June 28, 2016: As further evidence of the importance of establishing an omnichannel journey for customers, new data shows that digital channels drove 92 percent of calls to businesses in 2015. This represents significant growth since 2014, when 84 percent of calls were driven by digital marketing efforts.
The “2016 Call Intelligence Index” by Invoca analyzed 58 million calls across 40 industries. Additionally, the study revealed mobile marketing has become an essential means to connect with customers. Roughly half (54 percent) of customer calls came from mobile-specific channels.
The authors of the study note the importance of incorporating click-to-call buttons on mobile channels.