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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

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