Telmetrics’ Bill Dinan to Address U.K. Local-Mobile Consumer Insights at 5th Annual Local Social Summit

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Mobile Call Measurement Leader Encourages U.K. Marketers to Link Local and Mobile Strategies

Telmetrics

With U.K. mobile marketers outspending their global peers, understanding the influence of local is key to effectively monetizing mobile ad programs.

As U.K. marketers embrace the mobile-powered transformation of local search, leading call measurement provider Telmetrics announced that Bill Dinan, president of Telmetrics, is speaking today at the Local Social Summit in London. Dinan will offer U.K. marketer attendees as well as social, local and mobile stakeholders from publishers, advertisers, investors and directories insights for understanding the U.K. consumer’s mobile path to purchase and the local search impact.

Local is at the core of effective mobile marketing. According to the xAd/Telmetrics 2013 U.K. Mobile Path-to-Purchase Study, local relevance is the top reason consumers click on mobile ads, and location is an important influencer for mobile search in the U.K. as nearly 50 percent of both smartphone and tablet searchers expect search locations to be within walking or driving distance. As two-thirds of mobile searchers don’t have a specific brand in mind, advertisers have an opportunity to influence these searchers’ purchase decisions by demonstrating their local relevancy.

“With U.K. mobile marketers outspending their global peers, understanding the influence of local is key to effectively monetizing mobile ad programs,” said Dinan. “As calls and searching for location info are key activities along the mobile path to purchase and represent strong conversion behaviours, mobile marketers should ensure their campaigns include phone numbers, location info and maps to aid consumers’ final purchase decisions.”

Mobile searches with local intent offer marketers high quality leads, as Dinan also discussed U.K. mobile users’ strong purchase intent with more than half (56 percent) reporting that they ultimately made a purchase.

The xAd/Telmetrics U.K. Mobile Path-to-Purchase Study, conducted by Nielsen, was based on an online survey of 1,500 U.K. smartphone and tablet users.

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 across Europe, 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 and Europe. 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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