Marchex Finds 4 out of 5 Mobile Calls Answered by Auto Dealers and Repair Shops Lead to Sales
When employees at auto dealers and repair shops answer the phone, there
is opportunity in nearly every conversation to make a sale, according to
a data
analysis released today by Marchex, Inc. (NASDAQ:MCHX).
Marchex, a leader in mobile performance advertising, found that
consumers now place millions of calls to the auto industry directly
through mobile ads. And once consumers connect to a representative over
the phone, 79 percent want to buy.
“Our findings underscore how very important it is to be available, in
person, to answer the phone when calls come in,” said John Busby, Vice
President of the Marchex Institute, the research arm of Marchex. “The
auto industry should think of these conversations as money on the table.
Every voicemail can cost you.”
Analysts aggregated anonymous data points from more than 65,000 calls
placed to auto dealers, repair shops and national call centers. The
calls, driven through Marchex’s mobile advertising network, came from
consumers engaging with mobile ads via mobile directories, apps, mobile
banners and voice search.
Using Marchex Call Mining software, which scans for key words and
phrases and voice tonalities, analysts assembled a portrait of consumer
behavior and found:
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Consumers calling auto dealers are highly motivated, asking about
inventory and booking test drives.
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Consumers who call from mobile ads tend to be younger than the general
population.
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Men call more often than women.
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Smartphone callers tend to have higher income.
Mr. Busby will be speaking about these findings today at the Mobile
Media Summit at Casa Del Mar in Santa Monica.
About Marchex
Marchex, Inc. delivers customer calls to businesses and analyzes those
calls so companies can get the most out of their mobile advertising.
Marchex supports its customers through a unique technology platform that
has three primary components: (1) Call
Analytics, which powers all of our advertising solutions, and allows
partners to leverage data and insights that accurately measure the
performance of mobile, online and offline call advertising; (2) Digital
Call Marketplace, which annually connects millions of consumer calls
to our advertisers from a range of mobile and online sources on a Pay
For Call basis; and (3) Local
Leads, a white-labeled, full-service digital advertising solution
for small business resellers that drives quality phone calls and other
leads to their small business advertisers.
Marchex is based in Seattle. To learn more, please visit www.marchex.com.