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Let\u2019s wax poetic on the value of a phone call for a moment.\u00a0 I often speak with advertisers on what a call is worth to them.\u00a0 Is a\u00a0six second call valid?\u00a0 Some may say \u2018yes\u2019, some would argue \u2018no\u2019.<\/p>\n
Is it really in the eye of the beholder?<\/p>\n
Let\u2019s take a glimpse into my life for a moment.\u00a0 In the past three weeks, in my free time (i.e. weekends), I\u2019ve driven over 2100 miles throughout the Northeast and New England.<\/p>\n
In those 2100 miles, there have been numerous purchase decisions made and many involved a phone call from my mobile device which took less than 10-12 seconds to convey the information I needed.\u00a0 What were some of these purchases you ask…?<\/p>\n
That\u2019s a pretty mixed bag of purchasing in a\u00a0three-week period.\u00a0 In nearly 80% of the cases listed above, I made phone calls from a listings page that resulted from a mobile search<\/a>.\u00a0 In none of those cases was the phone call more than 15 seconds, but yet\u2026look at what resulted.\u00a0 Gas alone cost $40-50 per fill-up, let alone what we spent in sundries at the mini-marts attached.<\/p>\n So, what is a phone call worth to an advertiser?\u00a0 In evaluating this, it\u2019s important to think about the business.<\/p>\n Is a 20 second phone call worthwhile to a childcare advertiser?\u00a0 The answer is likely yes, as a busy parent could be calling to check on hours for a possible tour.\u00a0 Auto repair?\u00a0 Another yes.\u00a0 I\u2019ve listened to hundreds of calls to auto repair shops researching the purchase process, and many times that purchase process is as simple as asking about hours of operation.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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