Mobile marketing is my favorite subject to research and learn about.
When banner ads started popping up on “free” apps, at first I was really annoyed. Then I started to actually pay attention to what they were offering. I mean, seriously, who wouldn’t want to stop french fry theft? These things are great!
Gartner says that over 2.5 billion smartphones were sold in the last two years and estimates that mobile marketing will drive 160 billion calls to U.S. businesses by 2019. There’s really no better way to reach new customers.
So where does call tracking fit into the mobile marketing picture?
Call tracking companies like Convirza can track and tie in the complete customer journey from website clicks to phones calls, tell you what happened on the phone call with Conversation Analytics and trigger marketing automation activities from the call data.
“The mobile device becomes an opportunity to get more data, not to throw more marketing messages at them,” said Brigitte Majewski, vice president and research director at Forrester. “But to offer true utility, hopefully get data in a safe and private manner that you then use to inform your broader marketing plan.”
Mobile is a data treasure trove, not just another touchpoint. Capturing rich customer data, knowing the complete customer experience from website clicks to agent phone call interaction, is essential in designing and implementing the most effective marketing campaigns.
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