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Tuesday, 6 December 2011 by Peter Bell

Lead Generation Exclusive: Sole or Multi Agency?

Its the question facing most advertisers. Should I place my budget with a single marketing agency who broadly speaking cover all the bases or should I identify performance marketing specialists and get them to work together? Performance marketing covers everything from affiliate, email, display, social, search and mobile marketing.

I dont think theres an answer to cover all situations in reality. But one thing does stand out, you should NEVER pick multiple agencys to do the SAME job. I have experienced this at first hand and whilst an inconvenient truce can exist for a while it is only a matter of time before one agency blames the other and looks to the client to referee the ensuing bun fight. At the end of the day, clients are only interested in results and do not want to be dragged into inter-agency issues. However, agencies are not the most self-regulating of creatures and instead clear terms of engagement need to be set down from the beginning. This is exactly what procurement departments can be brilliant at doing - designing a framework where multiple agency can work together to achieve perfect marketing harmony. Each lead generation channel should be given to the agency most capable of getting results. After all, if one agency was so great at everything then clients would be more than happy to put all their eggs in one basket. But I doubt this approach will ever triumph despite the ambitions of large agencies such as OMD & Carat, networks such as Unanimis & Tradedoubler or uber-platforms such as Google, Facebook or Twitter.

In an increasingly fragmented and uncertain world, the way to bring certainty is to harness the power of specialist agencies to work together for the common goal of exceeding client expectations, bringing innovation and ensuring clients receive more than a pound for every pound spent.

Monday, 21 November 2011 by Peter Bell

Top 5 Tips for better Co-registration

Co-registration (or Co-reg) is an often misunderstood lead generation channel, largely due to its affiliation with prize draw competitions and the huge variance in lead quality it can produce. Here are my top 5 tips for better lead generation results using co-registration:

  1. Know your publishers inside out - understand their business model, method of traffic generation, urls used for advert placement, role of incentives and the consumer experience. Do not allow your offer to be brokered out without your consent.
  2. Pricing - One lead price does not fit all. You should pay a range of lead prices that reflect the quality received. If you are unable to employ tiered pricing, average out what you should be paying if it means you can get more quality volume within cost per acquisition budgets.
  3. Quick follow-up - even if you cant convert leads the same day, at least ensure you make contact. Even if its just an SMS or email acknowledgement.
  4. Respect your leads - this also means communicating with your prospects in a way that suits them. Using more effective creative design and copy-writing can uplift results by 20%+.
  5. Conversion feedback - the quicker you can loop back sales results into your campaign the faster you can optimise for conversions instead of volume. If your lead time is too long for weekly decisions due to a considered purchase, find an earlier indicator such as email click-thru as a benchmark of success.
I can guarantee if you follow these tips your conversions from co-registration will increase before the week is out!

Friday, 18 November 2011 by Peter Bell

Social Lead Generation Exclusive " Change the Channel


It is a sign of the times, that previously sacrosanct marketing channels are now coming under intense scrutiny by the bean counters. As any marketer responsible for door 2 door or face-to-face will testify. I'm seeing whole channels being sacrificed by big brands as not only does spend have to be triple justified but also how consumers are engaged with. In the increasingly open social world, corporate reputations are easily put at stake with clumsy looking marketing approaches.

The gut feel of many marketers decision-making is giving way to a pure statistical driven approach as the size of the chicken must be proved before it's hatched! As most good marketers know it is often those unusual and innovative ways to contact and convert people which can yield the best results. It is only through experimentation and rigorous testing that untapped pockets can be grown into rich seams.

Let's face it - Social media is where most brands prospects and customers spend their free (and often work!) time. However getting consumers to buy in this environment is notoriously difficult. Just relying on 'fan' and 'like' building in social media is unlikely to produce tomorrows customers in any significant volume. Similarly with mobile, there is huge potential but without the economies of scale and inventory selection to cost effectively turn eyeballs into leads and customers. These emerging media channels are easiest to justify against TV/Print/Radio media. However, to truly crack these channels requires innovation and appreciation for the way the audience expects to be communicated at a price which fits into your cost per acquisition model.

Social Lead Generation rather than straight customer generation is likely to show the way in which to utilise social and mobile best.  Marketers have just got to try to think up novel and engaging ways for consumers to communicate with brands so they turn themselves into leads and customers.

Tuesday, 8 November 2011 by Peter Bell

What's the difference between a lead and a like?

Our ability to like (and share) information, photos, articles and interests on the web is fast becoming an online way of life. I remember the days when you used to forward emails (usually borderline jokes) to each other in the hope they would pass it on (no, oh well just me then!).

The resulting data from Facebook and all the other social likes has created an overnight demand for a new army of online data analysts whose job it is to crunch all these numbers into something resembling an accurate picture of consumer preferences and forecast of future intentions. In the US, the term CPL is increasingly taken to mean cost per like (sacrilege, indeed).

But lets not get confused with the real thing, a lead is an insanely valuable piece of information on a consumer that is rarely beaten for accuracy, preference and intention to buy. Youve just got to know what to do with these drops of marketing gold-dust fast to turn them into gold-plated customers.


Friday, 4 November 2011 by Peter Bell

The Future - Video killed the internet star?

Glimpses of the future of online are abound with Google looking to obliterate our channel obsessed TV culture with a preference search based youtube model amid increasing bucket-loads of connected TVs being sold in the high street today.


Its clear that our traditional thinking of online will fade as we come up with better terminology to describe what these things represent. I predict three main types of marketing will be prevalent in the future:
  • On - any marketing when a consumer is on a device such as PC, phone, tablet, radio or TV 
  • Near - any marketing medium such as bill-boards, signage which can digitally engage with us
  • Off - marketing collateral such as direct mail, door-drop and print advertising
So whether its video that takes over the internet or the internet thats taking over TV, doesnt matter as the convergence will be rapid and transform everything thats gone before. The unstoppable forces of digital nature are only slowed by our capacity to deal with this change and our willingness to accept new ways of doing old things such as business, lifestyle, family and relationships.