Why Mobile-First Is the Wrong Approach

IMG_4069_1In April last year, Google launched their mobile-friendly update, which favoured mobile-friendly websites in search results delivered on mobile devices. Much further back, in 2010, Apple’s Steve Jobs claimed that the post-PC era had arrived. In accordance with such claims, desktop and laptop computer sales have steadily been dropping ever since as more and more consumers turn to the small screen to fulfil their everyday computing needs.

Today, it’s not uncommon for the smartphone to be the most powerful computer in a household, and there’s also been an unprecedented rise of the mobile-only user who exclusively uses a smartphone and/or tablet to access the Internet. Particularly among millennials, the small screen has proven very pervasive in everyday life. Perhaps, given the current trends in the market place, it’s no wonder that the mobile-first approach for digital marketing strategies has been so hyped up in recent years.

A mobile-first approach only considers users of small, touch-screen devices such as smartphones and tablets. Marketers who use this approach don’t give any thought to things like keyboards, mice and large displays, apparently thinking that they’ve gone the way of the dodo. In reality, however, it can be argued that the mobile-first approach is the wrong one. What matters are screens rather than devices. There isn’t ever going to be a mobile-only world, just a world with more options.

There are now more ways to connect to the Internet than ever before, but different devices are designed to do different things. Almost no one conducts intensive research online on the small screen, just as no student is going to type out an entire dissertation on one. On the other hand, people aren’t going to be using the large screen while they’re out and about looking for a place to eat or a particular shop in the high street. Mobile might be primary, but only for certain tasks.

When it comes to everyday consumer services, mobile usage is undoubtedly much higher. As such, the mobile-first approach can work, to a degree, in cases where the vast majority of a brand’s target audience predominantly uses the small screen. At the same time, you’ll likely still end up alienating a lot of potential customers if your website provides a sub-par experience on the larger screen. For example, even predominantly mobile users are more likely to use the large screen while at work.

These days, the average person spends more than two hours per day using their smartphones and a bit over an hour and a half in front of a desktop or laptop computer. Since desktop computers continue to dominate in the workplace, those with typical office jobs will likely spend much more time in front of the big screen than anything else. The TV also remains a major part of many people’s lives, and many consumers even use their TVs for browsing the Web.

Ultimately, the mobile-first approach is doomed to fail in all but a handful of niche industries with very specific target demographics. In other industries, the approach might enjoy some limited success for the time being, but again, this very much depends on your target demographic. Instead, your primary focus should be on developing scalable websites and apps that offer an optimal experience on all devices.

Hot technology trends and predictions for 2018

Present technological innovations can just as easily be deemed obsolete relics in a year or so. Therefore, keeping abreast of evolving technologies, most especially those implicated in the digital web based sphere, can be pretty challenging.
2018 is going to carry the distinctive flourish of a digital and mobile multimedia information era that began somethime 2016 and 2017. From the rise of counterfeit reality, whose most notable form is fake news, to a gradual shifting away from traditional mobile apps, 2018 has these top technological trends to offer.

coming soon

Measure ROI with Call Tracking

Don’t underestimate your marketing ROI. Use call tracking to get accurate ROI numbers.  In marketing, you are always on stage. People read your emails, watch your advertisements, see your billboards, keep your brochures, follow your social media posts, explore your…

The post Measure ROI with Call Tracking appeared first on Convirza.

Don’t underestimate your marketing ROI. Use call tracking to get accurate ROI numbers. 

In marketing, you are always on stage. People read your emails, watch your advertisements, see your billboards, keep your brochures, follow your social media posts, explore your blogs, visit your websites, and the list goes on.

However, at the end of the day, the businesses you support want to know what you have done for them lately and, of course, how much it cost. Sometimes it feels like your world hinges on ROI. 

After all your creative energy and non-stop production schedules, it boils down to leads and their cost. Thus, we have the recent explosion of marketing software and tools. 

Phone calls are the most valuable form of incoming leads

All of these are great, but they have a huge gap — offline leads. In other words, what happens when a person moves from online to offline interactions, such as a phone call?

For instance, what if your great website persuades visitors to call

If you cannot link your website with phone calls you miss attribution and ROI. Plus, you may not justify the cost of some online efforts without tracing their effectiveness.

Call tracking to the rescue.

What is call tracking?

Call tracking uses technology to capture and analyze consumers’ behavior BEFORE and DURING phone calls. Unique tracking phone numbers are assigned to customer contact points, such as websites, newspaper ads, and PPC campaigns. Whenever a person dials a tracking number, the call is directed to the call tracking software and routed to its destination.

How Does Call Tracking Work

Call tracking attributes the phone calls and leads to specific customer touch points. The customer touch points that generate the best phone calls are the most effective.

With call analytics, the best call tracking companies know if the caller is a strong lead. The very best call tracking companies go one step further and send an alert if you missed an opportunity to convert a caller.  

missed opportunity

You have powerful data and insights that only call tracking provides. ROI becomes simple, and phone calls are attributed accurately to specific marketing efforts.   

Even better, Convirza’s call tracking metrics are available in near real time. Thus, you can adjust and pull marketing that’s not generating results. Redirect the money saved into the areas that are the most effective. This shift directly increases your ROI.

Sales and Marketing ROI you should track

Convirza is an ideal solution to track all online and offline marketing designed to drive phone calls.

Digital Sales and Marketing

Dynamic Number Insertion (DNI) links digital leads to phone calls. The Convirza whitepaper, The Authoritative Guide to Call Tracking and Local SEO is a comprehensive and informative guide for marketers who want to use DNI. 

Mobile conversions make sure your website is mobile optimized

Traditional Advertising

  • Print call tracking 
  • Include call tracking numbers on in newspaper, magazine, and mailers ads
  • TV and radio call tracking
  • Billboard call tracking

Call tracking is a crucial marketing tool. Without it, your ROI is skewed and incomplete. Hundreds, perhaps thousands, of leads driven by marketing efforts are not attributed. If you want an immediate ROI boost, start call tracking today.

ROI Give me a Demo!

 

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What Call Analytics Method Should You Choose?

Call analytics give businesses and marketers detailed phone call information. The data can show what happens BEFORE a phone call. You see caller and company representative behavior DURING phone calls. And even know actions AFTER a phone call. But call…

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Call analytics give businesses and marketers detailed phone call information. The data can show what happens BEFORE a phone call. You see caller and company representative behavior DURING phone calls. And even know actions AFTER a phone call. But call analytics that only uses keyword spotting simply do not work.

What is call analytics?

Call analytics take keywords and phrases and then deciphers consumer behavior. More advanced call analytics produce valuable call metrics and indicators. Reports consolidate call data that smart marketers and businesses use to optimize call conversions and save missed opportunities.

What is keyword spotting?

After a phone conversation, a software program reviews the recording and searches for specific keywords. Often call tracking users can designate the exact words they want to hear. A dentist’s office wants to hear “appointment.” An HVAC company wants to hear “deposit” or “credit card.” These keywords signify the caller is converting into a customer. Right?

While on the surface both systems appear to be similar; but comparing call analytics to keyword spotting is like comparing apples to oranges.

The flaw with most call analytic methods

Keyword spotting identifies keywords and phrases within a call transcript and then categorizes them for automation. The basic premise is that call tracking based on keyword spotting provides analysis of phone calls through metrics like call length and the types of words used within the conversation. From there you can understand with greater accuracy what customers need. Plus, it cuts down the time spent analyzing actual phone recordings by only targeting certain words.

For example, if an agent at a car dealership wants to know how many times callers ask for the newest model of a car they are selling, the marketing agent might use keyword spotting to determine how many times a certain make, model, and manufacturer are mentioned in a phone conversation.

Keyword spotting can also help determine brand awareness. Say a company has a certain motto or slogan and they are trying to embed it into the heads of its customers or potential customers. This method can help the company determine if callers mention the slogan during a phone conversation. Keyword spotting can also monitor the performance of individual sales representatives and their phone skills.

But there are many pitfalls to keyword spotting. Words can easily be taken out of context. If the marketer set “buy” as one of its keywords, you can imagine how many different uses for that word could be found in a common sales conversation.

Some are positive and lead to sales. But some also can be negative. “This weekend I am going to buy a Model X” and “I would never buy Model X” both have the keyword embedded.

call analytics method

This system can ultimately lead to poor assumptions and a lot of misinformation. When it comes to keeping clients happy, this type of information doesn’t really help them achieve their bottom line.

Conversation Analytics®

Convirza’s Conversation Analytics®services, however, takes a much different approach, which effectively provides greater accuracy and more valuable call insights. Convirza uses the industry’s largest set of indicators and extendible indicators to provide dependable, accurate call analytics.

Conversation Analytics® services are immediately usable and require no setup to be accurate. On the other hand, keyword spotting relies completely on users to specify keywords.

The company spent more than 40,000 hours of data science research analyzing calls. Literally, thousands of phrases, not just words, are built into our call analytics.  Our sophisticated software analyzes for word and word phrase proximity, repetition, word count, logic queues, pauses, and more. These are all bundled into the Convirza algorithm. Each call then receives a score in 45 key areas that indicate call success.

Let’s revisit the same two statements mentioned earlier. Both used the keyword “buy;” however, they would be scored differently.

Conversation Analytics® is specifically engineered to automate listening to and responding to call behavior, not merely highlighting which words come up in a conversation. The key to closing deals is a better understanding of call behavior. Phone calls literally are unlocked with detailed insights that can then be linked to specific campaigns and channels.

Comparing the two systems side by side, it’s easy to see which of the two will ultimately provide the most accurate and insightful information for you and your clients. Keyword spotting, which is effective in some instances, misses the mark in most cases.

If your objective is to understand call behavior, and how that can produce greater leads and conversions, the obvious choice is Convirza’s call analytics.

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Apple, Google e Microsoft sono i brand a maggiore valore economico. La classifica di Interbrand

La diciottesima edizione dello studio Best Global Brands vede tre new entry: Ferrari, Netflix e Saleforce.com. Facebook entra nella top ten ed è il marchio con il più alto tasso di crescita

L’articolo Apple, Google e Microsoft sono i brand a maggiore valore economico. La classifica di Interbrand sembra essere il primo su Engage | News and views sul marketing pubblicitario.