Thursday, September 3, 2009

The Price of a Marketing Lead

Pay-for-performance ad pricing models are catching on among marketers dealing with issues of measurability and audience engagement. Impression-based media buys are giving way, in some cases, to cost-per-lead advertising.

Cost-per-lead advertising brings a new dimension to lead generation. Rather than turning to brokers of generic sales leads, marketers can entice consumers to opt in based on specific ads—and only pay for valid sign-ups.

According to the “Cost-per-Lead Advertising Data Report” from Pontiflex, marketers in North America were most likely to engage those leads via brand or community sites (51%). E-newsletters (31%) and free trial offers (9%) were also popular engagement vehicles.

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