Travel Go, the Travel Channel’s new mobile travel information service offers a wealth of destination information to any Internet-connected mobile phone. And what’s even better is that when you’re searching for a restaurant or entertainment while you’re on vacation, the service is designed so that “one click does it all” — from finding to calling for reservations.
Chances are that belt-tightening is in your budget for the foreseeable future. That doesn’t leave much room for anything that can’t be justified in cold, hard numbers - including advertising. You have to demonstrate results for every dollar spent.
That’s why the advertising experts at Impact Branding and Strategic Marketing Solutions emphasize that each and every campaign must be measurable. Impact Media suggests:
“If you have the availability of an additional phone line, why not trial different telephone numbers targeting different adverts? When calling this number you know exactly where the enquiry has come from.”
Click-to-call is the perfect tool for gaining this visibility - and pinpointing the best investment for those hard-to-get advertising dollars.
That’s the message of Brand Rant blog author Sean Duffy in his post, “All advertising is now direct response.” Duffy’s message is that because people can go to your website anytime and anywhere, everywhere that you’re communicating your message — print, TV, radio, trade shows, speeches — is direct response.
The logical extension is that website design should start with the rules of direct response advertising: AIDA — attention, interest, desire, action. Think about those Flash animations in this light. Take the advice of Eric Stoddard, author of the Stoddard Report blog:
“In direct response subtly fails. Your advertising will not likely win awards, but it should win customers and sales. Awards are won by ad agencies who do indirect response ads. When you develop your direct response program a failure to use AIDA guarantees a failed marketing program.”
And nothing’s more direct than a click-to-call.
