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BizReport : Mobile Marketing : November 18, 2016

Expert: How to properly attribute in-call marketing

Did you know consumers using mobile search are 39% more likely to call a business? According to some reports, more than 160 billion calls will be made by consumers to US businesses by 2019; those calls will originate from digital marketing. Attribution, according to one expert, is key to businesses driving more call conversions. Here are three tips to improve call conversions.

by Kristina Knight

First, attribution.

"Capture conversion data from calls and feed your call data into Google Analytics and AdWords, which helps measure the true value of keywords and optimize to drive more call conversions in real time," said Susan Bryan, CMO, DialogTech.

Second, capture.

"Get intelligence on every conversation. Analyze conversations to ensure sales agents are mentioning holiday promotions," said Bryant. "You can even listen for common keywords spoken that aid in the types of products, services, interests of your shoppers, which can be used when making adjustments to improve your holiday campaign."

Third, optimize.

"Control and personalize the call experience. People may still often need to call and talk to a real person, which will often result in a call to a call center instead of a store," said Bryant. "Local numbers won't be applicable if you do not sell to a retailer or have a local store, but the prioritizing of callers from certain sources (specific web pages, for example) does apply. Based on the marketing source, you could route those that are most likely to have a high purchasing intent. You can show your agents what pages the caller landed on, which will better equip them with the tools and data needed to help offer answers and move the caller into a purchasing customer."

Tags: DialogTech, ecommerce, in call marketing, mobile marketing, mobile trends

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