Overcoming the Shortcomings of Search through Co-Registration
By placing an ad on a partner publisher’s website, marketers can collect consumer contact information and valuable demographic and geographic data on users who have chosen to provide it. Typically, users are given a host of email newsletter topics to choose from — like international travel, electronics, or shopping — which are targeted based contextually on site content and site audience characteristics. Once the interested user has made his selections, he is asked to provide basic contact information, such as email address, gender, zip code, and year-of-birth. Then he’s presented with well-branded offers or asked follow-up questions that are targeted to his particular profile.
For instance, it can be deduced by zip code that a woman visiting a fashion and beauty site most likely rents her New York City apartment. So, rather than serving her a mortgage refinancing loan offer, information gathered through co-registration may prompt a promotion for a high-end retailer, or perhaps on online movie rental service.
A Smarter Marketing Buy
Unlike search, which requires marketers to pay for every click whether or not the consumer converts, with co-registration, they need only pay for valid, complete leads. Plus, they can be sure that the data are correct: before each lead is approved, it goes through a stringent verification process, testing email addresses for authenticity, comparing area codes and zip codes, checking postal addresses, and validating other information like IP addresses. Those approved leads are then transferred directly to the marketer’s database in real-time so they can be put to use right away.
And once you have that registration, you want to keep that interest going. Although marketers can continue contacting interested consumers over time, the key is to strike while the iron’s hot. Ideally, marketers should respond to prospects via automatic emails or phone within 24 hours of registration, and should keep in contact in the following weeks if the consumer doesn’t convert, to maintain that interest and keep themselves a presence in that inbox.
Certainly, search marketing is valuable, especially when it comes to short-term efficiency and direct response campaigns. However, co-registration acts as a long-term strategy for both branding and direct response. Think of it as a necessary complement to your search marketing efforts and you won’t go wrong.
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Tags: click_fraud, email_marketing, Google, keywords and search_marketingArticle Sponsor
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