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by Mike Essex on 28th May 2010
Marketing managers are being told search engine marketing campaigns have helped to increase the number of phone calls made to businesses.
Writing for Search Engine Watch, Jason Tabeling – an expert in both paid search and online display advertising – said this has created a "larger importance" for two things to be considered and utilised by companies.
These are for firms to use unique campaign phone number call tracking and "click-to-call" placements, something that Google has been using for a number of years in mobile specific promotions.
What may interest marketing professionals, including those who employ professional SEO services, is his suggestion that potential consumers are more likely to get in touch over the phone as they combine devices for internet surfing and ring individuals or businesses.
However, Mr Tabeling told industry figures that there are still many questions about the role of modern mobile handsets in advertising and he indicated that many of those quandaries will be clearer over time.