The Marketing Corner: Consumers’ Point of Contact

(AP Photo/Mark Lennihan)

Smartphones have opened up a new world for consumers. There is so much information and actions that are performed right at our fingertips. In a digital landscape, it was believed by many in the marketing world that consumers would replace talking to businesses representatives with digital communication.

While that does happen, it now appears that consumers are not averse to speaking directly with businesses.

These conversations are taking the form of “pushing” the consumer via mobile devices, desktop searches, display ads with click-to-call, content sites, and reviews. As one can see, talking is not a thing of the past. In fact, with all of these digital touch points, it has opened the door for more talking with businesses. Once you get these consumers on the phone, there is an opportunity to spend more quality time on the phone and increase your revenue potential. It’s well-known that consumers do not mind speaking directly or completing transactions over the phone once their online research is completed.

Given the myriad of contact points, it is important to ensure marketing plans are omni-channel. Below provides a few main points to consider:

• Phone calls are highest on Monday
• Phone calls are heaviest during lunch time over the weekend
• Stands to reason that Sunday tends to receive the lowest amount of calls
• Regardless of industries, phone calls are up

Regardless of the industry, consumers are not talking less with businesses. Lavish purchases and customers needing personalized services contact businesses more frequently. This is in spite of the fact that many industries have moved their advertising investment to skew digital opportunities. Therefore, be sure that your offline communications are just as robust to capture these consumers regardless of touch point.

Adele Lassere is a marketing/advertising consultant, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]