Online Lead Generation: Sifting Through the Digital Junkyard
Lots of garbage is spewed by online lead generation companies. Let's clean some of it up.
Lots of garbage is spewed by online lead generation companies. Let's clean some of it up.
In the last few years, online lead generation has become an incredibly hot topic. OK, co-registration. Regardless of what you call it, online lead gen is now being talked about with increasing frequency. Slowly but surely, more people are sticking around to hear what we have to say, just in case we’re different.
By the way, beyond the aforementioned duality of co-registration and online lead generation, many people consider co-registration the process of opting in to an offer to sign up for an unrelated second offer, hence co-registration..
Increasingly, more high-end, brand-name companies are considering lead generation. I’m talking a who’s who of advertisers. We’ve seen more top-tier publishers entertaining the idea of showing third-party offers in their processes. As recently as 18 months ago, I’d have bet a lot of money these companies would never have considered the idea of showing any offers outside their own. The environment has changed, and it may force many third-party lead-generation providers to change their ways.
There’s a lot of garbage being spewed by some online-lead generation companies. A few priceless examples I’ve recently heard:
Now that this industry is enjoying more media attention, larger market share, and business from larger companies, we’re in a position to take it to the next level. Just as a rising tide lifts all boats, even the shady players stand to benefit from our improving image.
Most of the trash will be left on the shore. Marketers are growing increasingly sophisticated in their ability to evaluate potential co-registration providers. Those with the foresight to forgo short-term gains in favor of best practices and long-term relationships surely stand to gain the most from co-registration’s increasing market share and improving image.