Hold The Phone ? How The Future Of Web Advertising Is Linked To The Call

We're all now familiar with how adwords campaigns on Google work. You buy keywords commonly used in search terms, such as "plumber in X town", and send people to a response mechanism, usually a web site. But increasingly that response mechanism is not a just a web site but a phone number as well - sometimes it's even just a phone number. But these days it's rarely an ordinary number - it's usually a 'smart number' that performs certain kinds of actions and sends data, just like browser calls a web page and sends data from that page. These smart numbers can be made to grab an RSS feed, play a sound file, make the caller fill out a form with their voice - just about anything. Increasingly we are seeing tech startups address what you do with that phone call and the data and analytics that can be pulled from it, just like on the Web. While Google and Facebook look at this area with their pet own projects, startups have appeared on the market to address this, such as AdInsight, Tropo, Twilio and Iovox, among others.

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