0845 Numbers And The Power Of Advertising

In the UK, 0845 numbers are phone numbers that allow businesses to advertise a local number to their clients. The number isn’t actually local, but it does allow them to call it at local rates. Another benefit to 0845 numbers is that they’re NGNs, so they don’t provide location information. Companies can use these numbers to present a particular business image to their clients regardless of how big they are or where they’re actually located.

Those are the obvious benefits, but 0845 numbers offer benefits that don’t receive nearly enough attention, the ability to do focus marketing and then to track and analyze those efforts. Included with all 0845 numbers is a sophisticated Web-based interface that allows a business to manage their 0845 number, to collect and track calls and call data, and most importantly, to analyze that information.

Another important concept is that 0845 numbers are frontends. When a customer calls a 0845 number, where does it ring? Well, that’s up to the business. For small businesses, it may ring an office landline or it may ring the owner’s mobile. For larger companies, the system likely routes it to the appropriate department or call center based on origin information or some other detail.

So when we think of these business-oriented phone numbers, we tend to think of them as long-term investments. But imagine a common scenario where a business wants to run a holiday promotion. A business needs to be able to track and analyze that promotion so that they know if it was profitable, and they need to know how they can improve on it for next year. This type of tracking and analysis is typically extremely intensive and quite expensive.
However, 0845 numbers provide an inexpensive and relatively simple alternative. The only caveat is that the promotion must encourage customers to call the business. Each time one of those customers calls the 0845 number, the provider tracks the call and then adds the information to the pool of data. When the promotion is complete, the business now has access to comprehensive data about the customers that it generated. They also have built-in analytical tools at no additional expense.

By: Robin James

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