Author Anne Wilson Schaef once wrote that "we are always surrounded by the doors of opportunity" but that because we're often so focused on a goal, we don't see what's right in front of us. I think there's a lot of truth to what Schaef says and that her musing is applicable for a lot of organizational leaders who are usually so pressed to meet short-term business or operational goals that it's hard for them to see the bigger picture. Still, technologies continue to be introduced that allow companies to analyze and act on customer interactions in new and exciting ways.I spoke recently with Paul Dolan, general manager at Light Reaction, which was formally launched in June. Light Reaction is a mobile-first performance advertising business and a division of Xaxis, a programmatic media and technology platform that's part of GroupM. Light Reaction sells digital media packaged up as outcomes for clients. If a healthcare or automotive company buys media via mobile web, Light Reaction drives outcomes for the client based on mobile commerce and mobile leads.
Light Reaction recently teamed up with a company called Marchex, a mobile advertising analytics company. Marchex has a call analytics platform that can be used to analyze and measure performance of mobile ads that consumers click to call a company directly. Marchex can determine where a consumer called from; what she said; whether she was placed on hold and for how long. The company can also verify whether or not she bought something, along with demographic and psychographic information about each customer or prospect, says Marchex CEO Pete Christothoulou.
Three weeks after it launched M-Call, Marchex's click-to-call mobile performance product, Light Reaction was working on three campaigns for two clients. The early results for each of the campaigns were looking favorable, says Dolan. One client is an auto parts manufacturer that does a lot of consultative selling with consumers.
"We were using digital media to drive prospects to their mobile website and instead of driving people to a website with a phone number, why not drive people to the mobile website and the call center?," says Dolan. "Then (the auto manufacturer) can get higher order rates and conversion values."
Dolan believes there are huge opportunities for global brands to leverage the visual media on smartphones to call a client directly. "Big, global brands are going to be looking back at the phone call to drive more leads and more sales."