Call Tracking in Marketing – identify hidden conversions
Marketing professionals have access to a variety of advanced marketing tools that can provide insights into customers, competitors, and the market. These technologies enable marketers to better understand their customers, track the effectiveness of different campaigns, and optimize their budget allocations to maximize their return on investment. Among these marketing tools is call-tracking which helps to help keep track of customer touchpoints across different channels. It provides detailed analytics to show who is calling, which campaigns and marketing channels they came from, and the paths they took to get there.
Call tracking helps track customer journeys and collect data that may otherwise be untraceable when a customer contacts a company via landline or cell phone. By monitoring customer interactions, companies can easily trace the effects of their marketing strategies and see what works and what doesn’t. Furthermore, call-tracking enables companies to follow-up on leads, adjust their budget allocations, and optimize their marketing efforts for better return on investment.
This whitepaper examines the potential of call tracking as a marketing instrument. Through a literature review, interviews with industry experts, and a showcase, I took a closer look at the various uses and variations of call tracking, as well as its advantages and disadvantages in online and offline marketing.
To summarize: Call tracking enables businesses to follow up on customer inquiries and assign previously hidden conversions. This provides insight into key touchpoints, through ads, marketing channels, campaigns, mails, keywords, and landing pages convert best. Thus, it also provides a clear way to ascertain the return on investment of marketing activities, adjust budget allocations, and further optimize marketing efforts.
The Whitepaper is available for download in English and German under the following links: