Beyond Call Tracking: Call Marketing Automation Delivers the ROI
U.S. businesses spend more than $300 billion on advertising each year, but only about 15% of that is spent on online advertising. The other quarter trillion dollars is spent each year not to drive a click but to drive a store visit or a phone call – tens of billions of phone calls each year from U.S. consumers to businesses. And that number is growing by billions of calls each year due to the growth of mobile search and the ubiquity of mobile phones, which results in consumers being connected wherever they are. These developments have increased the importance of call marketing for advertisers. So, for businesses that talk to their customers on the phone, call tracking is now an essential capability. It allows marketers to properly attribute calls and marketing campaigns to a lead source, providing essential business intelligence.
Call tracking is a technology that is decades old, and it has long been a key component of campaigns involving call centers. Businesses want those calls because they convert into customers at a much higher rate than Internet clicks and also at a higher average order value. But they only want high-quality calls because it costs them several dollars each time they answer the phone. So, for businesses that are looking to fully capitalize on the value of call marketing campaigns, lead attribution is merely a starting point. Call marketing automation is the key to truly unlocking the value of a call marketing campaign.
There is some confusion about what constitutes call marketing automation in the industry, with some initially believing that call tracking and call marketing automation are one and the same. However, call marketing automation is a much more comprehensive approach, of which call tracking is just a single component. The right call marketing automation solution delivers complete campaign management, clear attribution and practical analytics in one end-to-end solution and makes it easy to seamlessly integrate with the solutions marketers already use.
With call marketing automation, many more elements are involved, including quality filtering and routing calls with IVR technology. This enables businesses to ensure that only qualified leads reach call centers and are routed locally, allowing marketers to successfully manage resources and maximize ROI.
Many companies include call filtering and routing processes in their phone marketing campaigns, but most have not yet integrated these processes into their call tracking systems, which ideally include detailed analytics that support lead scoring and campaign optimization. Those who track, analyze and optimize calls are ahead of the game, but there is an even better way to extract the most value from the campaign through call marketing automation. The next step for the savvy marketer is to generate more of the most valuable calls through syndication.
With syndication, marketers can establish complementary partnerships and increase distribution, using a syndication provider’s technology to bundle and distribute offers with their existing platform. With the right provider, this process doesn’t require IT support (and the budget hit that entails). Marketing operations can easily and quickly accomplish syndication using intuitive tools.
The right syndication partner allows marketers to move beyond call tracking and effectively manage operations on a single, easy-to-use platform, growing their business through call marketing automation. A comprehensive solution should include the following elements:
- Pay-per-call campaign creation and management.
- Comprehensive call tracking, including keyword, traffic source and other metrics.
- Click-to-call capabilities.
- Call analytics and real-time reporting.
- True comprehensive ROI optimization.
- Search keyword call services.
This type of solution can be efficiently delivered via cloud technology, enabling the marketer to maintain complete control of the campaign at their fingertips, in real time. It includes call tracking, but that is just one of several elements, including quality filtering and routing, detailed analytics and, most importantly, distribution syndication to generate more valuable calls.
In today’s competitive environment, marketers must find new ways to improve ROI and drive qualified leads to their business. A call marketing automation strategy can be the ideal approach. Marketers who value phone calls and want to grow their business should move beyond call tracking and generate the maximum return on their call marketing investment with call marketing automation.
No comments yet
Leave a Comment
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet
- Survey: Effective Content Marketing Requires 10 or More Posts a Day
- Sharpen Your Marketing Strategy with Accountable Media
- Female Game Players are Stealing TV Advertising Budgets
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- Rakuten MediaForge Chooses LiveRamp To Bridge Gap Between Customer Databases and Online Marketing for Brands December 12th 2013 SALT LAKE CITY, December 12, 2013 (ADOTAS) — Online marketers [...] more »
- VisualDNA Integrates with Adap.tv, Advertising.com, DataXu, Krux & Rocket Fuel December 12th 2013 LONDON, December 12, 2013 (ADOTAS) – Audience insights company VisualDNA [...] more »
- Simpli.fi Closes $16MM Round of Series B Funding December 12th 2013 FORT WORTH, TX., December 12, 2013 (ADOTAS) – Simpli.fi, an [...] more »
- MyCityWay Partners with USA TODAY to Launch Vegas-Themed App December 12th 2013 NEW YORK and MCLEAN, VA., December 12, 2013 (ADOTAS) – [...] more »
- Study: Dispop Trumps Google Display Advertising in Side-By-Side Comparison December 11th 2013 ADOTAS – Lest we forget, Google is an advertising company [...] more »
- Rubicon Project Strengthens Senior Leadership Team With Strategic New Hires December 11th 2013 LOS ANGELES, December 11, 2013 (ADOTAS) – Rubicon Project (www.rubiconproject.com), [...] more »
- UPDATED: Is Ex-PayPal SVP The Person Leaving Ginormous ‘Tips for Jesus’? December 11th 2013 ADOTAS — A New York waiter claims that Jack Selby, [...] more »
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand December 12th 2013
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet December 11th 2013
- Survey: Effective Content Marketing Requires 10 or More Posts a Day December 10th 2013
- Sharpen Your Marketing Strategy with Accountable Media December 10th 2013
- Female Game Players are Stealing TV Advertising Budgets December 10th 2013
- Digital Media Specialist - Video
- Mgr Channel Planning (Social Media)
- SEO/SEM Analyst
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Why Social Media Will Live Past their “Expiry Dates”: [...] in social media stock prices. In May 2012, Facebook reported a $35 billion loss
- Chris Zaharias: Very interesting data. All respect due to Google for having built and scaled tools for
- Dick Bennett CEO: Richard, I (and my company)have been on this scene for years. We performed the initial
- CimatronE 11 Provides Italian Manufacturer With Major Gun Drilling Efficiencies | contractor-software.us: [...] SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet Click fraud, pixel-jacking and