Study finds mobile ads pushing business calls

DialogTech has released a new study today that points to a lack of call attribution putting mobile budgets in jeopardy. Researchers with the firm suggest that nearly half of mobile conversions are because of calls to businesses that are instigated from mobile advertising. Without those calls being properly attributed, brands could pull money from mobile budgets, putting their mobile ROI in jeopardy.

Some interesting findings from the DialogTech report include:

• Calls from mobile marketing have increased 34% over the past 6 months across DialogTech customers
• 81% of mobile calls to businesses are because of mobile search/landing pages, 19% from mobile display
• Verticals including insurance, health care and home services saw 10% of conversion rates from phone calls

“Today’s mobile-first world has fundamentally shifted the way consumers interact with marketing and engage with businesses,” said Steve Griffiths, SVP of marketing, strategy & analytics at DialogTech. “As marketers shift greater percentages of their budgets to mobile channels, getting closed-loop attribution for both digital conversions and phone calls is critical. Our latest research illustrates marketers who analyze and understand the impact of phone calls in the mobile path to purchase have a significant advantage in developing impactful programs and accelerating customer acquisition.”