Blog

Friday, 20 May 2011 by Peter Bell

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 Facebooks bizzare ideas 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 weve been having to deal with privacy issues from year dot. The less confident might feel more like theyre 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.


Thursday, 24 March 2011 by Peter Bell

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 cant 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 havent seen anyone get this right yet, but the ones that do first are bound to reap the biggest rewards.


Friday, 4 March 2011 by Peter Bell

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? Its 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....


Friday, 28 January 2011 by Peter Bell

Does the Online Lead Gen. industry over promise?

Weve all heard it before, a sales guy promising that the leads will work and deliver amazing results. Whilst sometimes this can be true, it is nigh on impossible that it can be done in significant volume from a single source.

Which herein lies the question, if you can get quality leads, when do you know when to stop buying?

There are only so many consumers out there who may be willing to buy your products. Which is why sometimes the harder you push for volume the worse the results get. Isnt it better to try new creatives, new angles, new incentives, new conversion methods to get the required results? And above all, accept there is a finite market for a product/service, work to identify that market and target them like crazy in the best way possible.

Online Lead Gen does promise a lot and it is unfair to expect it to deliver first time every time. Lead Marketing is a measured process that nurtures the leads from inception through to sale (however long that might be).


Thursday, 13 January 2011 by Peter Bell

Online Lead Generation Agency?

What role do Online Lead Gen (OLG) agencies have to play in the future of performance marketing? The main function of an lead gen. agency is media buying. However with online lead gen being a shared risk model between publisher and advertiser it is not as straightforward as CPM (100% advertiser risk) or CPA (100% publisher risk) marketing. An experienced lead generation marketer will know many good performing publishers but considerable time, effort and expertise is involved in the buying, optimising and conversion of these leads into sales. Without first hand knowledge of how each media and publisher performs there is likely to be an uncomfortable margin of error.

The next option would be to use a large digital agency who cite online lead gen as a specialism. but at this stage most seem to use a single network or attempt to out-source to a specialist lead gen agency. Encouraginly there are some larger agencies now developing dedicated online lead gen teams.

Well executed online lead generation is often best given to specialist lead generation agencies who have years of campaign experience of what works and what doesnt. This way, any agencies fees should be more than covered by their insight and the efficiency created by executing the best performing campaign with the winning mix of volume and quality of leads.