Friday, 28 May 2010

CPM Display Coreg Banners have truly arrived

It was the ubiquitous online display ad campaign by Ultralase that finally made me blog about this phenomena. Whereas before their banner approach was all brand and repeat whilst banking on people responding through another channel. The latest leaderboard incarnation features a standard coreg style question - Do you want laser eye treatment? Yes/No. Whilst it pretty obvious, this info. doesn't get captured it is used to engage the consumer and tailor the landing page to optimise clicks and sales. I did wonder what happened if you clicked no! Maybe you click through to a sunglasses retailer instead?

Maybe all display advertising will be co-reg style in the future. Let's face it, what could be simpler than asking consumers if they are in the market for your product before you try it to sell to them.

So we'll see less of, inferred 'you are what you click' and more conclusive 'you are what you want'.

Friday, 14 May 2010

Contextual Coreg generates amazing results!

Wow, did I make a publisher/advertiser match in heaven this week. Take one market researcher targeting young people and mix it with a young peoples portal and you get 90% double opt-in!!! A record conversion rate as the target was 40%. Now which award can I enter this for?

This kind of bespoke media buying where I seek specific publishers for lead gen advertisers is likely to form an increasing part of the lead marketing mix.

It can be complex and time consuming in making the right matches but when you do, expect lead marketing fireworks...

Tuesday, 4 May 2010

I don't want no scrubs?

Yes, scrubbing is one of those horrendous but vital processes of modern day online lead gen. Having said that, advertisers who don’t use lead management systems often throw it back at me and question why don’t suppliers take responsibility by not sending invalid leads in the first place. However the reality is, whilst the huge volumes of online gen may be the fatted calf, the sacrificial lamb is often the validity of some of the data generated. This doesn’t necessarily make a supplier bad, as they themselves may be victims of rogue affiliates sending questionable traffic. Therefore, it is much better to employ sensible real-time validation with a manual scrub process to lift even the worst performing suppliers to within an acceptable level of ROI/CPA.