For online consumers, voice calls are the most preferred method for contacting a digital retailer, as a survey by eMarketer showed. To most, it may seem surprising that consumers want to go offline but it was hardly surprising to us. Nor was it that email and chat came in a close second and third. From our clients’ experiences, we have seen time and time again that the phone call is king.
That just tells us that the rise in the use and dominance of mobile devices is shaping consumer behavior. With seamless click-to-call from ads and web pages, consumers barely register that flip from online to offline. Mobile consumers switch from channel to channel so easily, see what else you are missing with our infographic on 11 Secrets to Mobile Marketing.
29% of consumers prefer to call a digital retailer - more than any other method of communication. Tweet it!
Why Do 1/3 of Online Consumers Prefer to Call Digital Retailers?
In short, there’s a need for rich information. 54% of consumers said information is a reason for calling a business: they need more information that is rich, adaptive and that only you as the expert can know. Even with all the information and content online, it’s just not possible to cover everything and with the kind of detail consumers need.
43% of consumers said they call a business to accomplish something that can’t be done through your website. Even if you think you have set up your website to account for every possible scenario, there will be a situation when the consumer needs to do something that you didn’t cover.
59% of consumers want to call to get it done quickly, whether it’s an action or an answer. Instead of searching for an answer or trying to figure out the website, a quick conversation can still be more efficient.
The final answer reveals just how much consumers value real connection with another human being, even with all the online possibilities for information. 57% of panelists want to call a business to talk to a real person. All statistics come from a Google report on click-to-call.How to Drive Those Responses from Consumers Ready-to-Buy
You won’t drive calls unless you offer the option to call at all possible touchpoints with consumers. Google offers a “Call Now” button on search ads, but phone numbers should also be added to display ads, websites, landing pages, emails, and even on the checkout page to encourage calls during the purchase phase.
Track Those Calls to See the Source of Traffic
Only 26% of marketers use call tracking to join the dots between online and offline consumer interactions. That means that there is a significant gap in attribution for many marketers. Call tracking links the call back to the source whether it’s an ad, email, social media, search engine or even down to the level of keywords, so marketers know their marketing performance at a glance. Other call details, like call duration, time of call, and device, help marketers to optimize their campaigns to target the device and make sure their ad is seen when consumers are ready to call.
Only 26% of marketers use call tracking to join the dots between online and offline actions. Tweet it!
Other popular methods include tracking codes or coupons (33%) or point of sale data collections (25%). But call tracking is the most reliable out of all these methods since it tracks every single action that came from that ad without relying on people to input information. The other methods rely on consumers or retailers to input the data. (eConsultancy)
Digital Influences Offline Actions
In the rush to digital marketing, it’s easy to forget the offline actions consumers take to contact a business (or want to). The first step is to offer these offline ways to connect and know why consumers prefer them. It may the human contact, efficiency, or just more information that drives these consumers to make a call.
The second step is to get credit for driving that offline engagement. Without offline tracking, you won’t know the full performance of your campaigns and will lack the information to make informed decisions on marketing tactics
The end result is clear. If you engage more consumers when they’re ready to buy and with the method they prefer, you will be able to shape more of the buyer’s journey. In a digital world with more and more of the journey in the consumer’s hands, marketers need to jump on any chance they have to take a hold of the conversation.