News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
BIA/Kelsey: Purchase Intercepts to push to nearly $5b
A new forecast from BIA/Kelsey Group advises the purchase incercept market could push to nearly $5 billion by 2016. The purchase intercept market is set up to determine which incoming calls are important for a business and which are not strong leads. Those important calls are then re-routed to the right area.
Earlier this month the firm reported mobile would push in-call and call based advertising higher over the next few years as calls to businesses from search engine queries would push to nearly 14 each month. According to the new report in-call analytics and call quality assurances are needed to help businesses deal with the rapid increase in the number of calls as well as to help the consumer get to the right place via phone to receive the information needed.
"We universally hear from call-based businesses that while call volume is growing, getting enough high-quality calls to businesses is the single largest challenge," said Matt Booth, chief strategy officer and program director, Interactive Local Media, BIA/Kelsey. "The massive influx of calls combined with a high percentage of unwanted calls, opens up a new and critical business segment around call analytics and call quality."
"Like BIA/Kelsey we expect mobile call volumes to increase significantly, but the key will be optimizing programs for quality calls," said Bill Dinan, president of call measurement company Telmetrics. "Businesses are already using mobile call-based ads to capitalize on consumers' expanding mobile usage. From Q1 2011 to Q1 2012, we saw an increase of more than 30 times the number of mobile pay-per-call ads on our network."
Once calls are intercepted they are then targeted by category and re-routed to businesses who want to speak with those potential customers.
The forecast predicts that nearly 4 billion calls will be 'intercepted' and retargeted by 2016, a 52% CAGR increase from the 144 million calls intercepted in 2010.
- Twitter ups ad relevancy with Tailored Audiences
- Research reveals poor uptake and awareness of NFC payments
- Facebook far and away most frequently used mobile app
- The best practices for mobile brands in 2014
- Forecast: Big data to push SMBs into 2014
- Report: TV ads pushing engagement, intent
- Report: Online wide open for CPG brands
- Webrooming, Showrooming pushing shopper engagement
Featured White Papers
- 5 Questions About Managing Social Media that You Should Ask Your Agency
This white paper provides you with 5 questions you should ask agencies to help you separate the real candidates from...
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...