On the occasion of the launch of the beta version of the Call Marketing platform Efficient CallBadsender receives Yves Weberone of the co-founders of the company. You will discover in the interview why emailing and call marketing are complementary disciplines.
Yves, could you introduce yourself and briefly explain your background?
Hello everyone, my name is Yves Weber, I am 42 years old, I entered the professional Web in 1998, 15 years ago, at a time when Google did not even exist.
I cut my teeth in the world of SEO consulting and SEO audience measurement. So my background is very much focused on action performance.
In April 2011, and through the magic of social networks, I was able to meet again with Luis Quina who was the general manager of Snarx, the company where I worked between 2000 and 2002.
Luis told me that call tracking and call analytics were emerging in the US (we were not yet talking about call marketing) and that he was in the middle of developing a Cloud-based Telecom platform and 100% Open Source.
We started to think together about how to offer a similar service in France that would allow agencies, advertisers and publishers to monitor the commercial performance of their products in the same way as click performance.
In a context of explosion of Smartphones, the monitoring and the performance of calls takes all its sense.
Could you explain what call marketing is?
You should know that in 2012 Google Adwords generated 240 million phone calls in the U.S. and that in 2017 this figure will be 70 billion, I let you do the multiplication it's dizzying ... and we only talk about Google Adwords!
With the explosion of Smartphone sales and the consultation of emails on mobile it will be extremely simple to call a company and to be put in relation with it, the change is here and permanently there.
I notice that advertisers are already inclined to understand the stakes, in a context of crisis.
The whole purpose of Efficient Call is to enable agencies and solution providers to give advertisers this new lead generation opportunity.
Call Marketing is a set of expertises aiming at generating inbound calls to companies.
In this universe of Call Marketing, we can aggregate all these professions:
- Call Advertising: reflection and strategic planning on the right media to generate calls according to the advertiser's objectives
- Call Tracking: technology to route calls to advertisers from an advertisement and provide high value-added services that allow the advertiser to maximize the chance of turning the prospect into a customer
- Call Analytics: aggregation of all data from calls in a Web Analytics interface: advertising origin of the call, number of calls obtained, ROI of the calls!
The Call Marketing allows to obtain the commercial performance of the telephone calls from :
- any online and offline advertising medium.
- any control room
- any tool (e.g. mailing)
When and how did you discover this discipline?
I was lucky enough in 1998 to see the birth of a tag-based audience measurement tool called "WebandStats".
For the older generation, the reference audience measurement tool of the time was Webtrends, you had to "download" the logs or just wait for the tool to come up with figures.
When I joined Snarx in 2000, another tool was being developed, the ORC (Online Report Center), and it allowed me to monitor the performance of the website and promotional actions: advertising, emailing... I can really say that I touched the stars at that time by realizing where the professional Web was heading in terms of Analytics.
Since 2000, professionals believed that the Web would replace the voice channel and they ended up thinking (myself included) that communication would be entirely online, social networks are the current paroxysm... but with the emergence of Smartphones, companies will be able to rely on the voice channel again.
I only had this realization in April 2011, as I had discussions with Luis to understand the current context.
Very simply, when a company has only one phone number, it cannot know where its calls are coming from and how much money they are making.
Need help?
Reading content isn't everything. The best way is to talk to us.
Everything we know about click performance we will be able to reproduce on the voice channel, it's a revolution!
What services does Efficient Call offer? Are you alone in this adventure?
We are 2 founders, 4 direct operational + developers and also valuable acquaintances who open important doors and help us since September 2012 when the tool was not yet developed.
Efficient Call is a platform that allows :
- Create call marketing campaigns from any medium, advertising network or tool in the online and offline worlds on more than 2000 media.
- Monitor the origin of calls, the number of calls and, above all, the ROI of the calls using the same KPIs as for clicks.
Efficient Call is a mix between Google Adwords for the "campaign" part and Google Analytics for the "statistics" part with metrics specific to calls.
The video below shows the simplicity and speed of the platform:
We are launching a free beta test phase to allow the various players to familiarize themselves with the platform.
During the beta test phase you get 5 numbers and unlimited calling hours to test our platform for your mailings.
How is email marketing a complementary discipline to call marketing?
Recent studies show the following:
- 40 % of emails are opened from smartphones
- 70% of mobile users make decisions in less than an hour
- 36 % of them immediately take action (click / call)
- 15 to 20 times more likely to convert a customer with a call
- Average response time to an email: 24 hours versus 10 minutes for a call
- Call answered in 5 minutes: 100 times more likely to result in a lead
A Smartphone owner always has his device close to him and is therefore more solicited than ever.
Call Marketing and Emailing have to do together and right away.
Advertisers demand it, they need leads and a phone lead is the best lead ever.
From now on, telephone leads are measurable at 100% and monetizable, which is a revolution for the eco system.
A last word to conclude?
After 15 years of professional Web I can only notice that Europe lost the battle of the click and that the incomes of the clicks leave very largely outside our borders...
We are lucky to have in France and in Europe large telephone operators. For the moment 100% of the revenues from telephone calls are held by our operators.
I sincerely hope that through Efficient Call and the call marketing discipline, a new advertising ecosystem will be born in Europe and that each actor will be able to find the dimension and the remuneration he deserves in the interest of the advertiser.
On behalf of the entire Efficient Call team, we would like to thank you Jonathan for offering us this platform for our launch
To all the actors of Emailing you know now that another way / voice is possible for your activities.
You can find us on : https://www.efficientcall.fr
Thank you!
