Telmetrics Predicts Mobile Marketing Adoption Will Drive Significant Pay Per Call Growth in 2012

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Leading call measurement provider releases mobile-focused predictions in annual local search trends forecast.

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Mobile is the true pay per call platform as there is an immediacy about mobile local search that drives higher response rates and the dominant mobile ad response is a call. Mobile consumers are ready to make a purchase right away.

Telmetrics, the leading provider of advertising call measurement solutions, today released its local search trends forecast for 2012 with a focus on the pivotal role mobile is playing in local search and advertising performance management. High mobile adoption rates among both consumers and advertisers are transforming the industry and driving a mobile-first mentality for measurable results.

“Mobile is the true pay per call platform as there is an immediacy about mobile local search that drives higher response rates and the dominant mobile ad response is a call. With mobile, consumers are ready to make a purchase right away and advertisers are seeing the valuable link between a call and a purchase,” said Bill Dinan, president, Telmetrics. “The mobile marketing performance model is more easily defined and monetized, and that will help drive more revenue for advertisers and further tailor their mobile approach.”

The Top Local Search Trends/Predictions for 2012 focus on mobile innovations, including:

1)    Pay Per Call Goes Mainstream With Mobile: High mobile adoption rates for both consumers and advertisers mean there is a mutual understanding of the platform and the relevancy of calls. Unlike the drawn out learning curve that came with online advertising, this new proficient mobile knowledge base will help drive pay per call programs.

2)    Mobile Propels Pay Per Action: Advertisers today realize the wealth of data available via mobile and are eager to track and pay for revenue producing actions including calls, map/directions downloads, QR code reads – any definable and concrete action that means a purchase is likely imminent.

3)    In-App Call Tracking Rises: We expect consumers will continue to hone their lists of favorite apps and use them as their go-to resources for everyday planning and purchasing more so than mobile browsers. As such, advertisers will increasingly track the impact of in-app activity on call volumes and sales. This includes social apps like Facebook and Yelp.

4)    Marketers and Advertisers Shift to Mobile-First Strategy: The combination of continued low advertising budgets and the tracking capabilities of mobile will mean a market shift of companies implementing a digital strategy that starts with mobile and then extends to other platforms that can supply similar metrics.

“The mainstreaming of mobile pay per call has the potential to revitalize pay per call for traditional media as well. Advertisers prefer calls and will request more call leads regardless of the media source,” added Dinan.

Telmetrics’ call measurement solutions track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America. Using call tracking to measure the ad-driven calls across all media channels offers valuable call data including the caller’s number, date, time, whether the call was answered, the number of rings, the length of the call and more. This insight reveals what type of caller activity and leads an ad program delivers and can be used to optimize the program for higher quality lead generation.

About Telmetrics, Inc.
For more than 20 years, Telmetrics has been the Call Measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and in more than 10 European countries, enable marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com.

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Meggan Manson
Young & Associates
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