Friday, 24 May 2013

What is co-registration marketing?

Ask this simple question of any 'grown-up' digital marketer and it's likely to produce a wide variety of answers. So, lets help clarify below whilst also putting a few misconceptions to bed...

Co-registration or co-reg as it is known for short in the UK has been in evidence online for at least the past 10 years. In America, co-reg is called host and post, yet they both, essentially mean the same thing, as follows:

Co-registration - people complete a form registering for a single brand and by ticking further boxes co-register for additional third party branded offers. So this means people only need to enter their contact details once and then give their consent to further info./contact from third party brands. For example, people who register with cars.com can also opt-in to offers from cars.com advertising partners with a simple tick in the box.

Host and Post (USA term) - where opt-in adverts are hosted and leads/data from those ads are posted via real-time transfer or other delivery method. This term clearly distinguishes this type of lead generation from other performance based traffic driving efforts.

The commonly accepted metric for measurement and payment of coreg is cost per lead (CPL). In fact, this is the only advertising medium where CPL is the default metric! Again, there is a subtle, but crucial difference in America in that instead of CPL, CPA is used, meaning 'Cost Per Action'. Whereas, in the UK, CPA is normally only taken to mean cost per acquisition.

The common misconceptions of co-reg advertising are:
  • It must involve a competition entry - though this is a popular way to gain people opt-in details this is by no means a pre-requisite.
  • The same advert and criteria will work across similar coreg publishers
  • Publishers should not send invalid leads to be considered a good source
  • Asking consumers more qualifying questions automatically drives better quality
  • A good lead will still be good even if not contacted the same day. Check out this piece of research from MIT which charts the dramatic short life of a lead.
There is clearly a long way to go in both the understanding and evolvement of co-reg as part of the wider performance marketing mix. It is worthy to note that Google itself now offers co-reg from the search pages, inviting logged-in users to click submit their pre-filled email address to 'get offers' rather than click through to websites. Yahoo seem to have gone one stage further than Google by offering a full cost per lead (co-reg) ad unit on the search pages.

If you want to better understand how to get the best out of co-registration, check out these co-reg top tips, in an earlier post.

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