The Pontiflex Blog

Best practices for co-registration

June 10, 2008 at 5:01 pm Arun Krishnan Leave a comment

With the introduction of Microsoft’s cashback from search program, incentivized marketing has been a popular topic lately.

At the end of the day, advertising is about communication.  The key to cost-effective advertising is to find the subset of users who are actually interested in communicating with your brand.  The cost-effective, elegant, and unobtrusive way to find customers is through CPL advertising, specifically co-registration.

To find truly promising leads with co-registration, two conditions must exist:  First, the end-user must not be directly incentivized to sign up for the advertiser’s offer (a la freeipods.com).  Second, the advertiser’s offer must be opt-in.  Attempting to contact customers who inadvertently left a checkbox ticked is a surefire way to frustrate customers and turn them off to your brand. The most valuable leads are customers with a genuine interest in an advertiser’s message.  Pushing advertising messages upon unreceptive consumers will surely result in a sub-optimal lead generation campaign.

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