Today we are featuring a guest post from Caitie Gonzalez, Social Media and Content Specialist at Invoca. Caitie manages Invoca’s social media presence, contributes regularly to the blog, produces Invoca’s in-house videos and stays up to date on all things tech and marketing. Read on as Caitie shares highlights from a new infographic from her team on the magnitude of mobile call data.

By now mobile should be old news to most search marketers. You have a responsive website, you’re creating unique, mobile campaigns, and you’re tracking smart mobile KPIs to measure success. But before you call it a day, there’s something else you may be overlooking.

Despite the supercomputer power locked inside that small hand-held device, at its core the smartphone is exactly that – a phone. Consumers are still using their smartphones to call businesses. In fact, by 2018, calls to U.S. businesses driven by mobile search are expected to grow to 73 billion according to Google. This represents a potentially huge missed opportunity for marketers who aren’t incorporating phone calls into their mobile search strategy.

If you’re wondering just how big the mobile call opportunity really is for marketers, check out some of the key takeaways from the brand new infographic from Invoca, Phone Calls And The New Customer Journey:

  • 45% of calls to businesses come from mobile search alone
  • 51% of surveyed callers say they “always” or “frequently” need to call a business from a mobile search ad
  • 61% of mobile searchers say click-to-call is most valuable in the purchase phase

There’s no question that calls are flooding in from mobile search. So what does this mean for you? Start looking at calls the same way you do clicks. These are valuable conversions with a wealth of data that can help you target and capture your best customer.

Mobile has made a big impact on the customer journey, and marketers need to do more in order to keep up. Check out the infographic from Invoca to learn how phone calls fit into the new customer journey.

Call Intelligence Index