click to call

Why call tracking is vital for accurate attribution modelling

So you’ve deliberated, cogitated and digested to the point that your performance marketing strategy is like a finely oiled machine.

Spend goes in at the top and leads and sales come out at the bottom.

You can plan your marketing budgets down to the nearest penny and just open your laptop to watch a series of real-time graphs and charts that keep going upwards and to the right as the month progresses, just like they did last month.

Why aren’t restaurants taking advantage of mobile search?

More than any other industry, bars and restaurants are perfectly positioned to take advantage of the boom in smartphone use.

Decisions on dining are often made on the spur of the moment so by having a simple mobile site with a booking tool and click-to-call button restaurants will put themselves in the best position to attract some extra customers.

A new report form JiWire has found that consumers are twice as likely to use mobile than desktop as a source of information about where to eat.

To find out whether restaurants are making the most of this opportunity I searched for places to eat around the Econsultancy office in London’s Soho.

It’s a prime tourist spot that’s also home to thousands of office workers, so there’s plenty of money to be made keeping all those people fed.

Google click-to-call used by more than 40% of mobile searchers

Google and Ipsos have published new research intended to detail the use of click-to-call in mobile search.

The results show that almost half of those surveyed (42%) had used click-to-call in search, with the need to talk to a real person stated as the main motivation. Other motivations included ‘wanting answers more quickly’ and ‘needing more information than a website could provide’.

Of smartphone users, a massive 94% have needed to call a business directly when searching for information, whether click-to-call is available or not.

Google has a unique perspective on much of the mobile customer journey with search, Maps, Chrome, Places, click-to-call, Wallet, to name a few. 

Google ads drive 40m calls a month and with in-search features growing more on desktop and smartphone, customers are using them more and more. The research showed 47% were aware of additional information displayed in search results.

Here are some more findings from the research and an additional click-to-call case study from sk:n clinics.

For further information on this topic, check out our blog posts looking at five good and five bad examples of click-to-call mobile CTAs, or 12 useful tips for optimising mobile landing pages.

Seven ways that restaurants can take advantage of mobile

Restaurants and food outlets are among the businesses that stand to benefit most from the boom in mobile search, as dining out is often an impulse decision made while on-the-go.

In a recent survey of nearly 1,500 smartphone users by SinglePlatform, 81% of consumers reported that they searched for a restaurant in the past six months using a mobile app, while 92% did so through the mobile web.

Furthermore, three-quarters of the consumers who searched for a restaurant with a mobile phone chose a restaurant based on search results.

Off the back of these findings, here are seven ways in which restaurants can take advantage of mobile…

The smartphone and the customer journey: a Google perspective

Google has a unique viewpoint from which to look at mobile’s part to play in the customer journey.

SERPs, AdWords, Google Maps, Google Chrome, Google accounts – all have a part to play. And perhaps soon Google Wallet and Google Glass.

I attended Latitude’s client summit last week and listened to Harry Davies, Lead Product Marketing Manager, Large Customer Marketing, at Google (helping customers get the most from search).

I’ve tried to sum up some of what Harry had to say, giving an overview of mobile’s involvement in retail in 2013.

Six alternative ways to assess the value of mobile clicks

Online advertisers are generally seeing more sales coming through from desktops and laptops than mobile phones. But that’s not to say mobile clicks are not valuable.

Instead, advertisers need to use alternative ways to measure the contribution of mobile devices to overall paid search programme goals.

Voxeo Labs brings voice calls to the browser without plugins

Thanks to the growth of VOIP, more and more phone calls are being routed through the internet, and telephony-as-a-service platforms like Twilio are giving developers new opportunities to do interesting things with Alexander Graham Bell’s invention.

Today, it’s possible to talk to a friend on the other side of the globe using desktop programs like Skype, or to click a button on a website and conduct a phone call in the browser with a merchant thousands of miles away.