Generating Sales & Leads from Websites and eMails

guest today is John Babb who is the founder and CEO of iDimension. His company specializes in helping corporations generate revenues and sales leads from their websites and email campaigns. It is also an expert in the deployment of Google Analytics.

As noted in one of our earlier podcasts, a key conclusion of our new research report, Future Developments in Video Advertising, is that sponsors will increasingly use the Internet as a direct-media connection to their customers. Thus advertising agencies will be competing for resources within the Marketing Departments of their own customers. Unless they learn how to help such customers use their own websites and email campaigns to generate sales leads and induce online transactions, the agencies will find that they will be allocated a smaller share of the marketing budget.

There are three ways agencies can meet the challenge.

First, is to develop the required technical resources within their own company. Usually, that means hiring new people with radically different technical skills than is customary at the typical agency.

Second, is to partner with firms such as iDimension that already have such skills. That way the agency can at least hold onto the artistic work for the customers’ Internet-as-direct-media applications.

A third way is to seek out the best-of-breed firms like iDimension and acquire them. Venture capitalists and investment bankers may also want to take note of this option since many companies like iDimension are privately owned. In our analysis the good ones have favorable growth prospects. The aggressive ones might seek capital to gain market share while the others might be good acquisition candidates.

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