The phone is the red-headed stepchild of marketing.
Once it was king of marketing, cock of the walk, grand potentate of advertising, but then Al Gore invented the internet and everything changed. The phone no longer meant as much. It was set aside in favor of online shopping carts, conversion rates, and landing pages. It was trodden under foot, maligned and even forgotten.
Well, the phone is back baby!
The phone is making a resurgence. Marketers are purchasing call tracking at staggering rates. They’re using it to help them make online and offline marketing decisions. They’re using call tracking to measure ROI, determine future ad spend and even automate marketing.
Calls matter again. So does call tracking.
But why? Why do calls matter again? And why does call tracking matter again?
Well, in case you’ve been in North Korea for the last few years, most people have smartphones now. On these smartphones people search Google. Google produces results that have tap-able phone numbers on them. Then if you tap that phone number, you can call the business.
Google says that mobile search will surpass desktop search by the end of 2013. Think about that! More people will conduct searches on their smartphones than on desktops or laptops by the end of 2013!
Why does this matter to phone calls? Well, sources ranging from Google to Nielsen to xAd all agree that the most common action after a mobile search is a phone call. Mobile searchers love to call local businesses.
Thus, an increase in mobile search = an increase in phone calls = an increase in call tracking.
Mobile search aside, people call businesse more than they used to. BIA/Kelsey says that by the end of 2013 the number of phone calls the average business receives every day will more than double.
Businesses are going to get more calls. Period.
It used to be that a call tracking system sat alone in the corner of your marketing toolbox. It didn’t interact with other tools. Those days are over.
Call tracking solutions like Convirza can interact with CRM tools, marketing automation platforms, text message marketing platforms, email marketing tools, and even telephony product. Call tracking can trigger actions, automate marketing and even score leads. Call tracking is an integrated part of your marketing solution.
It matters more than ever.