Direct Response Marketing Blog


Call Screening vs. Call Blocking

Posted by Jessica Metz

Oct 3, 2014 9:30:00 AM

Many DR campaigns are state or area code sensitive. Perhaps laws prohibit your product being shipped to California, or the company offering a service is not licensed in Florida. If your media campaign is national, keeping callers from those excluded states is a must. Otherwise, your client receives calls they can’t handle and it poses a logistical nightmare. On the opposite side, a local campaign in New York is unlikely to get viable calls from New Mexico. A caller from that far away could be a transplant, or could be a spam or misdial.

There is more than one way to eliminate these callers efficiently and in the fairest way to the caller, because after all, they did hear your spot and are responding as they were intended to (this means your creative worked!). No matter which way you choose to restrict them, playing a message explaining they are out of the service area is a must. Without it, they might call back or think the number was published incorrectly and this reflects poorly on you.

  1. Call Screening:  You can select the states (or area codes) that you trust are likely to generate true leads, and “screen out” all other states with a message requiring the caller to press a single key. Those callers from the likely states will pass directly to the endpoint because they are essentially being qualified based on their location. In addition, this tool can be used to play an “out of service area” message to callers within certain states or area codes before disconnecting the call, so that they do not have the option to proceed to the call center. The reporting distinction with call screening is that screened calls not passing to the endpoint do not show up in reporting. This is especially clean when using for billing purposes.
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Topics: Call Tracking, Direct Response, Campaign Optimization, Reducing Misdials, Lead Management, Phone Leads

Brokering Phone Calls: Pre-qualification and Price Auctioning

Posted by Jessica Metz

Mar 19, 2014 9:30:00 AM

brokering-phone-calls-for-more-profitBuying and selling phone leads? If you’ve negotiated different prices with each buyer, managing routing to those buyers in order to maximize revenue can be tricky. This is especially so if several other variables are in play, such as daily or weekly count caps, varying hours of operation, and state restrictions.

Keeping track of all these details and making manual adjustments to advanced call routing is nearly impossible and very time consuming. Relying on technology to “set it and forget it” is a must. Zenith Media Tracking has a system where you enter the specifics once and it calculates the rest. Essentially this translates into real time auctioning of leads-the computer figures out the highest bidder and sends the calls their way, without overloading or exceeding caps, and still distributes to your other buyers. Even distribution will spread your leads, but won’t maximize them. Take advantage of our technology and get the most out of your calls.

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Topics: Call Center Management, Lead Management, Phone Leads

Lead Gen Metrics: Increasing Direct Response Advertising ROI with Math

Posted by Jessica Metz

Mar 17, 2014 8:00:00 AM

Traditional practices of analyzing metrics to increase ROI certainly play a role in campaign management, but technology has now surpassed such methods in taking your ROI to the next level. Instead of being reactive, you can finally be proactive in managing your lead flow. With the help of mathematical algorithms, the leads you generated can be routed to maximize ROI, based on what each customer is paying per lead and their current conversion rates.


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Topics: Advertising ROI, Campaign Optimization, Lead Management

Web and Phone Leads: Tracking Both with One Agency

Posted by Jessica Metz

Feb 6, 2014 11:28:14 AM

Most comprehensive advertising campaigns involve both traditional and digital media placement. Advertisers bridging-the-gap-between-web-and-phone-leadsmay choose to use different agencies that specialize in each, or one full service agency to handle it all. Realistically, multi-channel marketing efforts will always have some overlap in audience reach. The calls and clicks are tracked, but analyzing the relationship between the data sets are equally as important.

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Topics: Call Tracking, Lead Management, Lead Generation

Zenith Media Tracking is for advertising professionals. We track phone calls and help agencies determine the best media buying and lead selling strategies for maximum profit.

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