How can I get maximum benefit from online lead generation? ad:tech London / IAB

Have you got answers for online lead generation?

This article from theMarketingblog started me thinking about this important subject.

Online lead generation (OLG)

http://bit.ly/a7DZiY 

Here, we look at how to do it properly to get long-term quality results.

The U.K. online lead generation (OLG) market is building up momentum - fast! At the IAB, we formed a small group consisting of OLG specialists in 2008 (Goallover, Dianomi, Magnetise Group and LeadPoint).

The aim was to use the expertise around the table to create educational material about OLG and how to use it successfully. Since then we have created four white papers and are about to release a buyer's guide for advertisers.

The IAB OLG Council now has 26 member companies and has some big plans for the future. Although this channel is growing and education is still at the forefront of the IAB's mission, it is important to take and step back to see how it has evolved.

The past

Online lead generation's past has had a bit of a tarnished reputation in the market and this has primarily been down to companies trying to make short-term profits without thinking about the consequences. Campaigns have been based around heavily incentivised creative and featured on poor quality sites resulting in data that had little or no relevance to the target demographics of the advertiser.

There have been too many campaigns that have generated high volumes of leads of questionable quality, which left brands looking to more traditional direct marketing methods to generate new leads.

The present

The last two years have seen a huge change in this space; this has come about due to an increase in education and awareness about the possibilities of OLG. Publishers are now concentrating on quality and are working on improving their technology so that they can be more accountable and transparent when generating leads to show more value for the advertiser.

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