Architecting today’s customer journey is a top priority for senior marketing leaders, who must guide the customer through the path to purchase and craft experiences across a multitude of channels and devices, all while keeping sight of the ultimate goal: guiding a customer through to conversion. But there is a channel that often goes unrecognized and unsupported in this new digital age: the phone call.
The digital experience has brought rise to an influential channel of profit in the phone call that must not be overlooked. As customer satisfaction is measured in quick clicks and frictionless engagements, tools like the Google call button have made it even easier for brands to actively connect digital experiences to profitable inbound calls. This call commerce demands a new set of strategies, campaigns and executions, in addition to new measures and metrics to better track these online to offline conversations.
To discuss these issues and more, the CMO Council, in partnership with DialogTech, hosted a one-hour interactive webcast focused on the new measures, metrics and fundamental connections required to fully optimize the customer journey. The webcast included real-world case studies and examples of how savvy digital marketing leaders are connecting online and mobile experiences directly to calls and conversions that drive the bottom line.
Topics discussed include:
Mary Anne Hensley, Executive Editor, Director of Content and Marketing Programs, CMO Council; Susan Bryant, CMO, DialogTech; Bryan Huber, Director of Digital Marketing, Comfort Keepers