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15/07/2012 by

5 Mad Things In BIA/Kelsey’s Media Report

Just a couple of weeks ago BIA/Kelsey—a U.S. based marketing analysis firm – released a report that rippled through the advertising world.

The 5 Most Stunning Things From BIA/Kelsey’s Interactive Media Report

The report prophecies a fundamental shift in everything from marketing metrics to customer engagement. Basically, it argues that the phone call will become the predominant force in the lead gen and marketing world. Why?

Because mobile marketing is freaking awesome.

Background to Keep in Mind

Google says that mobile search will surpass desktop search by the end of 2013. Google also says that 61% of mobile searches result in a phone call. Do the math. That means a lot more phone calls.

The 5 Stunners

1. The number of calls to U.S.-based businesses will increase by 107% in the next 17 months.

Yes, you read that correctly. BIA/Kelsey is literally saying that calls to businesses will more than double by the end of 2013. For instance, if you now receive 20calls a day, in 17 months you will be receiving 41 calls a day. This has massive implication for everything from staffing and support to call analytics and call tracking. (Hopefully this means great things for LogMyCalls).

2. “Mobile is about to unleash a massive increase in call-based advertising…which will be so vast that many established companies will scramble…”

Scramble is a fun sounding word isn’t it? Don’t you just love feeling like you’re scrambling at work?

Wrong. Scrambling is not fun.

But BIA/Kelsey’s point is well-made. Imagine a pizza place or tire shop suddenly receiving two times the number of calls. Imagine a tech company receiving twice the number of inbound calls. How do you answer those calls? How do you handle them effectively? (You better have a system in place that tracks phone close rates and can manage large volumes).

3. “Mobile call volumes will so profoundly change local advertising spend that Internet companies and marketers that cannot make the transition won’t even be remembered with the same disdain as the much-maligned print Yellow Pages.”


This quote should send shivers down the spine of Internet marketing companies everywhere. Marketers need to be equipped to generate, track, and analyze calls in the same way they currently generate, track and analyze clicks. Marketers who fail to do this will find their company in deep water (or something else that is worse than water), and themselves out of a job.

Mobile Marketing

4. 61% of SMBs rate inbound telephone calls as excellent leads. Only 28% of companies rate social media leads as excellent leads.

It isn’t all doom and gloom for marketers. Inbound phone calls convert 15 to 20 times more often than inbound web leads. If your company is prepared with a call analytics platform, this call revolution could be the best thing that ever happened to you.

5. U.S. Businesses will receive 70 billion calls from mobile devices by 2016. Today the number is 20 billion. By the end of 2013 81% of all the calls businesses receive will originate from mobile phones.

By this point, you get it. Your business will receive a lot more calls from mobile phones, and a lot more phone calls period.

But what does that mean?

Well, think about a mobile caller. They’re in a hurry. They’re driving, walking or watch TV. They need you to be quick, efficient and clear on the phone. You better have pricing information at the ready and you better have analytics data to track their location, their words and their actions after the call. You need to track call origination and call close rates. Mobile requires call data.

The phone calls are coming. Get ready.


Jason Wells is the CEO of ContactPoint. Their new product, LogMyCalls, represents the next generation of intelligent call tracking and marketing automation.

Prior to joining ContactPoint, Jason served as the Senior Vice President of Sony International, where he led the creation and international expansion of Sony’s mobile business line from London.

Jason has spoken on marketing topics at SES New York, SES Toronto, Ad Tech, Digital Hollywood, Nokia World, The Microsoft Partners Conference, CTIA and elsewhere. Jason holds an MBA from the Wharton School of Business at the University of Pennsylvania.


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