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Advertisers are renowned for seeing – and exploiting – every new opportunity to use communication to increase sales, and two cents are now being thrown into the mix by lead generation.
The internet environment is no stranger to ubiquitous marketing activities, but models used to understand traditional advertising methods have limitations when it comes to online advertising.
Due to the uncertainties and vast opportunities conjured by online audiences, Morteza Mosakhani and his colleagues (2012) explored the online environment and reported the stages of the online marketing process known as lead generation.
Organisations performing lead generation identify actionable and relevant online audiences based on empirical evidence.
Initially, lead generators study the profile of a target audience of an advertising agency. The advertising agency produces the marketing communications that engage the target audience, but for online audiences it is challenging to know what channels are engaged by the audience. Lead generators provide these channels.
To locate viable communication channels, lead generators use digital tools that monitor online behaviour and produce various data about internet users, such as site-visit frequency. The data collected from online behaviour is organised and analysed to produce meaningful information about the target audience which the advertising agency can in turn use to send communications.
One of the reasons cited by researchers for the need for specialised lead generation activities is the importance of ‘standing out from the crowd’. Designing novelty remains in the hands of advertisers and to lighten their workload, lead generating companies conduct a unique role and sell lead back to the advertisers.
The research concludes by reiterating the limitations of traditional marketing models to provide valid predictions and methods for effectively advertising online. Mosakhani and his colleagues (2012) states that lead generators add value to advertising activities by refining the eventual audience by relevance to what is being marketed. Further, broadcasting accurately to internet users known to be interested in what is being advertised signifies a competitive advantage.
The internet is a complex and turbulent ocean of activities and interactions among people. For advertisers, such an ocean is an opportunity to haul in the next big catch. In collaboration with lead generators, advertisers can rest assured the best game won’t be the one that got away.
Lead generation: a new strategy for attracting target customers, M. Mosakhani, 2012