The fact of the matter is that consumers use multiple types of devices, messengers, networks and communication channels. This means that an advertising campaign that relies completely on just one channel will suffer from limited reach as that particular channel may not be accessible at all to the consumer.
Generating leads is not the same thing as generating sales.
The Google Ad campaign might produce 100 leads at a favorable cost per lead, however if very few end up being actual customers, the number of leads will give a false impression of performance.
Bulk SMS, telemarketing, voice drops, and IVR campaigns still make for very good business communication channels in India. However, regulations around commercial communications have become much more stringent.
A missed business call could mean a missed enquiry, appointment, support request or potential sale. The issue becomes more pressing when businesses get high call volumes, calls outside working hours or enquiries when every available employee is busy.
