Thursday, 24 March 2011

Lead Gen Exclusive: The rise of the Reg (registration) Wall

A new term is sweeping through affiliates and publisher land recently. There has been much hype surrounding the Times Pay-Wall with other major newspaper content brands already queuing up similar paid content walls.

The benefits are obvious and numerous for the publishers themselves but how is it playing out with the consumers and advertisers? No doubt a pay-wall can't hurt quality or engagement but there is an uphill fight to get anywhere near the scale of pre pay-wall unique visitor numbers.

The third way - is the reg-wall or 'content unlocking' as they call it in the States. I think the reg-wall offers the perfect balance of engaging interested users to sign-up for additional content (and advertising of course!) without putting too many users off meaning you can scale up effectively.

I haven't seen anyone get this right yet, but the ones that do first are bound to reap the biggest rewards.

Friday, 4 March 2011

Lead Generation - Nurture or Nature?

As any young parent continually questions whether their off-spring is the product of nature or more the sterling management efforts of Mum & Dad, the same debate rages in OLG (Online Lead Generation)

Exactly, how important is the source of the lead if you have state of the art validation than can craft any rough diamond into the perfect prospect?

I think the answer lies in understanding the origination of the lead. Some leads need more nurturing than others. To continue the analogy, put yourself in the place of the classroom teacher, what is the point of focusing on the already bright children to get them to that higher educational plane when half of the children need more attention just to raise them to the average? It's the same with leads, Marketers, YOU are the teacher and the leads are YOUR children. Love them, keep them happy, motivated and above all get the whole group hitting the overall targets you need to call yourself a success. Only then will you unlock the true power of the volume and quality that Online Lead Generation can unleash.

Class dismissed....