“Click-to-call is literally the connection between the mobile consumer and American businesses for billions of purchases each year.”
–Michael Boland, Chief Analyst at BIA/Kelsey
Click-to-call used to be Click-to-get-the-number-to-dial-on-your-phone-to-call. This was more difficult to attribute to an ad source. You spent your money on the click but couldn’t attribute the source or repeat the success. Today, mobile callers will make 93 billion consumer-to-business phone calls from smartphones, and this will grow to 162 billion by 2019 according to BIA/Kelsey.
Click-to-Call needs to be tracked to the source, the session base, the keyword, the conversation from the call and the details from the caller. You can learn all that from their mobile device.
I founded Convirza 15 years ago, just before 9/11. We had mobile phones but they weren’t smart back then. In fact, when I pitched my business plan to investors and banks, the key concern was that businesses weren’t going to do business with phones in the future.
You may have forgotten that bleak sentiment existed in the early 2000s, but it did. The internet was the rage and the internet was on the PC. Consumers and businesses were envisioning a world where commerce was done online and phone calls would become insignificant.
We now know that mobile phones changed all that as they became internet capable.
I was still finishing my undergraduate degree while watching a Val Kilmer movie, The Saint, in 1996. I longed for the horizontal flip phone his character, Simon Templar, used to transfer millions of dollars from one bank to another. I went to my local mobile provider and asked about how to get such a phone and of course it was all fiction. The actual Nokia phone could receive faxes. Faxes, LOL!
Today the mobile phone capable of transferring millions is not fiction, though you probably won’t be transferring seven figure amounts on your phone any time soon. Instead of the volume of calls declining to businesses, as I was warned of during my investor pitches in 2001, mobile calls have skyrocketed and will continue to grow in the 100s of billions. Billions with a “B”. You are getting more calls to your business. The beauty of this for business is that the search is happening on their phone and when they find the business they are searching for, they press a button and call them. Calls to businesses are on the rise in a huge way!