The Pontiflex CPL Blog

Like so many of my peers, I have enjoyed reading DM News over the years. And I imagine that their readership has grown, especially in these tough economic times when both brand and direct marketers are focused on increasing returns from online advertising. I had the chance to go into the DM News Offices to meet with their Editor Sharon Goldman. We had a very illuminating conversation about the fundamental shifts that are taking place in the online advertising industry, as it arches towards a higher ROI: from CPC and CPC pricing models to CPL advertising.

Sharon posed an interesting question on her blog – is this (CPL Advertising) a direct response tool with legs? I would (not surprisingly) advocate that it is – as long as it’s transparent. Advertisers should know where their leads are coming from – so that they can craft their messages in a relevant way and optimize their campaigns better. Transparency also helps consumers know what they are signing up for – so they are more likely to be responsive to the advertiser messages.

As so many of our advertisers across different industries have proven in recent times, CPL advertising is an excellent way to build a pipeline of qualified leads that have specifically opted in to your offer – what we like to call marketing leads.

As the old saying goes, it’s important that a house be built on a strong foundation, which in this case happens to be a responsive pipeline of consumers interested in your product or offering. Once you have a strong pipeline of qualified leads, you can engage them to achieve a variety of marketing objectives – either to increase ROI or even to achieve branding objectives.