Publishers are clamoring for audience data that they can fine-tune for their own marketing efforts, and use to woo advertisers. However, data remains an essential part of editorial projects as well, and publishers often struggle with a lack of time and resources when it comes to collecting market research.
Easy Analytic Software, Inc. (EASI) is no stranger to the publishing industry, having started in 1995 by CEO Bob Katz, a veteran...more
Virtual event platform InXpo has introduced the InXpo Social Suite, a package of social media tools and interactive games (such as Trivia Challenge and Word Scramble) that offer attendees social media functionality without having to leave the virtual event environment.
The package includes Twitter functionality that enables attendees to view and respond to all tweets associated with a hashtag attached to a sponsor, exhibitor...more
One of the buzz phrases for magazine publishers in 2009 going into 2010 has been lead generation, especially during these times of pinched advertising budgets. At many companies, the responsibility of launching lead-gen programs has fallen into the laps of audience developersâ€”after all, lead-gen is all about audience marketing.
â€śIâ€™ve been surprised and pleased to discover that all of the tools needed to generate a successful lead generation program are tools...more
In lead-generation programs, whitepapers have been the perennial go-to content source for hooking basic leads. Yet publishers are in a better position than they might realize to produce any number of one-off and custom projects that collect a full range of leadsâ€š from preliminary to sales-ready.At tech media company Ziff Davis Enterprise, lead generation content ranges from the basic whitepaper to e-seminars to fully interactive, Web-based toolsâ€”even a...more
Perhaps the most important step in operating a successful lead-gen program is making sure that the leads are indeed qualified for the advertisers that will be contacting them. Most publishers have a basic registration form set-up for customers to fill out if they want to download a whitepaper or access a Webinar. But with the demand for highly-targeted leads rising, publishers have to take that process a bit deeper.more
In recent years, publisher FierceMarkets has seen lead-gen grow by 10 percent to 20 percent of its overall monthly revenue. â€śWe can define leads any way clients wantâ€”name title, demographic, info such as number of employees, further clarification of role, and the asset they interacted with,â€ť says COO Maurice Bakley. But FierceMarkets quickly learned that it needed to educate clients on the business of leads and manage their...more
Just as itâ€™s essential for publishers to have a solid plan of attack when it comes to their business plan, itâ€™s equally as important for them to strategize different lead offers to target diverse readership. Regardless of the offer, publishers should have plans for how to best serve up and promote products simultaneously across platforms.For Next Step Magazine, a 15-year-old title helping teens with college planning, marketing lead-...more
Like most publishers, Reed Business Information offered little in the way of lead generation a few years ago. Today, lead gen accounts for one-third of RBIâ€™s total online revenue and is included in up to 90 percent of the publisherâ€™s online products.Â â€śWhen we created RBI Interactive in 2006 one of our top priorities was to focus on capturing revenue from non-advertising budgets and lead generation was at...more
When it comes to running a successful lead generation program, part of a publisherâ€™s job is to make sure that its most valuable assetâ€”the customersâ€”arenâ€™t being abused by its staff or advertising partners. After all, once a company loses its reputation as a trusted brand, it takes a long time to build it up again. Craig D. Spiezle, executive director of Online Trust Alliance, gave LGI some...more
Publishers lately have jumped on the lead-gen bandwagon as a way to supplement declining revenues, but nevertheless still see their primary models as display or brand-driven. One company is using a CPL model to open doors with advertisers, eventually upselling them to brand advertising after a lead-gen track record is established."Lead generation is a door-opener," said Noah Anderson, CEO of Family Marketing, which produces PlanningFamily.com, a...more
As publishers develop more sophisticated lead strategies, theyâ€™re shifting from lead generationâ€”capturing basic contact and demographic information about potential customersâ€”to lead nurturing, which is more about developing consistent communication with a prospect to help prepare them for an actual purchase.
Business marketing blog Marketo.com offers suggestions for lead nurturing practices including triggered e-mailsâ€”a series of e-mails that build off each other by offering relevant content or product demonstrations...more
Publishers are scrambling to figure out lead generation and one of their peers is offering to help. Summit Publishing has spun off a new company called Mediadroit that offers a service called LeadWise which is designed to generate leads across a variety of ad formats, sizes, positions and technologies.
Summit e-media vice president Dave Newcorn and sales/training vice president Jim Chrzan are overseeing Mediadroit. The difference with LeadWise, according to Newcorn,...more
Join mediaPRO Today: Click Here
Connect on the new professional and social network for the Magazine, eMedia & Publishing Industry today.