There’s a movement afoot to consolidate click-to-call mobile advertising (AdWords mobile, etc.), social couponing (i.e. Groupon), and phone call tracking. Savvy marketers are now combining these tactics to implement, measure and refine mobile marketing campaigns with complete end-to-end visibility.
The Evolution
It’s not a marketing “revolution” as some social media pundits would have you believe, but rather an “evolution” that promises to provide greater transparency for marketers and more optimization opportunities.
The real breakthrough is coming from open APIs that allow these systems to communicate behind the scenes. This enables consumers to enjoy a seamless experience across multiple apps, which is paramount when all they want to do is find a restaurant, get a coupon and reserve a table without having to navigate multiple applications.
A Real-Life Example
There is a great example of this type of “just-in-time” transaction on MediaPost today.
For searchers who may be highly motivated, offering a click-to-call option means companies with no brick-and-mortar locations can get at meaningful lead generation or close phone-based transactions.
Tracking phone calls is just the tip of the iceberg. The real evolution occurs when these marketing tactics become integrated so that even unsophisticated marketers enjoy the benefits of buying, tracking, and optimizing their mobile marketing and coupon campaigns from one source.
