BIA/Kelsey ILM West ’11: ‘Converting Calls to Local Sales (and Competitive Intel)’
December 14, 2011 | Contributed by: Brad Carson
In the session “Converting Calls to Local Sales (and Competitive Intel), Matthew Berk, executive VP at Marchex, stressed the ongoing value that local businesses place on calls as a key driver of new business. Berk said that the promise of mobile as a local marketing tool becomes reality when it results in a phone call to a local business.
Berk stressed the importance of the quality of calls delivered to local businesses through advertising – in short, the ability of a call to turn into a sale. He discussed Marchex’s tool that enables audio analysis that classifies the nature of call conversations. But he also said that local businesses need to do their part by being call-ready at all times and adapting their marketing strategies to take advantage of robust growth in mobile search.