IAB's Online Lead Generation Best Practices - Cliff's Notes Version

We just reviewed the latest installment of the Interactive Advertising Bureau's best practices for B2C and B2B online lead generation. To save you some time, here are the highlights... Goals of the Report 1. Eliminate Friction between Advertisers and Customers 2. Build Trust among Customers 3. Increase Opportunity for Advertisers and Publishers The Key Points Disclosure of intent regarding data collection and usage (privacy policies are a must) Can't sell or broker customer data without permission from customer and notice to advertiser (knowledge and permission from customers up front) Customers and advertisers should be made aware of those collecting and sharing data (a good example is clearly defining those collecting data in co-reg programs) Education and awareness of current regulations (adhere to policies and make them known) Other Interesting Takeaway's... Bring in the Lawyers Obtain legal counsel when generating privacy policies and rules for permission Compliance and monitoring should be an ongoing effort Use of the word "free" The term itself and any related disclosures should by highlighted on the registration page with different colors, fonts, or some other feature that makes it stand out. If registration is required to receive a "free gift" the customer must agree to terms and conditions. It is recommended that a summary of requirements to receive anything "free" must be included on the registration page. Obtain legal counsel as needed. Give the Customer Power Allow customers to skip offers or ads on publisher sites Submit and skip should be given equal prominence when making an offer Pre-checked boxes are a "no no". Any prechecked box that does not require additional affirmative action on behalf of the visitor should not be used. Handling Required Software Downloads Automatic software downloads are not acceptable. In other words, any software download that is required to launch a document/program/appliation must be started only after the customer gives consent. Promotional Sites Defined Any site that offers something for free (gifts, news, price quotes, rewards) in exchange for a registration or submission of contact info. Some promotional sites offer "incentivized" offers. "Incentivized" offers are those required to qualify for a greater reward (i.e. enter to win and receive a free gift). Source Coding Recommended Source coding should be utilized to show information specific to placement of offers and advertisers involved in a campaign. This information is used to track success metrics throughout the lead conversion process.

About the Author: Chris Sietsema

As Director of Interactive Marketing, Chris oversees day-to-day digital marketing responsibilities including search engine optimization, paid search advertising, social media, email marketing and media buying.

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