Failure to Track 49 Percent of Mobile Website Conversions Is Jeopardizing Marketing Budgets

CHICAGO, IL--(Marketwired - Jul 16, 2015) - DialogTech, the market leader in call analytics and automation for the enterprise and agencies, today released a new research report that details the explosive growth in calls generated from mobile advertising and why marketers, without call attribution, could be missing out on 49 percent of mobile conversions, leading to inaccurate ROI data and the inability to optimize marketing spend for what's really driving revenue. With marketing budgets increasingly tied to quantifiable results, the failure to measure all conversions jeopardizes future budgets. In conjunction with today's announcement, DialogTech launched DialogTech Insights, a marketing research center formed to educate businesses and agencies on multi-channel marketing trends and best practices.

News Facts

• DialogTech's first research report titled, "The 49% ROI Mistake Marketers Don't Know They're Making," revealed that without call attribution, marketers could be missing out on 49 percent of mobile conversions, creating an ROI blind spot that inhibits their ability to measure what's really working. This leads to inaccurate ROI data with an inflated cost per lead, and can lead marketers to optimize budget on campaigns that are not driving revenue, while pulling the plug on programs that are. Additionally, they are unable to prove the full effectiveness of programs to their CEOs or clients, significantly underselling their value.
  
  
• Consumers today live their lives on their smartphones, and marketers are shifting advertising spend to target them. According to eMarketer, mobile digital advertising spend will surpass desktop spend next year -- growing to over 72 percent of digital spend by 2019.
  
  
• Thanks to smartphones and click-to-call technology, inbound phone calls from mobile channels are skyrocketing. In fact, more than 75 billion calls were driven from mobile channels (search, display, social media and landing pages) in the U.S. in 2014, and are expected to more than double to 162 billion by 2019, according to leading research firm BIA/Kelsey.
  
  
• Additional key findings include:
  • Calls from mobile are on the rise: Calls from mobile marketing sources are up 34 percent in the past six months alone across DialogTech customers, an increase of 78 percent on an annualized basis.
  • Mobile search drives majority of call volume: Mobile search and landing pages are driving a combined 81 percent of calls for DialogTech customers, while mobile display and social drive 19 percent.
  • Calls are critical for industries with considered purchases: Many DialogTech customers in industries that offer considered purchases which require a conversation as part of the sales process (e.g. insurance, healthcare, home services) see conversion rates over 10 percent from phone calls, and others as high as 10x the average.
    
    
• With this new research, DialogTech Insights analyzed over 400,000 inbound phone calls and over 60 million website sessions across its Voice360™ platform, which has over 5,000 active customers across 35 industries.
  
  
• To access the full research report, please visit: http://www.dialogtech.com/expertise/research-report/the-49-roi-mistake-marketers-dont-know-theyre-making
  
  

Comments
"Not only is call attribution critical to delivering mobile marketing ROI and driving intelligent investment optimizations, it can also fuel an authentic understanding of the consumer purchase path, allowing marketers to deliver personalized offline experiences customized to consumer expectations, driving higher conversion rates," said Matt Kelley, SVP consumer journey at Leapfrog, a leading digital marketing agency.

"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."

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About DialogTech Insights
DialogTech Insights is DialogTech's marketing research center focused on educating businesses and agencies on multi-channel marketing trends and best practices. DialogTech Insights publishes data-driven thought leadership and original analytics for today's mobile-first world, and it provides actionable insights marketers can use to drive more revenue-generating conversions across channels.

About DialogTech
DialogTech, the combination of Ifbyphone and Mongoose Metrics, is the market leader in call analytics and automation. Thanks to smartphones, consumers are calling businesses to engage in conversation at record rates throughout every stage of the customer journey. DialogTech provides marketing, sales and support professionals with a single platform that enables transparency and control over every conversation, so companies can optimize lead generation, acquire new business faster and increase customer loyalty.

DialogTech's Voice360™ platform consists of a unique suite of applications that includes call attribution, call scoring, contextual call routing, call management and automated voice notifications. DialogTech has successfully processed over one billion minutes of voice engagements for its customers, and serves as a strategic partner to more than 5,000 enterprises, digital agencies and fast-growing companies across a wide variety of industries. For more information visit www.dialogtech.com