Monday, 26 July 2010

Need more quality from Online Lead Gen? Done the Double Opt-in yet?

In an increasingly crowded lead gen. marketplace it's more difficult than ever to make your advertising stand out in the multi-offer environment.

One emerging technique that seems to capture the zeitgeist is the 'double opt-in' or DOI. Market researchers (often at the cutting edge of online lead gen.) moved to this process years ago to build their online panels, now the rest of the market is catching on. I'm currently seeing lots of demand from e-tailers and travel companies, to name a couple of sectors.

But be careful before you suddenly demand all of your OLG on a DOI. Most quality publishers will not operate on a DOI and so arbitrage is the answer (managing the risk from single to double opt-in). You'll even have to negotiate hard with the affiliates to pay on a DOI as they are often suspicious about email deliverability.

So if you willing to take up the double opt-in challenge, it could provide the answer to quality you're looking for...

Friday, 9 July 2010

New Lead Generation - Cost per lead advertising grows in 2010

I'm hearing lots of interesting stories about how big brand publishers are now taking cost per lead advertising seriously, at last. The downturn in CPM, flat fee advertising can only hasten the stampede towards performance marketing for both publisher and advertiser.

On the publisher side, CPL advertising is no longer seen as a threat to their bread and butter regular advertising but is a true new revenue stream which can be run alongside and maximise the monetisation of the publishing media assets.

For the advertisers, CPL offers a flexible, controllable, measurable and above all, justifiable way to spend that precious marketing budget in 2010.

Whilst I think it will be another 6-12 months before we see the big publisher brands shouting about their performance marketing offering.  Quietly behind the scenes, plans are being made, tests conducted and of course new money being made from lead generation marketing.

I welcome the expansion of the lead generation marketing industry with these new publishers on the block.