Why phone calls should be part of your digital marketing strategy
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Colin Hudson, Head of Client Services at Mediahawk, shares how phone call data can unlock insights into the visitor journey that you can't get from anywhere else.
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Why phone calls should be part of your digital marketing strategy
- 1. Why phone calls should be part of your digital strategy COLIN HUDSON | Mediahawk @Mediahawk Slideshare.net/MediahawkLtd
- 2. Head of Client Services and Client Success at Mediahawk 30 years experience in technology industry, 6 years in call tracking and marketing analytics B2B and B2C Varied sector experience: SaaS, IT, compliance, professional services, consultancy and more Passionate about helping our clients gain the most from their marketing activity About me
- 3. About Mediahawk Founded in 2002, Mediahawk pioneered call tracking technology and remain at the forefront of the industry Specialising in call tracking, marketing attribution and lead intelligence 500+ clients across multiple sectors, including healthcare, automotive, marketing agencies, professional services and more
- 4. 01 Phone calls are part of the online experience Digital strategy 01
- 5. 01 Phone calls are part of the digital experience
- 6. Identify calls within a users’ journey 01
- 7. 01 Mobile phones and online are intrinsically linked
- 8. ‘Total volumes of calls from fixed lines increased by 15% to 45 billion minutes’ ‘Total volume of calls from mobiles increased by 18% to 190 billion minutes’ ‘Highest call volumes since 2012 ’ ‘Average monthly outgoing call volumes per mobile increased by 18%’ ‘Online advertising spend has increased from £9b to over £16b since 2015’ Source: OFCOM communications market review 2021 (2020 data due to Covid) 2012 2020 2016 Mobile mins Fixed call mins 01 People still want to speak to people
- 9. ‘For 56% of businesses, the phone remains the most popular way for customers to get in touch’ ‘Businesses report receiving 34% more calls now on average than they did 5 years ago’ ‘45% of calls result in a new enquiry generating £304bn of new revenue for UK businesses’ ‘70% of mobile searchers click-to-call a business directly from Google’s search results. This shift is resulting in more calls to businesses, which previously would have been website clicks, driving sales conversions up’ Source: Moneypenny, The inbound phone call: a business’ most valuable channel 01 There’s value in phone calls
- 10. “Customers are more likely to place their trust in a company with local or freephone numbers on their website” 01 Customer trust in a company
- 11. 02 Phone calls provide customer insight to improve UX Digital strategy 02
- 12. Location data – County, ITV region, town, postcode (more reliable than IP address) Times of calls – Identify correlation between online campaigns and times of calls What pages customers are looking at whilst on the phone to your business, and after Call categorisation – Matching online intent with real-world intent 02 Additional analytics to increase insight
- 13. Speech analytics – Call outcome (purchase, quote, appointment made) Call transcriptions – Understand the conversation and search for keywords used in calls Buyer intent – “I would like to buy”, “Can I have more information”, “That’s expensive”, “I am not happy, “could I speak to a supervisor” or even “what is my contract length” Sentiment analysis – Monitor positive or negative sentiments in a call. 02 What is in a phone call?
- 14. 03 Adding phone calls enables 100% attribution Digital strategy 03
- 15. Complete view of what is working across online and offline campaigns, and how the customer journey can cross both on and offline Nurturing leads and understanding the customer journey What campaigns have driven traffic and resulted in conversions Match call data to sales data instantly to identify contribution to revenue 03 A full view of digital effectiveness
- 16. 03 Share data and analysis across your martech
- 17. Websites – all referring sources Google My Business Ad extensions Social platforms Email campaigns Mobile apps Traditional marketing materials 03 Channels that display phone numbers
- 18. Thank you 0333 222 1433 mediahawk.co.uk Come say hello at our stand Connect with me on LinkedIn: https://www.linkedin.com/in/colin-d-hudson/
Editor's Notes
- Trackable phone numbers to convert offline calls into online data Dedicated phone numbers on GMB, social, email, G.Ads etc
- May be using click to call for PPC but what about all your other channels?
- Looking at pages when on phone, call directly Mobile isn’t seen as two separate channels, but one in the same