The importance of click-to-call in bridging the online-offline attribution gap

(c) Dmitrov

Easy access to instant information on mobile devices is driving UK consumers to demand immediacy and convenience.

Smartphones have overtaken desktops and laptops as the most popular device for researching products and services, providing a huge opportunity to influence consumers at the beginning of their path to purchase.

However, although consumers today typically begin their shopping journey online, once they are further along in their...