Where Do Leads Fit in Direct Response Media Buying?

I came across this article on eMarketer.com. Media Buyers should take heed the the multi-channel leeds are becoming the wave of the future with more and more media buying experts transfering money to online advertising. 

Almost half of online marketers and media buyers are not doing enough to generate leads, according to a new E-consultancy study conducted by Clash-Media.

Only 44% of 400 UK B2C marketers surveyed thought that their companies were effectively using online lead generation. Nearly half (47%) said that their firms were not effectively exploiting online lead generation to grow business.

Multi-channel organizations fared better, with three-fourths of respondents working for such firms saying that their companies were generating leads online with the intention of converting them offline.

Paid and natural search got the most respondent approval, with 52% saying that paid search was “very effective” at lead generation and 48% giving natural search high marks for bringing in leads. 

Search’s dominance can make mailing lists — even e-mail lists — seem behind the times, but the fact remains that e-mail is still an ubiquitous and effective marketing medium, and it is still considered a great tactic for lead generation. 

Linus Gregoriadis of E-consultancy said, “The research found that online methods are deemed to be more effective than offline methods when it comes to generating leads in the B2C context.”

It’s tempting to dismiss the shortcomings of other markets and think that things are better here. But the E-consultancy study is not of an emerging market. The UK is as robust and advanced an Internet environment as anywhere outside the US. The results are worth considering in relation to US online marketing plans.

Direct response media buying has been the main focus of much online ad spending in the US, but some of that money will shift to branding through 2011, according to eMarketer. Gauged by growth rates this year and in the next four years, the relative spending for branding vs. direct response will remain about even or somewhat greater for brand-focused advertising. 

eMarketer senior analyst David Hallerman summarized the shift.

“Forgetting for the moment that direct response and branding often blend,” Mr. Hallerman said, “such as with an auto manufacturer’s paid search ad that leads to a new model’s Web site or a bank’s video ad that leads to clicks and conversions, about two-thirds of online ad spending goes to direct response objectives.”

If lead generation tactics have not been fully exploited in the US, direct response still requires attention and effort, even as money goes toward branding. A focus on lead generation to support direct response doesn’t necessarily require more budget, but it does require focus.


Peter Koeppel is Founder and President of Koeppel Direct

Make Your Keyword Campaign Click

1. Know Your CPA/CPL (Cost Per Acquisition/Cost Per Lead)

Before you start any keyword media buying for your Web site, know exactly how much you are willing to pay for a conversion. This will be the basis for all of your keyword advertising and will allow you to spend your money in the most cost-efficient manner possible. You don’t want to spend $50 on keyword advertising to drive a customer that only brings in $10 of revenue, right?

2. Choose Keywords Wisely

Having a mix of broad and precise keywords will allow you to figure out exactly what works for you. Create separate campaigns, one for broad keywords and one for more precise keywords. A broad keyword, for example, is “cruise,” whereas a more precise keyword to also test might be “cheap bahama cruise.”

Each type of keyword – broad and precise – has its own benefits. Broad keywords will yield higher impression numbers but won’t necessarily prompt many conversions, while precise keywords won’t garner the same level of exposure but will likely result in a higher percentage of conversions.

3. Track Conversions

Whether you’re tracking pixels or a unique link for each keyword through your weblog, the important thing is to track your conversions! Online advertising differs from any other advertising medium in that you can – and should – track everything. The more granular at which you can look at your campaigns, the better you can maximize your advertising dollars. Knowing which specific keywords do and don’t work allows you to spend more on those projects that yield the highest ROI (return on investment).

source: adotas

FLBA Invention Showcase

ERA, in partnership with Future Business Leaders of America-Phi Beta Lambda and sponsor Koeppel Direct, a leading direct response TV media buying firm announced the winners of the Invention Showcase to find America’s best young inventor. Sister team Julia (18) and Caroline (16) La Roche from Farmville, VA won the $20,000 grand prize for “Flea Tea,” a natural herb remedy that kills fleas on cats and dogs without any harmful side effects.
Mitchell Duffy (16) came in second with “Butter Blaster,” a device that evenly distributes butter throughout an entire bucket of popcorn. Third-place went to Tyson Williams (18) for his “Floating Game Table,” a table-top with built-in drink holders and chip tray for game playing in the pool or spa. Christopher Messick (16) was fourth for the “Gesture System for Computer Interface,” a device consisting of two gloves which read all the movements of the hands and allows computer users to type, move the cursor and input entire phrases, all without ever touching a keyboard or computer mouse. The second to fourth-place winners each received $2,500.
The announcement was covered in more than 50 print outlets from Virginia to Las Vegas and was featured on a DC FOX news program.
I imagine some of you are reading this and saying to yourselves, “Great, but what did ERA get out of it”?
As you know, over the last three years, ERA has committed itself to enhancing and broadening the credibility of electronic retailing. The Association has worked on this objective in many ways and corporate social responsibility is one tool to help achieve this goal. It isn’t just about doing the right thing, it also offers direct business benefits.
“This program seemed a natural fit for our student membership,” said Jean Buckley, President and CEO of FBLA-PBL. “Today, they impressed us all with their innovative ideas produced by America’s most creative minds.”
The six finalists were also given the opportunity to spend time with contest sponsor Peter Koeppel of Koeppel Direct, a leading DRTV media buying firm who provided tips to success in product selection, effective direct marketing and promotion.

Use Your Company’s Image to Catapult Profits

Be Different
Obviously, one of the best ways to create a brand for your business is to invent a new product or service that nobody else offers. However, this is not always an easy task. The fact is that many companies offer very similar products or services. To stand apart from the competition, you may need to create a new category for your product or service, or you may need to focus on what’s unique about the way you do business. So think “outside the box” and get creative. What can you offer that no one else can? What makes your widget different from the other guy’s? Is it your commitment to service? Your speed of delivery? Your product selection? Whatever it is, identify it and use it in your branding and media buying techniques. Narrow the focus of what you do so people think of you first when looking for a particular product or service.
Keep Your Marketing Materials Focused
You want customers to quickly and easily recognize you, so you need to keep your marketing materials simple, focused and consistent. If you don’t have design talent, work with a graphic designer to help you create a recognizable identity that is a unique representation of your business. The logo you and your designer create must depict your company’s image without the need for lengthy explanation. Also work with your marketing department or a professional writer to create a catchy tagline that encapsulates the brand you want your company to have. Use both the logo and tagline on all of your marketing materials, letterhead, business cards and web site.