Magazine article CRM Magazine

Stimulate Lead Volume by at Least 10 Percent with Click-to-Call: Mobile Search Advertising with Click-to-Call Is Key for Digital Marketing

Magazine article CRM Magazine

Stimulate Lead Volume by at Least 10 Percent with Click-to-Call: Mobile Search Advertising with Click-to-Call Is Key for Digital Marketing

Article excerpt

Nearly two thirds of all Americans now own smartphones, and for the first time last year, the number of searches conducted on mobile devices overtook desktop searches. In light of those facts, businesses that don't incorporate click-to-call capabilities into their search advertising could be missing out on a lot of untapped revenue potential, Forrester Research concluded in a recent report.

In the research report, "Capture Customers with Click-to-Call," Forrester analysts concluded that businesses with click-to-call ads can expect at least a 10 percent increase in lead volume.

Invoca, a provider of call tracking and analytics, says the percentage can be even higher, citing some customers that have seen as much as a 56 percent increase in call volume over a six-month period.

Using Google Mobile Search Ads that incorporated click-to-call and location extensions, Starwood Hotels & Resorts, for example, was able to increase its mobile bookings and mobile-paid-search return on investment by 20 percent and its mobile site traffic by 200 percent.

Starwood isn't alone. According to Forrester's data, mobile searches generated 30 billion calls to businesses globally in 2013 alone, and those numbers are expected to continue to grow every year through at least 2018, when analysts predict 73 billion calls to originate from mobile searches.

Beyond that, mobile search advertising and click-to-call is still very new and not widely adopted yet, so businesses that implement it have a real opportunity to differentiate themselves, according to Collin Colbert, a Forrester researcher and author of the report.

"It's a really good way to attract customers," he says.

As an added benefit, Colbert notes that with new call tracking tools from Invoca, Marchex, and DialogTech--which he identified as the leading vendors in the market--companies can gain insight into caller motivation, sentiment, and call outcomes to help shape future marketing, product, and pricing decisions. They can also see when people call, what keywords generated the most calls, and even the types of devices and platforms callers are using. This is information that can help other marketing channels as well, according to Colbert. …

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