Driving Leads to Profitable Conversations

Architecting today’s customer journey is a top priority for senior marketing leaders, who must guide the customer through the path to purchase and craft experiences across a multitude of channels and devices, all while keeping sight of the ultimate goal: guiding a customer through to conversion. But there is a channel that often goes unrecognized and unsupported in this new digital age: the phone call. According to a recent BIA/Kelsey report, “call commerce” is a $1 trillion influence engine as analysts estimate that click to call influences some $1 trillion in U.S. consumer spending. The firm went on to project that some “169 billion mobile calls to businesses (will be made) by 2020, driven by smartphone penetration, high commercial intent and the natural handoff between mobile engagement and phone calls.” The digital experience has brought rise to an influential channel of profit in the phone call that must not be overlooked. As customer satisfaction is measured in quick clicks and frictionless engagements, tools like the Google call button have made it even easier for brands to actively connect digital experiences to profitable inbound calls. This call commerce demands a new set of strategies, campaigns and executions, in addition to new measures and metrics to better track these online to offline conversations.