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Increase In 0845 Number Purchases
Why would sales of 0845 numbers sold online via telecoms websites increase when the UK economy has stagnated or at best managed a small fraction of a percentage growth?
By: DBS Telecoms
DBS Telecoms are one company who have benefited from the trend.
“We have achieved solid growth with our 0845 customer base – in fact we are up 19.3% on last year’s sales volume” said DBS Telecoms director Chrissy Clarke who unveiled the buck against the trend at the end of DBS Telecoms first quarter.
There are several plausible explanations.
In a recession UK based companies have to try harder than ever to market their business effectively. If they don’t then they know that they run a real risk of “dying on the vine”. In good times businesses can be laissez faire with a marketing budget but in a bleak economic downturn such as the one we are currently experiencing it is imperative that marketeers have a handle on which advertising works and which doesn’t.
“This is where 0845 numbers come into their own” explained Chrissy Clarke of DBS Telecoms. “Many of our orders for 0845 numbers are from savvy companies who order multiple 0845 numbers and place a unique 0845 number in a specific advert. In other words they use an 0845 number that will only appear in one place on the planet. The sophisticated call data that we provide our telecoms customers with on a monthly or real time basis means that companies can easily calculate the volume of calls a specific advert receives. Once the number of calls is determined then it is an easy step for marketing professionals to calculate the actual cost per enquiry. In marketing terms these types of traffic analysis statistics are dynamite as they are the only way that I know of whereby UK businesses can compare the relative effectiveness of different media with clinical precision”.
There is also another subtler explanation for the growth of sales of 0845 numbers which can be ordered online from sites such as http://www.dbs-
OFCOM predict that 2010 will be the tipping point in the UK where more calls will be made on mobile phones than on landlines. It is a bone of contention for many mobile phone users that they have to pay to call an 0800 number which anyone who called from a BT standard landline would get for free.
Most mobile phone users accept the fact that they will have to pay call charges to dial an 0845 number as they understand that this would be the case if they dialled an 0845 number from a landline. In a way it can be argued this has caused the 0845 prefix to appear friendlier to the consumer.
From the point of view of the owner of an 08 prefix number it’s preferable to have an 0845 number as there is no cost to receive the call. This combination of factors could be another contributing factor to the popularity of the 0845 prefix.
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