The Mobile Call to Action That Drives More Revenue Than the Rest
Why are smartphones and tablets so popular? They're convenient and fit today's busy lifestyle. By 2016, mobile search is expected to eclipse desktop by 27.8 billion queries, according to BIA/Kelsey. Marketers are still trying to figure out the best way to grab the attention of mobile consumers. Here are some ways how:
Keep it simple
Ad designers need to understand ad placement and take into account screen size for each mobile device. The content of the ad needs to be short and clear enough to appeal to mobile users’ short attention spans. And, most importantly, the call to action (CTA) has to be obvious enough that consumers can't help but click the link. If it's not easy, they won't do it. As with any marketing tactic, marketers need to be clear about what they want their customers to do. An obvious CTA gives the customer step-by-step directions to purchase.
The most effective CTA on mobile devices is the call button. According to Google, 48 percent of all local mobile searches result in a phone call. Unfortunately, this CTA is dangerously underused. Sure, pay-per-click pros are using call extensions in search ads, but it ends there. What about call buttons on social ads, landing pages and emails?
The marketing world is catching up, however. Twitter recently announced it would be testing click-to-call buttons on select brands’ sponsored content, and the rumors hint that Facebook isn't far behind.
Using inbound calls as CTAs
So how can marketers implement inbound calls in their mobile marketing strategies? It's easy. Just like adding a "click here" or "submit" button on a landing page, marketers can add a "click to call" button that allows consumers to make a phone call directly from a landing page, email, mobile site or app.
Don't forget mobile search
Marketers have combined the power of mobile with paid search. While paid search can effectively drive online traffic, there are times when mobile consumers don't want to complete a transaction completely online. That's when marketers need to give consumers the option to call from the mobile search results page (as well as a landing page).