Mobile-only media such as mobile search and display are the source of a majority of phone calls to businesses, according to an Invoca analysis of 32 million phone calls throughout 2014. But are these media referring high-quality calls?
Looking at the top marketing channels driving calls, the study indicates that mobile search was by far the largest source of calls, referring 45% of the study’s sample over the yearlong period. While the results may be specific to Invoca’s platform and therefore not necessarily broadly applicable, it isn’t surprising that mobile search is such an influential driver of calls given its convenience and the popularity of click-to-call functionality in search results. Read the rest at MarketingCharts.