes to drive and track leads.

To synthesize our most recent data and insights, I built a presentation that frames the call commerce opportunity within today’s top media & tech trends. You can see it below (slides and audio), packaged as the latest in our ongoing Analyst Workshop series.

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Related: There is a BIA/Kelsey Insight Paper in progress on call commerce — a refresh of the industry-defining 2014 paper on this topic.

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