Best

Practice

OLG

Best Practice In Lead Generation

How following best practice lead generation guidelines will result in improved ROI, increased revenues and satisfied consumers

Julian Barkes, Head of Marketing & PartnershipsThursday, 28 June 2012

Best

Practice

OLG

Best

Practice

OLG

IntroductionDigital Marketing - The Marketplace

Search, email, web, blogs and video have become common placefor marketers to communicate with prospects via online marketing campaigns

Best

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OLG

The MarketplaceWhere’s the money going?

Source: IAB / PwC Online Adspend 2011 & WARC

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OLG

Lead GenerationA channel in its own right?

2011 iab & PWC Online Spend Study

9 UK online sector is worth £4.8 billion

9 Online is now the single biggest medium:

• 28% of £17 billion market (more than press or tv)

• Online advertising grew 14.4% year on year (on a like for like basis)

• Lead generation is classified in the ‘Other’ category - accounting for 2% of total ad spend

We believe lead generation accounts for a much larger portion of the pot, and will continue to do so...

Best

Practice

OLG

Why Lead Generation?It gives advertisers what they want...

9 Quality prospects to convert into engaged consumers

9 ROI, that is easy and straightforward to calculate

9 Transparency - how and where is the data collected, and how is the brand impacted

And not the things they’ve had enough of...

2 1000’s of prospects who will never convert

2 Blanket, un-targeted promotion - spam email, network ads

2 Inability to accurately establish ROI

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OLG

When Lead Generation goes badWhy adopting best practice policies is key

High volume, low quality leads - that do not convert - will lead to mistrust of the sector, and a steady decline in overall OLG ad spend.

HOWEVER......adopting OLG best practices will result in:

9 Better ROI for advertisers 9 Increased revenues for publishers 9 Satisified consumers

Let’s find out why and how...

Best

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OLG

OLG Best PracticesAn overview

9 Prospects must actively consent to be contacted

9 Advertisers should clearly communicate how the user will be contacted - email, phone etc.

9 A lead should not be asked to give away personal data which is not relevant for the Advertiser’s product or service

9 Prospects must be free at all time to unsubscribe from further marketing

9 Any use of incentives must be agreed on with the advertiser, and the implcations of their use made clear

9 Data capture forms and creative must be approved with the advertiser before going live

Best

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OLG

Best Practice #1Don’t dupe your prospects

Make sure prospect consumers know what they are signing up for

Include tick boxes for prospect to actively consent

Clearly communicate how they will be contacted

9 Satisified consumers

Lead volume will DECREASE but quality & prospect engagement will INCREASE

Users do not feel ‘tricked’, so brand equity is not compromised

Advertisers do not waste time speaking to people who are not happy to be con-tacted

Best

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OLG

Best Practice #2Right context = Right prospects

Capturing lead data in a relevant environment willgenerate high quality engaged prospects

Example #1Investing in facebook reportpromoted alongside facebook IPOarticle:

9 Engaged propects 9 Quality leads

Yahoo! Finance

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OLG

Example #2

Example #2Eurozone Crisis reportpromoted alongside liveEurozone Crisis blog:

9 Engaged prospects 9 Quality leads

The Guardian

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OLG

Best Practice #3Relevant + qualified audience = Most likely to convert

Client: Auto Express

Target audience: Men in Mosaic groups A, B, E, F, G& HDatabase segment: ‘In-market’ car buyers who meet the target demographicOpen rate: 33.64%Click rate: 31.76%Submit rate: 54.32%

Conversion rate: 16.8%

Example #1

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OLG

Best Practice #4Qualify prospects - even if volumes reduce

Sent to segment of target audienceLeads sent to advetiser to follow up on

Client: IFA Brokers

Target audience: Over 50’s, affluent investorsDatabase segment: FSS Experian Groups G, H & L (Gilt Edge Lifestyle, Mid-life affluence, Wealthy Retirement)

*Users consent to be contacted in person

Example #1

Email 1

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Example #1a

Email 1 Email 2

9 We know they are interested in this

topic, specifically

9 Additional opt-in - users actively

consent to be contacted (for the 2nd time)Sent to segment of target audienceLeads not passed onto advertiser

Sent only to those users who requestedthe guide offered in email 1:

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OLG

Open rate: 28.39%Click rate: 35.28%Submit rate: 50.55%Conversion rate: N/A

Open rate: 29.42%Click rate: 33.22%Submit rate: 51.86%Conversion rate: 3.89%

ResultsQualified prospects = more likely to convert

Email 1 ONLY Email 1 & Email 2

Email 1

Open rate: 18.23%Click rate: 21.32%Submit rate: 24.73%Conversion rate: 16.82%

Email 2

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OLG

Best Practice #5Get prospects to reconfirm their request

Asking prospect to RE-CONFIRM their initial request will reduce overall lead volume

HOWEVER......you will supply the advertiser with those leads that are most engaged, and most likely to go on and convert

You will save yourclient time and money

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OLG

Best Practice #6Don’t ask unnecessary questions (or at least strike a balance)

Form #1

Required fields:

9 Full name 9 Full address 9 Email address 9 Phone number

*All leads generated onpremium ‘trading focused’websites

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OLG

Form #2

Required fields:

9 Full name 9 Full address 9 Email address 9 Phone number

1. How often do you trade?2. Which best describes your investable assets?3. How would you characterise your trading experience

*All leads generated onpremium ‘trading focused’websites

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ResultsMore fields = decreased submit

Users: 13,081Submit rate: 9.63%

Form #1

Form #2

Users: 11,639Submit rate: 4.98%

Form #1 has a 93.3% higher success rate

RESULT

The advertiser opted to go with form #1

because:

9 It generated higher volumes, but QUALITY

was not affected:

• Form #1 requires detailed information any-

way (full address, phone no.)

• All leads were generated on RELEVANT

sites, and therefore leads were regular traders

• With lead data they can follow up to find

out further information if required

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OLG

Best Practice #7Email marketing - deliverability is key

Email still accounts for a large % of the lead generation landscape. While results will vary depending on a range of factors (quality of data, relevancy, creative etc.), the fact is, consumers still respond to emails in their thousands

HOWEVER... you will be wasting your time creating the perfect email if it never reaches the intended inboxes

DELIVERABILITY IS KEY

MAXIMISING THE NUMBER OF PEOPLE YOU CAN REACH IS CRITICAL

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OLG

We improved our deliverability from 57% - 99.7% over a 6 month period 9 Encourage interaction - develop content that encourages recipients to click or reply

(surveys, feedback requests)

9 List hygiene - bounce management, manage unsubscribes, monitor complaints via

ISP feedback loops, sign up for Whitelisting

9 Certification

9 Technical readiness - email server set up, domain throttling

Then Engage leads1. Acquisition - adding a new lead to the file

2. Conversion - prompting the lead to take a desired action (open an account / trade / invest)

3. Engagement & Retention - keeping the lead / customer active and engaged with the

programengaged with the program

4. Win Back - reaching out to inactive leads to bring them back in to the marketing fold.

Best Practice #7Email marketing - deliverability is key

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OLG

SummaryBest practice lead generation...everyone’s happy

Advertisers looking to acquire customers online will continue to use Lead Generation, because it is a cost effective and measurable way to capture interested consumers

BEST PRACTICE will ensure this continues to be the case:

CONSUMERS are satisfied - they get the information they arelooking for, without being tricked into giving their details. Trust is built between the prospect and the advertiser

ADVERTISERS don’t waste their time trying to convert poor quality leads. Brand equity is upheld. ROI is easily calculated and transparent

PUBLISHERS don’t impact on the user experience. Lead volumes may decrease, however long-term revenues INCREASE as quality leads = higher lead costs and greater marketing spend

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OLG

Thank you for your time

Please get in touch with any questions

julian.barkes@dianomi.com+44 207 802 5530

London18 Buckingham Gate,

London, UK,

SW1E 6LB

www.dianomi.

com

New York1115 Broadway,

12th Floor, New York,

NY 10010

SydneyLevel 12,

95 Pitt Street, Sydney,

NSW 2000