Evidence suggests that “cold calling” is getting less efficient and more expensive over time.
This piece says that the phone as a medium for marketing is facing a drastic decrease in effectiveness for various reasons. According to a recent Zipwhip survey, 87% of respondents’ neglect phone calls from unknown numbers “often or “very often.”
While 39.8% of respondents said, that avoid calls from businesses/unknown callers because they are busy throughout the day and 22.6% of respondents don’t answer calls because phone calls are too long.
Only 4% of respondents don’t think calls are disruptive and are usually open to receiving answering calls. While 27.6% of the respondents always find such calls to be disruptive. This piece says that brands need to “diversify their prospecting and communications strategies to reach audiences through the channels they prefer.”
[2 minute read]