Do you own or run a business?  Have you ever wondered what the most effective form of marketing is for your business? The world of mobile technology has taken the way we connect with each other by storm and with it comes opportunity for your business. According to the Mobile Marketing Association, over 5.1 billion of the 7.0 billion people on the planet own a cell phone.  People are using their smartphones for everything from keeping current with the latest news to making m-commerce purchases, the latest and greatest trend of mobile.The growing activity in the mobile space means that more searches will be performed from smartphones than from PC computers by 2015. Mobile advertising opportunities exist for businesses large and small.  From mobile applications, mobile couponing and SMS texting campaigns to search and banner ads via networks such as Jumptap and Google’s very own AdMob platform, mobile advertising is hyperactive.  And like a hyperactive child, mobile advertising campaigns can be difficult to manage and are increasingly expensive. If you’re considering outsourcing your mobile strategy, be prepared for a whole new world. Can you define your preferred channel? What are your KPIs?  Do you know your branding strategy?  Who is your mobile audience and just how will you spread your company’s message most effectively?  Is your website fully mobile compliant? Mobile advertising presents us with many more questions than there are answers (the right answers, that is).  This convoluted space can confuse and overwhelm businesses owners.  Fortunately, there is an easy way to utilize the smartphone to maximize your business’s marketing performance while producing ultra-high-quality leads.  Even better, this strategy allows you to work with a partner to achieve hands-off lead generation that comes with a high ROI. Aside from the seemingly limitless capabilities a smartphone possesses, its most basic function can complement your marketing efforts.  I introduce to you mobile pay-per-call marketing and the power of call-based lead generation.  Mobile pay-per-call is the process of driving phone calls into your business via paid smartphone traffic.  A prospect sees an advertisement on his/her mobile device and decides to make the call by touching the number.  Why is this so powerful?  First, call-based advertising sees very high engagement.  According to the Mobile Marketing Association, mobile search ads displaying phone numbers produce a 250% higher CTR (click-through rate) than the traditional mobile search ads.  Second, once a prospect is on the phone with a representative, conversion rates for product and services are much higher than traditional online transactions.  Bridging the gap between the online ad and offline power of the phone call brings you  a highly effective lead generation system. The mobile pay-per-call system is built on a complex tracking mechanism that allows you to attribute distinct phone numbers to various aspects of your marketing campaigns.  When a call comes in, ideally you’d have the ability to attribute that call to a paid keyword for a product or service that you are promoting, for example.  This insight allows you to further optimize your campaign, expanding on what works and eliminating what doesn’t.  With a system like RingRevenue’s patent pending call tracking solution in conjunction with a leading mobile pay-per-call network like the Mobile Fused network, you have this power.  Marketing automation never looked so good. There’s more to know about mobile pay-per-call advertising and how it can work for your company.  Stay tuned in for part 2.