COLUMNIST – DMTALK
Improvingyour‘onlinerecognition’
NICKMARTINsaysbringingofflinedirectmarketing
sensibilitiestoonlineleadgenerationcanreaprewards.
Onlineleadgenerationhas resourcesattheproblem. andwhattoofferthemforthe
grownintenselyoverthelast Marketersneedinsightintothe long-termbenefitofthebrand.
Leadgeneration
fewyearsandisbecoming profileofthepeopletheyare Therearebenefitsforthe
increasinglyimportantas targetingtoensurebetterresults. affiliatenetworksandforthe
isdirect
brandsfightforcustomers potentialcustomers,too.Ifthe
marketingin
online.Sweepstakesand TreatleadgenerationlikeDM datayouareusingisfocusedon
affiliaterelationshipshave Withlimitedresourcesandina thoselikelytobuy,affiliateswill anotherform.
grownintoawholehostof tougheconomicclimate, optimisetheirmonetisationover
tactics,suchas‘2for1’ marketerscanwinbybringing timeandthecustomerwillbe
discountssharedvirallyand offlinedirectmarketing engagedwithoffersactually
socialmediacampaigns. sensibilitiestotheonlinespace. interestingthem.Well-targeted,
Theincreaseinlead Leadgenerationisdirect DM-likeemailswillnotseemlike
generationactivitycanbea marketinginanotherform.This spam,bringingbenefitsforthe
nightmareforthecustomeras meansyourdataneedstobe individualandtheindustryalike.
muchasforthosetryingto managed,maintainedand FortheDMprofessional,
targetthem.Peopleare cleansed–basedoneverything raisingthebarinleadgeneration
receivinghugevolumesof elseyoucanfindoutaboutthat willnotbecomplicated.
emailsthey’renotinterestedin, person–goingbeyondtheinitial Donewell,itcanreapgreat
frequentlyseeingthesameoffer interestandemailaddressto rewardsforthecampaignand
twoorthreetimesviaemails ascertainhowtheyfitinto theorganisation–without
andbanners–evenwhenthat yoursegmentation. experiencingatrade-offbetween
offerisnotrelevanttothem. Youcanthenassesshow qualityandquantityofleads.
It’sbecomingajungleout –andevenif–theyshouldbe Thefutureforlead
thereandonethatmightseem approachedbythesales
difficultforthetraditional function.Andclearly,the a71
generationshouldbebright:
Itopensthescopetousea
marketertofightthrough. abilitytodothis‘onthefly’, widerrangeofleadgeneration
Butifyourgoalistodeliver inrealtime,brings tools,removingover-relianceon
aqualifiedconsumerleadthatis incredibleadvantages. o
clearlydefinedandprofiled, Thisdegreeof‘online a71
neortwochannels.
Itgivesmoreopportunitiesfor
onlineleadgenerationoffers recognition’sophistication creativityinthewayyouengage NickMartinismanaging
manyopportunities. bringsnewlevelsoftargetingto director,AcxiomUK.
Whenyougetitright,leads onlineleadgeneration, a71
withthefullrangeofonlinemedia;
Youcanintroduce.
shouldenterthesalespipeline combiningbehaviourwith co-registrationactivity,bringing
warm,intotheappropriate consumerinsighttoreveal m
touchpointtoensure intentandvalue. a71
orevaluetowebowners.
Youcanincorporatemultiple
follow-upisrelevant,providing Tomakethebestuseof sourcesofinformationabout
ahighprobabilityofconverting limitedmarketingresources,you theleadsatplay,increasing
toasale. needfarmorethanjustanemail awarenessofthe‘contexts’for
Leadgenerationhasthe address–whoisthisperson, engagingcustomers.
potentialtoreallyimprovehit andhowshouldyouaddress Mostimportantly,youwill
rates.Thechallengeistoget themforthebestresults? seeanimprovementinthe
thosequalifiedleads,insteadof Asmarketers,weallgoto qualityofleadsbasedontheir
peoplemotivatedonlybythe greatlengthsofflinetoensure motivationtoengagewiththe
discountvoucherorprizedraw, suppressionagainstexisting brand,evenwhenit’sviaa
andnotbythebrandor customers,likepreventing micrositeoraffiliate.
engagementopportunity. existingcustomersbeingsent It’saboutgeneratingreal
Theissues,therefore,are dealsfornewcomersornew leads,notjustincreasingweb
aroundhowconsumersare mumswithmouthstofeed trafficfromabannerorad.And
engaged,howleadsarequalified beingofferedatestdriveina itshouldbesomethingtheDM
andvalidatedandhowtheyare two-seaterJaguar. professionaldrivesthroughthe
filteredbytheirlevelofinterest. It’stimetoapplythesame organisation,incorporatingit
Leadgenerationneedsto end-to-endmarketingprocesses intoatruemultichannel
becomemorethana‘hand-raiser’ toonlineprospectqualification. campaignstrategytoseereal
–andthisneedstobeachieved Successcomesfrom success:newcustomersand
withoutthrowingextracashor knowingwhoyou’retargeting increasedrevenue.
18 June2009
www.dmi-news.com
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