Telemarketing Software Featured Article

Bringing Digital Marketing Capability to the Telephone

July 15, 2015
By Tracey E. Schelmetic - Telemarketing Software Contributor

Both telemarketing and online advertising remain powerful components of the average sales organization’s repertoire today, but oftentimes, the two operate as separate, parallel programs. While most companies have the ability to keep track of where their Web sites visits are coming from – which ads or sites visitors are clicking over from – most companies use their telephone marketing programs like it’s 1999. But it’s critical today to know where these inbound calls are coming from. Referrals? The website? An e-mail marketing program? Brochures or cards passed out at trade shows?

The telephone is still one of the most important vehicles for business-to-business trade. Smart companies still use outbound telemarketing – within regulations – and many potential customers, when they want to engage, simply pick up the phone. But it’s not unreasonable to be able to link telephone activity to the kind of intelligence that Web-based marketing can yield, according to Telmetrics’ CJ Arseneau writing for Marketing Land. Call it digital marketing optimization for the telephone.

“Being able to link inbound calls to paid search or other performance marketing ad buys helps reveal a more holistic view of online-offline lead generation results,” wrote Arseneau. “Google (News - Alert) has long recognized the offline influence of calls in its AdWords programs and allows marketers to auto-optimize by these conversions — whether they’re coming from ads or websites. Calls are so central to some marketers that Google even introduced “call only” ads for mobile devices earlier this year. Marketers who evaluate offline call activity alongside click results have a much more complete picture of overall online campaign performance.”

While analysts 20 years ago might have predicted the decline of telephone-based business-to-business interaction, it’s probable that they didn’t foresee the proliferation of smart devices which are, above all, telephones. According to research from Telmetrics, mobile calls now constituting up to 60 percent of calls to businesses today. Smart phones can yield a lot more data than land lines, and companies should use it when putting together digital telephone marketing programs.

To make the most out of inbound call intelligence, Arseneau recommends starting with macro call data and winnowing down to micro data when you get more comfortable with the process; setting a realistic evaluation schedule for call evaluation; leveraging DNI (dynamic number insertion), which replaces phone numbers with call tracking numbers on a Web site or landing page based on how the visitor arrived; ensuring that call quality is measured along with call volume; and finally, taking action based on the data you uncover.

By including call-click evaluation in your marketing program, you can apply the same helpful analysis to your telephone calls that you currently do to your online vehicles. The telephone isn’t going anywhere anytime soon, and the insights you uncover about how and why your customers are calling you might surprise you. 

Edited by Rory J. Thompson