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As the interactive marketing landscape matures, companies are becoming accustomed to performance-based advertising models, such as pay per click, that generate revenue for publishers only when they generate leads for advertisers. However, in this era of rampant click fraud, companies are demanding even greater accountability and accuracy for their campaigns. According to The Kelsey Group, nearly 71 percent of advertisers would prefer paying for phone calls over clicks.
Thus, the pay per call model was introduced. Similar to pay per click, pay per call allows media companies to charge advertisers on a per-call basis for each lead (i.e. call) generated. Call Tracking, along with Click to Call, is a technology that enables the pay-per-call business model.
Regardless of the model, the bottom line is that most businesses that offer complex, high-value products and services want to receive qualified leads from the Web. However, since many consumers and companies, particularly SMBs operating locally, are more accustomed to transacting business offline, media companies and marketers must recognize the importance of delivering leads over the phone. This trend has fueled the emergence to pay per call programs, and related call measurement solutions.
eStara offers companies the flexibility to choose whichever business model works best for their business and their advertisers, whether it be performance-based pay-per-call, value-added lead generation or bundled premium service.