Online Lead Generation is a term that refers to the generation of prospective consumer interest of a products or service. A lead is typically either a sales lead or a marketing lead. Sales leads are generated on the basis of demographic criteria such as FICO score, income, age, HHI, etc. Most often, these leads are resold to multiple advertisers who then outbound call to affirm an action or close a sale. This practice is commonly found in the mortgage, insurance and finance industries. Marketing leads are brand-specific leads generated for a unique advertiser offer. Unlike it's counter-part, the sales lead, marketing leads are sold once to the respective brand.
For brands looking to pay only for certain actions, there are two opportunities that Screen Pilot can discuss working you on. CPL (cost-per-lead) and CPA (cost-per-action) and even PPC (pay-per-call) programs.
CPL campaigns typically compensate for a basic lead. This might simply be contact information of a consumer interested in a particular brand, product or service. CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touch points and build some online brand awareness.
CPA campaigns, the brand will pay for a completed action or online sale. CPA is an excellent way to pay for performance. It allows you to budget based on actions and not just eyeballs. It focuses on driving consumers to buy or performa another action there and then.
PPC (pay-per-call) takes the CPA campaigns offline and into a call center or other touch point. Screen Pilot has it's own proprietary technology for such programs allowing us the flexibility to modify it to suit needs based on the requirements of the campaign. At a simple level, pay-per-call programs will be compensated when a prospect or customer remains on a call for more than a set period of time. More complex solutions can compensate based on sales of a caller or other call outcome.
Shoot the breeze with us about how performance based marketing programs can benefit your bottom line.