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BizReport : Ecommerce archives : November 24, 2016

60% of UK SMEs fail to track inbound telephone calls

Retailers expect inbound telephone calls to increase significantly during the Christmas period, yet many are not tracking those calls, according to recent research from Mediahawk.

by Helen Leggatt

According to Mediahawk's survey of 200 UK SME owners, 40% expect telephone calls to increase by between 31% - 70% over the Christmas period. Twenty percent say their call volume rises by more than 50%>

However, 60% of all those companies surveyed said they do not track all of their calls, applying specific telephone numbers to a few or none of their marketing channels. Half manually track their inbound calls, just 16% use some sort of call tracking software and 6% use Google AdWords call tracking.


The problem with manually tracking inbound telephone calls is, says Mediahawk, that "most businesses will likely attribute the call to the last touch point in the consumer's journey". However, this sort of attribution can be problematic in that it reveals just one step of the consumer journey. With SMEs using multiple channels, such as traditional media and social media, to drive awareness and sales, being able to attribute inbound calls to marketing activities enables better management of budgets and campaigns year round.

"The survey results go to show that not all Christmas shopping is carried out online. The telephone is equally, if not more important a sales channel as any other medium," says Mediahawk CEO, Michael Morrell. "With marketing budget being pumped into getting Christmas sales, it's imperative for SMEs, especially those with tight margins, to know which marketing has driven sales."

Tags: holiday 2016 trends, inbound calls, marketing, SME, survey, UK

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