Multichannel marketing has evolved into something more than a collection of channel-specific strategies. In its new form, dubbed Omnichannel, multichannel strategies are melded into a single, channel-agnostic approach that delivers consistent communications across whatever channel the customer chooses consistent in message, in quality, and in real-time understanding of the customers needs.
The inherent appeal of this approach needs no explanation. How marketers deliver it requires a lot of explanation. An essential requirement of omnichannel marketing is attribution across every point of engagement. Here are 6 reasons why your omni-channel strategy needs call attribution.
1. Break Free From a Singular View of Customer Engagement
By singular view of customer engagement, I mean how your customers engage with you online, offline, and via mobile devices. Multi-channel focused too heavily on having a strategy for individual marketing channels, whereas omni-channel marketing seeks to connect how consumers engage with each one throughouttheir path to purchase.
2. Embrace the Influx of Calls From Mobile Marketing
If I told you mobile marketing is set to drive over 108 billion calls to U.S. businesses in 2016, would that convince you how important phone leads are? What about that calls (from mobile and landlines) are going to influence over $1 trillion in U.S. consumer spending in 2016? Things like mobile paid search and click-to-call make it easier to call from a smartphone (versus having to fill out a small web form).
3. Connect Every Conversion Point
While it helps to map out your customers path to purchase, it takes integrated data for marketers to connect the various omni-channel conversion points and get actionable insights. What helps here is technology, such as data management platforms (DMPs), that enable marketers to integrate all of their online, offline, and mobile data.
4. Optimize Marketing Based on Complete Conversion Data
Marketers who don't track call conversions could be missing nearly 50% of their conversions without even knowing it. Call attribution helps marketers understand how calls impact their omni-channel strategy, and gives them the data they need to optimize marketing spend for the right conversions (including phone calls).
5. A Phone Number Could Be Our Unique Identifier
With omni-channel marketing comes a new struggle: how to track consumers across devices. An online cookie wont suffice in the future, so what will? Email addresses and phone numbers are two identifiers marketers rate as very important. Well have to see which will reign supreme in the near future, but we predict it will be phone numbers (when was the last time you changed yours?).
6. Create a Personalized Call Experience
When someone calls your business, what kind of experience do they have? Call attribution data helps marketers personalize this experience in a number of ways. You can route callers based on their location or the ad, landing page, or keyword they searched and send them to the best office, store location, or agent to take their call. You can integrate with a CRM system to arm agents with caller information (such as name, number, location, and lead source) before they even pick up the phone.