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Could Mobile Click-to-Message Be a Magic Bullet for Business Advertising?

What could soon transform communication from consumer to online business? Click-to-Message capability, according to a Google AdWords blog entry, which posits that about two thirds of smartphone owners now “use messaging more than five times a day to communicate with others.” They don’t just want to use this feature for social communications. “Sixty five percent of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment,” according to Google. Google plans to take advantage of that development. “In the coming weeks, we’re introducing click-to-message ads to bring the efficiency and effectiveness of messaging to search ads,” noted the post. “By setting up a message extension, you’ll give users an easy way to text you to start a conversation and continue it whenever is most convenient for them.” How will it work? “Tapping on the texting option launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if you’re a travel advertiser and someone messages you after searching for New York City hotels, they can send or edit your pre-written message text, ‘I’m interested in a reservation. Please text me back with more information.’” Google notes that not a few marketers are already using click-to-message ads to connect with consumers on mobile to increase conversion rates. “The results from click-to-message have been phenomenal and we’ve seen an 80 percent higher conversion rate when compared to other
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