In the diverse yet confusing local advertising ecosystem, the new mandate calls for media companies to engage local business clients with holistic solutions that engage their customers in new ways. Deals and mobile optimization have received the lion’s share of attention, but targeted lead generation is another vehicle through which publishers can connect with local merchants.
Reply.com is pursuing more cost-efficient and effective lead gen models through its real-time auction marketplace for multi-targeted (intent + location) leads. Now it is introducing a white-label platform for publishers to fuse “competitive quote buttons” into their directories that deliver advertisers enhanced clicks from prospective customers.
The first publisher to enroll is MerchantCircle, which will integrate the technology to pair category-specific local service providers with online customer prospects. Other media companies are expected to partner soon. Reply’s marketplace serves leads across several verticals, predominantly auto, real estate and home improvement, but also moving into education and insurance.
Reply.com also works with a variety of channel partners to service SMBs, in addition to its telesales force and self-service option.
Reply.com COO Sean Fox will address the evolving local leads marketplace in a presentation at ILM East, March 21-23 in Boston.