• Archive for May, 2009

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  • Incentive Marketing / Incentive Promotion

    May 12th, 2009
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    Also referred to as incentivized marketing, this method of advertising offers users something in exchange for their participation, thus users have an incentive to take action. Incentives can span the gambit, and offline they generally take the form of buy one get one free or buy one get one half off. Online, the use of incentives, especially incentivized marketing generally refers to users who are undertaking a specific type of marketing promotion. Historically, incentivized mareketing referred to the “Free iPod” offers, where users saw an ad for a “free” gadget, gift card, etc., and in order to receive that item, they have to both endure a long funnel of ads as well as complete a certain number of specific offers. The greater the value the gadget the higher the hurdle for completion. Incentivized marketing has traditionally had a poor reputation as users will often complete offers for which they have no interest. They simply want their “prize.” Unsuspecting advertisers can find themselves placed in these funnels only to be overwhelmed by disinterested leads. New companies that use incentivized marketing are trying to show that certain forms can be effective, such as those operating in the Alternate Payment Platform sector.

    Glossary

  • Filters

    May 12th, 2009
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    A term used to describe parameters that help refine a lead; using mortgage as an example, not every lead buyer wants or can service every lead. A buyer may want only leads in a certain region and those fitting other criteria such as Loan to Value. Those sets of criteria are filters. Each vertical has different filters, and the more established the vertical, the more fixed the filters. The term filter comes from the processing of sorting data, which means that the filters for lead generation must be based on the data collected. If a lead buyer doesn’t collect age, they cannot offer age as a filter (for example).

    Glossary

  • Hot Transfer

    May 12th, 2009
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    Generally used in a discussion of lead delivery; hot transfer typically refers to the process of connecting a potential lead with a lead buyer over the phone. The more traditional form of lead delivery is a data lead, where a lead buyer receives data from the lead seller and then follows-up with that lead according to their internal processes. With a hot transfer, the lead buyer no longer dials out to connect but waits for the phone to ring. This does not mean that the user is necessarily calling in but that some other person or company has reached them and asked them if they would like to speak to a service provider. Several companies focus just on voice leads, and each will have its own methods for pre-qualifying the lead that they transfer.

    Glossary

  • Hosted Landing Page

    May 12th, 2009
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    A specific type of landing page and a term most commonly used an advertiser / site owner is working with third-party traffic sources, e.g. affiliates. Each company tends to have one to many landing pages, but given the complexities of traffic generation, certain publishers (third-party traffic partners) will want a more customized option. Instead of sending traffic to an advertiser’s page, they will want to send just the data to them. In these cases, the publishers generate the traffic and collect the lead on their site, a landing page they host. This is more advanced form of traffic partnership and one meant for the more seasoned lead buyer or aggregator.

    Glossary

  • Alternate Payment Platform / Managed Offer Platform

    May 12th, 2009
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    A newer form of service which has seen heavy adoption in the social media space. An alternate payment platform works loosely in the world of virtual currency, acting as a middle layer between service offerings and users who want that service. The classic example takes place in Facebook, where users install applications that enhance the functionality of the site. Often these applications take the form of games, and in the games users can unlock more features by increasing the points they have. Many will choose to earn points not just through game play but through other actions. They can purchase points, or as the majority choose to do, they can earn them through the completion of offers. The top companies in the space include OfferPal Media and for non-social gaming, TrialPay. (For more, see this article.)

    Glossary

  • Affiliate

    May 12th, 2009
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    A third-party provider of traffic generally paid on a performance-basis, e.g. per sale or per lead. Affiliates can play a valuable role in helping companies increase the amount of business they do; however, affiliate programs take work and are not without their issues. Affiliates often have a stereotype as being small and independent, an “army of pajama salespeople.” As the channel matures, that stereotype might still hold for some but now includes a much larger group of traffic providers including well known sites and offline brands (Upromise for example).

    Glossary

  • Using Soft Incentives to Generate Leads

    May 1st, 2009
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    In the previous post, we highlighted an approach by affiliates to both promote a service where the creation of an unrelated jump page was necessary to have the ad listed. Were the affiliate or even the company themselves to send traffic directly to their landing page, the cost per click that Google would set would as a minimum would make it cost prohibitive for them to spend.  If for example, you have a target cost per action of $1.50 (the case with the email submit campaigns), you can’t buy a $5 click. As a result, those wanting to promote certain campaigns get creative in order to buy more affordable clicks. For the free ipod offers, it can mean using “Polls” to buy traffic on keywords unrelated to the ultimate campaign. The ultimate promotion is a free (ipod, gift card, camera, etc.), but the pages have to do with users opinions on pop-culture. Without such a tactic, the free offer couldn’t ever appear directly on keywords relating to Harry Potter or Twighlight.

    Distilled, the affiliate tactic used for the incentive promotion ads involves creative ways to a) buy traffic on keywords not directly relevant to the core business and b) pay less for traffic than they would if they tried to bid directly.

    (more…)

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