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