The digital revolution is upon us and it has, without a shadow of a doubt, transformed the way that we market our businesses in a profound way. Most businesses have welcomed the new avenues that this revolution has opened up and it has connected them with an audience of clients and prospects that has not been seen before.

It’s a cultural change, and one for the better! Businesses are forced to address any holes in their company that relates to the customer experience, and are entirely at the mercy of the general public on social media. It’s a great way to market your brand as one that upholds transparency, trust and open communication. Some may argue that the way the world has become digitalized has meant that the quality of communication has plummeted, from a business perspective we feel that it has excelled. Content is engaging, educational and valuable; there is a lot of noise and competition out there, so every smart leader is ensuring they have content that will capture attention and hold it.

Intrusive marketing ‘messages’ aren’t being listened to anymore, people don’t want to be pitched to – so research is business critical. Researching new strategies of outreaching and connecting with your audience, researching current trends that will mean your content continues to be topical and appealing and researching where your audience go online and who is influencing them.

As well as the passion, resilience and unwavering dedication that modern marketing requires, ultimately it comes down to the age old results. It’s vital that we see the return on investment from our marketing efforts, and this requires a complete 360 degree view of all the marketing activity taking place and the results it is producing. Over the last 10 years analytics tools have provided us with accurate reports on quantitative data, and while they offer an insight into qualitative too it doesn’t provide us with the all complete all-encompassing information that we need to qualify the decisions that we make on marketing campaigns and the way that they are run.

This is where call tracking is filling the gap in giving you a complete comprehensive view of all businesses’ marketing activities. In its most simple form, call tracking allows the user to create and assign an individual telephone number for each marketing campaigns; whether that be traditional print, magazine editorial, as well as digital efforts like PPC and SEO strategies and email campaigns; you will be able to clearly identify which method has driven the audience to contact your business and eventually, given the best return on the initial investment. In the long term, this provides an excellent opportunity when planning budgets for marketing activity whilst in the short term, it indicates where your employees should focus their productivity and creativity.

Integrating call tracking software into existing website analytic software allows you to view which website visitors are converting to inbound telephone calls, and further to this, it highlights which pages and on site content could be improved as detailed reports will offer insights on acquisition and visitor behaviour, what channel the visitor came from and which pages or keywords prompted them to pick up the phone; in addition to understanding the complete customer journey you are able to analyse the quality of the call too.image

It is clear from the marketing conferences that have taken place over the last 24 months that call tracking is moving into realms that use pretty impressive technology such as call ‘DNA’ to help companies analyse the raw quality of a call and optimize their overall sales process. There are companies that have developed software that will find patterns and structures in telephone conversations and visually display it, eliminating the need to manually sit and listen to calls – an extremely time consuming process, which for many businesses simply is not a viable option. Metrics such as the call duration, the duration of silence on the call as well as the length of time each caller was talking and gender of the caller; by further exploring the elements that traditionally qualify a high quality telephone interaction you can begin to find holes in your sales process where leads (and sales) are being lost.

The future of marketing relies not only on the digital platforms and technology (and the humble telephone!) but the willingness of a business to embrace this emerging culture of consistently analysing results, trusting the tools that are available and having the integrity and vision to adapt its efforts based on their findings. Of course, we need to understand that marketing is the role of everyone within the company – an ethos that should be at the core of every business creating a brand with real value thriving on innovation coupled with accurate metrics.


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