{"id":26610,"date":"2016-01-14T11:33:11","date_gmt":"2016-01-14T10:33:11","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=26610"},"modified":"2023-02-27T14:20:52","modified_gmt":"2023-02-27T14:20:52","slug":"guida-alla-lead-generation-6-dem-e-database-esterni","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/guida-alla-lead-generation-6-dem-e-database-esterni\/","title":{"rendered":"Guida alla Lead Generation: DEM e database esterni (6)"},"content":{"rendered":"<p>Dopo aver parlato di direct marketing offline nella scorsa puntata della nostra guida sulle <a href=\"https:\/\/www.artera.net\/it\/blog\/web-marketing\/guida-alla-lead-generation-1-usabilita-del-sito\">best practice per ottenere nuovi lead<\/a>, oggi vogliamo approfondire l&#8217;argomento parlando di <strong>DEM e database esterni<\/strong>.<\/p>\n<p>L&#8217;<strong>invio di DEM<\/strong> \u00e8 una delle opzioni pi\u00f9 utilizzate per la lead generation. Esistono per\u00f2 diverse tipologie di campagna e per questo \u00e8 di fondamentale importanza avere ben chiari gli <strong>obiettivi da raggiungere<\/strong> e la tipologia di lead che si vuole ottenere.<\/p>\n<p>Il consiglio \u00e8 quello di utilizzare contemporaneamente diversi tipi di campagne in modo da poter confrontare i risultati e trovare la <strong>soluzione pi\u00f9 adatta al proprio business<\/strong>.<\/p>\n<p>Ovviamente quando si sceglie l&#8217;invio DEM verso database si parla implicitamente di <strong>database esterni in possesso di terzi<\/strong>. Ci\u00f2 che imprescindibile \u00e8 il consenso degli utenti (in materia di privacy e distribuzione di informazioni\/contatti) che gli editori che forniscono i database devono obbligatoriamente aver richiesto ed ottenuto.<\/p>\n<p>Ricordiamo che l&#8217;invio di messaggi di posta elettronica per cui non si ha il consenso \u00e8 illegale oltre che negativo dal punto di vista della reputazione online del proprio sito.<\/p>\n<p>Si distinguono principalmente 3 diverse campagne:<\/p>\n<h2>Costo Per Mille (CPM)<\/h2>\n<p>Con questa tipologia di campagna viene stabilito il prezzo per <strong>pacchetti di 1000 invii<\/strong> (in caso di DEM) oppure impression (in caso di banner).<\/p>\n<p>Innanzitutto bisogna <strong>definire il target<\/strong>: sar\u00e0 compito dell&#8217;editore selezionare liste di contatti in funzione delle caratteristiche richieste. Ovviamente pi\u00f9 il target \u00e8 definito (ovvero pi\u00f9 i parametri di segmentazione sono chiari), migliori saranno i risultati della campagna.<\/p>\n<p>Con questo tipo di campagna risulta fondamentale eseguire analisi non solo nell&#8217;immediato ma anche nel medio periodo. Gli utenti potrebbero non cliccare subito ma aver comunque recepito l&#8217;offerta proposta.<\/p>\n<h2>Costo Per Lead (CPL)<\/h2>\n<p>In questo caso il pagamento avviene solamente qualora l&#8217;utente compili in modo completo un form. Quindi il costo varia per il <strong>numero di lead ottenuti<\/strong> ed anche per la tipologia.<\/p>\n<p>I fattori che influiscono maggiormente sulle campagne CPL (sia in termini di costi sia in termini di risultati) sono: il <strong>tipo di incentivo<\/strong> proposto all&#8217;utente, la semplicit\u00e0 del form e la chiarezza della call-to-action.<\/p>\n<h2>Cost Per Action\/Acquisition (CPA)<\/h2>\n<p>Questo particolare tipo di campagna, in cui l&#8217;azienda paga il costo solo per gli utenti che hanno effettuato un <strong>acquisto dopo aver cliccato<\/strong> su un banner oppure su una DEM, \u00e8 poco diffuso perch\u00e9 richiede un&#8217;investimento importante da parte dell&#8217;editore.<\/p>\n<p>Per questo motivo le campagne CPA vengono avviate in caso di promozioni con <strong>prodotti di grandissimo interesse<\/strong> e con forti sconti oppure per brand molto noti.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dopo aver parlato di direct marketing offline nella scorsa puntata della nostra guida sulle best practice per ottenere nuovi lead, oggi vogliamo approfondire l&#8217;argomento parlando di <strong>DEM e database esterni<\/strong>.<\/p>\n","protected":false},"author":4,"featured_media":26677,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[384,472,468,155,48],"class_list":["post-26610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-dem","tag-direct-marketing","tag-guida-lead-generation","tag-lead-generation","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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