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BIA/Kelsey ILM West ’11: ‘Converting Calls to Local Sales (and Competitive Intel)’

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.

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