A new report by BIA/Kelsey shows the smartphone revolution is only just emerging in its ability to generate SMB business leads through native phone dialing. “Phone Calls Are the New Click: The True SMB Marketing Opportunity,” illustrates that effective inbound call tracking and analytics to show return on investment is still required to make mobile an effective investment among small and medium-sized businesses.
The BIA/Kelsey Study
“Most local commerce takes place offline, but is increasingly influenced online, or through mobile devices,” said Michael Boland, VP, content and a senior analyst at BIA/Kelsey. “We’ve seen a movement towards more tangible and simple lead sources such as foot traffic and phone calls driven from mobile search. BIA/Kelsey data show these calls to be high-intent, which means callers in the buying stage that could easily convert to sales.”
For SMBs to seize lead-generating mobile opportunities, they must have a process for monetization. Technologies being developed for big national brands must be adapted and simplified for SMBs. BIA/Kelsey sees this as a major opportunity for innovation in call monetization, as well as its subcategories such as inbound call tracking and analytics.
“We see from our customers and our own research that SMBs in local markets are an underserved segment for using inbound call tracking to sell and demonstrate the value of digital marketing,” said Jason Sommerset, director, product development, Bandwidth.
BIA/Kelsey Sponsored Research
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Bandwidth is among the nation’s largest and fastest-growing communication technology companies. The company operates two divisions – business solutions and consumer & SMB – that share a mission of transforming the communications industry. For further information go to http://bandwidth.com/.
BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Additional information is available at http://www.biakelsey.com, on the company’s Local Media Watch blog, Twitter (http://twitter.com/BIAKelsey) and Facebook (http://www.facebook.com/biakelsey).