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Friday, 2 September 2011 by Peter Bell

2013: The End of Social Media Advertising (as we know it)

The current hype surrounding advertising on social media sites such as Facebook et al. is doomed to end soon (2013 in fact!). The simple fact is these kinds of sites do offer advertisers a massive engaged audience but social marketing it most certainly aint. Most of it is bog-standard display advertising. A better option is the ability to create fan pages and generate lots of likes... but is this really going to be a solution to get people to buy more product? There seems to be scant evidence of any ROI associated with fan pages (unless someone can tell me different?).


In the near future, the true essence of a social media campaign will be to conceive it as a word of mouth campaign. This is and will always be, the best form of marketing EVER. Up to until now, it was almost impossible to control, measure and stimulate. A new focus on word of mouth marketing using social media sites (or any member site for that matter) could answer that eternal riddle. However, marketing nirvana will never be achievable by just sticking a nice looking ad up or getting some brand likes on Facebook.

Wednesday, 3 August 2011 by Peter Bell

Mobile lead generation - The time is now

Much vaunted mobile opportunities are at last falling into place with advancements in lead management platforms making their integration and measurement much simpler.

And its not all about apps either, getting precise click/conversion info back from Apple iphones/ipad is notoriously difficult so the mobile web presents the best opportunity to harness the power of mobile lead gen. Mobile start-ups now offer communities which you can tap into on a cost per lead (CPL) basis.

Its only the beginning, but like you I am already relishing the chance to push localised offers which can generate leads of a precision targeted nature and scale not seen before.

For example, imagine if you are Waterstones being able to target an opted-in consumer walking past a book store with a discounted book offer to their mobile which expires that day!

Now that is the power of mobile lead generation we could all do with more of...


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.