New Rules of the Game
i) Merchants will demand more transparency from lead generation companies.
ii) Consumers will look for trusted information and a richer consumer experience.
iii) Lead generation companies will face scrutiny from lenders and tighter regulations from legislators.
Market Consolidation
i) Smaller players will exit the market or redirect their energies to other spheres.
ii) Agile lead generators will increase market share by introducing innovative new products and deepening lender relationships.
iii) Large OLGs will also diversify their revenues through investment in other verticals.
1 comments:
Hello
Great post. As is happening in other forms of advertising, transparency and consolidation will indeed determine the future of lead generation.
The lead genearion market will move from generic sales leads to marketing leads - brand specific leads that are never resold. This is because in tough economic times, marketers want a cost-effective way of generating unique leads for their pipeline- which CPM and CPC models are increasingly failing to do.
As for consolidation, it helps in increasing efficiencies, which in our resource strapped times is increasingly important.
Thanks
Arun Krishnan,
Vice President, Marketing
Pontiflex
Post a Comment