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BizReport : Advertising archives : May 06, 2015

Study: Calls more valuable to brands than clicks

No one will deny the importance of consumer clicks, but one new report finds there is more value to customers calling local businesses than simply clicking on online or mobile ads. According to Invoca more than half (54%) of calls to businesses are the result of mobile ads; nearly two-thirds of mobile search and display ads result in calls to businesses.

by Kristina Knight

"We know that phone conversations are important, but we wanted to really dig in to our data to determine what actions are motivating inbound calls to businesses, and how those conversations are impacting those businesses on the other end of the line," said Eric Holmen, executive vice president of sales and marketing at Invoca. "Our data shows that industries putting emphasis on the call channel and making it easy for their customers to move seamlessly from digital to voice interactions are going to come out substantially ahead."

Some interesting findings from Invoca's 2015 Call Intelligence Index include:

• 75% of consumers say calling is business is 'the quickest way to get a response'
• Only 16% of calls to businesses are the result of newspaper or TV ads
• 54% of calls to businesses are because of consumers seeing mobile ads - search and display
• One-third of inbound calls result from desktop search, online display or review sites
• 16% of calls are driven from offline efforts

Just driving calls, though, isn't the main factor in the findings. According to Invoca calls to businesses last 16 times longer than website interactions, averaging just over 4 minutes. As for when consumers are most likely to call, Tuesday leads the way with call volumes 48% higher than on Sunday. About three-quarters of these calls are from mobile devices.

Image via Shutterstock

Tags: advertising, click to call, inbound call marketing, Invoca, mobile clicks, mobile marketing

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