Mobile Marketing and the Role of Call Analytics
If you aren't measuring the calls generated from mobile advertising, you could be missing out on nearly 50 percent of mobile conversions, according to a new report from DialogTech.
The data from the call analytics and automation provider suggests that a failure to have call attribution in place could result in inaccurate ROI data and the ability to optimize market spend. Essentially, this "ROI blind spot" prevents marketers from being able to measure what's really working.
More than 75 billion calls were driven from mobile channels (search, display, social media and landing pages) in the U.S. in 2014, and the volume is expected to more than double to 162 billion by 2019, according to BIA/Kelsey. Call attribution will prove critical to delivering ROI in the mobile space, and further, driving future investment optimizations.
"Today's mobile-first world has fundamentally shifted the way consumers interact with marketing and engage with businesses," said Steve Griffiths, SVP of marketing, strategy & analytics at DialogTech. "As marketers shift greater percentages of their budgets to mobile channels, getting closed-loop attribution for both digital conversions and phone calls is critical. Our latest research illustrates marketers who analyze and understand the impact of phone calls in the mobile path to purchase have a significant advantage in developing impactful programs and accelerating customer acquisition."