It wasn’t all the long ago that the telephone was an advertisers go to item. It has lost a little flair and customers are a little bit less accepting to marketing over the phone. There are a few reasons for this; overseas call centres, persistent (harassing) techniques, perceived invasion of privacy, etc.
It’s a pretty grim picture really.
So that’s the negatives out of the way. Now let’s looks at advantages of phone marketing.
1. All the big players do it. 2. Results are immediate. 3. 100 successful calls provide the same information of 1000 mail outs. 4. True emotional feedback. 5. Cheapest feedback loop. 6. Ideal to test new concepts or services.
Phone based marketing, especially in a B2B environment can provide significant advantages over other marketing techniques. And it’s the B2B space that phone marketing is best suited to now. Unless there is a call to action, paper based marketing in this space is at best a slow feedback loop. The greater the number of gatekeepers in front of your intended recipient the greater the chance that it will not reach its mark.
Phone marketing is not a universal tool, but in the right environment and with the right end products it quickly can become the most cost effective tool in the shed.