”The number of marketers adopting calls as a cross-media ad performance metric is growing significantly because digital marketers recognize the value of call analytics as key engagement and conversion indicators,” said Bill Dinan, president of Telmetrics.
Toronto (PRWEB) March 06, 2014
Calls are in – in a big way. Leading call measurement technology company Telmetrics, who measures ad-driven calls for millions of SMBs and national franchise advertisers, experienced more than 160 percent growth in the number of digital local search call programs it monitored in 2013. This includes marketers, advertising providers and ad networks’ increased adoption of calls as a performance metric across mobile, desktop and vertical directory search ads.
”The number of marketers adopting calls as a cross-media ad performance metric is growing significantly because digital marketers recognize the value of using call analytics as key engagement and conversion indicators,” said Bill Dinan, president of Telmetrics. “While mobile growth is helping fuel the increased interest in calls, marketers and local search advertising providers can do more to harness the full value that call measurement technology can deliver.“
Calls are a universal metric that link traditional and digital consumer response and are a strong conversion indicator for many categories. To maximize the ROI of call-based ad initiatives, Telmetrics encourages marketers to adopt the following best practices:
1) Take a Data-Driven Approach – Big data principals apply to call measurement programs. Marketers – and the providers they use – should use analytics dashboards that integrate calls to reveal patterns, by category, campaign or distribution partner, that can help inform and optimize their campaigns.
2) Monitor Online-Offline Attribution – Marketers should utilize advances in dynamic number insertion (DNI) technologies to tie calls back to the online or mobile source that delivered the lead. DNI bridges the online-offline attribution gap and can reveal pre-conversion engagement behaviors and the true cross-media impact of direct response ad campaigns.
3) Block Telemarketer Spam – With Telmetrics’ patented Telemarketer Call Block technology revealing that nearly 40 percent of all calls placed to ads originate from telemarketers, eliminating spam calls before they reach advertisers is key. Using a technology partner that has the scale and technology to block spam calls saves time, frustration and money as well as ensures the quality of the call tracking analytics.
About Telmetrics, Inc.
Telmetrics is a leading call measurement technology company that powers mobile, digital and traditional marketers’ use of calls as a cross-media advertising performance metric. For nearly 25 years, Telmetrics has delivered scalable and quality call measurement innovations that reveal the lead generation impact of direct response ad programs. As a proven global technology partner, Telmetrics helps media publishers, agencies and the leading brands in local, mobile and vertical search leverage calls for millions of SMB and national franchises' ad performance and monetization models. For more information, please visit Telmetrics.com.
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