Dive Brief:
- Phone calls are still a very viable marketing and sales channel, and call-click technology allows marketers to combine that traditional channel with digital marketing.
- Adding a call option to digital marketing has become even more important with the growth of mobile marketing where the audience has a calling device right in their hand when viewing the message or ad.
- Being able to track campaigns from digital channels through to more traditional channels, such as phone calls, gives marketers even more valuable insight into their audience.
Dive Insight:
Mobile marketing and advertising is a rapidly growing channel, and is a major piece of multi-platform marketing. One of those platforms that is becoming more important is also a very traditional marketing channel – the telephone. Given that most mobile marketing reaches an audience actually holding a device that allows them to make phone calls, adding a way to integrate a trackable phone number into a campaign really allows marketers to dive into the offline and online pieces of a campaign to more accurately track those results metrics. Marketers should also take into consideration that mobile is now taking up 60% of calls to businesses according to Telmetrics.
Recognizing this, Google offers click-call options with AdWords campaigns, and even has “call only” ads for mobile devices that launched earlier in 2015.