The Importance of Tracking How People Hear About Your Business

We recently spoke to Angela, a freelance writer, to share her experiences working with some of the largest publishing and advertising businesses in Australia. If you are interested in media and more importantly how large and well known companies measure the success of their advertising dollar, you’ll find this quite interesting.

For a spell, I left the media industry to work as a research analyst where I analysed the efficiency of various advertising and marketing strategies for a host of clients, such as Qantas, Westpac, Coca Cola, the NSW Government, and so on.

Though my chief objective was to determine things like whether a thirty second spot in Packed to the Rafters would deliver a client’s TARP goals, time and again, I was asked how a client could tell if that thirty-second spot had resulted in more sales; something I was unqualified to speculate on.

To isolate this information, marketers would often suggest that clients advertise different products or special offers in each different medium they used, and then analyse sales data to see which medium outperformed the other. But becoming more popular is the use of a Voice Over Internet Protocol service (VoIP).

Unlike the former, which cannot control for natural selection—a person going into a supermarket and selecting Arnotts Tim Tams over another Arnotts product due merely to product placement, impulse or pre-existing bias—a VoIP rules out the possibility of natural selection.

Using different telephone numbers in different advertising mediums, VoIP allows you to efficiently and accurately track what marketing messages your enquiries are originating from; and importantly, a VoIP also isolates which advertising medium delivers more call-to-action.

You may use a variety of mediums—television, print, online, radio, outdoor—but of those mediums, which one actually drives a person to pick up the phone? What was the strongest marketing message? VoIP answers all of those questions with a simple text file detailing every phone call and the marketing number they originated from.

VoIP delivers something that as a research analyst I could never definitively answer: accountability. It’s true that VoIP is no substitute for a good marketing campaign, but when used in conjunction with your marketing strategies it offers a kind of clarity that TARPs and circulation numbers simply cannot.

To include Virion’s VoIP service in your next marketing campaign, sign up here.