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Google - Please Don't Click-to-Call, Click to e-Mail

Google and eBay announced today a new partnership that will power Click-to-Call ads.

The strategy is interesting and is likely to be a boon to drive up the cost-per-click average for many consumer goods products to a $10 'click per call' from an average of $1 cost-per-click today. I like the concept and I expect it will be very effective for consumer technology sales.

I'm much less optimistic about 'click to call's' potential for Enterprise tech sales, since so many IT marketers are realizing that calling is not the best first step in the lead nurturing process. In fact, tech buyers are increasingly interested in an e-mail dialogue at the outset of a relationship and appreciate IT vendors who respect their desires. That said; we have been experimenting for some time with a 'click to e-mail' function that is working nicely. Users of the Ziff Davis Web Buyers Guide, who download a specific sponsored white paper, will trigger an automatic e-mail message that is designed to initiate dialogue and launch the nurturing process. That approach works - and the e-mail may even invite a phone call.

Whichever approach you try first - Click-to-Call or Click to e-Mail - be very considerate of your prospects receptivity level. You have one shot to make a great first impression. And, you must establish and immediate level of trust with your prospects if you want to move them quickly through the buying cycle.


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