Lead Generation News
Experts offer online lead generation tips
Thursday, 6 November 2008Businesses hoping to boost sales through online lead generation have been offered advice on the best way to do so.
Speaking to DMNews, Zephrin Lasker of Pontiflex advocated the use of a cost-per-lead system where marketers only need to pay when a prospective customer signs up to their offering.
However, using such a system requires transparency, uniqueness and openness on the part of the business, as well as the ability to quickly follow up leads in real time, he explained.
Conversely, Eric Bamberger, vice-president of performance marketing at Innovation Interactive, advised organisations looking for high cost-effectiveness to consider using auction-based display media, as this pricing model means that businesses can benefit from flexible pricing.
"In comparison to search, where everything is on a cost-per-click (CPC) basis, ad exchanges often allow advertisers to select the pricing model that works best for their goals - cost-per-thousand, CPC or cost-per-acquisition," he remarked.
About 37 per cent of UK marketers believe they are effectively exploiting online lead generation, according to a report published by E-consultancy earlier this year.