This presentation is from Affiliate Summit East 2015 (August 2-4, 2015 in New York, NY). Session description: Getting consumers to call you directly is the Holy Grail of marketing. Learn how to use direct response call marketing for enhanced customer acquisition and mobile monetization opportunities.

1. www.Matomy.com | @MatomyGroup
THE NEXT AFFILIATE MARKETING
BATTLEGROUND:
INBOUND CALL MARKETING
Daryl Colwell
Senior Vice President
Matomy Media Group
www.Matomy.com | @MatomyGroup

2. • The Inbound Call Marketing Opportunity
• Old vs. New Media
• How to Avoid the Big Inbound Call Marketing Mistakes
• Desktop vs. Mobile Inbound Call Marketing
• Q&A
AGENDA
www.Matomy.com | @MatomyGroup

3. 2007
LAUNCHED
450
EMPLOYEES
11
OFFICES
26,000
MEDIA PARTNERS
5,000
CUSTOMERS
• Manage North American
performance marketing business
for Matomy
• 15 years in digital
• Forged partnerships with several
blue-chip international advertisers
ABOUT ME ABOUT MATOMY
www.Matomy.com | @MatomyGroup

4. www.Matomy.com | @MatomyGroup
Avg. American consumer
spends 34 hrs/mo browsing
web on a mobile device
(Source: Direct Marketing News)
By 2018, mobile search will
drive 73 billion inbound calls
to advertisers
(Source: BIA/Kelsey)
INBOUND CALL MARKETING OPPORTUNITY

5. www.Matomy.com | @MatomyGroup
It’s never been easier to
dial a brand and
purchase a product or
service …
And that’s making it harder
for marketers to drive real
value from their inbound call
marketing campaigns
INBOUND CALL MARKETING OPPORTUNITY

6. www.Matomy.com | @MatomyGroup
OVERALL BENEFITS
Opportunity to create multi-action,
multi-channel pay-per-call campaigns
Consumer can choose to dial in or fill
out a lead form
Multi-action campaigns increase
performance and provide a better
user experience

7. www.Matomy.com | @MatomyGroup
Welcome to the next
digital marketing battleground:
inbound call marketing
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8. ASSUMPTIONS vs. FACTS
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• Mobile users more likely to respond
to direct response marketing by
dialing in vs. filling out lead form
• Because mobile traffic responds best
to “call now” calls-to-action,
marketers should make it as easy as
possible for the user to take action
• Marketers should drive mobile traffic
to mobile pages that have “call now”
and use click-to-call functionality
• This is the best way to monetize
mobile traffic and drive leads into
call centers in the mobile era
ASSUMPTIONS
• Mobile users respond to whatever
call-to-action is placed in front of
them
• Increasing the complexity of a
mobile user’s experience actually
improves mobile inbound campaign
performance
• Marketers should drive consumers
to mobile pages that allow for
collection of basic information
• Monetizing mobile traffic isn’t just
an inbound call; too many call
center leads can drive down
campaign performance
FACTS

9. OLD vs. NEW MEDIA
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OLD MEDIA

10. OLD vs. NEW MEDIA
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NEW MEDIA

11. OLD & NEW MEDIA CONVERGE
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Offline awareness turns to online intent
Verticals haven’t changed; consumer
touch points have changed
Digital connection leads to human
interaction

12. BACK TO THE FUTURE
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What worked then is still relevant today … only updated for mobile-first
consumers

13. BACK TO THE FUTURE
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What worked then is still relevant today … only updated for mobile-first
consumers

14. CASE STUDY
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15. CASE STUDY: RESULTS
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16. CASE STUDY: RESULTS
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17. IDEAL SCENARIO
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User accesses site from a mobile device
Users sees a phone number but cannot click it
This increases form fills
If user wants to call they must call from a landline
High traffic to site, longest lasting & most qualified calls

18. CREATIVE MISTAKES
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19. BUILD FLOWS THAT CREATE USER
ENGAGEMENT
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20. LEAD FORMS INCREASE CALLS
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21. LEAD FORM WITH PHONE NUMBER
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• 20% of responders will call in
• 80% of responders will fill out the form

22. THE CLICK-TO-CALL TRAP
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SEARCH
Results:
• Increased profitability
by 50% by driving clicks
to landing page vs.
clicks on a call
extension
• Improvement in quality
of calls

23. THE CLICK-TO-CALL TRAP
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SOCIAL Results:
• 35% of calls come directly from
Facebook ads
• Phone number can’t be
hyperlinked
• 25% of callers called in on a
landline on mobile-only
campaigns
• Facebook drives some of the
highest performing PPC
campaigns

24. THE CLICK-TO-CALL TRAP
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EMAIL
Results:
• 70% of emails opened on mobile
device
• Don’t fall into the Click to Call Trap
• Offer lead gen form & hard coded
phone number

25. DESKTOP vs. MOBILE RESPONDERS
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• 66% filled out a form
• 33% called in
• 83% filled out a form
• 17% called in
27% increase in connection rate of mobile
responders vs. desktop responders when
outbound dialing form fills
DESKTOP
RESPONDERS
MOBILE
RESPONDERS

26. DESKTOP vs. MOBILE RESPONDERS
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DESKTOP MOBILE

27. DESKTOP vs. MOBILE RESPONDERS
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DESKTOP MOBILE

28. www.Matomy.com | @MatomyGroup
Inbound call marketing is the next big
mobile ad opportunity
KISS principle isn’t necessarily best —
make the consumer work for it
Don’t fall into the click-to-call trap
Remember: different media types
(Search, Social, Email, etc.) yield
different inbound call marketing
touchpoints
WRAPPING UP …

29. Q&A

30. SVP, Sales & Business Development
dcolwell@Matomy.com
DARYL COLWELL
www.Matomy.com | @MatomyGroup

31. THANK YOU!