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Chapter 12: Lead Generation and Behavioral Marketing

Chapter 12: Lead Generation and Behavioral Marketing. Payam Hanafizadeh and Mehdi Behboudi http :// www.igi-global.com/book/online-advertising-promotion/60769. WHAT IS LEAD GENERATION ?. In general, publishers provide the advertisers with two kinds of online lead generation forms:

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Chapter 12: Lead Generation and Behavioral Marketing

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  1. Chapter 12: • Lead Generation and Behavioral Marketing

  2. Payam Hanafizadeh and Mehdi Behboudi http://www.igi-global.com/book/online-advertising-promotion/60769

  3. WHAT IS LEAD GENERATION? In general, publishers provide the advertisers with two kinds of online lead generation forms: Simple offers in which the user might sign up to receive the current offers without entering extra information. Custom offers in which the user is required to enter extra information in order to receive offers (IAB, 2008). http://www.actinweb.com/what-is-lead-generation-and-how-does-it-work/

  4. WHAT IS LEAD GENERATION? The lead generation approach is becoming more and more popular due to the following reasons: Pricing on the basis of the primary leads provided by the customer. • focusing on the products which are more compatible with customer preferences. • Selecting the target market according to the regions in which the company does business. • Controlling the number of leads the organization receives in each period, helping with budgeting. • Optimizing advertisements.

  5. WHAT IS LEAD GENERATION? Lead generation is the process of online data gathering with the purpose of creating and promoting customers’ personalized profiles whereby companies are able to create and deliver customized product and services to those customers. http://www.onepagecrm.com/blog/tag/what-is-lead-generation/

  6. DIFFERENT KINDS OF LEAD GENERATION Lead generation involves two main operational areas: B2B lead generation B2C Lead generation http://www.seoinc.com/internet-marketing-solutions/lead-generation

  7. DIFFERENT KINDS OF LEAD GENERATION B2Cis more related to that group of Internet sales areas which are in direct contact with the end-users and must continuously identify customers’ IPs in order to create profiles. In contrast, lead generation in the B2Barea relates to businesses which are in contact with their agencies rather than the users of the products. http://www.marketingquotes.co.uk/telemarketing/telemarketing-and-lead-generation/

  8. LEAD GENERATION IMPLEMENTATION STRATEGIES Changing the Internet into a central point of users’ searches emphasizes that business owners must develop a comprehensive lead generation strategy on their websites to obtain the needs and wants of their customers in the online environment. http://www.socialmediaexaminer.com/slideshare-for-lead-generation/

  9. LEAD GENERATION IMPLEMENTATION STRATEGIES Developing a lead generation strategy involves methods by which a company can maximize online requests, effectively turning visitors into prospects. http://bohmanmarketing.com/

  10. LEAD GENERATION IMPLEMENTATION STRATEGIES In order to make a good relationship as the center point of the advertisement, organizations must be well aware of the features of their target markets. This requires a data collection process called lead generation. http://www.tomorrow-people.com/blog/bid/118043/How-to-Implement-a-Pull-Marketing-Strategy

  11. Online Feedback • Online feedback is the first lead each organization looks for in its lead generation process for these reasons: • First, it specifies what the customers are really looking for. In other words, it identifies which products customers are buying. • second, it specifies the main competitive advantage of the company or the reason the customers buy from the company. http://www.constantcontact.com/online-surveys/why-is-online-feedback-important/index.jsp

  12. Online Feedback Therefore, leads obtained from customers can align and optimize both the interests of the organization and those of the customers. Using this method results in achieving several goals from one path—the process called cost energy by the management scientists (Kaplan & Norton, 2001, pp. 25-30). http://www.feefo.com/en/en/

  13. Online Feedback In general, in the world of electronic business, there are two classification of websites, each of which has special importance for marketers. • The first category, top-tier websites, includes websites which are considered as the primary portals of most Internet users. Due to excessive usage, these websites are visited once during almost every Internet session. • The second group, known as second-tiers, consists of the websites which have attracted a rather homogenous group of users with the same interests.

  14. ONLINE COMMUNITY AND LEAD GENERATION Undoubtedly, the most important goal of social media is lead generation. Especially in today’s economic climate, getting in touch with potential clients is the lifeblood of any company (Social mediab2b. Com, 2010). http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013

  15. ONLINE COMMUNITY AND LEAD GENERATION Unlike other traditional media, Location Based Advertising (LBA) is not only used principally for advertising, but also doubles as a means of researching consumers. “Consumers are constantly providing information on their behavior through mobile Internet activity” (Ferris, 2007, p. 33). http://www.adma.com.au/connect/blog/online-communities-for-b2b-lead-generation-a-guide-for-b2b-marketers/

  16. Behavioral Targeting Behavioral targeting, as a necessary element of advertisement, has grown on Facebook. The nature of this website involves sending and receiving valuable information on age, lifestyle, gender, interests, and personal information-informationthat is recorded on the registration forms. The reason is that there is a halo effect on these kinds of websites which has been able to overcome distrust and avoidance to offering personal information and interests. http://www.bluefountainmedia.com/glossary/behavioral-targeting/

  17. BT and Lead Generation BT is an appropriate lead generation strategy. One of the problems marketers face is getting the right information on the lead form. Behavioral targeting enables lead generation to retarget because there are many users who initially show interest in the website but then give up after a short time. http://www.minecorinc.com/

  18. BT and Lead Generation Lead generation companies must know that users mostly visit these websites with the initial motivation of leisure and entertainment(Ko et al., 2005), and in fact are surfers. http://izenmarketing.com/

  19. BT and Lead Generation Along the same line, a study by Ansari and Mela (2003) discussed e-mail customization based on Click-Stream Information (CSI) that the user leaves behind when, for instance, using a firm’s webpage. Response rates could be increased by more than 60 percent by customizing e-mail using this information. http://www.maventm.com/

  20. Behavioral Marketing Marketing is a TOOL in the users’ community for organizing them by creating appropriate methods and empowering them for a better life experience. Production creates value, but consumption creates motivation for value-making. http://www.inc.com/erik-sherman/4-myths-about-behavioral-marketing.html

  21. Behavioral Marketing From the new viewpoint, the consumer is an implicit designer of the product whose implicit design changes into a clear one though marketing research. Consumers are not pure users of the produced value; rather, they are member of the consumption society that help producers to invest in value-maker ideas. http://unbounce.com/online-marketing/behavioral-psychology/

  22. Behavioral Marketing Easy access to information of different goods and provisions of various products results in a lack of commitment to a product. http://www.marketingcharts.com/category/behavioral-marketing/

  23. ONLINE CONSUMPTION CHAIN AND LEAD GENERATION ROLE Manufacturer Marketing Consumer Online consumption chain and lead generation role (p. 211) Advertising Offer Search Observe & expect Observe Insert keyword Email Send Observe & react Monitoring by Lead Generation Companies Monitoring by Lead Generation Companies Broadcast Other promotional Tools Observe & react Customized Offer Differentiated Reaction Personalized Advertisement Agile Manufacturer Behavioural Mrketing Transactional Consumer

  24. http://www.leadformix.com/blog/2013/02/the-psychology-of-behavioral-marketing/http://www.leadformix.com/blog/2013/02/the-psychology-of-behavioral-marketing/ http://www.directory.leadcritic.com/ The End Of Chapter 12 http://www.medianewsgroup.com/advertisers/digital/Pages/BehavioralTargeting.aspx

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