Capturing data is easy enough, but doing it properly and gathering the ‘whole picture’ can be a complex and costly task. The data collection market is reaching saturation, yet far too many data capturing opportunities are under-utilised and not delivering clients what they truly need. This is especially the case as users are increasingly savvy to online marketing tools and many avoid sharing key data online. This can prove frustrating to publishers and advertisers alike, who are left with only some or little of the user information they want. |
It’s been a busy few months at Magnetise Group with 4 great new recruits. We welcome Daniel, Lorna, Fernando and Jade.
We are also thrilled to welcome the arrival of the first ever Magnetise baby! Techy Tim met Cool Cute Clare at Magnetise, they married in 2012, and we are all delighted for them that baby Cathal was born in September this year. Cathal has already visited the office a couple of times and been out for a few local lunches with mum and dad. Congratulations guys!
London Technology Week |
Organised by an illustrious group including UBM Live, London & Partners, ExCeL London and Tech London Advocates and supported by the Mayor of London, the aims of and reason for Technology Week have been superbly outlined in a quote from our Mayor, Boris Johnson:
"Tech Week is a superb opportunity to hail the success of London’s tech sector, which despite only being in adolescence already makes a tremendous contribution to our economy and is outperforming our rivals around the globe. The tentacles of our digital army now spread to every corner of the capital and far beyond. We forecast that they will generate a whopping £12 billion of economic activity and 46,000 new jobs in the capital over the next decade.”The Magnetise team has however been mostly focused on the Internet World show this week, meeting and exploring all the solutions and services on offer, as well as using the event as an excuse to catch up with a client or ten over coffee! One of the longest-running internet shows, Internet World has changed beyond all recognition since it launched in 1992. In today’s app-tastic, mobile-device laden society, things look very different, and very exciting. We’re looking forward to seeing some of the services we saw at the show hit mass market sometime in the next year or so.
Back in the office, we’re also doing our bit to inspire future generations about all that digital marketing has to offer. We’ve invited interns, students, school pupils and friends and colleagues in to join us for a day on numerous occasions before because we think it is important for people to be able to experience first-hand the human side of a digital business.
Our latest ‘new recruit’ is a pupil from our local Greycoat School who is coming into our office this Friday for a day of work experience where we hope to show her as much as we can about this exciting, fast-paced sector we live and breathe. Kitty will be shadowing Stephen, one of Magnetise Media’s Senior Account Managers, for the day and joining us on conference calls, meeting any clients that pop in, doing some Ad Ops tasks and having a proper induction to all our different departments and divisions. Please do make her feel very welcome should you speak to her!
Future of advertising / iMedia Connection |
- What advertising will look like in 2020 – This article looks at how the integration of mobile with wearable computing will bring to the mainstream market innovations such as Tesco’s virtual supermarkets currently live in South Korea. Other key points include the convergence of media and customisation to enable true 1:1 communications, how the predictive capabilities of the ‘Internet of Things’ will both inspire and challenge marketers, plus how Google will still be a major, relevant marketing platform in 2020.
- A Conversation on the Future of Digital Advertising - Speaking of Google, the company’s annual DoubleClick presentation predicts that we are nearing the end of the phase where consumers or companies ‘go online’ and will now welcome in an era where the logistics of digital advertising are solid, allowing marketers to focus instead on audiences and interests rather than how to actually conduct advertising in digital channels. While digital has already redefined consumer behaviour, content, content creation and advertising itself, we are still out of reach of the holy grail of digital advertising though - the full internet-driven advertising experience. The importance of data, and how without it there can be little innovation or consumer gratification was another pertinent point. All those still focused on TV advertising will be heartened to know that even Google doesn’t see TV disappearing from relevance, but that instead there will be a continued shift towards using data to deliver a more personalised, targeted entertainment and marketing platform.
- The 8 Digital Trends That Will Change The Future Of Advertising - In this article, eight digital trends happening right now that will impact on the future of advertising are pulled out and explained. Brands as publishers, digital video, rise of mobile, the problem of botnets, viewability of advertising and the shift of TV budgets into social channels, programmatic gains and the merging of online video and TV are all key growth areas according to the report.
- How Will Marketers Buy And Sell Media in 2020? - A video focused view on the future of advertising, which as you know is something we are already actively helping our clients take advantage of with our In-Video lead generation solution. The core pointers from the article stretch across all formats and channels however – activating data, planning and measuring holistically, measuring against goals and the importance of experimenting and evolving campaigns and measurement.
- Advertising In 2020: The Industry's Key Players Weigh In With Divergent Strategies - A heavy-hitting article that picks the considerable brains of the CEOs and Chairmen of leading companies such as Edelman, Saatchi & Saatchi Worldwide and the Publicis Groupe. Covering everything from the next revolution after social and mobile, to attracting the right kind of minds to fuel the ad industry to what the advertising landscape will look like in 2020, this contains some very useful insights into the convergence and divergence that lies ahead for us all.
- Mary Meeker's 2014 Internet Trends - The latest annual internet trends report from the enviably knowledgeable Mary Meeker. Looking at everything from the re-imagining of key digital apps, markets and behaviours through to the rise of Chinese technology firms, this deck is 164 slides of very in-depth, useful intel. TechCrunch has helpfully created a cut-down version pulling out what they feel are the most pertinent aspects, but even this runs to 54 slides so might be one to review over a cup of coffee or two.
We’d love to know what you think of these reports, and also to find out about any other future-gazing articles which are inspiring your work and fuelling your innovation. Let us know in the comments section or whizz us an email.
First Tuesday |
As you would expect from First Tuesday, the event was superb, with an excellent cross-section of attendees and some very interesting speakers. Hosted at the Google Campus in East London, we got to network with our peers, as well as learn a new thing or two about measuring success in social channels.
To test the waters, we were all asked at the start whether we thought the ‘Social Media ROI’ was already possible, and the room responded very clearly with only around 10% thinking that ROI was achievable. A select panel of speakers then discussed their particular programmes and strategies to further educate and inspire the room about the ROI already achievable, moderated by the very knowledgeable Maija Palmer who many of you will have read in the FT.
We Are Social, an agency that looks after social media for a huge number of major brands, presented a methodology for assessing the ROI of fan bases, in this case for Bulmers cider. While we might not completely agree with it from our perspective (being a fan is a poor second to being a fully-fledged prospect in our view!) it was a fresh and engaging way of assessing and valuing fan bases.
The Social Media Manager from Telefonica was next to talk, and he broadened our thinking about what ROI can actually mean. As marketers, we are keenly focused on the use of these channels to drive marketing communications and sales, but of course, its value spreads far further. The massive audiences reachable via social media today has essentially created a huge focus group to tap into for product research, customer support and while some companies such as giffgaff have been created with this in mind, the ethos is now stretching across all manner of businesses. Customers can and are now using also social media as a first line customer service tool for example, asking and often getting answers from their networks or Telefonica itself about basic handset or technical queries. This is having a positive impact on the official customer service channels deployed for customers by reducing call centre costs and expenditure, and one we expect will also have positive impact on customers using the traditional channels by reducing their call-waiting times too.
One of the people we got to chat to after the presentations worked for Buyapowa, the social sales platform. This company's focus is on using social as a sales channel and driving collaborative commerce to help consumers purchase desired products at keen prices and it is already delivering some solid ROI in its campaigns apparently. This is something we are also seeing in our Google Get Offers and Twitter Lead Generation Card formats we’re now integrating for relevant products and services we work with. Even the most simple of tactics such as enabling social sharing for organisations like Greenpeace is having positive outcomes for the campaigns we run, vastly extending the reach and resonance achievable.
The core take-outs from the event were that to ensure ROI success in social media, you need to:
- Define success clearly
- Set realistic, specific goals
- Track all activity
- Analyse success against objectives
These points may sound obvious, but in the flurry of excitement over social media, it’s easy to lose sight of the basic reasons as to why we’re there. These 4 simple steps will help keep us all on track.
Going back to the question asked at the start of the event, we were once again asked the same question at the end. If First Tuesday needed a way to measure the ROI and success of their event, they certainly got it! From a 10% figure at the start of the evening, by the end around 50% of attendees stated they believed ROI was achievable in social media. This shows just how important events like this are for inspiring businesses and changing mindsets. We’ll be attending more of these this year, and hope to see some of you down there. Full details of past and future events can be found at: http://firsttuesday.org.uk/
Consumers' attitudes towards data sharing - new research |
Permission for marketing communications is back on the news agenda again this year. With the EU’s policies already making themselves felt in areas such as the right to be forgotten, next year will see strident changes in permission-based marketing as further data protection rules become active.
In the UK, the Direct Marketing Association has already touched on this topic in its wide-ranging Customer Acquisition Barometer report looking into matters such as the shelf-life consumers believe permission should have and what incentives and rewards would make them most likely to share their information.
This topic has now been evolved further by research conducted with 1,175 consumers by fast.MAP, Tangible and Opt-4 which has been covered by Marketing Week. As always, we recommend clicking through to the article to read the full report or viewing the infographic here but in case you’re pushed for time, these are the aspects we found most interesting:
- More people (51%) would 'not opt-out' than would 'opt-in' (29%) to marketing communications.
- 40% would provide permission for marketing in return for ‘something of value’ while 28% would do so if permission was easy to revoke.
- 51% would prefer marketing communications via email, while only 1% would choose to be contacted over the phone.
- The 55-64 demographic see no third party sharing as an important factor in giving permission with 71% saying this would influence their decision to share information, while only 47% of the younger 35-44 age range would be influenced by this.
- 73% of people are happy to share information with banks while only 8% would be happy to do so with gaming companies or publishers.
The Marketing Week article includes a wealth of further information on the nuances of how the different demographics such as age or location and the brand’s industry sector affect people’s responses which will give useful hints and tips for those targeting and executing campaigns. As data protection and permission marketing are such vital areas for marketers to get right, as well as being one that regulators are still unclear about how best to implement, we’ll be revisiting the topic throughout the year.
UPDATE: The DMA has been working with the Information Commissioners Office this month to clarify its Guidance on Direct Marketing from September 2013. The Association’s new 10 point guide is a very helpful resource for any marketers looking for further counsel on how to understand and comply with existing data protection legislation and covers everything from opt-ins to third party consent to time limits.
Amazon Web Services |
At the end of last month we had the opportunity to go an event organised by Amazon focused on its AWS web services offering, something which is a pivotal aspect of our technology platform. Amazon put on a very well organised event with a seamless flow through from pre-registration support to post event networking.
As well as the conference sessions, the event also included an exhibition space with different partners and service providers showcasing their offerings. Some of the stands we visited included:
- Amazon Payments: Currently supporting 3 different currencies, they are soon to roll out more multinational features, with the added benefit that the speed of transactions is also improved when compared with more traditional models
- Cloudability: A cloud cost management services provider which includes a very useful feature for calculating the cost of instance-level requirements. The technology then compares this with usage to provide optimal purchasing recommendations through its Reserved Instance Planner tool.
- Datapipe: A managed service providing tools, optimisation and analytics for database management and cost control in AWS cloud environments. The service includes numerous interesting features such as proactive cloud analysis and also includes a good support function.
After this we visited the ‘Hands On’ lab provided by QA, which reminded Daniel, our newest Senior Java Developer, of his university study days due to the room being full of people feverishly working away on their computers! These free and paid Amazon AWS training services are provided by qwikLABS and looked to be both well-prepared and very useful for anyone looking to improve their AWS skillset. A full list of those available can be found on the Amazon AWS site here.
Next up were the break-out sessions with different options for different levels of expertise, but we found that the knowledge levels required meant we could flit between both high and mid level technical sessions with ease. The ones we attended were:
- Maximising EC2 and Elastic Block Store Performance. An advanced technical session for those looking to maximise the performance of AWS Elastic Block Store (EBS) storage to support workloads with demanding IO performance requirements.
- Dynamic Content Acceleration: Lightning Fast WebApps. A mid-level technical session to learn more about improving the performance of web sites and web applications using Amazon CloudFront and Amazon Router 53.
- Scaling on AWS for the First 10 Million Users. A mid-level technical session providing an overview of the techniques that are used to build high-scalabilty applications on AWS.
Following the conference sessions, we then had the opportunity to chat with other attendees about their own businesses and technologies while enjoying some nibbles and drinks. We’d like to thank Amazon and all the team that collaborated on such an interesting, productive event for their user communities.
Taking the time to take a step back from the day-to-day workings of a busy, bustling business such as ours has helped us explore and learn more about other ways to deploy AWS and engage with some interesting third party services that we will be looking to roll into our offering later on in the year.
With the news over the last month that there has been a long-running security flaw in OpenSSL encryption technology which may have affected 2/3 of the world’s web servers, we wanted to reassure all our clients and let you know that this issue does not impact on the security of your Magnetise products and services, nor the data we collect for you through our lead generation technologies and products.
All our services run on the Amazon AWS infrastructure, meaning that we could rely on Amazon to quickly address any issues that arise, as they have done with the Heartbleed bug. The company issued a statement which you can read here to confirm it has already mitigated the issue meaning that individual action is not required.
Other steps we have taken include:
Unlike the majority of companies affected by this issue however, the potential vulnerability in Magnetise's technology was fleeting. We only started using the affected portion of Amazon's services in late March 2014, meaning we can be sure that there can have been no data theft or leakage prior to this point. The length of time between OpenSSL being affected and the industry becoming aware of the problem is considered by security experts to have increased the risk of exposure. We are therefore confident that our systems were and remain secure and as such we do not require our clients to change any log-in data unless the same passwords are also being used across affected services.
Of course, an issue of this breadth means that many of us may be affected by the problem outside of the workplace in our roles as digital consumers too. Websites such as Mashable have published lists of those sites and services that may be particularly vulnerable so you can double check whether your favourite sites and networks on the list and what you need to do. There are also services such as have I been pwned and Should I Change My Password that Forbes recommends people can use to check vulnerability. There is conflicting advice in the media about whether to change passwords immediately or once the security flaw has been fixed, so we would recommend contacting at-risk websites to check their specific advice on the matter.
In this digital era we all need to be vigilant about both privacy and risk – despite the industry’s best efforts, vulnerabilities such as Heartbleed will occasionally happen. Ensuring our technologies, policies and procedures are strong, working closely with our partners and driving both security and data excellence through all we do has always been our modus operandi and we will continue forwards in this vein.
To finish on a light-hearted note, take a look at this spoof video that shows you everything you definitely should not be doing in response to the Heartbleed bug!
Heartbleed |
All our services run on the Amazon AWS infrastructure, meaning that we could rely on Amazon to quickly address any issues that arise, as they have done with the Heartbleed bug. The company issued a statement which you can read here to confirm it has already mitigated the issue meaning that individual action is not required.
Other steps we have taken include:
- Patching any affected services within 24 hours of the issue coming to light
- Updating all secure certificates
- Updating all server access keys
- Rotated our SSL certificates as per Amazon’s advice
Unlike the majority of companies affected by this issue however, the potential vulnerability in Magnetise's technology was fleeting. We only started using the affected portion of Amazon's services in late March 2014, meaning we can be sure that there can have been no data theft or leakage prior to this point. The length of time between OpenSSL being affected and the industry becoming aware of the problem is considered by security experts to have increased the risk of exposure. We are therefore confident that our systems were and remain secure and as such we do not require our clients to change any log-in data unless the same passwords are also being used across affected services.
Of course, an issue of this breadth means that many of us may be affected by the problem outside of the workplace in our roles as digital consumers too. Websites such as Mashable have published lists of those sites and services that may be particularly vulnerable so you can double check whether your favourite sites and networks on the list and what you need to do. There are also services such as have I been pwned and Should I Change My Password that Forbes recommends people can use to check vulnerability. There is conflicting advice in the media about whether to change passwords immediately or once the security flaw has been fixed, so we would recommend contacting at-risk websites to check their specific advice on the matter.
In this digital era we all need to be vigilant about both privacy and risk – despite the industry’s best efforts, vulnerabilities such as Heartbleed will occasionally happen. Ensuring our technologies, policies and procedures are strong, working closely with our partners and driving both security and data excellence through all we do has always been our modus operandi and we will continue forwards in this vein.
To finish on a light-hearted note, take a look at this spoof video that shows you everything you definitely should not be doing in response to the Heartbleed bug!
The latest ad spend study from the IAB and PwC shows a strong increase in budgets devoted to digital from 2012 to 2013, in tandem with increased adoption of all manner of digital devices and content amongst consumers.
We’d highly recommend clicking over to the IAB website or downloading the one page overview to read up further on this seminal study but in case you’re pushed for time, here are a few highlights:
Lead generation has not been focused on much as it is grouped into the ‘other’ category along with solus email, SMS, MMS and audio which together account for 1% of total ad spend. The IAB’s newer Value of Online Performance Marketing study however delves into both lead generation and affiliate marketing in much greater depth and shows lead generation commanded a 13% share of £1 billion overall spend on performance marketing in 2013.
We’d highly recommend clicking over to the IAB website or downloading the one page overview to read up further on this seminal study but in case you’re pushed for time, here are a few highlights:
- Mobile now commands £1 in every £6 devoted to digital advertising with the total mobile market increasing 93.3% since 2012 and has broken the £1 billion mark. In-app inventory has edged into the lead in 2013 with a 60/40 split between that and ad spend in browsers.
- Tablet-specific campaigns have risen rapidly over the last year, with display spend going up a necessarily underestimated 400% to reach £34.4 million.
- Video ads now comprise 18% of mobile and display with total spend on video advertising rising 62% to £324.9 million in 2013. 93% of that spend is devoted to pre and post roll.
- Display is also still strong, thanks in part to video and social media, with the category growing by 22% overall. Consumer goods are now the biggest spending sector in the channel while banners are still the leading format commanding 52% of budget.
- Catalysts for growth include the fact that 48.6 million people went online in January 2014, tablet ownership rose 63% and 73% of mobile phone users are now using smartphones.
Lead generation has not been focused on much as it is grouped into the ‘other’ category along with solus email, SMS, MMS and audio which together account for 1% of total ad spend. The IAB’s newer Value of Online Performance Marketing study however delves into both lead generation and affiliate marketing in much greater depth and shows lead generation commanded a 13% share of £1 billion overall spend on performance marketing in 2013.
DMA CAB 2014 report |
Following the launch event for the DMA’s 2014 Customer Acquisition Barometer, we’ve had a chance to dig through the excellent report to pull out some of the key takeaways. The full document is well worth a read for anyone in the B2C marketing space though, and you can find the PDF on the DMA website here.
The event itself was very well attended with a good cross section of the sector including lead generation experts and practitioners, brands, agencies and technology companies, all of whom welcomed the findings of the research. The Q&A panel was particularly strong with people such as Michelle de Souza from the charity Age UK giving their thoughts on customer acquisition in this increasingly digital age. The event also included a quick survey, which was a fascinating insight into just how many assumptions we all (yes, even the experts!) make about lead generation.
Budget priorities
2014 is going to see an increasing focus on ramping up quantity of leads to fuel acquisition as businesses re-emerge from their recessionary slumber according to the report. Retention is also going to rise back up the ranks, with the experts quizzed for the research suggesting a dual-focused ‘acqui-tention’ approach was required to fit the current marketing objectives of consumer brands. We think that these are both timely and sensible developments, but as ever we would caution clients to not lose sight of the importance of lead quality for conversion optimisation.What people trust
DMA CAB 2014 - Trusted channels |
One of the biggest areas of interest in the report, for us at least, is the notion that brand and direct connections really matter, whether though engaging via the brand’s website or providing information via email. This signals the need for strongly branded campaigns and carefully siloed data. Some lead providers focus on catch-all generic lead generation for say mortgage providers that then sell these leads on to numerous companies, meaning the consumer can understandably at times feel a lack of trust in the information gathering and sharing process. Sending a prospect through to a brand’s site, at the right time in the lead generation process, can be pivotal to success. In addition to the initial generation of a lead, Magnetise for example can also nurture that prospect further down the funnel to not only drive traffic, but also signed up and logged-in new users as part of our work.
Sharing data
DMA CAB 2014 - Sharing data |
Anything that involves the provision of data is now much more likely to come under consumer scrutiny and be in danger of mistrust. Having clear privacy policies and opt-out routes may seem obvious to marketers, but because so many consumers feel the lack of these standards would have a marked impact on their likelihood to provide data, more could perhaps be done here.
As an aside, a rather high 48% of consumers surveyed felt they had not shared any information in the last 6 months, which makes us wonder whether the consequences of actions such as ‘liking’ a brand’s Facebook page are fully understood by those surveyed. And on the topic of social, it doesn’t surprise us too much that social media, despite its hype and adoption, is not yet a trusted channel for consumers. Marketers also noted that while they could achieve decent lead volume through this route, the conversion ratio is still sorely lacking.
The value exchange
Looking at the reasons why consumers provide data to lead generation campaigns, the perception of a value exchange is still strong and as the report states, requires permission, reward and control to feel worthy to consumers.DMA CAB 2014 - Perception of permission |
Many lead generation campaigns rely on the buying in of data to fuel activity. Given that half of consumers surveyed felt that their permission only lasted for 6 months, this is a potentially worrying statistic. Gaining approval each and every time a lead is generated is an easy way of ensuring trust and compliance in most cases, but to reach that consumer initially, especially via email, there needs to be both permission, and the perception of permission. As an example, Honda stated during the panel discussion that service partners such as warranty and insurance providers need to be passed purchase data so ensuring the relevant privacy policy covers all that you and others may do with the data is important. Giving consumers control over their data and contact preferences should then go hand-in-hand with your policies.
Competitions, such as those run via our TopFox white label platform, are a fantastic way to incentivise and reward consumers for engaging with brands while more direct discounts or coupons are also widely used across the market as you can see in the image below.
DMA CAB 2014 - The value exchange |
The bottom line
KPIs and metrics was another interesting area of the report. With marketers still looking to align activities closer to the sales department, something we have been talking about for some time now, the creation, management and optimisation of KPIs needs to be more manageable and more closely linked to the brand’s bottom line. While CPA is still an obvious focus, quality and quantity of lead also matter, especially when you consider 58% of marketers surveyed handle customer acquisition in-house.To sum it up in 3 simple words, successful lead generation and customer acquisition in 2014 are going to require trust, consent & transparency. To find out how we can help you deliver on your customer acquisition, retention and even acqui-tention goals, get in touch here or give us a call on 020 7078 8298.
There are two events on the horizon this week that look likely to fuel the work of digital marketers like us with all manner of useful information and insights. Magnetise is sending members of its team down to both events, so if you would like to meet up on the day to have a chat about this fast-moving industry and all its opportunities, please do let us know.
The first event is the Data Driven Marketing Alliance’s London Roadshow, a one day event on Wednesday 26th March. With speakers from companies such as HubSpot, DataSift, Splunk and ERN Global, plus topics including the rise of data and programmatic marketing on the packed agenda, the day looks well worth a little time out of the office.
Peter Gowrie-Smith, our co-founder and Managing Director, will be attending this event and we’ll be quizzing him about everything he learned to share with you on our blog next week. For those who cannot make the London conference, there is also a European Conference in October in Dublin that will cover and evolve further the key topics being debated this week.
The following day, the DMA is launching some very relevant-looking research at its Taking the Lead: Customer Acquisition Barometer 2014 event on Thursday 27th March. The Direct Marketing Association is one of the industry bodies we have been actively working with for some years now and we are pleased to see their increased focus on lead generation.
Brands that already understand lead generation’s power - including Telefonica, Age UK and Anglian Home Improvements - are speaking to attendees on the day alongside McDowall, the customer acquisition agency that is sponsoring the research. Focusing on key sectors including auto, utilities, finance and travel, the research promises to identify key trends in areas such as cost-per-acquisition, privacy and budget allocation which are pivotal areas to get right if you want to fill your customer funnel with all the right people, for the right price.
Tom and Jess from Magnetise Media and Clare from Lead Intelligence will be heading down there to check out what this inaugural study tells us about fuelling and optimising the customer conversion funnel. At Magnetise, we are finding that we talk more and more about ‘customer acquisition’ and less about ‘lead generation’ these days which we believe is an indication of how well modern marketers understand both the end goal and capabilities of this marketing technique.
Do you agree? Let us know in the comments below, or come and find us for a chat at the DMA breakfast event.
The first event is the Data Driven Marketing Alliance’s London Roadshow, a one day event on Wednesday 26th March. With speakers from companies such as HubSpot, DataSift, Splunk and ERN Global, plus topics including the rise of data and programmatic marketing on the packed agenda, the day looks well worth a little time out of the office.
Peter Gowrie-Smith, our co-founder and Managing Director, will be attending this event and we’ll be quizzing him about everything he learned to share with you on our blog next week. For those who cannot make the London conference, there is also a European Conference in October in Dublin that will cover and evolve further the key topics being debated this week.
The following day, the DMA is launching some very relevant-looking research at its Taking the Lead: Customer Acquisition Barometer 2014 event on Thursday 27th March. The Direct Marketing Association is one of the industry bodies we have been actively working with for some years now and we are pleased to see their increased focus on lead generation.
Brands that already understand lead generation’s power - including Telefonica, Age UK and Anglian Home Improvements - are speaking to attendees on the day alongside McDowall, the customer acquisition agency that is sponsoring the research. Focusing on key sectors including auto, utilities, finance and travel, the research promises to identify key trends in areas such as cost-per-acquisition, privacy and budget allocation which are pivotal areas to get right if you want to fill your customer funnel with all the right people, for the right price.
Tom and Jess from Magnetise Media and Clare from Lead Intelligence will be heading down there to check out what this inaugural study tells us about fuelling and optimising the customer conversion funnel. At Magnetise, we are finding that we talk more and more about ‘customer acquisition’ and less about ‘lead generation’ these days which we believe is an indication of how well modern marketers understand both the end goal and capabilities of this marketing technique.
Do you agree? Let us know in the comments below, or come and find us for a chat at the DMA breakfast event.
Last year, the IAB launched an important piece of research called the Value of Online Performance Marketing. Grouping together affiliate marketing and lead generation, the overall report showed much growth and promise for the sector. Roll forward 12 months, and the IAB has released their latest edition tracking the continued evolution of the online performance marketing space through 2013 which you can read more about here.
As lead generation specialists, we thought that this side of the study again warranted closer inspection as we did last year for our friends at PerformanceIN, one of the first publications to properly focus in on this increasingly important aspect of digital marketing.
Click through to the latest PerformanceIN article to read what we thought about this year’s research, the changing ecosystem we operate in, where the budgets are being spent and what those all-important consumers think of the performance marketing campaigns they are increasingly engaging and interacting with.
As lead generation specialists, we thought that this side of the study again warranted closer inspection as we did last year for our friends at PerformanceIN, one of the first publications to properly focus in on this increasingly important aspect of digital marketing.
Click through to the latest PerformanceIN article to read what we thought about this year’s research, the changing ecosystem we operate in, where the budgets are being spent and what those all-important consumers think of the performance marketing campaigns they are increasingly engaging and interacting with.
IAB OPM 2014 Headline Results |
This year the IAB has also included a really fascinating piece of consumer research about how the general public interact with performance marketing techniques. If any of you still need proof of just how mainstream lead generation and affiliate marketing have become, how comfortable consumers are with performance marketing - and how valuable it is for brand discovery, customer generation and even repeat purchase, you need to read the report!
We will be diving deeper into the figures over the next week to assess the particular impact, potential and promise of lead generation within the online performance marketing mix so keep an eye out on our blog for more information and insights. In the meantime, click over to the IAB website to find out more or get in touch with us to find out how we can help your performance marketing programmes really deliver.
About Magnetise Group
We benefit from highly-complex technology that is easy to set up and use. Our proprietary platforms are fully customisable and scalable, ensuring our clients and partners get the best experience possible from their digital campaigns.
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