“Leads2007 will be an extraordinary event for all current and potential lead buyers and mortgage brokers to attend. The content of this conference will be generated by you and me. This format will encourage extremely relevant conversations about lead metrics, lead quality, Internet sales techniques, lead management, lead generation, and much more.”
Good case study article on why corporate blogging is less and less of an option. It is a key component of any successful corporate marketing portfolio. Take a look and see how top companies like Quicken Loans, the #1 Internet lender and Kaleidico, the #1 lead management and sales software firm are using blogs to start conversations.
The lead management problem keeps growing with the dramatic shift of advertising to the Internet:
There’s also an interesting chart that goes Nielsen provides showing Internet Advertising is grown (spend increased) by almost 50% from a year ago – at least, that is what the chart is saying to me.
(Via WebMetricsGuru.)
As to the concentration of online advertising to two or three sites, I wonder how much of this is created by the lead generation industry (i.e., LendingTree, LowerMyBills, LoanWeb)? This shows that there is no doubt they at least contribute to the effect as some of the top media buyers. So, I then wonder if this advertising will disburse with innovative concepts like Root Markets and Leadpoint?
Lew Ranieri, the father of Wall Street’s and Salomon Brothers’ mortgage debt (bond) market (check-out Liar’s Poker for his story), comments on the emerging high volume market in customer inquiries (intentions) or commonly referred to as leads.
Mr. Ranieri, describes how scale drives exchanges, and exchanges drive pricing efficiencies, which then drives additional scale and liquidity.
Very interesting and important concept to companies that are engaging consumers via the Internet.
Dave Winer’s comments in his “Is Web 2.0 a bubble?” post, particularly this part:
“Don’t we all know that web advertising is a scam? A friend who writes for a very big news site said the other day that he had never clicked on an advertising link. Even people whose salaries are paid by the advertising industry think it’s a scam. And scam is just another word for bubble.”
Has me continuing to think about where online media and advertising markets will go when they mature beyond the current mindless aggregation of largely arbitrary click-throughs. I think it will have a lot to do with Identity and not just who I say I am, but who I really am. That is why I think it is important to understand we do not own our identity it is created. This is what creates our constellation.
This is where we are going.
