It turns out phone calls may be a marketer’s best friend after all.
In a recent story in Ad Age, the educational company, Sylvan, was noticing that a lot of its digital marketing efforts were leading directly to phone calls to the company. What was frustrating for company executives what that they weren’t able to track the calls directly back to their digital efforts, thereby resulting in a gap in their measurements.
Now the company uses phone call and voice data firm called DialogTech to match which customer dialed in for more information. The result has allowed them to “connect the dots” between their keywords used in the digital marketing to the phone calls.
DialogTech can also route calls to particular agents and even tell the agents which keywords the caller searched on, such as “math tutoring.” The company refers to this as a “call whisper.”
Here’s the complete story in Ad Age.