A common issue of contention arises when a marketing campaign uses multiple marketing channels: who gets credit for the conversion?
This question becomes significantly more urgent when commissioned telemarketing agents are involved in the campaign.
For instance, say a client were to promote a training seminar by mail, advertising, fliers, as well as commissioned telemarketers.
If the concept of “last touch” is used, then a telemarketing agent would lose out every time a prospect says they need to check the website first before agreeing to pay the attendance fee- because, most likely the prospect will complete the online registration form instead of reestablishing contact with the telemarketing agent.
Now, in the world of Internet marketing, if the prospect had gone to a landing page before getting to the conversion page, they would have been “cookied”- had a tracking code stored on their computer so if they come back to sign up at a later time or day, the original referring source would still get credit.
In the world of telemarketing, there is no equivalent of the cookie. Or, is there?
It really depends on whether you can agree in advance that the telemarketing effort will be credited for anyone on the telemarketing list that signs up for the event. The only caveat would have to be that the telemarketers would have to show evidence that they either left a message or spoke to the prospect.
And so, I present to you- The Telemarketing Cookie.