There’s no denying that mobile is rapidly becoming the primary platform of advertising for businesses of all types and sizes. As smartphone adoption rate soars between 2011-2012 with a majority of U.S. mobile subscribers (50.4% according to Nielsen) now owning a smartphone, it is expected that the overall annual mobile advertising budget will increase considerably in 2012 (mobile local ad dollars are expected to rise to $2.8 billion by 2014). Thus, in this brave new age of advertising where mobile is becoming increasingly more powerful and relevant in revenue generation:
It is more crucial than ever for marketers and business owners to begin thinking strategically on how to effectively utilize mobile to produce inquiries and conversions for their businesses.
The Marchex Institute conducted a study to gain insight into the effectiveness of mobile advertising to drive appointments for small businesses within the home services category. For this study, we analyzed more than 4,000 small business phone calls from a sample of our Digital Call Marketplaceand Call Analytics customers..
Key Findings From Our Analysis:
- If your business provides same-day home services (such as plumbing or pest control services), then mobile is an effective medium for driving customer inquiries with high conversion rates.
- For home service providers who offer services that serve an immediate need(such as plumbing), the conversion rate from mobile advertising is expected to be much higher than businesses who offer low urgency services.
Recommendations to Home Service Providers:
- Inquiries and appointments for home services are most likely to occur between 6am-6pm on weekdays. Optimize and target your mobile campaigns for this time frame for maximum ROI on your advertising budget. This is especially true for home service providers who offer same-day or emergency services.
- Leads from mobile channels generally decline after 7pm. Therefore you can safely turn off your mobile campaigns during this time and save your budget to focus on more opportunities during 6am-6pm time frame.
Have any other interesting observation with the mobile channels? We’re open for discussion! Send us an email at marchex-institute at marchex dot com, or give us a call at 1-800-840-1012.
Business Analyst, Marchex Institute