Media Tracking through Phone Calls
Why should you control your media investments?
The concern of companies to control their advertising investments is not new; we know how important it is in the context of a competitive market to understand the return for every dollar invested.
We also know that Digital Media is much easier to measure given the amount of information users provide during an online interaction. The interaction process provides a series of information and analysis tools that we commonly refer to as WebAnalytics, offering your business detailed information and ensuring an overview of the performance of all media investments, a platform that surpasses conventional media investments.
The Challenge of Measuring Conventional Media
The major difficulty in measuring conventional media is that they do not offer an automatic and instantaneous interaction like the internet does. Generally, responses from conventional advertisements, such as billboards, have a small and limited response compared to the impulses and interactions possible in the digital realm.
The greatest online impulse from offline actions continues to be observed through mentions on social media and search impulses on Google, but they still represent much less than phone impulses, for example, in a local establishment advertising strategy.
When users are impacted by local media, they usually take two basic impulses:
Phone Call
Google Search for the location and phone number of the establishment
Thus, not knowing how to control which of these impulses came from the correct campaigns represents a significant loss in controlling the investments your company makes.
How to Measure the Unmeasurable Offline World
Converting external impulses into digital data is a great way to achieve positive results for your business. Through a technique that involves VoIP technology and web analysis, it is possible to use the data from phone interactions within an inbound marketing system, thus allowing clients to see how many lead contacts came not only from their online actions but also from their offline actions.
In this way, it is possible to provide data on a single dashboard that demonstrates the total return on investment made across all of the client's media, providing them peace of mind and satisfaction by having complete control over the money invested.