Online Lead Generation is a cornerstone for any New Customer Acquisition strategy and it has been recognised as a channel that can be optimised over time meaning year on year growth and development. Which is why over two thirds of internet marketing experts consider lead generation to be their top marketing priority according to the data from the annual Unisfair Marketing Survey which also revealed that 74 percent of the 500 respondents consider social media to be among the top emerging marketing channels for lead generation in 2010 and beyond.
The results of the survey clearly indicate that marketing departments up and down the country are dedicating large budgets to lead generation – and will continue to do so for the foreseeable future. This aspect of the marketing mix builds over time and needs a degree of longevity in terms of both budgets and resources and it is encouraging to see this commitment.
There is a clear trend for organisations to move their lead generation online and to shy away from face to face events like Physical Conferences and Trade Shows. Whilst concentrating their efforts on the website so looking at Conversion Rate Optimisation and developing Social Media platforms, such as a blog, so as to engage potential customers and build a relationship as part of a wider lead generation strategy.
Another interesting switch of focus towards digital is a trend for lower spend in the realm of Direct Mail but a higher spend (or focus) on email marketing with 62 percent planning an increase in spend in this area. With regards to TV the survey did not distinguish between On Demand Advertising and regular forms of advertising and 28 percent planned to reduce their spend on TV and Radio.
The data was reviewed by SEM Freak, a Lead Generation Consultant, based in Greater Manchester. For a full report of Unisfair’s findings please visit their website . Disclosure: SEM Freak is not a representative of Unisfair and did not partake in their recent marketing survey.
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