Maintaining Old and Exploring New Platforms for Lead Generation

Project Overview

In the vast and ever-evolving landscape of the US financial industry, our client emerges as one of its foremost companies, continuously pioneering in performance marketing to stay ahead. While leveraging mainstream digital marketing channels like Bing and Google Ads for Search and Native networks such as Taboola, Outbrain, and Yahoo Gemini (before its merger with Taboola), our quest for innovation didn’t stop there. We ventured into new, smaller platforms/networks to carve out additional niches for lead generation.

Problem Statement

The primary challenge was to identify and assess the potential of various lesser-known digital marketing platforms for effective lead generation. This exploration was crucial for diversifying our client's marketing mix and uncovering untapped opportunities that could offer competitive advantages.

Strategy

Our strategy for testing new channels was methodically aligned with our established approach for main channels, ensuring a systematic exploration of each platform's potential. The steps included:

• Channel Introduction: Initiating discussions with platform representatives to understand the terms and capabilities of each new network.
• Account Setup: Establishing our client’s presence on these platforms to set the stage for testing.
• Campaign Ideation: Crafting a small but strong backlog of test campaigns, leveraging our best-performing creatives and landing pages.
• Test Campaigns: Launching exploratory campaigns to gauge initial performance and audience engagement.
• Granular Reporting: Developing detailed reports to analyze the performance of these new platforms with an eye toward actionable insights.
• Data-Driven Optimization: Applying rigorous data analysis to inform all optimization efforts and refine campaign strategies.
• Evaluation and Decision: Making the final call on the platform's future in our marketing mix based on performance data and strategic fit.

Execution

The execution of our new channel exploration strategy was a blend of strategic planning and agile marketing practices. This allowed us to quickly adapt to each platform's unique ecosystem and audience behavior, ensuring our test campaigns were optimally configured from the outset.

Results

This process unearthed several new and promising platforms, including Revcontent, Adblade, Criteo, and Newsbreak, among others. By applying our comprehensive test-and-learn approach, we were able to:

• Unlock new lead generation opportunities on platforms previously untapped by our client.
• Achieve a deeper understanding of alternative digital marketing environments and their contribution to our overall marketing strategy.
• Make informed decisions on expanding our marketing efforts to these new channels based on solid, data-driven insights.

Conclusion

Exploring new marketing channels allowed us to broaden our lead generation strategies and uncover valuable niches for our client. This proactive approach diversifies our marketing portfolio and reinforces our commitment to leveraging every possible avenue for growth and competitive advantage.

Ready to Explore Untapped Marketing Channels?

If you're looking to expand your marketing horizons and uncover new lead generation opportunities, partner with us. Let's navigate the vast digital marketing landscape together and discover untapped potential for your business.