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Online Lead Generation Best Practices

by Mark on February 9th, 2008

I think it’s cool that someone, anyone, finds the worthiness of setting ethical, good conduct guidelines of any type! Certainly there are some organizations that could make use of a positive power of example…

IAB Defines Online Lead Generation Best Practices for U.S.-Based Advertisers and Publishers

Reflects Interactive Industry’s Commitment to Consumer Privacy and Protection

New York, NY (February 7, 2008) - “The Interactive Advertising Bureau (IAB) today announced the release of “Online Lead Generation: B2C and B2B Best Practices for U.S.-Based Advertisers and Publishers,” a document that provides organizations with the principles of good conduct when they engage in the practice of lead generation. It further reflects commitment of the IAB and its Lead Generation member companies to high ethics, self-regulation, and corporate responsibility. This is the latest component of a long-term initiative that defines best practices and educates advertisers and publishers on their implementation.”

Wow - high ethics and corporate responsibility, what a concept!

Here is the “meat and potatoes.”

In short;

This document is split into two main categories of best practices:

• Business-to-Consumer Best Practices, covering the relationship between publishers/agencies/advertisers and the consumer, regarding current regulatory environment, consumer disclosures, privacy policies, and data usage
• Business-to-Business Best Practices, covering the relationship between publishers and agencies/advertisers regarding data ownership, incentives, and lead origin

Overall, several themes persist throughout both sections of the document:

• Complete, accessible, and straightforward disclosure of all parties’ intent regarding data collection and usage is essential
• Data should not be brokered or sold without consent (or notice and choice) of all parties involved, including the consumer and the advertiser
• Both the consumer and the advertiser should be made aware, through clear notices, of all parties involved in data collection and sharing.
• All parties should be educated and aware of current regulations regarding consumer protection and privacy.

The IAB’s Lead Generation Committee feels strongly that these best practices are absolutely necessary in order to create the kind of advertiser/publisher ecosystem that eliminates friction, increases opportunity and, most importantly, builds consumer trust.

The IAB recommends that all of its members adopt these best practices when generating leads and encourage adherence by others in the industry.

All good stuff but there’s much more at the IAB site - click thru and give it a read…

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POSTED IN: Business Tips, Contains Advertising, Online Money