Our Thoughts on the Top 6 Lead Generation Predictions
Over the holidays, we saw a great blog entry on the Performance Marketing Top 6 Lead Generation Predictions .
Although all 6 of the predictions were very insightful, there were two that resonated especially well.
First, #1 Mobile Lead Generation. Mobile content consumption has exploded in popularity with the proliferation of smartphones. There are hundreds of thousands of applications and mobile optimized sites that need to find a monetization model.
Mobile ads have been around for several years and have similar CPM, CPC, CPL, and CPA options for publishers. CPL and CPA models make sense for both mobile developers and advertisers, because mobile users often unintentionally click on ads. The issue is further complicated by the fact that high quality leads may accidentally enter incorrect information on lead generation forms. Due to autocorrect and fatfinger typing, mobile users are unaware of the bad data they are providing to businesses. That is why lead quality is critical, and you should verify the data in real-time, while the customer is still engaged. StrikeIron works with some of the largest mobile ad networks to improve their data quality with email verification, address verification, and phone validation.
Second was #6, CPM Advertising RIP. As a company that works with many advertising and affiliate networks, we certainly see the evolution from CPM to CPC, CPL, and CPA. Advertisers can now pay for traffic in whatever model works best for their lead mix. In addition, publishers can work with networks to ensure their traffic monetization is optimized. Through our customer base, we agree that the marketing is moving away from CPM.
What do you think will trend in the Lead Generation Space for 2012?