Click-to-call functionality in mobile search makes sense. Consumers are searching for a product or company and providing immediate access via mobile to make telephone contact sits well in that context.
But click-to-call on Twitter? It remains to be seen how many consumers take up the opportunity. Perhaps those who use the micro-blogging platform for customer service will have a need, but Twitter is essentially a social platform.
Nevertheless, a spokesman for Twitter has announced that a click-to-call button is currently being tested with a variety of brands. The aim is to increase users’ engagement with advertisers on the platform. Continue reading