Presentation from Eye For Travel conference in September, 2013 on mobile advertising and travel companies. Includes 6 ways that travel marketers can improve mobile performance.

1. How Travel Companies Can
Improve Mobile Advertising
& Call Center Performance
September 24th, 2013
John Busby, SVP Marchex Institute

2. You May Have Heard Of These Guys
2
www.marchex.com

3. Can You Believe This?!
3
www.marchex.com

4. 3 Million Americans Work in Call Centers
3M
149K
Workers at Starbucks
Workers at Contact Centers
4
www.marchex.com

5. “Online to Offline” is Massive, & Way Bigger Than
E-Commerce
55%
40%
of shoppers use
smartphones to
find stores
of retail sales are
„research
online, buy offline‟
($1T)
1,660
Online-to-Offline
50% Growth
Pure Offline
1,812
Pure Online
<10% Growth
327
2011
2012
2013
2014
2015
2016
Source: Forrester Research
5
www.marchex.com

6. And There Are Call Center Rumblings in Travel…
6
www.marchex.com

7. 62%
1
of consumers call a
business from a local
search, the most over
other outcomes
Source: Google, 2011
www.marchex.com
7

8. In 2016, Mobile Search Will Produce 70 Billion Consumer to
Business Phone Calls
Internet Call Volumes by Channel
70000
60000
50000
40000
Calls generated from
desktop search
30000
Calls from mobile search
20000
10000
0
2010
Source: BIA/Kelsey (2012)
www.marchex.com
2011
2012
2013
2014
2015
2016
8

9. And A Phone Call Is Natural In Travel
9
www.marchex.com

10. What Do Travelers Want To Talk About?
Consumers need
“local questions”
answered
Source: Marchex Data 2013
10
www.marchex.com

11. 6 Ways That Travel
Marketers Can Improve
Performance In Mobile
11
www.marchex.com

12. 1. Equip Agents With Localized Information
30% of callers preferred to talk to the hotel first
for local information
Source: Marchex Data 2013
12
www.marchex.com

13. 2. Recognize Phone Number & Loyalty Info
Source: Marchex Data 2013
13
www.marchex.com

14. Three Recommendations
 Allow a consumer to enter their loyalty information over the
phone, and/or confirm their information through the phone
number they are calling from.
 If you don‟t have a consumer‟s phone number, ask them to
provide it so you can look up their reservation in the event
they make a call to change it.
 Notify consumers about how long they will be on hold, and
provide them a call back option when a representative
becomes available.
Source: Marchex Data 2013
14
www.marchex.com

15. 3. Use A Phone Number (Click-to-Call) In Mobile
15
www.marchex.com

16. 4. Use Unique Tracking Numbers for Each Tactic
Source: Marchex Data 2013
16
www.marchex.com

17. There are Four Types of Calls From Search Ads
26%
Sales Calls
42%
Robocalls & Spam
2%
Misdials
Customer Service
30%
Source: Marchex Data 2013
17
www.marchex.com

18. 4. Use Unique Tracking Numbers for Each Tactic
From Print
Ads
To Each property
Website
And, of
course, from mobile
phones
18
www.marchex.com

19. 5. Control The Call Experience with IVRs
Thank you for calling the
Springfield Inn… press 1 to get
directions or to ask for the hotel
shuttle.
Press 2 to confirm or change
your reservation, or to make a
new one.
19
www.marchex.com

20. 6. Take Advantage of New Ways to Measure
Phone Calls
20
www.marchex.com

21. 12%
> $100K
1
21%
< $25K
10%
$75K to $100K
Most likely to engage
with call advertising
24%
$50K to $75K
 Over Index By Household
Sources: Marchex
*January 1st - September 11th : 4649 billable calls analyzed
www.marchex.com
30%
$25K to $50K
 Under Index By Household
21

22. Marchex is Mobile Advertising &
Technology Company
=
+100K
100Ms
Customer
scale
Annual Call
Scale
21
Patents Granted and
Pending
CALLS
400 / 50%
+$130M
Total People /
Engineering
Annual Call
Revenue
22
www.marchex.com