Dallas, TX (PRWEB) January 01, 2014
Century Interactive, a leader in call tracking solutions and phone call analytics, and Kenshoo, a global leader in premium online demand generation technology, announce a strategic partnership and deep reporting integration. The partnership empowers users to optimize Kenshoo campaigns based on the phone calls that get generated and the quality of those phone calls.
Businesses widely consider phone calls their highest value conversion (1). Not only are phone calls the highest value conversion, but due to the expansion of mobile advertising, they are also the most prevalent conversions across most industries. As a result, advertisers and agencies should track and optimize on phone call conversions, in addition to clicks and form fills.
Studies show that for every dollar of ecommerce generated by paid search, marketers can expect another $6 over the phone (2). Those trends should continue to skew towards the phone with the proliferation of smart phone technology and mobile search. In fact, Google reported in September 2013 that 70% of mobile searchers use click to call, and that calls are an important channel for consumers (3).
Another contributing factor is the fact that 67% of shoppers place a phone call for any purchase over $100 (4). For complex/big box items, and for most services, the phone is simply the preferred conversion medium for most consumers. Today’s consumer expects to find a business through search and immediately speak with a person over the phone. Advertisers should look for ways to leverage this rising trend. A strong search presence coupled with the ability to call and speak to a human being builds trust and credibility with the consumer, and creates lifetime customers.
The Kenshoo and Century Interactive integration connects search marketing and phone call conversions in the most actionable way possible for advertisers. Tracking and optimizing on phone calls is no longer “optional” for businesses looking to stay ahead of the competition. The Kenshoo-Century Interactive partnership empowers advertisers and agencies to drive better results and higher ROI on their online spend.
1 BIA/Kelsey, 2010
2 Greg Sterling, 2013
3 Google, September 2013
4 ATG/Oracle, 2012