Invoca for Instagram uses Call Intelligence to create better-targeted campaigns, newer customers, and better revenues. It connects the offline and online customer journey on one platform for marketers to optimize their ads
Invoca, the call intelligence company, launched Invoca for Instagram, enabling marketers to easily gain insights from phone calls through Instagram ads for campaign optimization and expanding audiences. After a user clicks or calls through Instagram ads, Invoca provides an online and offline view of the ad performance by displaying call and click data together, enabling marketers to optimize campaigns side by side.
The blue CTA at the bottom of every sponsored ad on Instagram will lead to calls, helping marketers to track customer’s offline journey, passing the caller intelligence with clear audience attributes to Instagram. It is then used to create campaigns on the Facebook Business manager, subsequently retargeting those customers based on attributes, including their call location, conversation, and call conversions.
For instance, if a caller called from a city that’s witnessing winters; marketers could target that customer with ads containing boots or leather jackets, heaters, and geysers. If a caller converted by purchasing pants, marketers could target ads with shoes, watches or matching accessories. Marketers can also use Invoca’s rich caller data as a seed audience to create lookalike audiences, and find similar audiences to expand their reach.
Invoca becomes a key to doing business on Instagram
There are now more than 500,000 businesses using Instagram advertising worldwide. 50% of 600+ million active Instagram users follow at least one business, 60% say that they learn about a product or service on Instagram, while 75% take action and over a third have used their mobile phones to buy something, the Locowise 2016 report points out. This requires learning customers reactions and behaviors offline where calls come into play.
Marketers, essentially from industries that offer products and services that are expensive or complex and require a voice conversation during the purchase process, need a way to track the offline customer journey. Concurring this view, Dan Williams, Chief Revenue Officer of 3 Day Blinds, said, “Given 70 % 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. 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.”
Kyle Christensen, SVP of Marketing at Invoca, explains, “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.”