谷歌移动广告带动电话营销回潮

    鲜花礼品公司1-800-Flowers是另一个例子。该公司表示，顾客通过智能手机直接播打广告电话的机率是顾客在普通电脑上看到广告再拨打电话的机率的两三倍。有线网络提供商康卡斯特（Comcast）对此表示赞同。自从去年6月开始投放移动广告以来，该公司的移动销售额激增，移动广告的点击率比传统电脑广告高出270%。去年康卡斯特的在线销售额几乎可以忽略不计，而现在移动广告已使该公司的在线销售提高了10%以上。另一家公司康卡斯特有线（Comcast Cable）的数字销售与营销副总裁约书亚•帕劳表示：“有时顾客自己虽然会做各种调查研究，但是他们还是有些问题想要咨询相关人员。”

    移动广告目前也有些不完善的地方。首先它要解决的是如何追踪移动广告对消费者的影响。比方说有的顾客可能在一种设备上开始他们的购物体验，但在另一个平台上进行结算，目前广告商还无法对这种情况进行追踪。比如一名康卡斯特的顾客可能会登陆康卡斯特的移动网站，对其服务进行一番研究，但是最终还是会亲自走到康卡斯特的销售网点完成购买行为。谷歌表示，它正在致力于解决这个问题。谷歌全球销售和营销主任杰森•斯佩罗称：“智能手机的确正在成为一个引导人们现实生活的工具。目前我们在追踪真实世界的数据方面做得还不是很好，但我们很快就能交上一份完美的答卷。”

    译者：朴成奎

    1-800-Flowers (FLWS) is another example. The company says it's customers were two or three times more likely to click to make a phone call from a handset than to click on anadvertisement on a desktop computer. Cable provider Comcast (CMCSK) has found the same to be true. Since starting to use mobile ads in June last year, the company says it has seen a surge in mobile sales, with 270% greater click-through rates on mobile than desktop devices. Mobile advertising now drives more than 10% of the company's online sales, up from virtually nothing last year. "Sometimes customers can do all the research, but they'll still have questions they want to talk to someone about," says Joshua Palau, vice president of digital sales and marketing at Comcast cable, another company.

    The hitch? Figuring out how to track the impact mobile advertising has on consumers. Currently, there's no way for advertisers to track if a customer starts their purchasing experience on one device and moves to a different platform to finish. For example, a Comcast customer could research the deals the company has to offer through the company's mobile site or online but, ultimately, end up walking into one of its satellite stores to complete the purchase. Google says it is working to fix that. "Your mobile phone is really becoming a tool to navigate you through the physical world," says Jason Spero, head of global sales and marketing at Google. "Right now, we're not doing a great job of tracking digital in the physical world, but we're very close."