| The quality of a lead has been debated for years and | | | | been continuously refreshed and re-adjusted--there is |
| will continue to be debated for the foreseeable future. | | | | a "Where's The Beef?" or a "Pizza!, Pizza!" -branding |
| Why? | | | | phrases that were extremely popular, but have fallen |
| Because there is no standard definition for a quality | | | | by the wayside because they were not updated. |
| lead. Advertisers and marketers typically try to define | | | | Another component that keeps lead quality from |
| lead quality by asking questions like: Is a quality lead | | | | deteriorating over time is "incentivizing" the consumer. |
| defined by conversion based on time? Is it based on | | | | Incentivizing the consumer doesn't necessarily mean |
| Return on Investment (ROI)? These questions will | | | | leveraging money--in fact, a recent report that the IAB |
| continue to go unanswered because different | | | | released shows that the best incentives are free |
| businesses have different benchmarks when | | | | information, or newsletters: |
| considering lead quality. | | | | Lead quality does not have to diminish over time, but it |
| Another prominent question is: Does lead quality | | | | takes the right message at the right time to keep that |
| diminish over time because of over-exposure? | | | | from happening. Advertisers that fail to change |
| Again, there is no definitive answer, but I believe lead | | | | marketing messages, or over-expose consumers to |
| quality diminishes over time for 2 reasons: because | | | | ad content can expect lead quality to fall dramatically |
| most advertisers don't "refresh" or "re-adjust" the ad; | | | | over time. |
| and because consumers become desensitized to the | | | | If you are in the online lead generation business I have |
| ad content due to over-exposure. | | | | two pieces of advice for you: First, provide your users |
| How can this problem be addressed? | | | | with content-rich incentives; and second TEST! Test |
| I believe lead quality can be improved by changing the | | | | your message, test your creative. Keep everything |
| advertising message consistently. If the message is | | | | from going stale, and your lead quality will not diminish. |
| changed 4 times a year, it will stay fresh. Very few ad | | | | Stay the course without change and say hello to your |
| campaigns can run forever without change. For every | | | | neighbor: Little Caesar. |
| "Just Do It "and "Priceless"-- campaigns that have | | | | |