In this complex world of advertising choices, it is important to know which ad programs are working. This can be challenging for franchisors driving consumer response across a network of franchisees. To address these complexities and meaningfully evaluate system-wide ad performance, many franchise companies are turning to call measurement.

Consumers like to connect with businesses by phone, and calls are the preferred response among advertisers. By assigning unique phone numbers (local or toll-free) to any direct-response media, call measurement programs track the number of calls generated by ad, media type, campaign, or market. Results include cross-media lead generation and lead quality data. Franchisors can use these actionable insights – ranging from total number of calls received (both answered and unanswered) and caller demographics to call duration and customer service performance – to maximize their marketing and advertising dollars and improve their overall advertising program to drive more qualified leads to their franchisees.

What is driving my quality phone leads?

When a franchisee receives a call, it’s often unclear how the caller originally found the business, particularly with many consumers doing online or mobile research before contacting a business offline. Call measurement tools that assign call tracking numbers to each ad or media campaign make it easy to determine where leads are coming from, e.g., mobile app or browser, paid search engine keywords, banner ads, TV commercials, Yellow Pages, direct mail, or outdoor ads.

Taking it a step further, call tracking provides visibility into call duration to determine whether inbound calls were long enough to indicate qualified leads. It also offers quality lead generation data through each caller’s name and address, which can be used for optimized remarketing or follow-up activities. Once corporate knows which ads and media types are driving the most valuable leads to individual franchisees, the franchisor can more accurately tailor media buys for maximum ROI.

Which demographic and geographic profiles are responding?

Knowing the trending locations and household demographics of callers is valuable for determining the overall reach of a franchisor’s ad program and which types of consumers are responding best to different types of ads or ad copy. Call measurement solutions can automatically collect and sort this ad performance data, which can then be used to optimize ad campaigns based on these demographic and geographic buying patterns.

Another benefit of tapping into the caller’s geographic information is that the franchisor can use call tracking to automatically direct/route calls to the closest or best-suited franchisee for the caller’s needs. This drives an improved caller experience and increases the likelihood of more conversions (sales).

Are franchisees executing on phone leads?

Your corporate ad programs are driving leads to franchisees, but are these individual locations making the most of the opportunities? Call measurement can help franchisors evaluate franchisee performance by tracking call times and durations, as well as whether or not the location missed any calls. Depending on the type of business, a short call could mean a lower propensity to make a purchase or book an appointment – which presents an opportunity for better training at individual locations. Additionally, if a location is missing calls or experiencing peak calling periods during understaffed times, call tracking tools can identify the need for better staffing arrangements. Detailed call analysis can improve operational efficiencies by maximizing sales conversions and lowering cost-per-call ratios.

Franchisors can glean key lead generation insights through a centralized call tracking program. This type of performance data is key for optimizing advertising campaigns for increased consumer response to their network of franchisees. Additionally, call measurement provides franchisors with another way to identify both high-performing locations and those that may require operational or staffing changes to better capitalize on inbound leads. The end result is increased qualified leads based on a finely tuned advertising strategy, accurate consumer response data, and higher sales.

As mobile adoption continues to skyrocket and consumers rely more heavily on smartphones and tablets to research and immediately act on purchases, there is a broadened opportunity to help businesses track and monetize consumers’ forward movement in the buying cycle. To capitalize on this opportunity, marketers must harness the valuable feedback offered through the action-driven nature of mobile search and ad content.

For example, someone traveling in an unfamiliar area may be searching for a nearby restaurant or auto repair shop via a mobile browser or within an app like Yelp or YPMobile. Once they locate the business, the next step may be calling, clicking on maps or driving directions, or accessing business hours. By capturing and analyzing these purchase-related actions, marketers can leverage the knowledge gained to optimize their companies’ mobile ad results for increased ROI.

Ensure Content Is Mobile Friendly

To lay the foundation for strong consumer engagement with your mobile content and encourage a purchase-related action, make sure the main phone number, address, hours of operation, maps/directions, and any specials/coupons are not only front and center, but hyperlinked. This also facilitates the ability to track responses. Additionally, optimize your website for mobile browsers to ensure that the highest priority business details mentioned above are conveyed as concisely as possible to facilitate a quick decision. This rule applies to in-app display or search ads as well, which should always be clutter-free and easy to interact with.

Track Responses And Demographics For Different Types Of Ads

Just as you evaluate customer response to various types of traditional and online ads, marketers must activate proper tracking tools to capture mobile response. Calls are the dominant response to mobile ads — not surprisingly, given that the primary use of a mobile device is as a phone — so they represent a key currency for mobile ad performance.

Call measurement is valuable for measuring response based on mobile ad type, geographic region, distribution partner, etc. This is especially important for service-based businesses that involve booking appointments or placing inquiries. However, don’t forget to widen the net to track volume of clicks on maps/driving directions, hours of operation, coupons, and other relevant actionable items, as these types of information could be meaningful for other kinds of businesses like gas stations or coffee shops, where someone may go straight to the location rather than placing a call.

All response types should be categorized — e.g., smartphone vs. tablet, mobile browser vs. mobile app, display vs. search ad, geographic region and specific distribution partner — to determine whether ad spend and ad copy are generating intended results.

Segment Mobile Browser Vs. App Users

Taking the mobile browser vs. mobile app user comparison a step further, it’s important to consider that each of these audiences behaves differently. For the mobile browser user crowd, take the time to assess particular click patterns within mobile search ads and whether their engagement resulted in a call or other purchase-related actions. Also track the ad pages where users tend to end their visit and assess whether users are navigating through the ad content as effectively as possible.

Do multiple users appear to defect for a specific reason? For app users — who are typically more loyal, repeat users — be sure to track which types of in-app ads receive the strongest usage traction and which information users tend to click on most often. This data can then be used to tweak ad design, content and mobile budget allocation for the most effective user experience possible — ultimately translating into more mobile-driven leads.

Monitor Call Durations And Times

Calls continue to be a critical cross-platform ad performance metric, and calls placed to mobile ads are statistically longer than those placed to traditional ads — thus illustrating a higher level of engagement. Knowing your business’ average mobile call durations will help you evaluate the number of qualified leads you’ve received when you compare your overall call durations with this baseline.

Additionally, be sure to track the times of day when you receive inbound calls, including missed calls due to busy periods or before/after-hours calls, to address staffing needs and hours of operation. Call durations vary across categories, so ask your mobile ad provider about call duration averages for your particular type of business. This will help benchmark your results and better validate qualified leads.

Mobile devices have become the “action” platform for buying decisions as consumers always have the device — or multiple mobile devices — nearby and are often on-the-go. As such, marketers looking to capitalize on this monetization opportunity must optimize all forms of their business’ mobile presence and closely monitor mobile purchase-related actions. This is key to determining which mobile devices, distribution channels, creative, and content are driving mobile traffic and where program changes may be needed or further leveraged. A mobile ad strategy that includes concrete performance metrics and intelligence on mobile response is vital to maximizing mobile lead generation.

Out with the old, in with the new. Well, kind of.

Pay per call, which allows advertisers to pay a set price for each call generated by a certain ad or campaign, isn’t new to local search, but it’s making a big comeback in 2012 thanks to the mobile revolution.

Local search is shifting from PC-based to mobile-based as consumers become increasingly reliant on their mobile devices. As the number of smartphones and tablets grows, so does the personalization and localization of search. Once consumers have a “smart” mobile device their local mobile searching expands and becomes a natural extension of everything they do.

When pay per call entered the scene in 2005 or so, there was a lot of hype (I was and still am a believer), but it didn’t take off with quite the expected gusto. However, the mobile movement has revived the approach.

Mobile: the True Pay Per Call Platform

There is an immediacy about mobile local search that drives higher call response rates. The dominant response to mobile ads is a call – not a surprise given the primary use of the device is a phone and the need for quick information on the go. Mobile consumers are ready to make a purchase, go out to eat, buy movie tickets, and act on a variety of other local purchase-driven activities.

Just as consumers are comfortable with mobile, so are advertisers. They are consumers at heart so they also always have their mobile phone at hand to help with everyday life choices.

Bottom line: the mobile pay per call learning curve is much lower than that of online pay per call and this will help expedite the mainstreaming of pay per call.

Local Search Apps

These days it is hard to disconnect mobile and local. More than 50 percent of calls placed to local search ads through Telmetrics’ call measurement network are from mobile phones. To leverage this usage and interest, local search must include a mobile component – which means providers offering advertisers mobile expertise and mobile local search options, including local search apps.

App usage is likely to grow more quickly than mobile browser-based local searches as developers enhance and add helpful local apps. Mobile consumers are very loyal to apps that are customized for their lifestyle needs, as apps present a more direct and user-friendly way to get the information they need.

5 Local Mobile Recommendations

If you haven’t yet factored mobile into your local search activities, consider implementing these local mobile recommendations.

1. Make your contact phone number easy to find and readily available within your mobile website/ads/listings without a secondary click. If not, mobile consumers will move on to the next business or ad.
2. Optimize your mobile web presence to account for smaller screens and the user’s need for instant gratification. Ensure the most relevant information is presented concisely with compelling messages that drive the user toward an easy purchase decision.
3. Offer actionable content, such as a phone number, address, hours of operation, and links to maps/directions. This type of action-oriented detail will help facilitate immediate action for consumers and measurability for you.
4. Don’t repurpose your local search strategy for mobile. For the same reasons as No. 2 – small screens and immediacy – mobile requires a targeted creative strategy with content that is concise but well defined and targeted.
5. Use mobile data to optimize your efforts. Even without pay per call (although you should also evaluate it) mobile provides instant data that marketers can use to further tailor their mobile marketing strategy and tactics for increased leads.

Summary

With ever-increasing mobile adoption among consumers and advertisers alike, advertisers and publishers have a renewed opportunity to leverage pay per call and ensure a sound local mobile strategy for attracting and retaining targeted mobile customers – who are ready to make a purchase immediately.

Mobile is playing a pivotal role in local search and advertising performance management, according to Telmetrics.

Pay per call works incredibly well on mobile due to the medium’s immediacy, driving higher response rates. The dominant mobile ad response is a call.

Read the complete article here >>

/TORONTO/ Telmetrics, the leading provider of advertising call measurement solutions, today released its local search trends forecast for 2012 with a focus on the pivotal role mobile is playing in local search and advertising performance management. High mobile adoption rates among both consumers and advertisers are transforming the industry and driving a mobile-first mentality for measurable results.

“Mobile is the true pay per call platform as there is an immediacy about mobile that drives higher response rates and the dominant mobile ad response is a call. With mobile, consumers are ready to make a purchase  right away and advertisers are seeing the valuable link between a call and a purchase,” said Bill Dinan, president, Telmetrics. “The mobile marketing performance model is more easily defined and monetized, and that will help drive more revenue for advertisers and further tailor their mobile approach.”

The Top Local Search Trends/Predictions for 2012 focus on mobile innovations, including:

1) Pay Per Call Goes Mainstream With Mobile: High mobile adoption rates for both consumers and advertisers mean there is a mutual understanding of the platform and the relevancy of calls. Unlike the drawn out learning curve that came with online advertising, this new proficient mobile knowledge base will help drive pay per call programs.

2) Mobile Propels Pay Per Action: Advertisers today realize the wealth of data available via mobile and are eager to track and pay for revenue producing actions including calls, map/directions downloads, QR code reads – any definable and concrete action that means a purchase is likely imminent.

3) In-App Call Tracking Rises: We expect consumers will continue to hone their lists of favorite apps and use them as their go-to resources for everyday planning and purchasing more so than mobile browsers. As such, advertisers will increasingly track the impact of in-app activity on call volumes and sales. This includes social apps like Facebook and Yelp.

4) Marketers and Advertisers Shift to Mobile-First Strategy: The combination of continued low advertising budgets and the tracking capabilities of mobile will mean a market shift of companies implementing a digital strategy that starts with mobile and then extends to other platforms that can supply similar metrics.

“The mainstreaming of mobile pay per call has the potential to revitalize pay per call for traditional media as well. Advertisers prefer calls and will request more call leads regardless of the media source,” added Dinan.

Telmetrics’ call measurement solutions track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America. Using call tracking to measure the ad-driven calls across all media channels offers valuable call data including the caller’s number, date, time, whether the call was answered, the number of rings, the length of the call and more. This insight reveals what type of caller activity and leads an ad program delivers and can be used to optimize the program for higher quality lead generation.

About Telmetrics, Inc.
For more than 20 years, Telmetrics has been the Call Measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and in more than 10 European countries, enable marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media.

For more information, visit www.Telmetrics.com.

# # #

Media Contact:
Meggan Manson
Young & Associates
301-371-6995
megganm@yapr.com

/TORONTO/ Telmetrics, the leading provider of advertising call measurement solutions, today announced that its patent-pending mobile call measurement solution – m.Call™ – is now available for iPhone OS (iOS). m.Call allows mobile local search publishers and application developers to capture valuable call data without traditional call tracking numbers, providing a scalable and cost-effective way to measure and monetize mobile ad performance.

“Apple iOS is a priority operating system for local search app developers, so we are excited to enable mobile call tracking on this valuable network,” said Bill Dinan, president, Telmetrics. “We’ve received a tremendous customer response since the initial launch of m.Call and are taking the solution to the next level by delivering mobile local search ad performance metrics for another leading U.S. mobile operating system[1].”

How m.Call Works

Built exclusively for mobile app publishers, m.Call provides reporting on all calls generated by mobile search ads and mobile banner ads, without the use of call tracking phone numbers. The solution is embedded within the app via a simple plug-in. Unique tracking IDs, which are linked to advertiser phone numbers or “call” buttons within each ad, seamlessly initiate calls.

“Call tracking with m.Call goes beyond measuring calls as mere clicks on a phone number to provide more robust reporting of mobile advertising leads and reveal the value of mobile as the true pay per call platform,” added Dinan.

m.Call captures the same traditional call tracking data including caller demographics, call durations and recordings. As there is no need to replace business phone numbers in ads with call tracking numbers, the process is quick, seamless and easy to manage. Plus, the solution eliminates telemarketer calls, preserving call measurement data quality.

Telmetrics’ call measurement solutions track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America. Using call tracking to measure the ad-driven calls across all media channels offers valuable call data including the caller’s number, date, time, whether the call was answered, the number of rings, the length of the call and more. This insight reveals what type of caller activity and leads an ad program delivers and can be used to optimize the program for higher quality lead generation.

m.Call was first launched for Android in September and will also be available for Windows Mobile in 2012.

/TORONTO/ With worldwide demand for advertising performance metrics increasing, Telmetrics, the leading provider of advertising call measurement solutions, today announced it is expanding globally. Telmetrics’ call measurement solutions can now help Local Search ad providers, including search engines, publishers and agencies, prove and monetize ad value across traditional, digital and mobile ad platforms in more than 10 European countries, including: Belgium, Denmark, Finland, France, Ireland, Netherlands, Spain, Sweden, Switzerland and the UK.

“There is global demand for call measurement as local search activity in Europe heats up and ad providers recognize the value of phone calls as a key performance metric. After a six-month beta and localized due diligence, we are now set up to support ad providers operating in Europe,” said Bill Dinan, president, Telmetrics. “Proving ad performance and monetizing ad results is crucial to global local search success and we are excited to expand our leading solution beyond North America.”

Telmetrics’ call measurement solutions track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America. Using call tracking numbers to measure the ad-driven calls across all media channels offers valuable call data including the caller’s number, date, time, whether the call was answered, the number of rings, the length of the call and more. This insight reveals what type of caller activity and leads an ad program delivers and can be used to optimize the program for higher quality lead generation.

Ad providers using Telmetrics’ global solution will have access to local, national and toll free numbers and Telmetrics’ quality best practices, developed from more than 20 years of experience supporting enterprise-level programs.

“With today’s fragmented media market and consumers using a variety of search platforms, devices and ad methods to find local businesses, calls are a universal performance metric. Call measurement bridges the advertising performance gaps across all media channels.” added Dinan.

About Telmetrics, Inc.

For more than 20 years, Telmetrics has been the Call Measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and in more than 10 European countries, enable marketers to evaluate consumer phone response to ads by providing valuable ad feedback and consumer call intelligence. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit www.Telmetrics.com.

# # #

Media Contact:
Meggan Manson
Young & Associates
301-371-6995
megganm@yapr.com

I wanted to take a deeper dive into mobile this month. It’s a hot topic that’s here to stay, and leading mobile ad network xAd recently shared some interesting and relevant stats. xAd’s local mobile ad network generates, on average, a click-through rate (CTR) of 5% to 8%, compared to an average general mobile network CTR of 2.9%.

Mobile advertising is for real — and a huge opportunity for local. While smartphone adoption is growing exponentially — even without an iPhone 5 yet — 70% of the mobile market today is still on a feature phone, which means mobile marketing strategies must be multi-modal.

Secondary Action Rates In Mobile Browser Vs. In-App Ads

In looking at usage of local search apps on smartphones vs. feature phone users’ local searches via a mobile browser, xAd found that engagement, and by extension attribution, can’t be measured solely by a click.

They go as far as saying that it’s a mistake to determine mobile performance on an initial click as there is so much activity beyond that point in what they call the SAR (Secondary Action Rate).

Often times in mobile — and I would argue in almost all media channels — what happens post-click is most important.

The general trend is that in-app local mobile ads have a higher CTR and lower secondary action call rate, while mobile browser-based ads have a lower CTR and higher second-action call rate.

In looking at three distinct categories — Dentists, Hotels and Pharmacies — the CTR averages 5% for a mobile browser and 9% for mobile apps. While the SAR averages 44% for mobile browsers and 85% for apps, calls make up 51% of mobile browser-based SAR and 28% of app-based SAR.

Mobile browsing is cumbersome as only 20% of businesses have a mobile landing page or mobile site, so detailed business information can be harder to find or follow. This, in part, drives mobile consumers to make calls for more info.

Also, making a call once you’ve identified a business is sometimes just a more direct way to get the information needed to make a purchase decision. This reinforces the need to track secondary action calls.

Treat Browser / App Strategy Holistically

All in all, this data is a reminder to look comprehensively at your available ad performance metrics — including all possible interactions, e.g., clicks, calls, email, driving directions and QR codes — and have a strategy for managing them.

Easy to manage dashboards that enable valuable comparisons and evaluations that don’t overcomplicate are key to understanding and managing attribution.

With 7% to 10% of all web traffic now coming from a mobile phone and, according to our internal data, more than 50% of all calls placed to local search ads coming from mobile phones, you can’t think of a mobile strategy just in terms of app or browser.

Mobile must be addressed holistically to best reach the diverse mix of feature phone and smartphone users spread across multiple operating systems and numerous devices.

Similarly, not all apps are created equal. Mobile local search app engagement is higher than engagement with mobile local sites and app performance ties back direct to products with immediate, nearby and actionable content. Make sure the apps you enable have these direct connections.

Lastly, look for a mobile ad solution that enables you to place ads across multiple applications with one buy and offers pay for performance options. Today some providers are going beyond even clicks and calls and allowing advertisers to pay for drives.

The growth of mobile advertising has been well documented. Mobile advertising has been adopted by advertisers faster than any other media thus far, and today more than 80% of SMBs plan to include mobile in their 2012 advertising budgets. Part of the reason is that SMBs and advertisers have a strong understanding of mobile – most are using a mobile device every day. In fact, the number of calls placed to local search ads from mobile phones has nearly doubled in the past year.

With all this activity (and spending) also comes a demand for new measurement tools. Local SMBs – moreso than even big advertisers – want tangible performance results that demonstrate pre-sales and sales activity.

Mobile Measurement: More Than Click-to-Call

Ad dollars are precious and must show ROI. Whether it’s in the form of phone calls, direction downloads, QR codes or map views, SMBs want confirmation that their mobile ad dollars are driving leads. Click-to-call used to mean initiating a call through a PC, but it has evolved into initiating a call on your mobile device or tablet.

And while tracking these click-to-call events lets an advertiser know that a consumerclicked, there is no confirmation that the consumer was connected to the advertiser. Mobile call tracking lets them know that the call went through and also indicates the quality of the lead. The difference may seem minor, but consider what it means in a pay per call ad model.

The average time from a PC-initiated search to purchase is 30 days while
the average time from a mobile-initiated search to purchase is one hour.

Let’s say a consumer is in a spotty cellular service area and makes three attempts to call a business before connecting. In measuring click-to-call, this would count as three leads. In true mobile call tracking, this would be counted as one lead as that is how many times the call connected. From an advertiser perspective this represents a huge difference in fees and results.

Mobile call tracking has evolved into the ability to track calls with all of the traditional call tracking benefits indicating if the call connected, how long the call lasted, whether it was a repeat caller, the demographic profile of the caller and more. There are even developments enabling these benefits without traditional call tracking numbers, yet still tracking the calls not just clicks.

Optimize: Using Mobile Call Detail to Your Advantage

When the consumer is on a mobile device, it changes the traditional ad performance model. Consumers calling from their mobile phones are staying on the phone with businesses longer – more than three minutes per call – and longer call durations indicate a greater propensity to buy/convert. Plus, mobile consumers are closer to the point of purchase so they can command a higher monetization value.

One recent study says that the average time from a PC-initiated search to purchase is 30 days while the average time from a mobile-initiated search to purchase is one hour. That is the beauty of mobile ads and why it is a must-do part of any local media strategy – and one that needs to be accurately measured and monetized.

Detailed mobile call data is crucial to validating mobile ad performance and allowing mobile local search providers and app developers to monetize the medium and grow. Knowing the details of who is calling, how long they are on the phone, whether they are likely to convert, and how they arrived at the business are crucial data points for optimizing mobile ad programs for increased lead quality.

Talk about summer being over. September’s conference season has kicked into high gear. At SMX East last week, I discussed mobile search ads on a panel alongside thought leaders from Microsoft, Google and xAD. This week I flew west for a keynote on performance media at BIA/Kelsey’s DMS show in Denver.

While SMX East is targeted to search marketers and DMS is targeted to publishers reaching SMBs, there were common themes as SMBs are embracing mobile at a breakneck pace.

Mobile marketing is no longer a nice to have – it is essential. And attribution is key to furthering the model.

In local search, calls remain a key currency for SMBs and calls are the “it” mobile metric. While pay-per-performance in traditional media helped provide visibility into how ads were performing, pay per performance in mobile is more about monetization. And SMBs are willing to pay because they are getting results.

As consumers themselves, SMBs have a greater understanding of mobile. However, they are still demanding tangible performance results, including calls, clicks, QR codes, maps and directions, coupon redemptions and more. These are all actions that demonstrate the consumer has moved further along in the purchase cycle.

Here are four things you should know about getting the most out of mobile attribution for SMBs:

Keep It Simple For SMBs

SMBs want measureable results and assurance that they can attribute leads to the correct media and campaign.

While publishers and agencies analyze a ton of performance data points internally to help optimize media programs, SMBs really just want bottom line metrics that go beyond clicks alone.

One plus is that SMBs have a greater baseline understanding of mobile than they did with the early days of Internet advertising, so there is a shorter learning curve to decipher the difference between of click-to-call events vs. rich demographic information of mobile callers.

Dashboards for SMBs should include cross channel insights, as to how media programs feed off each other, but these numbers should be easily understood.

Rise Of QR Codes

QR codes are growing at rapid fire, and are a valuable new way to measure consumer actions. Whether on a storefront or in a magazine, the two dimensional and now iconic 1X1 inch squares meld mobile attribution with other media tracking and are the next wave in performance based measurement.

With Google pushing QR codes as well as consumer brands such as eBay, Office Depot, Bed Bath & Beyond and others utilizing the tool, local search advertisers and SMBs also have a greater familiarity with it.

The growth in mobile has enabled a universal interest and understanding of what you can do with QR codes. The formerly futuristic notion of using your phone to scan items for more information is here today.

Mobile Consumer Experience Enhancements

We have seen extended call lengths in mobile that can be attributed to two primary factors.

First, mobile consumers translate into stronger leads as they are typically further along in the purchase cycle and therefore investing more time when reaching out to a business. But there is also a case to be made for improving the mobile consumer experience — there is very limited space for content so it must be fully optimized.

One thing Microsoft is doing with Bing to improve local business listings and the mobile experience is adding Facebook ‘likes’ to their search results.

The Facebook thumbs-up icon is easily understood and takes up little space. Plus, consumers can see what SMBs their friends already like and support, thereby increasing the value of the result because someone you know is endorsing it. (Note to SMBs: Don’t forget about social.)

Non-Traditional Categories Get In On Mobile

Sure, restaurants, stores and a whole host of usual suspect categories will utilize mobile local, but what about the SMB categories for which mobile opportunities may make local search more relevant?

Think gas stations, parking lots and car drop-offs, for example.

These are small businesses that consumers may not research in advance but need on the go. When stuck in traffic or on a road trip, looking up the closest gas station with the highest rated restroom facilities or fresh coffee is highly relevant. I expect we’ll see more mobile performance measurement in categories that otherwise wouldn’t be engaged in local search media channels.

Mobile marketing offers a wealth of opportunities for SMBs, but understanding and using the latest mobile offerings as well as employing sound attribution models is necessary for optimizing existing ad programs and truly monetizing leads.