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- Introduction to lead gen
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- Why use lead generation?
Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Why use lead generation?
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Lead generation has many advantages:
Online lead generation provides a direct and simple channel, which enables the advertiser to calculate their return on investment. For example, if 100 leads are bought for £1.00 per lead, and these leads then become customers producing £200 of sales revenue, it would be easy to track the lead back to the supplier and calculate the ROI for each lead acquired. However, it is also important to note that if a car brochure request may take longer before a test drive and subsequent purchase is completed. Whilst a ROI can be calculated for the online lead generation spend, the brand spend, the billboards, and all the other advertising activity that led to the sale needs to be factored into the trading result and ultimate ROI.
However, online lead generation demonstrates to advertisers that their marketing activity is achieving a definite and immediate ROI providing the definitions are clear. It is for this reason that online lead generation is currently the fastest growing sector of online advertising, which itself is the fastest growing sector of advertising activity.
Any advertiser that knows their CPA target can calculate in advance whether buying leads will generate a positive ROI – but they should still monitor the process and be able to drill down into specific areas. Seeing what's working and what's not whilst the campaign is still going lets advertisers optimise the campaign. Performance-based services work best when you don't have to wait until the end of the project before determining whether it has worked.
Advertisers determine how many leads they want and the price per lead which enables them to budget better and keep costs down. The quality of lead that can be collected through these campaigns also helps to ensure the cost effectiveness by giving 'more bang for your buck'.
Advertisers can get closer to the customers that are right for their business by using filters to narrow the customer profile. Any method of lead generation has the capability to capture very specific data to help focus the campaign on precisely the right demographics – so any buyer can access leads that are selected by gender, age and geography on top of their interest in the product.
Lead generation enables advertisers to generate a steady flow of new business and set lead and sales targets in line with budgets and available resources. For example, a company may only require 1,000 leads for men aged 30-40 living in London; as soon as they reach that threshold then the campaign stops. If they need 200 more leads, the campaign can be quickly started up again.
Advertisers pay for qualified prospects that want to find out more about their product or service.
Filtering enables advertisers to adjust their campaigns quickly as market conditions change.
Every lead is an engaged consumer that has expressed an interest in the advertiser that contacts them and should be put into a CRM system for future campaigns, which can include email campaigns and voucher promotions.
Return on investment (ROI)
Online lead generation provides a direct and simple channel, which enables the advertiser to calculate their return on investment. For example, if 100 leads are bought for £1.00 per lead, and these leads then become customers producing £200 of sales revenue, it would be easy to track the lead back to the supplier and calculate the ROI for each lead acquired. However, it is also important to note that if a car brochure request may take longer before a test drive and subsequent purchase is completed. Whilst a ROI can be calculated for the online lead generation spend, the brand spend, the billboards, and all the other advertising activity that led to the sale needs to be factored into the trading result and ultimate ROI.
However, online lead generation demonstrates to advertisers that their marketing activity is achieving a definite and immediate ROI providing the definitions are clear. It is for this reason that online lead generation is currently the fastest growing sector of online advertising, which itself is the fastest growing sector of advertising activity.
Transparency
Any advertiser that knows their CPA target can calculate in advance whether buying leads will generate a positive ROI – but they should still monitor the process and be able to drill down into specific areas. Seeing what's working and what's not whilst the campaign is still going lets advertisers optimise the campaign. Performance-based services work best when you don't have to wait until the end of the project before determining whether it has worked.
Cost effectiveness
Advertisers determine how many leads they want and the price per lead which enables them to budget better and keep costs down. The quality of lead that can be collected through these campaigns also helps to ensure the cost effectiveness by giving 'more bang for your buck'.
Targeting
Advertisers can get closer to the customers that are right for their business by using filters to narrow the customer profile. Any method of lead generation has the capability to capture very specific data to help focus the campaign on precisely the right demographics – so any buyer can access leads that are selected by gender, age and geography on top of their interest in the product.
Stability
Lead generation enables advertisers to generate a steady flow of new business and set lead and sales targets in line with budgets and available resources. For example, a company may only require 1,000 leads for men aged 30-40 living in London; as soon as they reach that threshold then the campaign stops. If they need 200 more leads, the campaign can be quickly started up again.
Qualification
Advertisers pay for qualified prospects that want to find out more about their product or service.
Flexible
Filtering enables advertisers to adjust their campaigns quickly as market conditions change.
Build your customer database
Every lead is an engaged consumer that has expressed an interest in the advertiser that contacts them and should be put into a CRM system for future campaigns, which can include email campaigns and voucher promotions.
