Call marketing 101: Optimizing smartphone ‘addiction’

Call marketing
by: Megan Andersen , July 9, 2018

From a consumer perspective, it’s called smartphone addiction. From a call marketing perspective, it’s called opportunity.

Consumers worldwide have become dependent on smartphone usage to help them optimize each day. For example, Deloitte recently found more than a third of global consumers check their phones within five minutes of waking each day, while a full 20 percent check their phones more than 50 times over a typical 24-hour period. That pattern is being attributed to the increasingly useful features being added to phones, the researcher reports. And these days, some 79 percent of U.S. adults own smartphones.

The so-called addiction gives creators of call marketing campaigns ample opportunity to reach viewers through strategic email, text and website ads. Consider how the following tips may help your promotional messaging stand out from the other information they’re accessing via mobile.

  • Choose your battles: Avoid bombarding viewers with way too many ads in succession. Nielsen recently found brands see the biggest lift when online ad campaigns are delivered between five and nine times, but the recommended frequency depends on the nature of the campaign.
  • Optimize SMS ads: Many call marketers have yet to optimize this messaging method, partly because it requires recipients to agree to accept text messaging. But that extra step can be well worth the effort; Adobe recently placed average open rates of texts at 98 percent.
  • Time ads strategically: Mobile phone use in the U.S. rises significantly from 7 a.m. to 10 a.m. then stays fairly steady through the afternoon, climbing steadily again from 5 p.m. to 8 p.m. then plateauing at around 9 p.m. When possible, place ads with your phone number accordingly.
  • Some industries have an edge: In one U.S. study, the share of online searches initiated by mobile was highest in food and beverages (72 percent), health (68 percent), sports (68 percent) news/media (64 percent) and lifestyle (62 percent). Marketers in those industries might funnel extra funding into mobile-targeted ads.

Talk to Custom Toll Free about choosing a highly memorable phone number to help drive your next call marketing campaign.


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