Blog

Thursday, 14 July 2011 by Peter Bell

Ad-Tech London: Online Lead Generation taking over?

Signing up for Ad-Tech London this September I came across a perfect illustration of how lead generation continues to influence ever more areas of modern marketing. On the Ad-Tech registration form, take the question; Which area will you invest in over next 12mths?
Euphemisms for lead generation type marketing now include; Affiliate Marketing, customer acquisition, direct marketing, direct response, email, lead / traffic generation, performance, sales generation.

This is a huge leap forward in just 12 months to see that lead generation can apply in nearly 25% of areas for marketers to invest. This definitely wasnt happening last year.

Who knows, we may be following our American cousins sooner than we think with a dedicated lead generation trade show of our own next year! Are you listening Ad-Tech?


Friday, 27 May 2011 by Peter Bell

The Big Lead Gen secret no-one wants you to know

Are you sitting comfortably? Heres the scoop...

High quality publishers subsidise poor quality ones in majority of online lead generation campaigns today.


So its like Mr X publisher crossing the street to hand over half his hard earned cash to Mrs Y publisher.


Why does this happen? Well partly its down to the law of averages. Most marketers will average things out to work to an overall campaign target. If these numbers are hit, everyones happy right? - well nearly everyone as unfortunately this model favours high quality low volume publishers balanced out by higher volume, lower quality ones at each end of the spectrum. Plus, its more convenient for the marketer to manage the campaign in this fashion, i.e. pay £1 for every lead and tinker with the volumes to try to get the desired effect but at the same time being severely hampered by the capped lead price.

So the next time you see a lead gen. campaign pop up at your local affiliate network with a headline rate you know the campaign is being run on a average meaning good publishers lose out financially to the poorer quality ones and the marketer struggles by being hamstrung to a fixed cost per lead.

Fortune favours the brave and those who are willing to deal with the complexity of using variable lead pricing will reap the huge reward this technique offers.

Either way, the secrets out now...


Friday, 20 May 2011 by Peter Bell

Consumer Privacy - Online Lead Generation Killer?

The UK appears to be buckling under the relentless strain of the heavy media coverage of consumer privacy these days. From super-injuncted kiss and tell stories and phone hacking scandals to Facebooks bizzare ideas on acceptable use of consumer data. Lawyers will continue to argue the toss, especially whilst it remains grey and therefore lucrative for them to do so. Watch this space as the Government prepares new legislation.

Taking the less newsworthy Online Lead Gen. (OLG) industry into view and you could have the equivalent of two cruise missiles hurtling towards each other. OLG is a whole advertising channel based on collecting and passing on consumer data for the purpose of marketing. Some would say this puts the industry light years ahead of most advertising sectors as weve been having to deal with privacy issues from year dot. The less confident might feel more like theyre carrying around unexploded timebombs in their business models.

Either way - should judgement day come, we should all ensure we continue to treat consumers with the utmost respect and privacy in regards the law and in general get our houses in order. Otherwise, we risk this booming OLG industry blowing up in our faces.


Thursday, 24 March 2011 by Peter Bell

Lead Gen Exclusive: The rise of the Reg (registration) Wall

A new term is sweeping through affiliates and publisher land recently. There has been much hype surrounding the Times Pay-Wall with other major newspaper content brands already queuing up similar paid content walls.

The benefits are obvious and numerous for the publishers themselves but how is it playing out with the consumers and advertisers? No doubt a pay-wall cant hurt quality or engagement but there is an uphill fight to get anywhere near the scale of pre pay-wall unique visitor numbers.

The third way - is the reg-wall or content unlocking as they call it in the States. I think the reg-wall offers the perfect balance of engaging interested users to sign-up for additional content (and advertising of course!) without putting too many users off meaning you can scale up effectively.

I havent seen anyone get this right yet, but the ones that do first are bound to reap the biggest rewards.


Friday, 4 March 2011 by Peter Bell

Lead Generation - Nurture or Nature?

As any young parent continually questions whether their off-spring is the product of nature or more the sterling management efforts of Mum & Dad, the same debate rages in OLG (Online Lead Generation)

Exactly, how important is the source of the lead if you have state of the art validation than can craft any rough diamond into the perfect prospect?

I think the answer lies in understanding the origination of the lead. Some leads need more nurturing than others. To continue the analogy, put yourself in the place of the classroom teacher, what is the point of focusing on the already bright children to get them to that higher educational plane when half of the children need more attention just to raise them to the average? Its the same with leads, Marketers, YOU are the teacher and the leads are YOUR children. Love them, keep them happy, motivated and above all get the whole group hitting the overall targets you need to call yourself a success. Only then will you unlock the true power of the volume and quality that Online Lead Generation can unleash.

Class dismissed....