Mobile internet traffic now surpasses desktop traffic with smartphone users accounting for
a third of the global population. Digital marketers have been quick to invest both money and time into mobile advertising and content. Consumers now expect 24/7 accessibility at their fingertips. Whilst demands are still met online, offering a multi-channel approach to customer services is increasingly important for brands.
The Chief marketing officer of the global one to one marketing specialist company Clickso explains how implementing Click2call into the mix could help to improve customer satisfaction and increase sales.
One of the hottest growth areas in the digital marketing industry is mobile ad space. In an increasingly 24/7 world, consumers, who are making 3 out of 5 online searches on their mobile device, want something now and these searches are made with high, often local intent. Mobile devices have an ‘always on’ nature and act as a gateway to voice communications. The successful brands are those who are adopting ad formats to leverage these qualities.
By implementing click to call, businesses can incorporate a telephone number into a mobile ad. It will enable consumers who wish to dial a business directly from a mobile search to do so. It may seem like stating the obvious but some advertisers do sometimes overlook the fact that smartphones make and receive calls.
Click to call how it works: –
Step 1 – The Ad -User searches for a key term on their smartphone – a search ad with a click to call button appears in the search, to direct a call from the user straight to the advertised brand. Alternative, a search ad directs the user to an optimised landing page, featuring a click to call button
Step 2 – the call – by pressing the click to call button on either the search ad or optimised lading page the user is automatically connected to the brands designated call centre team. This is the call handlers’ opportunity to convert the call to a sale.
Step 3 – the results – by generating traffic and converting the traffic into calls, click to call is suitable for businesses of all sizes, easily measurable and effective a clear sales driver. Over 40 million calls are directed through google worldwide each month, plus research shows that 94% have called a company they were searching for via mobile
Mobile internet traffic now surpasses desktop traffic with smartphone users accounting for a third of the global population. Digital marketers have been quick to invest both money and time into mobile advertising and content. Research shows that an amazing 94% of UK customers felt the need to call a company they were searching for via mobile. Failing to offer a click to call function could see some brands losing out. With 40 million calls directed through google ads each month worldwide a click to call tool allows both consumers and brands the ability to bridge the online-offline gap.
Google has reported that ‘36% of searchers would be more likely to ‘explore other brands’ when C2C isn’t available; 32% would ‘feel frustrated or annoyed’ and 30% would be ‘disappointed in the brand.’
Many companies are still neglecting to add phone numbers to their mobile ads even though, with the average click to call conversation lasting 6 minutes, the opportunity for brands to engage directly with customers is obvious.
According to the 2016 BIA/Kelsey Industry Watch report – ‘the combination of smartphone penetration, high commercial intent, and the natural transition between mobile engagement and phone calls will result in the number of mobile calls being made to businesses skyrocketing to 169 billion by 2020.’