The other day, I found a small, family-owned resort hotel on the Web. I was interested but had questions. So I called the toll-free number on the site. A friendly woman immediately asked if I could hold. I did... for quite a while, until I had to hang up to take another call. Knowing it was a mom-and-pop, I called back an hour later. The nice lady still couldn't talk but took my number and promised to call me back. When she finally did and answered my questions, I booked a long weekend in October.

The reservation experience was still top of mind when Google and eBay announced their click-to-call partnership this week. Phone calls are advantageous for many reasons, particularly for smaller marketers with a minimal or even no Web presence.

Yet the adoption curve will be steep on both sides of the equation as companies the size of Google, eBay, and Skype try to sell marketers and consumers alike on Web-to-voice advertising.

For marketers - and frankly, the journalists and editors who cover them - differentiating between click-to-call and pay-per-call can be as confusing as telling Tweedledum from Tweedledee. There is a difference and, often, disagreement on which does exactly what.

Wikipedia defines click-to-call as "a service which lets users click a button and immediately speak with a customer service representative. The call can either be carried over VoIP, or the customer may request an immediate call back by entering their phone number."

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