Marchex expands offices to Sydney to extend mobile analytics reach

New country manager says Australia is at a tipping point for mobile marketing as the primary engagement mechanism

Australia is fast approaching the tipping point where mobile is acknowledged as the primary device to reach and engage consumers on, Marchex’s new country manager claims.

The mobile advertising analytics company opened an office in Sydney this month to expand its technology facilities support growing demand for the company’s Marchex Call Analytics platform.

Overseeing the new A/NZ office is digital marketing veteran, Daniel Benton. He has more than 12 years of enterprise-class digital marketing experience leading business development, search and client services teams at some of Australia’s leading independent digital agencies in Australia, including Salmat Digital, The Found Agency and Returnity.

Benton said Marchex’s regional expansion in Australia and New Zealand is in recognition that Australians have a significant and enduring love affair with mobile devices.

“This love affair is why mobile traffic volumes for search, social, display, email and video continue to see double digit growth both quarter on quarter and year on year in Australia," he claimed. “I think we’re fast approaching the tipping point where mobile is acknowledged as being the primary device to reach and engage Australian users on.”

Marchex’s Call Analytics platform aims to give enterprise marketers full visibility into mobile’s influence on offline transactions. Marchex Call Analytics brings channel-specific solutions such as Marchex Call Analytics for Search which provides real-time attribution for phone calls from mobile search. In addition, phone calls are analysed by Marchex Call DNA, to visually map, classify and score every phone call automatically.

This year, the vendor added customers in the automotive, home services, publishing and retail industries.

Kristy Fenton, chief product officer at digital marketing and advertising company, Spotzer, said the business recently integrated with Marchex to help marketers increasingly focused on the mobile consumer’s path to purchase.

“Our integration with Marchex provides visibility into the growing volume of click-to-call activity from mobile consumers,” she said.

According to Benton, Marchex Call Analytics solves one of the most pressing issues facing marketers today - how to accurately attribute and optimise their growing mobile marketing investment.

“The insights and rich call analytics provided from Marchex can help to both drive media efficiency and performance uplifts along with driving customer experience improvements,” he claimed. “I believe in a lot of verticals and the natural primary conversion outcome from mobile is to deliver an inbound call. I also think inbound calls are sometimes undervalued as a conversion event.”

Benton suggested organisations should ideally be using technology to track and attribute calls from their media investments.

“They should then be ingesting this data back into their respective marketing platforms to iteratively optimise and improve their campaigns,” he said. “Additionally, I think brands should be leveraging technology to actively measure and manage the customer experience of inbound callers at scale to try and remove friction in the path to purchase.

“Improving the efficiency of both the media side of the equation and the customer experience side can deliver significant financial benefits to organisations. Essentially, these are the types of benefits we’re looking to help our clients realise in the Australian market.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in