In an advertising landscape where the cost effectiveness of search marketing is being challenged by ever increasing bid prices, and phone calls are emerging as an efficient and potent method of performance-based advertising, this white paper focuses on the following three reasons why call tracking and analytics is such an essential component of a digital marketer’s toolkit:
Without call tracking and analytics, it is impossible to manage search bids accurately.
Call tracking and analytics transforms an advertiser’s efforts to boost conversion rates.
Call tracking and analytics is cost effective and easy to implement.
THE Re-Evolution Of The Phone Call:
Three Reasons Why Call
Tracking Matters to Online
Advertisers and Digital Agencies
www.marchex.comprelude:
I talked about tracking calls and analytics. advertisers that moved to online only support, once thought of as revolutionary, have found repeat business and customer Interestingly, the majority of questions that followed the panel loyalty declining because of the missing human element. In discussion were directed to me. Like most people, the panel the current state of the economy, conversions and customer attendees were largely unfamiliar with call tracking and were loyalty are more important now than ever before. intrigued by the powerful simplicity of the concept. The more we talked, the more interested they became in the use of call These industry shifts and economic factors are bringing us tracking and analytics solutions to drive ROI. back to the phone call. In general, advertisers are unfamiliar with the importance of Phone calls, once seen as relatively cumbersome, despite using call tracking and analytics across their digital marketing their high conversion rate, are becoming much more efficient campaigns. All advertisers understand that search advertising due to new and emerging digital media. The ubiquity of feature Leigh McMillan, drives online click conversions. But many advertisers don't phones is transforming digital marketing in two important SVP & GM, Call Analytics have insights into how these clicks may actually turn into ways. First, many advertisers are quickly discovering that valuable phone calls and direct customer connections. the inclusion of a phone number in their online ad copy is creating a lift, sometimes a very significant lift, in their search It is easy to use tracking software to measure the number campaigns. Second, mobile advertising is creating new ways of online conversions resulting from a search campaign. to drive qualified phone calls from consumers, increasing In this increasingly digital world, call tracking may not be Conversions are typically measured as a click, download, form the focus on calls as a main objective. All of a sudden, it's not the most radical concept. However, a recent experience at a submission or sale. In many cases, however, the conversion is just about getting your ad in front of the right customer at the actually a call, which is usually a measurement that is tracked right place and at the right time. It's about getting your phone trade show reminded me that the financial returns it unlocks offline, if at all. Calls are not included in online media conversion number in front of the right customer, at the right place and reports. However, there is an easy way for advertisers to track at the right time. have a timeless allure that is important to almost anyone calls resulting from their digital advertising campaigns. In the early days of digital marketing, focus on online responsible for generating revenue. At the conference, This is the power of call tracking and analytics solutions. conversions put tracking technologies like Atlas andDoubleClick at the center of the storm. Today, a new push I was participating on a panel called, "Measuring More Than As an industry, digital marketers are laser focused on online toward digitally-driven calls is doing the same thing for call conversions and have been slow to adopt call tracking as tracking and analytics providers. Every advertiser needs Conversion When Evaluating Search ROI." My colleagues a critical component of campaign management. The first to be intimately aware of this paradigm shift and take the were covering complex topics, such as: conversion advertisers to buy digital media saw the Internet as an re-evolution of the phone call very seriously. This paper opportunity to reach a new audience with online storefronts identifies three reasons why call tracking and analytics attribution, the accuracy of cookie-based technologies, and that were experientially rich, but involved no human contact. At matters right now. They are:the time, the belief was that online commerce would eliminate the use of store locators in driving offline sales. the need for costly call and customer support centers; thereby, Reason 1: Without ... [download for more]
