New BIA/Kelsey Industry Watch report examines the growing importance of call commerce.
CHANTILLY, Va. (July 27, 2016) – A new Industry Watch report from BIA/Kelsey examines one of the most under-recognized areas of the media and advertising worlds: call commerce. Formerly referred to as “call monetization,” it involves driving, tracking and optimizing inbound phone calls as a form of business leads.
“Call Commerce: A $1 Trillion Economic Engine” is intended as a CMO guide to the click-to-call opportunity. BIA/Kelsey analysts estimate click to call influences more than $1 trillion in U.S. consumer spending. The report examines all the factors that are converging to create this significant opportunity, and in the process considers key questions such as:
- What mobile formats drive the most calls?
- How are marketers taking advantage of call commerce?
- What are best practices in driving and tracking this activity?
Call Commerce Drivers: Mobile, Local and On-Demand
BIA/Kelsey projects 169 billion mobile calls to businesses by 2020, driven by smartphone penetration, high commercial intent, and the natural handoff between mobile engagement and phone calls (i.e., Google “call” buttons).
“The mobile formats that launch voice calls to businesses are broadening,” said Michael Boland, chief analyst and VP, content, BIA/Kelsey. “This affects and informs anyone driving and tracking high-intent phone leads to businesses, especially in high-value call-centric verticals like autos and financial services.”
The report explains calls are boosted by an on-demand culture. The rise of the smartphone has conditioned users to expect everything at the push of a button. Closely related to immediacy is location. As seen in many other media (especially mobile-oriented channels), location can greatly increase contextual relevance, and thus performance and engagement. Calls are no exception.
“Call Commerce: A $1 Trillion Economic Engine” is a BIA/Kelsey Industry Watch report. Free download of the report, courtesy of Marchex, is available at: http://bit.ly/CallCommerceOpp.
BIA/Kelsey’s Industry Watch series examines key trends and opportunities in tech and media sectors. Applying BIA/Kelsey’s analytical and editorial eye, the Industry Watch analyst team selects topics based on the criteria of industry growth, disruption, opportunity or notable lessons. Distribution is underwritten by industry participants, allowing complimentary access to the industry. BIA/Kelsey maintains editorial and publishing autonomy.
BIA/Kelsey defines, organizes and analyzes the multibillion-dollar Local Commerce Universe (LCU) for media, technology companies, brands and agencies competing in today’s multiplatform, interactive local media and marketing arena. LCU, the firm’s proprietary vision for tracking the evolving local marketplace, provides an effective framework for delivering meaningful data-driven analysis, consulting and valuation services, competitive intelligence and state-of-the-industry conferences. Learn more about BIA/Kelsey at http://www.biakelsey.com.
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