Will Cost-per-Lead Meet Your Needs?
July 20, 2009 at 10:52 am Arun Krishnan Leave a comment
The movement of online ad dollars towards performance marketing is well-documented. According to the IAB’s 2008 report, performance media accounted for 57% of total spend. But is performance marketing for everyone? Can it be used by both brand and DR marketers, and across industry verticals?
Yes, yes and yes.
Performance marketing for branding: We’ve seen a number of brand marketers (Obama, Kimberly Clark, Graco Nation) follow a two-step approach. First, they use CPL advertising to collect contact information of people interested in their brands. Then, they use the engagement approach to connect with people in relevant and meaningful ways.
Performance branding across verticals: Certain verticals need to speak to certain demographics. By using cost-per-lead advertising on sites with high concentrations of certain demographics, you can reach key audiences and achieve the branding effect of CPM advertising – without the high cost. With CPL, you only pay when someone signs up.
Read more in our latest article in iMedia Connection.
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