Off the Grid

Consumers vs Marketers
and the role of the phone
during the customer journey.

scroll

If...

chart

of businesses consider
phone calls their highest
quality lead source
BIA/Kelsey & Constat Commerce Monitor.

And...

people

54% of people want the reassurance
of some human interaction before
completing a purchase
Harris Interactive.

Why

are consumers frustrated?
And marketers missing
out on ROI?

clouds

64% of people get frustrated
when they are only able to interact
with a company online.

And

Over 60% cite
the telephone as their
preference to seek help.
LivePerson

82%

of digital marketers say it’s
important to link online
marketing to offline sales.

But

Over half of marketers (52%) say
they don’t have a complete view
of how on and offline marketing
activity is driving phone sales.

MISSING hot
prospect No. 25

Have you seen her?

Last seen: 21.09 hastily abandoning shopping cart at www.myfabholiday.com

Searching for adventure holidays in Puerto Rico.

75%

of shopping carts are being abandoned.

81%

Rising to 81% for travel sector.

Off the grid

When your customer leaves
the online journey.

woman

Back on the grid

When the customer makes a phone call.

“Hello, yes, can you help me,
I’m looking on your website
but I need more information
before I book...”

But whose grid?

39%

of digital marketers say their call centre
or customer service team has primary
responsibility for tracking phone calls.

59%

say they are not integrated
with these teams.

78%

of digital marketers only link the call to marketing
activity
at the most basic campaign level or not at all.

Call tracking simply expands the grid,
making sure that online and offline are connected.

grid
grid

Found no. 323 - Lauren

At the airport waiting patiently
for her delayed flight
to Puerto Rico.

Purchased trip over the phone,
after considerable online research
and a number of aborted attempts
to purchase.

Previously had considered
Cuba and Peru. Maybe a good offer
might persuade her next year.

bacground

Nearly two-thirds of CMOs think return
on marketing investment will be the primary
measure of their effectiveness by 2015.
IBM, Global Chief Marketing Officer Study.

The difference phone call conversions make

Purely online conversions.

1.4%

1.5%

0.4%

When the phone is included in the path to conversion.

3%

3.1%

1.3%

Downloads

Infographic

infographic

White paper

white paper

About ResponseTap

At ResponseTap, we help over 1,300 brands to understand the impact marketing activities are having on inbound calls by assigning unique phone numbers to individual visitors. Through our analysis of over a million calls per month, we’ve helped some of our clients:

  • Increase online revenue by 30%
  • Save 42% of marketing spend by reducing ineffective advertising
  • Reduce PPC cost per lead by 80%

Find out more
responsetap.com