The phone hasn’t died, it’s the missing link in personalization

December 15, 2017 | Marija Sekularac

The most popular trend at the moment in marketing is personalization. This tactic enhances the customer experience by delivering relevant content when it is most desired by consumers. It can also help close the gaps that exist in your marketing scheme. For digital marketers in the 21st century, the biggest problem many face is connecting the dots between offline interactions and online conversions.

Arguably the biggest channel overlooked by businesses in various industries is the telephone. Whether landline or mobile, businesses have overlooked calls from customers in favor of online purchases, lead forms, and other solely digital interactions. However, ignoring the phone can result in lackluster personalization that actually hampers your digital marketing efforts. Rather than continuing to ignore the phone, learn to embrace it as a part of your personalization efforts for target consumers.

Consumers are Still Calling

It’s hard to imagine why businesses have abandoned the telephone in modern marketing. BIA/Kelsey reported by 2019 consumers would place 162 billion calls to business from smartphones. Mobile advertising has taken off, and the vast majority of consumers are now interacting with brands through a mobile device. While smartphones are often first thought of as Internet-enabled devices, they are still at their core devices used to make a direct connection. Think with Google states that “70% of mobile searchers have used click to call to connect with a business directly from the search engine results page.

Closing the Offline-Online Gap

Click-to-call technology is the key to helping businesses close the gap between the offline behaviors of customers and their online conversions. Forrester reports, “ads that prompt customers to initiate a phone call see higher engagement“, making calls more valuable than clicks. An individual that places a call or uses the click-to-call feature is in the mood to purchase, and “those who initiate an inbound call spend an average of 28% more.” Phone calls help connect that online or offline behavior with an action. Miles of distance or pages of web content can’t keep your sales team separated from a customers that opts to call with questions, to set an appointment, or complete a purchase.

Enhance Personalization with Data

Phone calls are critical to modern digital marketing because, like other online behavior, phone calls deliver a treasure trove of data. Marketers rely on analytics to make data-driven decisions to current marketing campaigns and to learn how to optimize future rollouts. Phone calls deliver a variety of useful analytics that can help you target your customers better in the future. Examples include:

  • Geographic data: Where are the majority of your calls originating from? Are these consumers delivering higher conversion rates?
  • Timing of calls: Is there a particular time of day that your ads generate more calls compared to other blocks of time?
  • Duration of calls: How much time do you really need on the phone to convert customers?
  • Conversion data: Which channel, campaign and/or ad drove the consumer to call?
  • Customer journey: At which stage of the journey did the consumer call?
  • Caller History: How many times have they called you before and was it a good call?
  • Capitalize with Expert Call Tracking Software

The phone is far from a dead medium. Businesses ranging from insurance firms to travel agents, hospitality companies, and even retail rely on phone calls to drive conversions and generate revenue. Our call tracking capabilities can help you analyze the data in each call so you better understand how your ads are resonating with consumers, what is making them pick up the phone to call, and how you can tweak your campaigns to continue driving more calls in the future. This might be the digital age, but the telephone still has a vital role to play in marketing. Discover how the missing link can help your business by contacting us today or creating your free account here!