If you haven’t heard about Dynamic Number Insertion (DNI) and how it relates to modern day digital marketing, you should be ashamed of yourself – of course, we’re only kidding when we mention that, but the truth is Dynamic Number Insertion is a significant tactic when utilizing Call Tracking and looking to reduce costs. The process of Dynamic Number Insertion involves enabling real-time Call Tracking and data collection for phone calls tied to a particular website; marketing types often employ this tactic to determine the impact of digital strategies on inbound phone calls. When a lead clicks-through to a site from any advertisement channel, DNI technology allows for display of a number unique to the specific web session while collecting referring data from sources such as search engines, web pages or keywords.
What Else Does Dynamic Number Insertion Do?
DNI is such a powerful tool, it can, for all arriving phone calls, automatically log website browsing history, geographical location of the call’s origin, the phone number itself, caller ID information and details regarding how the individual placing the call first came upon the website. If this wasn’t intuitive enough, preparing a business for Dynamic Number Insertion is nearly a no-brainer:
- A pool of three or more telephone numbers are registered, with the number currently being used input into a DNI system.
- The number displayed on the website automatically changes to associate with a particular visitor’s session, carrying over all applicable information in the process.
- Rich, user-specific data then facilitates targeted, high-ROI (Return on Investment) marketing.
- DNI “Rules” to Specify Regions
It can, on some level, seem like DNI would get quite expensive for companies experiencing a plethora of website visitors; the solution comes in the form of creating “rules” that allow DNI to only be utilized in certain regions. For example:
A legal firm is experiencing website visitors from all across the country, but it only does business in three cities where there are corporate offices. Dynamic Number Insertion can be set up for the three cities, allowing every other caller to use a “static” phone number to call in – in this instance, a call received from an internationally-based individual is not going to be considered a “viable lead,” so there’s no point in spending revenue on a DNI pool to track “non-customers” such as these.
In other words, Call Tracking can actually be geo-targeted to just those areas businesses wish to receive calls from, while the rest receive static numbers, and this approach reduces the DNI pool.
At the end of the day, what’s important to note is that localizing a DNI pool saves money while providing accurate marketing metrics.
Learn more about dynamic number insertion by reading One of 2015’s Must-Have Marketing Metrics You’re Most Likely Missing.