Expert recommends IP intelligence for lead generation

Lead generation can be boosted by using IP intelligence to customise marketing campaigns, says an expert.
An industry commentator has advised companies to use IP intelligence to enhance the quality of their lead generation.
Vice-president of Digital Element Frank Bobo made his comments on Net Imperative, where he highlighted how online media has become the most popular advertising media in the UK, with a 23.5 per cent market share.
In his opinion, by using IP intelligence advertisers are able to customise campaigns so that they appeal to consumers close to home using localisation software.
Also, by being able to sense what internet connection speed a consumer is using, Mr Bobo pointed out that marketers can automatically offer more advanced media-rich adverts only to those with the capabilities to stream them.
"By utilising IP intelligence, advertisers now have a way to reach out to an untapped and previously hard-to-reach online audience - the unregistered user," he wrote.
This week, Oxfam announced that it had improved conversion rates by using an innovative lead generation strategy, in which customers decide how much postage they want to pay on a product.

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