New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Evidence suggests that “cold calling” is getting less efficient and more expensive over time.

This piece says that the phone as a medium for marketing is facing a drastic decrease in effectiveness for various reasons. According to a recent Zipwhip survey, 87% of respondents’ neglect phone calls from unknown numbers “often or “very often.”

While 39.8% of respondents said, that avoid calls from businesses/unknown callers because they are busy throughout the day and 22.6% of respondents don’t answer calls because phone calls are too long.

Only 4% of respondents don’t think calls are disruptive and are usually open to receiving answering calls. While 27.6% of the respondents always find such calls to be disruptive. This piece says that brands need to “diversify their prospecting and communications strategies to reach audiences through the channels they prefer.”

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[2 minute read]

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