Click-to-Call Programs Drive Value for Local Marketers
March 11, 2014 | Contributed by: Wesley Young
While the local advertising landscape is changing in new and significant ways, one thing that remains constant is the importance of customer phone calls to small businesses.
Last week, Telmetrics, the call measurement company, announced that it experienced more than 160% growth in 2013 in the number of digital local search call programs it monitored. According to the company, marketers, advertising providers and ad networks increased the use of calls as a performance metric across mobile, desktop and vertical directory search ads.
Bill Dinan, president of Telmetrics, said, “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.”
The growth seen at Telmetrics seems to be a simple case of supply meeting demand. While there are now so many different ways that consumers can discover or find local businesses, phone calls remain the most desired result of those marketing campaigns.
A new study by BIA/Kelsey found that approximately 2 in 3 SMB respondents (66%) said they considered calls to be an excellent or good lead source – more than any other source. Online forms and in-person interaction were a close second and third, respectively.
As the local search and advertising space continues to fragment, we expect the solutions that drive consumer actions—specifically calls—will capture an increasing amount of ad dollars. Even though the way we advertise locally continues change, the objective for local businesses remains focused on driving consumer action and interaction with them. Calls, store visits, appointments, reservations and clicks are all strong leads to making a sale.
The importance of these consumer actions is why we started our Ad to Action competition this year. The competition is now officially closed to further entries and the judging is underway. We are excited to explore all of the the marketing tools that are driving consumer action and will announce the winners at our LSA|14 conference.
Tags: 2014, Ad to Action Awards, BIA/Kelsey, click-to-call, consumer actions, local advertising, local businesses, local marketing, Local Search, Local Search Association, LSA14, phone calls, small and medium-sized business, SMB, Telmetrics