De acordo com estudo recente as redes sociais/comunidades online são
os meios que geram mais oportunidades de negócio. A industria do entretenimento
lidera a tabela.
As more publishers are offering cost-per-lead advertising options, prices are
going up, according to a study from cost-per-lead marketplace
Pontiflex.
Marketers are also changing the way they use the qualified leads acquired
through cost-per-lead advertising. Marketing leads—which can consist of either
basic or premium information and are not resold like sales leads—are most often
used to build out engagement initiatives. Social and community sites were the
most popular way to engage leads, and the proportion of marketers using them
increased from Q3 to Q4 2009. Qualified leads also received e-newsletters in
increasing numbers.
Engagement through subscriber acquisition, such as for loyalty programs, and
free trials dropped somewhat, while direct response engagement went up
dramatically. Pontiflex attributed this change to increased use of direct
response tactics over the holiday shopping season.
Overall, the cost of a marketing lead with basic fields, such as name,
address and e-mail, went up 31% between Q3 and Q4, likely because more premium
publishers offer cost-per-lead advertising options. The cost of leads with
premium fields, including phone number, Twitter username and geo-targeting
information, fell over the same period. Marketers are asking for less
information up front and waiting to engage consumers before getting more
details, according to the report. Leads for the entertainment industry were most
valuable in the second half of 2009.
According to earlier research from Pontiflex, the overall average cost per
lead from August 2008 to July 2009 was $0.60 for basic fields and $2.27 for
premium fields. At that time, the technology industry racked up the highest cost
per lead.
