Types of lead generation

Leads can be generated from a range of different marketing channels with the ultimate aim of getting consumers to submit their information to be contacted by the advertiser. Lead generation can be categorised depending on how targeted it is and this will have an impact on variables such as lead quality and lead price.

Premium Lead Generation

This type of lead generation is where there is complete transparency between how the consumer is marketed to and the product or service offered by the advertiser. There should be no incentive for the consumer to leave their information apart from the fact that they will be contacted by the advertiser about the product or service in question.

Incentivised lead generation

This type of lead generation is where the consumer has responded to some form of incentive to submit their information. This can be related to the advertiser’s product or service e.g. a free sample or unrelated such as the offer of a free prize in exchange for the consumer leaving their contact details.

Co-registration

This is the process by which consumers are responding to some form of marketing (usually incentivised) to register their information for a specific offer, often a competition or prize draw. They are then presented with other offers from advertisers and asked if they would like to receive further information from them which they can do simply by ticking a box. They do not need to submit their data for each advertiser, as the data gathered for the first offer is on record and can be distributed later.

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