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Lead Generation Driving The Future Of E Commerce Russ Pechman
 

Lead Generation Driving The Future Of E Commerce Russ Pechman

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Lead Generation allows publishers to add a whole new revenue stream to their repertoire. It not only provides quality control, but allows the publisher to predict commissions....

Lead Generation allows publishers to add a whole new revenue stream to their repertoire. It not only provides quality control, but allows the publisher to predict commissions.

Russ Pechman, Vice President, Lead Generation, LinkShare

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    Lead Generation Driving The Future Of E Commerce Russ Pechman Lead Generation Driving The Future Of E Commerce Russ Pechman Presentation Transcript

    • Lead Generation: Driving the Future of E-Commerce
      Russ Pechman
      Vice President, Lead Generation Services
      LinkShare Corporation
    • Agenda
      • Quick background
      • Your role in the chain of action
      • Generating quality leads
      • Form-hosting
      • Pay Per Call
    • Lead Generation is…
      “...the creation of prospective consumer interest or inquiry into a business' products or services.”
      -Wikipedia
    • Lead Gen Ad Spend - 2008
      $1.7 billion (up 6% Y/Y)
      7% of all online ad spend
      Financial Services represented 13% of all online ad spend
      2nd largest category after retail
      Drop from 15% in 2007
      - IAB/PriceWaterhouseCoopers, 3/09
    • Where the Action Happens
      The Form
      • Form length and complexity vs. CPA?
      • Is the offer right for your site’s audience?
      Post-Form
      • Follow-up experiencefor the customer?
      • Volume capacity of Advertiser? Speed of response?
    • What is Your Role in the Chain?
      Media
      Network, Affiliate, or Advertiser site
      Co-registration
      Email
      Advertiser
      Affiliate
      Search
      CPM
      Surveys
      6
    • What Do Advertisers Want?
      Leads
      Quality
      Volume
      • More important when closing costs are low
      • Follow-up is automated or inexpensive
      • Quality = Conversion
      • More important when closing costs are high
    • What is Your Vertical Focus?
      Conversions
      CPAs
      Conversion
      Rate
      CPA
    • The Flight to Quality
      Advertisers are now reducing the number of lead generation sources, working with fewer partners to obtain higher quality.
    • Where Do You Fit?
      High Quality
      Phone Verification
      Banner/Text Link – Targeted Site
      Search
      Form-Hosted Vertical Site
      Email
      High Expense/Lower Volume
      Low Expense/High Volume
      Banner/Text Link – General Site
      Surveys
      Co-Registration
      Sweepstakes/giveaways
      Low Quality
    • Quality Can Help Drive Volume
      LEADS
      11
    • Filtering & Targeting
    • More on Targeting
      Specific URLs
      Niche Content
      Niche Keywords
    • Communication with Advertisers
    • Economics of Form-Hosting
      • Favorable search engine positioning
      • Control of conversions
      • Stability against individual Advertiser pauses
      • Multi-lead sale possibilities
      • Control of quality
      • Potential to own and re-market
      Advertiser
      Network
      Advertiser
      Advertiser
      15
    • Is Advertiser Brand Important?
      When you host forms the Advertiser’s brand is not necessarily relevant
      Publishers who host forms are in charge of converting them
      Quick: What Advertisers work with Lending Tree?
    • Ensuring Site Quality and Longevity
      Differentiated, focused content
      Unique value proposition
      Continual site updates
      Tips from other seminars today…
    • Technology Requirements
      Work with a network’s lead management platform
      Consider off-the-shelf platforms to manage and distribute leads
    • Steps for Lead Quality
      Lead Verification
      Online Form
      Scoring Algorithm/Lead Management System
      Advertiser
      Demographic
      Data
      Behavioral
      Data
    • Legal and Data Issues
      Secure URL to post data from a landing page
      Proper data storage
      Clearly stated privacy policy on site
      Brand representation
      Email – CAN-SPAM compliance
    • Call Generation
      Off-line
      Promote numbers online or off-line
      Unique phone numbers track different ads, keywords and media types
      Get commissioned on calls lasting minimum duration (30 sec, 60 sec, etc.)
      Advertisers employ IVRs to filter callers
      Better conversion = higher CPAs
      Online
    • Dynamic Phone Number Replacement
    • Pay Per Call Applications
    • Pay Per Call Interface
    • Conclusion
      Online Lead Gen is still in its early stages
      There is an opportunity to show value around quality
      Quality improvement may comes from channel and vertical expertise, technology and data analytics
      Find available tools to help
    • Questions?
    • Thank You
      Russ Pechman
      LinkShare Corporation
      rpechman@linkshare.com
      Twitter@rpechman