In the world of lead generation engagement marketing, much of the focus is placed on the format in which media is delivered -- with little thought given to the specific content the buyer needs. History shows that most content assets are developed based on the vendor's previous strategy rather than the buyer's content consumption. Still, marketing departments around the globe produce three white papers and two Webcasts, for example, only to determine later exactly what content will fill the space or time.

Most people are familiar with the term FICO score. Developed by Fair Isaac Corp., it's the credit rating most popular among U.S. banks, used to determine a consumer's loan eligibility and the rate of interest to charge the borrower. The score "predicts" the likelihood of repayment. Outside of consumer lending, such entities as direct marketers, collections agencies, insurers, telcos and utilities have been using modeling and scoring for years to predict response and measure risk in order to improve returns in their dealings with both existing and prospective customers. However, this tried-and-true practice is just starting to take hold in …

The digital performance marketing industry is tackling a number of important issues as it evolves into a more mature medium. Recent Performance Insider columns seem to revolve most frequently around increased government scrutiny of industry practices. It is therefore my pleasure to announce the release of the culmination of a proactive industry effort to collectively raise the bar: the IAB Lead Generation Committee's "B2C and B2B Best Practices for U.S.-based Advertisers and Publishers." This document directly addresses industry practices that are susceptible to misconduct and lays a clear path for companies that wish to operate as responsible corporate citizens.

Postage costs up 25%, paper costs up 10% to 15% -- what next, a do-not-mail list? Catalogers are being forced to take a hard look at alternatives to prospect mailings in order to acquire new customers. The good news is that you can now acquire prospects online and often at lower costs than renting lists and mailing catalogs.

When I joined Ogilvy & Mather as a freshly-minted MBA way back in the disco era, a key maxim addressed to our clients was "increase spending during tough times to grow market share." Good advice, actually. And often effective. However, it's not very practical for most clients -- particularly publicly traded ones. Since then, better data, segmentation strategies and targeted media have changed the advice. The tough times advice now goes something like this: "Optimize spending to grow your market share among your best potential customers."

Consumers want online relationships with their friends and colleagues. This is evident in the rise of social networks -- both large, such as Facebook, MySpace or LinkedIn, and smaller but rapidly growing niche communities such as CafeMom. A recent survey shows people also welcome online relationships with consumer brands --specifically, consumer packaged goods (CPG). Seventy percent of respondents said they already use the Internet to research everyday grocery products. Many (47%) deem branded e-newsletters as their preferred channel of communication for this type of information, followed by branded CPG Web sites (39%) and online communities/forums (14%).

I've witnessed a destructive trend in the last year with lead generation. If the lead isn't hot with an immediate readiness to convert, it is often shoved aside, long to be forgotten -- leaving the person who initially made an inquiry with a bad impression.

Online lead generation is a booming but increasingly scrutinized industry. While many of the older players are struggling to set standards of fairness and transparency to protect consumers and businesses alike, the local market is pioneering a new way forward that provides transparency for both advertisers and consumers.