Archive for September, 2009

Advertisers Moving to Performance-Based Models

Friday, September 25th, 2009

Online advertising has changed since its inception. Advertisers have moved away from links and banners in search of tangible results. What they wanted was a guaranteed return on their investment. What they found: performance-based advertising.

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The IAB Internet Advertising Revenue Report released this past March reflects the trend toward performance-based advertising solutions. Among the report’s findings were a 6 percent increase in performance-based revenues over the past year, while CPM or impression-based advertising revenues decreased by six percent. The approximately 4 percent of 2008 full year revenues priced on a hybrid basis represented no change over 2007 figures.

The trend toward performance-based advertising is likely due to the model’s ability to alleviate advertising dollars wasted on an ineffective ad. In turn, advertisers are more comfortable putting their advertising funds into cyberspace, knowing that when they’ve found the right combination, they will gain the return they’ve been looking for.

Posted in Internet Marketing, Lead Generation, Online Advertising | No Comments »

Industrial Marketers Seek Quality Leads Online

Friday, September 11th, 2009

The recently released report, Trends in Industrial Marketing 2009: How Manufacturers are Marketing Today revealed that 29 percent of respondents named lead generation as their primary marketing goal. This response was topped only by the 44 percent of respondents who pointed to customer acquisition as their primary target. Customer retention was the primary focus for another 13 percent, while brand awareness rounded off the list with 11 percent.

The report, which was published by GlobalSpec, also found that while lead generation is of primary importance for many industrial marketers, lead quality takes precedence over lead quantity when it comes to distributing funds. Fifty-three percent said they will “choose marketing programs that are measurable.” While sixty-nine percent said they will “closely evaluate the performance of marketing programs and reduce or eliminate programs that don’t perform well.”

The survey revealed that three out of the top four marketing channels for generating quality leads are online. The online sources industrial marketers are turning to most often are online directories/websites, e-mail marketing to house lists, and SEO. More than 60 percent of those polled said they are including each of these in their marketing strategy this year.

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The Latest On Online Lead Generation

Thursday, September 3rd, 2009

Online lead generation has become increasingly more important for businesses today, many of which are putting more of their marketing efforts into digital channels in an effort to generate business. Econsultancy together with Clash-Media recently released some interesting statistics on online lead generation. For the third Online Lead Generation (B2C) Report released by the duo, there were more than 600 respondents surveyed in May and June, 2009. Here are a few of the key findings:

  1. 65 percent of company respondents indicated that their use of online lead generation has increased in the last year, compared to 11 percent who reported a decrease.
  2. The most widely perceived benefit of online lead generation is the ability to increase the prospect list and customer base, seen as a benefit by 73 percent of company respondents.
  3. There is a continued trend towards decreased use of offline channels for generating consumer leads.
  4. Quality of leads and return on investment are seen as the most important factors when assessing online lead generation campaigns.
  5. The average proportion of lead generation budget which is spent online has increased to 61 percent from 53 percent in 2008.

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