SANTA BARBARA, Calif., April 6, 2017 /PRNewswire/ -- Invoca, the call intelligence company, today announced Invoca for Instagram, enabling marketers to combine insights from phone calls with the visual power of Instagram to target high-value customers who want to have a voice conversation. Invoca for Instagram makes it simple for marketers to not only get credit for the calls they're driving from Instagram ads, but provides a way for them to reach more of these customers through retargeting and lookalike audiences, ultimately resulting in more revenue and a better customer experience.
With more than 600 million active monthly users, Instagram has become a powerful mobile platform for marketers. In fact, Locowise reports that 75 percent of Instagram users take action, such as visiting a website, after viewing an Instagram ad, and over a third have used their mobile phone to make a purchase. Combine the mobile-first nature of Instagram with the fact that the majority of calls to businesses come from mobile phones, and it's clear why marketers need a way to track the customer journey when it goes offline. This is especially important for marketers in industries like travel and home services that have broad appeal, yet offer products or services that are expensive or complex and require a voice conversation during the purchase process.
"Given 70 percent of 3 Day Blinds appointments are scheduled over the phone, it's incredibly important that our marketing campaigns across all channels, including social media, drive people to call," said Dan Williams, Chief Revenue Officer of 3 Day Blinds. "While the visual nature of Instagram has been great for our branding, Invoca for Instagram turns it into a viable direct response channel. Now we have the insights to not only optimize our Instagram posts for offline conversion, but to reach more of our best customers through lookalike audience targeting."
Invoca for Instagram includes:
- Get granular attribution down to the ad level: Get actionable data about the Instagram ads driving customers to click-through, call and then convert offline. Use these insights to make optimizations and budget allocations that drive more revenue-generating calls from Instagram ads.
- Re-target based on call insights: Deliver a consistent experience across channels by triggering retargeting ads on Instagram that are personalized based on attributes such as where a call came from, what was said, and whether someone converted.
- Expand your audience through lookalike audiences: Find more people that look like your best customers who converted over the phone. Pass this rich caller data to Instagram to create a seed audience for lookalike audience targeting.
- Call and click data together: Spend less time merging data and more time optimizing side-by-side with click and call data for a complete online and offline view of your ad performance.
"Social platforms like Instagram are fundamentally changing the way we consume content, which in turn impacts how brands today are attracting audiences," said Kyle Christensen, SVP of Marketing at Invoca. "For example, building your email database requires a vastly different strategy than reaching your best customers on Instagram. Driving revenue and improving the customer experience in this new landscape requires a new set of rules and that includes leveraging data from both voice and online interactions."
Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca's Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who's calling and analyze what's being said in conversations. Marketers can put this data to work directly in the Voice Marketing Cloud by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer journey. Invoca is backed by Morgan Stanley Alternative Investment Partners, Accel Partners, Upfront Ventures, Rincon Venture Partners, Salesforce Ventures, and Stepstone.
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