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How click-to-call is pushing brand messages in mobile
As brands become more at ease with online ad options, some traditionally offline engagements are making it online - including the resurgence of click to call advertising. Many still see the phone as a very high-value channel for engaging customers, in particular for closing high-value transactions typical in many segments.
Kristina: Click to call has been around for a while now, but with more people adopting smartphones and tablets with calling options, it seems to be gaining favor again. What does click to call offer businesses?
Jason Sommerset, Director of Product Development, Bandwidth: Click-to-call or pay-per-call performance advertising offers businesses familiar ROI models they get on the Internet, combined with the familiarity of engaging customers over the phone. This has been very powerful for businesses. They can run their ad campaign online, and have the reach and power of Internet ad targeting while retaining the power of a phone call to close the transaction, schedule the appointment or upsell their customers. Additionally, advertisers can measure pay-per-call to align performance with advertising budgets, similar to how they would measure an eCommerce campaign. Lastly, the call itself provides advertisers with tremendously rich data - call duration, call recording, geographic targeting - that has previously been unavailable.
Kristina: For local businesses, especially, how important is a click to call option?
Jason: Click-to-call is critical for local businesses, as well as large national retail advertisers. It gives consumers the chance to call businesses precisely at the time they are making a purchase decision. If that business is working with an ad network provider that uses the Bandwidth Application Platform, they have the opportunity to populate trackable numbers from their local calling area across all advertising channels - online, broadcast and print. Local businesses and advertisers obtain valuable data on how well all aspects of their advertising programs are performing.
More from Jason and Bandwidth on Friday, including how businesses can use click to call as a measurement tool.
Image via Shutterstock
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