BizReport

RSS feed Get our RSS feed

News by Topic


BizReport : Social Marketing : March 12, 2014


Twitter testing click-to-call

Is Twitter an environment in which consumers will use a click-to-call button? The developers certainly think so and the feature is set to be launched soon.

by Helen Leggatt

Click-to-call functionality in mobile search makes sense. Consumers are searching for a product or company and providing immediate access via mobile to make telephone contact sits well in that context.

But click-to-call on Twitter? It remains to be seen how many consumers take up the opportunity. Perhaps those who use the micro-blogging platform for customer service will have a need, but Twitter is essentially a social platform.

Nevertheless, a spokesman for Twitter has announced that a click-to-call button is currently being tested with a variety of brands. The aim is to increase users' engagement with advertisers on the platform.

"We've always been strong in terms of upper-funnel, brand-oriented goals; engagement, awareness and capturing events and moments," Richard Alfonsi, Twitter's vp of global online sales told Digiday. "Direct response is thinking about the lower-funnel conversion-oriented goals."

Research in the UK commissioned by Google and conducted by Ipsos found that 42% of consumers had used Google's click-to-call from mobile search. According to Ian Carrington, director of performance solutions and innovation at Google, there is an obvious demand for the service with a whopping 40 million calls generated globally by the option each month.

But is this a demand that can be transferred to Twitter? That remains to be seen.

Image via Shutterstock

Tags: direct response, social media, Twitter










Subscribe to BizReport




http://www.bizreport.com/2014/03/twitter-testing-click-to-call.html

 

 

Copyright © 1999-2014 BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.