On behalf of the whole Dexem Team, I sincerely wish you a happy new year!
2017 will follow the path of 2016 as measuring the Marketing ROI is becoming a day-to-day preoccupation for mature data-driven marketers. Thanks to a full range of powerful analytics softwares, gathering data has never been so easy.
About lead generation – called #LeadGen by specialists – and customer relationships, inbound phone calls represent a substantial part of interactions between your company and your leads / customers. Phone calls is communication channel known from all, quickly reachable for everyone who has a mobile phone (almost everybody today…) and which offer a direct high-valued interaction between humans.
So here are 3 reasons why Call Analytics will leverage your Marketing ROI.
Using several communication channels, such as email, phone, chat, SMS or tweets among others, to generate leads shows that no one is dominating. All together, they cover the entire customer journey, from its first interaction until customer service, through the closing phase.
What you need is to have the right call-to-action (CTA) at the right moment of the funnel, depending on the maturity of the leads within the process. Multi-channel acquisition for inbound lead generation helps to bring leads down your acquisition funnel at every stage.
When a lead makes the decision to call your company, he’s mature in the buyer’s journey. If you use a call tracking number, you’ll be able to capture this conversion in your data-driven marketing strategy.
Mobile, mobile & mobile
2017 is absolutely strategic about mobile! Of course, we already know for years that mobile is a fast-growing game changer in customer behaviors. But 2017 may not let the choice to those who have not yet started to consider it seriously.
For instance, Google announced mobile-first indexing last November 4th. This means that we’ll switch from desktop-first indexing to mobile-first in 2017. In other words, those who will not have a mobile version of their website will be also downgraded for desktop search.
And, guess what is one of the natural CTA on mobile? Phone calls of course!
Voice Recognition Rebirth
2017 may also be the rebirth of voice recognition, as a fluid interaction way between people and the full range of connected objects that will surround them on a daily basis.
Amazon’s personal assistant Alexa, who works with voice recognition, has already found its place in about 6 million northern American houses since its launch by mid-2016 (!). The device is still growing in the US and is already announced in Europe by 2017. According to a Gartner Study, around 30% of our interactions with technology will be through “conversations” with smart machine by 2018 (= Tomorrow).
This emerging trend is announced as major at the Las Vegas CES, which opens this week, where we should discover many connected objects based on voice recognition.
In 2017, voice interactions over the phone will strengthen companies and their communities of customers and leads. Measuring inbound phone calls in the lead gen strategy will help smart data-driven marketers understand the ROI of their Marketing campaigns.