#lead-gen

Lead Generation

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Since this post closely follows its predecessor, let's get right into it shall we? 

DID YOU KNOW THAT...

Facebook's gaming market is still up and going and guess what, it made $3 billion last year.

If you thought that #FarmVille and the like were on the decline, think again. 

I think it is safe to say that if your app idea revolves around animals or pets, you're golden

Head of games partnerships Dan Morris readily admits that the ecosystem is now a mature one and while its growth is not wild, game developers still rely on Facebook to make a name for their app and increase the chances that it moves up the rankings of the App Store or Google Play. #CandyCrushSaga uses Facebook to the gamer's progress across devices. 

This year, revenues have decreased by 2% but are still going strong. If we take Dan's word for it, Facebook players have a very high customer lifetime value (CLV) and that is part of the reason why Facebook still attracts game developers. In 2015, Facebook will be focused on a mobile-first marketing strategy for its gaming market in order to grow its market futher.

Despite this steady success, there has been criticism that these apps are widely used gor lead-gen scams. The games are monetized and invest that money in Facebook ads to attract more users and monetizes these addittional users with scams (questionable offers in return for subscriptions or downloads). And again that money goes back to advertising. The hypothesis is that only the game developers that scam get really famous (like Zinga alledgedly) 

Just one last thing, brace yourselves people, the article evokes a possible app built around Kim Kardashian in the future.

But seriously People Of San Francisco: 

Source: Buzzfeed

This is a great article about how brand building and direct marketing is changing. As the article says brand building now almost always requires that the results be measured. Direct marketers are learning that just writing a long sales letter doesn't any longer guarantee a sale. There are other factors at work Social Media like Twitter and Facebook now allows marketers to market to prospects using additional challenges, but bottomline, the best marketing comes from helping customers solve a problem. That's inbound or "attraction" marketing. Attract prospects when they are looking for a solution to a problem or challenge. Help them solve or understand the problem and they will move toward buying fom you.

Amplify’d from www.entrepreneur.com

That's no longer the case. Branding promotions today look much more like direct-marketing campaigns in their drive to measure, to segment the online audience and to target the highest-converting consumers with the most relevant ads, content and campaigns.

On the other hand, classic direct marketers now recognize that the prospects they once thought they were converting with a single targeted deal or offer may actually have gone through a much longer sales consideration. In other words, that apparently brilliant e-mail campaign or dynamite web offer--the one that got such a large number of prospects to sign up for their newsletter or download their white paper or take up that trial offer--may actually have been just the lucky last step in a much longer sales conversion process.

In terms of the lead-gen tactics they used most, optimizing web content to be found in a natural or organic search--the standard blue links that come up in a basic Google or Bing search--ranked as the most favored tool. Ninety percent of respondents took the search engine optimization route to finding prospects, compared with 77 percent the previous year. E-mail came in second (83 percent, up from 74 percent). And pay-per-click ads--the text ads on the right margin of Google pages that are linked to the keywords visitors type into the search box--were used by 73 percent of marketers.

The heavy reliance on search as a lead-gen tool makes sense. As journalist John Battelle wrote years ago, Google is our "database of intentions." If people are searching for information on your category or product, they're ripe for a pitch from you.

But the Econsultancy stat I find most interesting is that two-thirds of respondents (66 percent) said they were using social networks as a channel for generating online leads. That's up from only 40 percent who said the same thing the previous year.

Some of these marketers might be relying on Facebook ads to put offers in front of interested parties in classic "Hey, you!" direct marketing fashion. But it's more likely they've realized that lead-gen efforts have added oomph when they're directed at consumers whose attention may already be engaged by valuable advice or other content they've found via Facebook, Twitter or LinkedIn.

At a minimum, it's pretty certain these marketers are using social networks to test the appeal of content and other offers before mounting a more conventional lead-gen campaign via e-mail, snail mail or other channel. And they're using what they learn through social networks to segment their prospects and tailor offers to specific groups, based on everything from intention to buy to lifetime value.

In other words, marketers are coming to see that effective lead gen isn't just about firing out the most messages. It's about getting the right message to the right prospect at the right time--which may only come after that prospect is already engaged in a relationship with your company. 

Read more at www.entrepreneur.com