Why is call tracking important to marketing analytics?
Why is call tracking important to marketing analytics?
When it comes to marketing campaigns, the one way you can track down the effectiveness of these campaigns is through marketing analytics. It's hard to imagine a single campaign that does not use marketing analytics in any form. Marketing analytics makes it easier to convert those leads, hence the necessity of the same. Furthermore, with marketing analytics, and other add-on tools such as call tracking, you should be able to do much more than convert leads. You should be able to understand consumer behavior and utilize the same for other campaigns. The campaign may be tough, but with marketing analytics and call tracking, you should be able to gain the edge over the rest of the competition.
The importance of marketing analytics
When it comes to marketing campaigns, it's essential, if not vital, to understand the effectiveness of any campaign. Only by doing so would you be able to convert those leads.
So to optimize the results, you need to determine how the campaign is performing and use various tools to help generate more leads and provide your campaign with more depth and reach. For an effective and successful campaign, marketing analytics is not just essential but necessary.
For example, the Liril soap campaign, as created by Hindustan Unilever, was a real success pan India on account of its aggressive marketing campaign. It's been around since the mid-75, and it has gone up against some of the too companies successfully, with the help of its unique marketing campaign, coupled with a catchy song.
The marketing campaign was designed to appeal to a cross-section of people, from homemakers to teens. And thanks to its marketing analytics, Liril managed to do just that. And four decades on, it's still going on strong.
Marketing analytics and call tracking
When it comes to selling the product, it has never been easier, thanks to marketing analytics. With it, professionals can develop brand strategies with product presence and product orientation. But these days, one requires a more advanced toolkit that enables them to finesse their brand strategy to perfection, and that's call tracking. Despite the fact that digital media in the form of SMS and apps have certainly made an impact, call tracking is still considered necessary where marketing analytics is concerned.
Call tracking, an essential aspect of analytics
With the advent of cell phones, smartphones, call tracking has become an essential aspect of marketing analytics. It provides marketers with a nuanced way to perceive customer reception and strategize accordingly.Moreover, most customers prefer to respond to a 'live person' on the other end than responding to short messages sent over by an automated program. As a result, marketers are more likely to snag results with call tracking rather than an SMS. Instead of filling a survey or an online form, the customer would be holding a conversation with a live person and thereby revealing more of their preferences and about themselves, in turn. That's why most companies prefer inbound calls to survey forms or automated messages. This is not to imply that automated messages are not good but are just not that effective as call tracking. In short, call tracking is one of the most effective methods by which marketers can streamline and optimize their strategies.
The role of call tracking in marketing analytics
These days, companies utilize marketing analytics to fine-tune their various campaigns to make them effective. And call tracking happens to be one such tool through which marketers are able to do just that. Making their campaigns effective enables them to improve their ROI. More often than not, call tracking is often ignored by professionals, and they would rather pay attention to impressions, visits, and digital factors. That's a mistake, as call tracking gives professional access to raw data along with several key factors. Take a look at some of them.
1. Inbound vs. Outbound
As marketers develop various campaigns, they often list a specific phone number with their ad. And when a customer calls, on viewing that number, it's called an inbound call.
When someone lists their number for you to call and call them later, that's an outbound call.
When It comes to a successful campaign, both inbound and outbound calls are essential. But given the current context and circumstances, inbound call tracking gets more traction, and here's why.
2. Lead source
Any marketer would want to know more about the source. As a professional, you would want to know where the leads from and what particular action motivated the customer to call the campaign number. You can use this data to streamline your campaign further, to make it more effective. Moreover, knowing which particular campaign was effective enables you, the marketer, to determine when and where to allocate your marketing budget. Again, Hindustan Unilever's Liril ad campaign was much more effective because the company managed to identify its key target consumer and the lead source effectively.
3. Campaign ROI
Apart from landing pages, dynamic number insertion, the other way for you to track the effectiveness of each campaign is with the help of dynamic call numbers, as it allows you to track how well the campaign has been performing. Just remember that each dynamic call number can bring you both success as well as valuable prospects.
4. Landing page performance
as you assign a particular number to each landing page, you can track the inbound calls and determine which is more effective. This should help you determine which PPC campaign is effective and which landing page snags more results. Just keep in mind that more calls do not necessarily translate to more conversions. Some campaigns may lead to fewer calls but end up with a higher conversion rate. This should prove much more effective over time. And that's all the more reason why call tracking is pivotal when it comes to marketing analytics.
5. Missed calls
As any marketer knows, a missed call could well end up being a lost sale. It's essential to keep track of all calls, including the missed ones, as they can provide you with insight on how often you miss the calls and whether your current staff is adequate. Just remember that a missed call could well be a potential sale and more.
6. First-time caller
If someone has not called you before, you can use the fact that it's a first-time caller to determine key data. You can use this to hone your campaign further. For example, you can track the call, determine which particular keyword they had used to land on the landing page, interest, and much more.
You can utilize this data and develop a template for first-time callers. Moreover, you can utilize the call track information to improve your conversion rate as well.
7. Previous interactions
If a prospect had heard of you in the past, you need to determine what essentially drove them over the edge so that they decided to contact you. For example, Kissmetrics enables you to go to just that. You can determine whether your current campaign is much more effective than the ones in the recent past.
8. Call tracking tools
While you can acquire the call tracking data manually, it can be difficult, if not hard. That's why you may find it easy to get the data with some of the call tracking tools. Check them out.
9. Call rail
this is one of the effective tools to track calls. As a marketer, you may want to use this particular tool to track your campaigns, determine which one Is resulting in more calls, and even determine what time of day the calls arrive. This should enable you to track the performance of your various campaigns, both online and offline, including the various keywords and even PPC campaigns.
10. Phone Wagon
This is yet another effective tracking tool that enables you to track the data at a granular level. It allows your team to finesse the performance of your campaigns and even achieve a higher conversion rate.
11. What converts
As a tracking tool, this is one of the most effective ones in today's market. It enables you to track all the calls effectively and provides you with structured data and feedback. As a marketer, you should be able to glean insights on the prospective customer and design your campaign accordingly.
These are some of the most effective ways by which you can utilize call tracking to get an edge over the rest of the competition. It should be brought to attention that the call tracking tools are getting more refined than ever before. These tools aim to provide marketers with rich, granulated raw data that can allow them to glean insights on their various campaigns, from landing pages to PPC. It certainly is no wonder that most of the top corporations are investing heavily in call tracking, and with good reason.