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Direct Marketing Lead Generation - Facts:

Are there proven strategies to lift response rates—and more important, to generate a higher percentage of qualified leads? How can you get your share of the other 95 or 97 percent of the audience who, for whatever the reason, did not respond?

 

Let us look at each of these steps individually in overview form. Later in this chapter, you will find specific detail about each of these program elements so you can see how to create and place Web banner ads, design a Web response form, and conduct an e-mail campaign.

 

Place the Web banner ad. Joan also places the banner ad for one month on a Web site targeted to networking managers. The Web site guarantees that the banner ad will appear 100,000 times in that month. The banner is linked to a special Web response form. Cost for the research and 100,000 impressions (1 mo.): $9,000. Total cost for the banner ad campaign: $11,500.

Direct response and direct marketing mean the same thing. Direct response seeks an immediate action on the part of the reader. This could be to call a toll-free number, visit a showroom, try a product, mail a reply card, go to a home page, or see a demonstration.

As you will see, one of the basic premises of this book is that vir¬tually all business-to-business marketing communications can be made more powerful, effective, and profitable by converting them from con¬ventional communications to direct-response communications.

 

The Web response form was designed specifically to qualify respondents. E-mail was not broadcast widely to individuals who did not want it, but rather targeted to prospects who already demonstrated an interest in the product and gave permission to communicate with them via e-mail.When you use the Internet in the same careful, precise and efficient way in which you use direct mail or telemarketing, it becomes Internet direct marketing.

 

In this program, the Internet was not used in a vacuum. It was added on to the existing direct mail campaign. As with direct mail, the Internet should be used in a very targeted fashion. In this example, media for the Web banner advertising campaign was researched and carefully chosen. Internet direct marketing can be targeted, tested, controlled, and measured—just like direct mail marketing.

 

As you will see in the following discussion of e-mail, prospecting via the Internet presents a whole set of unique challenges to the business-to-business marketer.

You must also consider the fact that Internet lead generation and qualification is just now emerging as marketing practice. Some target audiences may be comfortable with it; others may not. The acceptance of the Internet as a means of self-qualification will vary from prospect to prospect. Nevertheless, now is the time to think about augmenting traditional lead generation media with the Internet.

 

Compiled Lists. These lists are compiled from a variety of sources, including telephone directories.

More about Direct Marketing Lead Generation.   See also: Targeted Leads and Telemarketing Lead.

Response Makers - Direct Marketing Lead Generation