Calls are the new click. That was one of the themes that emerged from the kickoff session I moderated at LeadsCon two weeks ago. As a lead form, calls were a common thread despite the range of formats being developed across the heavy hitter panel.

Pete Christothoulou, President and COO, Marchex
Don Ross, CEO, Bankrate.com
Ulises Vazquez, CEO, Matomy Mexico and Latam, Matomy Media Group

This is the latest in a trend we’ve been tracking, where the phone call is getting its due credit as a form of inbound marketing. And the irony was not lost on this panel that the phone — a device that is 180 years old — is outperforming newer and “sexier” media.

Of course today’s smartphone is much more advanced than the first telephone. But it still makes phone calls, albeit fused with lots of other functions. And that’s the point — the phone call is given new life by the easy handoff from mobile local search to dialer.

That’s one of the primary drivers behind BIA/Kelsey data that peg call volume to businesses from mobile search to reach 72 billion by 2018. This has been the theme of much of our recent writing and analysis, including a webcast yesterday (replay coming soon).

In the video below, I discuss the session takeaways with LeadsCouncil Director Michael Farree. This joins the other presentation I gave at the show, who’s slides and audio voiceover can be seen in our post last week. Stay tuned for more on these topics.