Blog

Friday, 17 January 2014 by Peter Bell

Lead Generation to Become Even Smarter in 2014

Courtesy of Ryan Wick
Many recent big trends in lead generation marketing have been driven by advances in technology. However, these trends only become part of the marketing day-to-day when marketers fully embrace and adopt these technologies.

For example, marketers have always desired more targeting focus on people who have shown initial interest in buying online, but it is only recently retargeting platforms made this approach easy allowing it to be fully integrated into the everyday marketing mix.

In compiling this list of 2014 lead generation trends to watch, I have focused on new technologies and techniques which are most likely to become universally accepted as essential to lead generation marketing this year:
  • B2C Lead Management Platforms (LMP)
  • Mobile lead generation
  • Inbound (click to call) marketing
  • Native advertising
  • Incentive marketing

Read the full article on PerformanceIN.com...  

Thursday, 31 October 2013 by Peter Bell

Forget Big Data, it's about Now Data

Most data more than 48hrs old is useless

Do you agree?

In the age of marketing in the moment, there is a mass exodus of marketers leaving behind the shortcomings of older list or compiled data and embracing the advantages of data marketing in the now. Some recent huge marketing trends support this, namely:

  • RTB - real-time bidding on both standard and distressed inventory is becoming the norm in CPM advertising
  • Real-time lead generation - marketers now accept without real-time delivery of leads, it will be an uphill struggle to hit cost per acquisition before the campaign has even begun
  • Twitter lead generation - the personification of moment marketing, twitter conversations reveal intentions that require immediate action to convert full intention into purchase
  • Last click wins marketing - in the affiliate space the winner of the conversion tends to be who engaged with the buyer at the very moment they wish to buy. For example, those at the online checkout who are prompted to enter a promo code will often do a quick Google search for a code (often they are expired!) and the site they engage with last, wins that conversion
  • Retargting advertising - is all about reminding people when they are more likely to buy (i.e. on second/third site visit)
Its never been more important to be in the right place, at the right time, with the right message. Technology has been the driver which as enabled all the above trends to flourish and help marketers optimise their approach to move the consumer along the purchase funnel and be there at the crucial decision making moment.

Some might argue that data older than 2 days has a value, but given the plethora of real-time time marketing options, its clear given the choice, marketing in the moment is where its at right now.

Monday, 21 October 2013 by Peter Bell

How to manage international lead generation campaigns

International Lead Generation

Setting-up and managing a lead generation campaign on an international scale can appear daunting at first. However, with careful forward planning and market insight (rather than just marketing instinct!), it need not be more taxing than a national-based campaign. The most significant areas to consider which impact on the success of your campaign are discussed below:
  • Language
  • Culture
  • Maturity of lead generation markets
  • Technology
  • The Local Consumer - a.k.a. the lead

Please check out the full article on PerformanceIN.

Thursday, 19 September 2013 by Peter Bell

How much would you pay to guarantee every email reaches the inbox?

A few years back, it was rumoured that MSN could start charging businesses to deliver an email into Hotmail. At the time, it was met with shock and horror that a billion dollar company would impose what would seem like a additional tax on marketing activity.

Considering this again, paying to guarantee an email delivery into the most common email clients such as Hotmail, Yahoo and Gmail actually sounds like a great idea now. As most digital marketers have come to realise, email is the most cost effective and powerful marketing channel available, thwarted mainly by deliverability challenges.

The delivery challenge has given rise an explosion of email service providers (ESPs) who will all swear blindly that their platform has better deliverability than the next one, when for the most part it is difficult to tell them apart without that magical delivery to inbox guarantee.

To contrast this with the offline world, direct marketing mailers in the UK, have since the year dot, had to pay the great and good at Royal Mail to guarantee delivery - delivery is a given, leaving the opening and responding to mail as the sole focus of the marketing effort.

Whereas online direct marketers are spending ridiculous amounts of time and effort thinking about deliverability to the extent that the subject lines and copy are totally compromised from a marketing perspective to ensure that the email has any chance of reaching its destination. There is nothing more frustrating as a marketer than for an opted-in person being unfairly blocked from receiving an email theyve requested in the first place.

I know there is tonnes of information with best practices suggestions and excellent email domain reputation building services such as Sender Score certification which do, of course, help deliverability.

However, is it time to take a fresh look at this aspect of email marketing?

Imagine what your email opens and clicks would look like with a guaranteed 100% delivery into the inbox. You might be content with your current in-house warm lists performing at 20% open and 3-5% click thru, now imagine 80% open rates and 50% click thrus on a regular basis. You would be smashing your marketing targets out of the park!

Similarly, pure email spammers would be left out in the cold and be instantly blocked because they havent paid for delivery. The reason, spammers love email even more than bone fide email marketers, is that it is soooo cheap and cost effective. Lets drive them out, by driving up the cost.

So in case there was any doubt, Im all for paying for a first class stamp to put on my email if I know it will reach the recipient. How about you?

So I guess, the million dollar question is, how much would you pay to guarantee every email hitting the inbox?

Wednesday, 19 June 2013 by Peter Bell

Why can't Marketers Code?


If you think this is code - you need help!
As someone working in marketing, youve probably heard or at least some stage, said; Im not actually technical, youll have to speak to the techies

In todays digital dawn of modern marketing, should we still be thinking like this?

Unless youve been hiding under a rock (which is not wifi-enabled, I might add) for the last decade, you might not have noticed that techies can now talk and do most other normal social and business functions too - so it begs the question - why cant marketers code?

While self-confessed geeks such as Zucker, Gates, Page & Brin are busy running the internet for us, is it that unreasonable to expect digital marketers to be equipped with HTML or Java programming knowledge? Or if an academic programming background is too much to expect, should marketers take the initiative and learn to code themselves using online free tutorials such as Code Academy - You gotta start somewhere!

Okay, so we may be a few years away from Marketing Directors expecting marketeers to have coding skills. However, without these, digital marketing managers today are increasingly frustrated on having to depend upon IT or tech departments to action marketing objectives.

So the next time, a simple marketing task is held up by the need to use a techie to add some code which entails facing an IT ticket queue of mammoth proportions, ask yourself, If I could code a little, wouldnt my life be much easier?

Having asked myself that question about 18 months ago, I personally found using...:

  • A slice of Code Academy
  • Time with techies to find out how it all knits together
  • View source option on internet browsers to examine website code
  • Notepad to check and change email creative html 
  • Reading up with the help of an old html book
  • Google to plug any annoying gaps in my wafer thin coding knowledge

... has worked wonders to speed up my marketing effectiveness. Whilst Ill never be a No.1 coder, I can solve many simple bugs and make changes to code without the need to submit myself to ticket request IT hell.

And.... guess what... my life is now much easier! I dont sweat the small stuff and leave the big stuff to the coding experts.