Mobile Marketers, Online Directories and Local Services Businesses All Benefit by Adding Call Tracking to their Local Online Search Marketing Strategies
Cleveland, OH (PRWEB) April 5, 2010 -- Mongoose Metrics, an enterprise-level call tracking solutions provider, today shows local online marketers how to find out who’s calling their sales lines as a result of online research. It’s a fact: Forty-six percent of local online searchers contacted a business by telephone following their Web research (TMP Directional Marketing and comScore, summer 2009).
With so many consumers letting their fingers do the walking, online marketers must learn how to measure and analyze calls resulting from online searches. And, as nearly all consumers (97 percent) now use online media to shop locally (BIA/Kelsey and ConStat Survey, February 2010), tracking phone calls resulting from online searches is more imperative than at any time in history.
How does it work? Businesses can provision anywhere from one to thousands of local numbers for placement on their Web sites. When customers call one of these numbers, Mongoose tracks their searching behavior from keyword to completed sale. In other words, call tracking illuminates which key words are driving phone calls and, ultimately, sales.
“Call tracking for local search is perfect for online directories, mobile marketers and service businesses which depend on local customers for their livelihood. Pizza parlors, auto dealers, doctors and florists all can benefit from understanding how customers are reaching them via the phone,” says Bradley Reynolds, chief executive officer of Mongoose Metrics.
Reynolds adds, “The power of using local phone numbers is self-evident. Customers want to do business with people in their own backyard, with people who understand their unique cultural identity.”
With Mongoose Metrics’ pool of local US, UK and Canadian phone numbers, local service businesses now have the opportunity to attract and convert customers who want to do business with members of their own community. Call tracking solutions which use local phone numbers are a natural fit for any business which receives geographically-oriented calls such as storage companies, auto dealerships, restaurants, hair salons and service professionals (doctors and lawyers).
For online directories and portal providers, Mongoose Metrics’ white label product offers the flexibility of a fully customizable, branded product with no reference back to Mongoose. White labeling allows agencies and resellers the ability to provide call tracking services to their clients which are branded to them specifically and allows resellers to structure costs which make sense for their business model.
Additionally, mobile marketers also must understand how call tracking can improve sales and reduce costs. A November 2009 study by BIA/Kelsey and ConStat shows that the use of mobile devices for commercial searches increased across the board in 2009. Of particular interest, searches for local products or services now exceed out-of-market searches by a wide margin. Among consumers using mobile devices, 18.5 percent searched the Internet for local products or services.
In summary, call tracking (with local or toll-free numbers) enables businesses to answer formerly mysterious marketing questions such as:
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About Mongoose Metrics
Mongoose Metrics is a privately-held company based in Independence, Ohio and was founded in 2007 by information technology and telecom veterans, Stephen Abbey, Bradley Reynolds and Jeff Tirey. The company developed the industry’s first patent-pending phone call tracking technology which integrates phone call reports into third party web analytics packages such as Webtrends, Google Analytics™ and Omniture SiteCatalyst.™ The company’s innovations also include keyword level tracking solutions for online marketers who need to understand what paid search (PPC) traffic is driving phone calls. In 2010, the company expanded its service coverage area to Canada and the United Kingdom. For more information about Mongoose Metrics products and services visit www.mongoosemetrics.com or call 1.877.784.0496.
About Call Tracking
Call tracking is one method of lead generation measurement that brings substantial and highly measurable insight to the issue of understanding online-to-offline (web-to-phone) conversions. It enables clients to migrate from merely tracking the number of phone calls they receive from online advertising campaigns to understanding each caller’s online behavior and buying persona.
More importantly, call tracking allows businesses to calculate financial success for every form of advertising they are paying for. With call tracking, marketers now have an increasingly powerful tool to not only measure -- but also analyze -- offline conversions (phone calls) to more effectively determine success and make informed spending decisions.
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