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.
New questions emerge:
- How are digital investments tailored to best encourage, drive and deliver customers to their preferred phone engagement?
- What measures and points of attribution must be established to truly measure the business impact of the total omnichannel journey?
- How are best-of-breed brands leveraging call attribution to elevate the voice of the customer? What insight and intelligence can be gleaned from these calls and conversations? Are there keywords, predictive patterns and locational awareness that can be pulled from calls to better inform and optimize campaigns and initiatives?
To discuss these issues and more, the CMO Council, in partnership with DialogTech, will host a one-hour interactive webcast focused on the new measures, metrics and fundamental connections required to fully optimize the customer journey. The webcast will include real-world case studies and examples of how savvy digital marketing leaders are connecting online and mobile experiences directly to calls and conversions that drive the bottom line.