So what will be cloud telephony? I think Skype sort of comes pretty close to being one. It’s sad that the technology is being tossed around between the founders and corporates (eBay). 100% functional technology, 100% driven by users, and 100% penetration (well, more then any other telephony company). A technology, that only gets better with higher penetration. Why can’t we all have a Skype device creating a “cloud” of telephony overlaid over the internet in the form of P2P services and then anyone could connect to anyone for FREE. And we could then have a bunch of mobile gateways connected to the Skype network at various junctions for seamless roaming and real low cost telephony.

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One must realize that marketing using social media is not an easy task. In general, any type of online marketing requires constant efforts and patience. Granted social media offers a way to rapidly get your brand across social users, it does require careful planning and contents that are bound to engage social users who’d reward your business with word of mouth referrals to their friends.

While there are plenty of options for business that have presence on world wide web, what about the service businesses that don’t have web presence. Take for an example, a dentist or an insurance agent or a real estate agent. For such business, there is not much offered in the area of referral marketing? Where should such businesses search for referral marketing tools, or software of a platform?

Thankfully, numbr.com has just build a social media marketing platform for this purpose. Now, all types of businesses can leverage social media for their marketing needs. Most importantly, pay for performance has become a norm, and rightfully so. There are plenty of tools online but a few of them provide Pay for performance guarantees. Google’s Adsense started the trend and it’s good to see that many solutions are moving in that direction as the marketer demand pay for performance solutions.

Going forward, the industry will bound to discard fixed payment solutions and embrace 100% pay for performance model. Numbr.com offers both fixed priced or a paypercall and payperlead marketing solutions for its customers.

Paypercall and referral marketing coupled of pay for performance is a new way of marketing online. Social media is rapidly growing and it’s interesting to see the approach of social marketing mixed with phone based new business leads.

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In recognition of the importance of social reputation, even businesses have put in place a mechanism to ensure that their workers are treated with honor and dignity. Some non-government organizations (NGOs) have dedicated themselves to promote what is called social conscience. These are NGOs which know about and want to help those who are in need of help.

Thus social reputation can be enhanced by resorting to activities of the kind explained above. However, in the world of business, the phrase social reputation is used in a comprehensive sense. One is supposed to say something about oneself or convey something about oneself. After all, as Neil Armstrong, the first man to land on the moon reportedly remarked once, “If you don’t blow your own trumpet, who else will?”

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In the past, the word-of-mouth route was the only important route available to ascertain the identity and social reputation of the marketer. Additionally marketers used advertising to promote their product, their identity and their social reputation, not necessarily in the same order. Naturally, it took time to promote social reputation.

These days, the consumer only has to use a search engine to identify a marketer and to learn what others say about the marketer and the marketer’s products and services – in other words, the social reputation of the marketer. The online social reputation of the marketer, so to speak, influences the buy decision of the consumer. Social networks come in handy too for the purpose.

It is not surprising marketers are obsessed with their online social reputation these days. Donning the cap of subject matter expert, marketers seek to connect with prospective consumers by using blogs. Given the proliferation of social networks, this has been becoming easier by the day. Thus they manage to connect with their prospective consumers online and by extension, promote their social reputation.

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Another open secret is that only a third of US businesses have websites. The rest do not have websites. Even these websites by and large are inactive and so could be regarded as static brochures rather than dynamic websites. Small businesses as a matter of fact do not have the requisite financial muscle to keep their websites active. Such dormant websites can hardly be counted upon to convert enquiries into sales.

This backdrop explains the growing popularity of pay per call in US – in particular its popularity with small businesses. In pay per call, the marketer is able to buy a call to his / her business from a listing that emerges online in response to a specific query that a prospective customer raises online using the search engine. Given the natural inclination of businesses to use telephone to conduct their activities, in particular small businesses, it needed little effort to convince them to switch over to pay per call advertising / marketing.

Financial services and insurance industry have been finding pay per call quite productive. Pay per call has also been proving its worth in realty, mortgage and travel sectors. The nature of operations in these industries / sectors requires the prospective customer to interact with the marketer seriously. A lot of customization is required in these industries / sectors to close deals. So, serious interaction between the marketer and the prospective customer is imperative if customization is to be achieved. What better way to achieve it than by exploiting pay per call?

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Ideally though, every prospective customer would want to be provided with options to link to: the website of the marketer, click to call, the 800-number and the direct number. In the circumstances, if a network does not deliberately provide these options (and there are such networks) to the prospective customer in pay per call, then it is unfortunate. Since pay per call is a positive sum game, denial of the said options to the prospective customer could lead to loss of business to all the stakeholders associated with pay per call.

It is in this backdrop that the reluctance of some prominent networks to allow the marketer to directly contact the prospective customer from his / her website should be looked at. Such reluctance on the part of networks is attributed to the suspicion that ‘leakage’ could result if the prospective customer goes direct. Whatever the reason, the net result is that the prospective customer feels at the end of the day that he / she has not been able to exploit pay per call suite fully.

Such networks will do well to figure a way out to get paid for a direct call from the marketer’s website. Once this is done, the ‘leakage’ problem will have been taken care of. This is the right way to address the ‘leakage’ issue and not denying permission to the prospective customer who wants to visit the marketer’s website!

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Some of the views in circulation are quite enlightening. Advertisers are of the view that pay per call has helped them reduce their overall spending courtesy the hired SEM firm and the use of advanced analytics. In other words, keyword prices are set to keep rising at least in the immediate future. Advertisers are almost unanimous in asserting that the competition for keywords has increased. All the same, one does not get the impression that the advertisers are concerned with pricing because not many of the advertisers are inclined to prune their spending.

The pay per call product being offered by the various networks differs in terms of features and the implications of the said features. With some networks, the web user sees a unique 800-number generated on the fly and calls that number. The advertiser pays only for calls to the 800-number and that too if the call lasts beyond ten seconds or so. This ensures that the advertiser pays only for quality calls. The pay per call product offered by another network calls upon the user to key in his / her telephone number online. Only then the network connects the user with the advertiser.

But advertisers by and large are reluctant to key in their telephone numbers for reasons practical and otherwise. If they do, they have to wait for their telephone to ring but they have no time to waste. This is in addition to the time they spend keying in their telephone number. Amongst other reasons is the user’s fear that his / her telephone number may be sold or passed on to the advertiser or misused in other ways. The 800-number-driven pay per call boasts of a superior conversion rate and that is not surprising!

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The networks which help the service providers connect with the prospective pay per call customers over the telephone maintain a directory of the said service providers.   The prospective customer can access the directory only through the website of the network concerned.  If the said directory is compiled professionally and accurately, this innovated version of pay per call will succeed as anticipated.

This innovation has provided some flexibility and operational ease to the pay per call tool and should thus help at least some service providers to exploit their expertise to the hilt.  Of course the other features which characterize the pay per call tool are available here too.  As a result, the service provider can define pricing, scheduling, time-of-call, etc with the help of the network concerned.

Since this innovative feature does not warrant the service provider to furnish a phone number, the latter will be spared the ordeal of receiving calls during the wee hours – something that is known to happen in pay per call at times.  Fortunately, the innovation addresses this problem effectively and the service provider can therefore sleep peacefully.

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This is competition of the unhealthy kind which one is not likely to come across in pay per call.  In pay per call, the billable event is the call and not the click.  In pay per call two individuals speak with each other over the telephone.

On their part, the networks, in the interest of all the stakeholders associated with pay per call, use some safeguards against fraud.  Additionally, networks do not charge marketers if the call made by the prospective customer is unusually brief or several calls emerge from the same telephone number.

To make bidding on keywords easily affordable from the perspective of small businesses, some networks permit the marketers to cap the payment they make every month.  Yet some networks are reportedly coming up with another feature which will require the marketer to pay only a flat fee.   Thus attempts are being made by networks to make pay per call as business-friendly as possible even as the said businesses see potential profit in the said marketing and advertising tool.  According to reports, some networks are all set to offer pay per call ads as an extension of their online yellow pages.



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But with more and more of web surfers looking for legal service providers in their hometown these days, lawyers who have been skeptical about the usefulness of pay per call to their profession seem to have become advocates of pay per call.  In the case of lawyers, the conversion rate has been a whopping 50%, which has surprised them!

The pay per call advertising tool has been regularly making additions to its list of customer-friendly features.  For example, the prospective customer can key in her telephone number and get a return call from the marketer.  This is refreshingly different from what one normally associates with pay per call – the prospective customer calls a special number which is forwarded to the marketer’s regular phone.

One school of thought holds that pay per call is more useful to service providers who operate on a modest scale – in particular, service providers whose customers ask a lot of questions.  The ideal examples are lawyers and contractors who are asked a lot of questions by their prospective customers.   Of course one fact remains relevant to pay per call to this day – the marketer has a better chance of closing a deal when she is talking to the prospective customer rather than expecting her prospective customer to look up her site and the sites of the her competitors as well.

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