Lead generation has been around, in some form or another, for as long as trade and commerce have existed. But in 2015, things really started to heat up, and the huge digital thirst that consumers have for freebies and online offers has been carrying on through Q1 of 2016, with the main progress coming from the following regions:
Peter Diamandis stated that, by the year 2020, the 3 billion people currently without internet access will be coming online for the first time. This prediction made a few years back has been following true to trend. For instance, in the past two years alone, due to regional proximity to Shenzhen, Burma has had a smart phone adoption rate of 0-15 million.
Not only has this driven huge new markets for advertisers to expand with, but also the large majority of these consumers will be seeing offers for the first time. That means CRs are up, up and away.
There are a whole host of new offers on the table and different ways of thinking about existing business practices, which can lead to more scope for lead generation offers. Take Taxi companies, for example. Previously, these relied purely on CPS (Cost Per Sale)… but now, thanks to the convergence of technologies, firms like Uber and Lyft have disrupted the whole market with a powerful, modern approach which includes thinking of themselves as 'lead generation' apps.
Mobile consumption time and traffic has gone through the roof, and everyone is doing it. This massive wave of incoming traffic is bringing with it a huge amount of clicks and leads, which are channeled into various web properties, and which create huge opportunities for advertisers to acquire leads. Just look at the following chart from Marin software, who process over $7Bn worth of ad spend per year through its system below:
Decreasing the steps and flows from click to sign up is the one thing that is holding back the seamless integration of data, but you can be sure that the traffic is there.
Technology has enabled things that bring all of the previous points together: Scale, visibility and transparency.
By creating efficient systems up in the cloud, advertisers can now envision a plan for lead generation and execute it instantly. The ability to systematically automate huge growth from collection to conversion can be expected to improve through 2016.
Mobile is a fragmented market with no clear winner on the traffic side, being able to see spend and ROI clearly is a massive success factor on the consistency of current campaigns running into the future. This visibility and transparency is not only key in emerging markets where the waters can still be a little murky, but is huge for accountability when advertisers need to prove a point using the data.
Are you set up for all the opportunities that could be blowing up in your company and verticals that you operate in? Then contact Databowl for a one-on-one analysis on how you can grab a first-class ticket to surge forward in this high-speed industry.
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