Has performance marketing started to reach the brand marketer?
ZL: Definitely. When we started Pontiflex two years ago, we anticipated that most of our growth would come from direct response marketers. But surprisingly we have seen a very rapid adoption of Cost-per-Lead advertising by brand marketers who are looking for cost-efficient and scalable ways to connect with new consumers. We’re seeing major brands like HUGGIES, Dell, Blackberry and others look to CPL advertising as a way to acquire marketing leads. I want to be clear here. When I say marketing leads, I mean the contact information of people who raise their hands to hear more from a specific brand – the kind of information you would collect off a landing page in a display or search campaign. Our advertisers pay for these marketing leads on a performance, or Cost-per-Lead basis and then engage them in a variety of ways. As many as 51% of advertisers used community sites and social networking groups to engage consumers. This was closely followed by e-newsletter programs with special deals
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