Iulian Nitulescu of INVOX Call Tracking tells us about software that helps to effectively measure and optimize marketing.
First of all, how are you and your family doing in these COVID-19 times?
Iulian Nitulescu: Thank you for asking. So far, we are grateful that we managed to stay healthy.
Tell us about you, your career, how you founded INVOX Call Tracking?
Iulian Nitulescu: After more than 13 years in marketing, sales, and advertising for some of the largest publishing groups in Romania and with a B.S. in Marketing and Advertising, I accumulated a lot of knowledge about the marketing and advertising market in Romania. This knowledge helped me create INVOX Call Tracking software that has helped hundreds of companies to find the blind spots in their marketing campaigns. Thus, these companies have managed to effectively allocate the marketing budget and improve ROI (Return On Investment).
Along with me in this project is also Stelian Popa, who has 15 years of experience in web development and a B.S. in Industrial Robotics.
How does INVOX Call Tracking innovate?
Iulian Nitulescu: INVOX Call Tracking was launched in 2007 to solve a major problem facing the Romanian advertising market. With the increase in internet traffic on mobile devices, much of the marketing conversions were phone calls. Thus, marketing departments and agencies could not improve what they could not measure – phone calls.
This is how INVOX Call Tracking came about, helping data-driven marketers and agencies effectively measure and optimize marketing campaigns that target phone calls. More and more industries have phone calls as their main marketing objectives and which generate sales.
Thus, a call tracking solution like INVOX helps companies see which marketing channels waste their money and which marketing channels have the best ROAS (Return On As Spending).
How does the coronavirus pandemic affect INVOX finances?
Iulian Nitulescu: It was a difficult period at the beginning of last year, a period of global uncertainty when some of our clients canceled their subscriptions. But, this was due to the restrictions imposed by the government, which led to the suspension of the activity of some of our clients.
After the lockdown period, things started to return to normal, especially since most of the companies that had stopped their activity had to recover from the period of inactivity and therefore reactivated the marketing campaigns and obviously also the INVOX subscriptions.
However, in 2020 the number of new INVOX subscriptions increased by 14% compared to 2019, and we are sure that this percentage would have been much higher if there had not been that lockdown at the beginning of the year.
Did you have to make difficult choices regarding human resources, and what are the lessons learned?
Iulian Nitulescu: Being a small team, we were not directly affected regarding human resources, but we just had to move home with work. It was a period of adjustment to the new working conditions at home, especially since some of us also have children who also have online schooling.
One lesson learned is that businesses that adapt quickly to new conditions will more easily get through such difficult times.
Do you use any specific tools to be efficient?
Iulian Nitulescu: I like to keep things as simple as possible and not depend on too many tools.
I use Google Calendar to organize my daily activities (especially for calls and meetings) and Trello to plan and track team tasks. KISS (keep it simple, stupid).
Did you benefit from any government grants, and did that help keep your business afloat?
Iulian Nitulescu: No, I did not benefit or ask for a grant from the government.
Your final thoughts?
Iulian Nitulescu: Ceed that this pandemic also has its positive parts because it helped to improve the management style. Many companies have found that their teams are much more efficient if they do not force employees to come to the office but give them the freedom to work even on the beach or at the top of the mountain. This work from anywhere causes the employee to be more productive than if he is forced to stay in the office for 8 hours. And, I think this will be the new normal from now on.
Thank you for this occasion, and I wish you a successful and healthy 2021.
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