But what about users who are already engaged in relevant content? Why should a user return to a search engine to read other sources on the same subject?

A recent and growing trend in digital and content marketing has been to run content based CPC campaigns on publisher websites linking directly to other relevant content – even on other publishers. If the user is already engaged in that subject then they’ll want to find more relevant content. From an advertiser perspective, these new campaigns differ to traditional CPC campaigns in that engaging content is promoted instead of a brand or product.

The key is to ensure that the additional content offered is relevant to the user and presented in an appropriate and attractive context – not next to gossip or cat stories.

dianomi’s financial commentaries allow astute marketers to present their own content to high quality and relevant users on our network of financial services websites:

1) Audience – our units only appear on premium financial services and business websites such as The Guardian, Morning Star, Reuters, The Financial Times, The London Stock Exchange and many others.

2) Context – our units only include approved finance related content.

3) Engagement – our units show the most contextually relevant campaign to the user according to what they are already reading.

4) Fixed price – we charge a fixed price Cost Per Click – there is absolute certainty with our pricing.

By Julian Peterson

dianomi’s COO, Raphael Queisser, presents the 2012 Financial Services Forum award for Digital Marketing. On Thursday, November 22nd, dianomi sponsored the Financial Services Forum Awards for Marketing Effectiveness which are dedicated to recognising and rewarding proven success in the presentation and promotion of financial services and products. The awards were introduced in 2002 to recognise marketing effectiveness in financial services.

]]> http://www.dianomi.com/wordpress/dianomi-sponsors-2012-financial-services-forum-award-for-digital-marketing/feed/ 0 http://www.dianomi.com/wordpress/why-best-practice-lead-generation-matters-in-the-current-economic-environment/ http://www.dianomi.com/wordpress/why-best-practice-lead-generation-matters-in-the-current-economic-environment/#comments Thu, 27 Sep 2012 23:25:59 +0000 Julian Peterson http://www.dianomi.com/wordpress/?p=870 12 tips to cut wastage and make your marketing budgets work harder

As presented ad ad:tech London 2012 by Cabell de Marcellus, Co-Founder, Chief Technology Officer and Gareth Davies, Chief of Design

Why Lead Generation?

It gives advertisers what they want:

 Prospects that convert into customers

 ROI, that is easy and straightforward to calculate

 Transparency – how and where the data is collected

 Excellent customer feedback

When Lead Generation goes wrong

 Wrong demographic

 No means to purchase

 No intent to purchase (incentive based offers)

 Spammed to lists

 1000s of low quality leads that will never convert

 Re-sell them again and again to a series of call centres

= Lead Generation Nightmare

Best Practices – the basics

 Ensure prospects actively consent to be contacted

 Clearly communicate how the user will be contacted – email, phone etc.

 Allow opted-in users to unsubscribe from further marketing

 Approve data capture forms and creative before going live

Lead generation tip 1 - Target audience using demographic data

Exedra™ is fully integrated with Experian down to the household level

Users are demographically profiled in real time

30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent

Lead generation tip 2 - Contextual marketing is key

Capturing lead data in a relevant environment will generate high quality engaged prospects

Investing in Facebook report promoted alongside Facebook IPO article:

Engaged prospects
Quality leads

Lead generation tip 3 – When using email marketing, deliverability is key

You’ll be wasting your time if the email never reaches user’s inboxes.

List hygiene:

 Manage unsubscribes

 Handling bounces

 Stopping emails to inactive users

 Monitor complaints via ISP feedback loops (Yahoo!)

 Digitally signing emails

 Whitelisting certification

 Sending consistent volumes

 Sending emails at the same time of day as original request

In just 6 months we increased our email deliverability from 57.2% to 99.7%

Lead generation tip 4 - Don’t dupe your prospects

Make sure the prospect knows what they’re signing up for.

Include tick boxes for prospect to actively consent

Lead volume will DECREASE but quality & prospect engagement will INCREASE Users do not feel ‘tricked’

Advertisers do not waste time speaking to people who are not happy to be contacted

Lead generation tip 5 - Use CSS media queries to display responsive promotions on mobiles & tablets

>10% of traffic is mobile

Lead generation tip 6 - Use CSS media queries to display responsive emails on mobile devices

Lead generation tip 7 - Optimise your form

Use the following:

 3D Hero shots

 Benefits

 Awards

 Testimonials

 Open brochure image

Lead generation tip 8 - Optimise your form – don’t ask unnecessary questions

Required fields:

 Name
 Address
 Email
 Phone

Form 2 extra questions:
 How often do you trade?
 Which best describes your in- vestable assets?
 How would you characterise your trading experience

The extra questions in Form #2 decreased the submit rate by 48%

Lead generation tip 9 - Qualify prospects – even if volumes reduce

Would you rather 1000s of low quality leads, or fewer that will actually convert?

Including a consent tick box prevents users from being surprised if they are contacted.

Lead generation tip 10 - Validating your leads is key

Data validation

Validation combines 30+ data cleansing and enhancement checks including:

 Name check
 Address check
 Telephone – real-time network query
 Email domain check
 IP address region check
 Experian financial demographic tagging

Lead generation tip 11 - Get prospects to confirm their request

Asking prospect to confirm their initial request will reduce overall lead volume. However you will supply the advertiser with those leads that are most engaged, and most likely to go on and convert. You will save your client time and money.

77% of users confirm their requests via email or phone.

Alternatively, get prospects to confirm their interest on the phone

11% say they are happy to speak to someone about the product. It can take 6 attempts to reach the prospect via phone (source: Leads360).

Lead generation tip 12 - Collect customer feedback and report it to the advertiser

Summary - Best practice lead generation

An efficient way to capture interested consumers.

Consumers are satisfied – they get the information they are looking for, without being tricked into giving their details.

Advertisers don’t waste their time trying to convert poor quality leads and instead get:

 The right kind of prospect
 With the intent and means to purchase
 Who is educated on the service provided
 And who is happy to speak to someone about the product

by Julian Peterson, Cabell de Marcellus and Gareth Davies

Download as a PDF

At ad:tech London this month we presented “Why Best Practice Lead Generation matters in the current economic environment“.

How following best practice lead generation guidelines will result in improved ROI, increased revenues and satisfied consumers.

Click DMA Best Practice Presentation to view.

By Julian Barkes

Hargreaves Lansdown, Fidelity FundsNetwork and Alliance Trust favoured online platforms – but most investors prefer literature sent in the post

In March 2012 a panel of over 1,000 investors who have requested information on  investment trusts responded to 11 questions, covering a range of topics including how they like to buy trusts as well as which fund managers they have the most confidence in to manage their money successfully.

The questions covered the different aspects of buying behaviour among those investing in investment trusts and revealed the dominance of online platforms. Some 59% responded that they buy ‘online via a discount broker, fund supermarket or share dealing account’.  Some 22% reported buying ‘via a Financial Adviser’, 20% reported buying ‘via a posted application form sent to the fund manager’ and 17% reported buying ‘via the fund manager’s website’. (Note: survey respondents could choose more than one option.)

The respondents also indicated which online platforms they used with Hargreaves Lansdown, Fidelity (Funds Network), Alliance Trust, Halifax and Barclays leading the way.

Perhaps surprisingly, investment trust investors are rather old fashioned when it comes to how they prefer reading promotional literature. The majority, 45% responded ‘as a brochure sent in the post’ while 30% chose ‘in a pdf’ and 26% ‘on the web page’.

dianomi also polled investors as to how they researched information before making an investment decision. Rather than reading annual reports or consulting with advisers, the investors surveyed relied predominantly on ‘financial websites’, ‘financial sections of national press’ and ‘investment magazines’.

Cabell de Marcellus, co-founder of dianomi, comments, “From the survey results, it looks like the investors buy online but prefer to read material offline. This makes sense as the discounts and convenience are both so appealing online. But if you are going to read a  twelve page report about a major investment decision, you really want to do that in a comfortable chair with a cup of tea.”

The survey revealed more about investment trusts including: investor ratings of the twelve major investment trust fund managers; which sectors the investors want more research on; and specific questions relating to Asian investment trusts.

Clcik here to download the Summary Report – April 2012 – Investment Trust Survey_dianomi

Notes to editors

Methodology: The survey was conducted in March 2012 by dianomi with 1,016 investors participating.

By Julian Barkes

The guides have been commissioned by dianomi and are written by well known expert financial journalists such as Peter Temple, long time contributor to The Financial Times, Investors Chronicle and Interactive Investor.

By combining views from finance professionals with insight from industry leaders, MarketViews guides provide sponsors and advertisers with a powerful marketing platform. Our clients are able to easily identify and communicate directly with their core audience with the highest possible contextual relevance, ensuring that readers will engage and respond. Through our unique partnerships with premium finance publishers, users are easily able to request our guides completely free of charge. These are delivered both as downloadable, interactive e-brochures and as gloss printed copies posted directly to their homes.

By Julian Peterson

dianomi’s Julian Peterson will debate display vs performance advertising in “Display is dead” at the Mumbrella 360 conference in Sydney on 6 and 7 June.

The session is intended to produce some lively debate as Julian lines up with Reprise Media’s Director of SEO Andrew Hughes against Mediacom’s Head of Innovation, Nic Hodges, and Cadreon’s National Head of Operations, Marc Lomas.

Other speakers include Andy Lark, CMO of Commonwealth Bank, Nick Baker GM of Tourism Australia and Harold Mitchell, founder of Mitchell & Partners

The event is part of Sydney’s VIVID festival.

By Julian Barkes

dianomi have announced a new product to increase conversions and ROI from Cost Per Click (CPC) campaigns.

Introducing Verified Cost-Per-Click campaigns – everyone wants to increase the number of conversions and cut down on wasted clicks from their CPC campaigns – we’ve been trialling VCPC campaigns and early stats show a decrease of up to 80% in wasted clicks and increase in conversions from the verified clicks.

With a verified CPC campaign the user clicks on a contextual SmartLink advert on a finance site in the usual way but instead of being directed to the client’s site, the user is taken to a dianomi hosted landing page with brief details of the product. The user is only directed to the client if they click again to confirm their interest – and the client is only charged for these verified clicks.

Therefore, the client only pays for clicks from prospects with serious intent.

Download more information on verified cost-per-click or view a customer journey.

By Julian Peterson

Wall Street investors are much braver about the European crisis than their London counterparts, buying stocks and silver and seeing a much less chance of a euro break-up, according to a recent survey of investors from both sides of the pond.

Fourty-three percent of UK investors believe the euro zone will break up this year, compared to just 27 percent in the U.S., according to a copy of a soon-to-be-released poll by Dianomi obtained by CNBC.

“A flight to safety appears to be well underway with U.K. investors moving to cash,” said Cabell de Marcellus, co-founder of Dianomi, a marketing firm which counts financial firms such as Barclays and Fidelity among its clients, in the survey release. The survey of affluent investors was conducted last month with 1,800 respondents from the U.K. and 1,200 from America.

Read more here

Click here for the full results of the US Investor Survey-H1-2012

By Julian Barkes