Friday, 27 May 2011

The Big Lead Gen secret no-one wants you to know

Are you sitting comfortably? Here's the scoop...

High quality publishers subsidise poor quality ones in majority of online lead generation campaigns today.


So it's like Mr X publisher crossing the street to hand over half his hard earned cash to Mrs Y publisher.


Why does this happen? Well partly it's down to the law of averages. Most marketers will average things out to work to an overall campaign target. If these numbers are hit, everyone's happy right? - well nearly everyone as unfortunately this model favours high quality low volume publishers balanced out by higher volume, lower quality ones at each end of the spectrum. Plus, it's more convenient for the marketer to manage the campaign in this fashion, i.e. pay £1 for every lead and tinker with the volumes to try to get the desired effect but at the same time being severely hampered by the capped lead price.

So the next time you see a lead gen. campaign pop up at your local affiliate network with a headline rate you know the campaign is being run on a average meaning good publishers lose out financially to the poorer quality ones and the marketer struggles by being hamstrung to a fixed cost per lead.

Fortune favours the brave and those who are willing to deal with the complexity of using variable lead pricing will reap the huge reward this technique offers.

Either way, the secret's out now...

Friday, 20 May 2011

Consumer Privacy - Online Lead Generation Killer?

The UK appears to be buckling under the relentless strain of the heavy media coverage of consumer privacy these days. From super-injuncted kiss and tell stories and phone hacking scandals to Facebook's bizzare idea's on acceptable use of consumer data. Lawyers will continue to argue the toss, especially whilst it remains grey and therefore lucrative for them to do so. Watch this space as the Government prepares new legislation.

Taking the less newsworthy Online Lead Gen. (OLG) industry into view and you could have the equivalent of two cruise missiles hurtling towards each other. OLG is a whole advertising channel based on collecting and passing on consumer data for the purpose of marketing. Some would say this puts the industry light years ahead of most advertising sectors as we've been having to deal with privacy issues from year dot. The less confident might feel more like they're carrying around unexploded timebombs in their business models.

Either way - should judgement day come, we should all ensure we continue to treat consumers with the utmost respect and privacy in regards the law and in general get our houses in order. Otherwise, we risk this booming OLG industry blowing up in our faces.