Landline vs Mobile data: Which is Best for Lead Generation?

Landline vs Mobile data: Which is Best for Lead Generation?

Landline Data

Our reliance on mobile phones may have altered our online habits, but many people are unable to secure an internet connection without a landline. This has ensured the continued popularity of landline phones in a world otherwise dominated by remote devices. When it comes to the younger generation, this reliance on landlines means millennials are still available to landline lead generation campaigns via their home telephone number.

However, the use of landlines in data collection could be in jeopardy following the rise of Telephone Preference Service (TPS) registrations on landline telephones. According to TPS data there are now 18 million landlines in the UK registered with the service, which works out at around 88 per cent of all household numbers compared to just 3 per cent of mobiles. With so few landline numbers now able to receive lead generation calls, many consumer data providers are turning to mobile and SMS data as an alternative.

Mobile Data

Consumer mobile data and SMS leads have grown in popularity and success at the same rate as the mobile phone itself. In fact, data released by comScore in 2014 revealed mobile phones had officially overtaken desktops as the main method of accessing the internet across the UK. This growing reliance on mobile is reflected in the increase in modern marketing campaigns, which increasingly consider mobile marketing to be more efficient than its landline counterpart.

Unfortunately, targeting mobile data is easier said than done, and many consumers are increasingly unreceptive when called on their mobile phone. This is particularly the case when it comes to targeting new consumers, who are less likely to commit to a new product or service via a mobile device. Another problem associated with SMS leads and mobile data is the expected surge in TPS on mobile devices. Although currently significantly below landline levels, mobile TPS registration is expected to surge within the next 12 months following the launch of the TPS mobile service in May 2016, meaning marketers interested in this service need to act quickly.

Consumer Lead Generation at Seawave

As a result of the growing complications associated with landline and mobile lead generation, many businesses are now turning to consumer data providers to provide fresh and accurate leads in the face of diminishing access to consumers. Here at Seawave Media we specialise in providing tailored lead generation services that continue to provide businesses with regularly updated and fully compliant data.

Whether you choose to focus on the mobile data market or you feel landline leads could still be right for your company, we will ensure you receive opt-in data that meets national compliance laws while achieving your marketing goals. As a company dedicated to delivering a variety of lead generation services, Seawave also provides businesses with the opportunity to outsource many other marketing services, including telemarketing that’s tailored to each of your data lists.

Contact us today to find out more about our lead generation services and find the right one for your business

July 18, 2016 / Uncategorized

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Landline vs Mobile data: Which is Best for Lead Generation?

In May 2018, the new GDPR regulations become enforceable for all countries operating within the European Union. The new legislation establishes stringent changes to the way companies collect and process data and even more stringent consequences for those companies that fail to make their data fully compliant. And there’s not much chance that Brexit is going to make any difference; the regulations will become firmly established into law by the time we’ve left, and show little chance of being repealed afterwards. So, if you’ve not already optimised your consumer data processing practices, it’s time to start.

Opt-in data changes under the GDPR

One of the most profound changes that the GDPR will establish is in the way that businesses collect data. Whereas before you could operate under an opt-out policy, ensuring customers had to specifically declare that they didn’t want their data processed, now the opposite is the case. An individual now must actively volunteer their data, with tick boxes being the preferred method. Here are some other details the GDPR specifies:
  • As a default, tick boxed should be un-ticked. There should be further options available that allow the user to select the type of marketing correspondence they wish to receive; email, phone or mail.
  • The data subject is permitted to opt out of data processing at any point after opting in.
  • Consenting to data collection should not be a condition of service.
  • Sending someone an email to ask them for marketing permission is not permissible.
These changes will create profound challenges for companies looking to generate leads from marketing. What’s more, there’s a maximum fine of up to 20 million Euros, or four per cent of global turnover payable for a breach of these regulations; a figure that’s easily enough to send smaller firms into administration.

How to demonstrate data compliance

If companies choose to continue processing their own data after May 2018, there are a number of policies they will have to implement in order to demonstrate their GDPR compliance: • Appoint a data protection officer if at all feasible. • Carefully record and document all data processing activities. • Implement data minimisation and ‘pseudononymisation’ guidelines that adhere to the new regulations. In short, the data protection regulations that come into force next year are a minefield. The entire document clocks up just under a hundred individual articles that need to be adhered to.

Fully compliant data experts at Seawave

The team here at Seawave Media have a professional and comprehensive knowledge of the GDPR and other data protection regulations. It’s of vital importance to us that we operate to the highest data protection standards, and provide the most optimised and highest quality data possible within these regulations. Our goal is to ensure every legal box is ticked, while still providing you with high value consumer lifestyle survey leads that deliver a great ROI.

Contact us today to find out more about how we can help optimise your lead marketing strategy, both right now and after the GDPR regulations come through in May next year.