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There is a newer version of this report available: Online Lead Generation Report 2010 (B2C)
The Online Lead Generation Report 2008, produced in association with lead generation specialist Clash-Media, is based on a survey of 600 digital marketers carried out in May 2008.
The 44-page report follows a similar, survey-based study carried out in 2007, enabling useful year-on-year comparisons about the role of online lead generation in the marketplace.
Online lead generation is about using the internet as a way of getting contact information for qualified prospects.
The report covers varous digital marketing methods (including the use of search engine optimisation, paid search, email marketing and online aggregators), and how they are rated for effectiveness and value for money.
Those taking part in the survey included company (client-side) and agency respondents.
The report findings are divided into the following sections:
-) Growth and Importance of Online Lead Generation
-) How Companies Generate Consumer Leads
-) Lead Generation Budgets and Measurement of Effectiveness
-) Online Aggregators
Highlights include: -) The vast majority of those surveyed see online lead generation as a growth area (94%), significantly up from 82% last year. This figure rises to 97% for both European (non-UK) and North American respondents.
-) Since 2007, the proportion of company respondents who believe that their organisations are effectively exploiting online lead generation as a way of growing their B2C business has decreased from 44% to 41%.
-) Two thirds of company marketers believe that investment in natural search (SEO) is “very good value for money”, making it the most cost-effective channel for generating B2C leads.
-) In-house email marketing lists are also regarded by more than half of respondents (52%) as being very good value for money. This method compares favourably to rented email lists which only 16% perceive as offering very good value for money.
-) The average conversion rate for leads acquired from online aggregators is 13%, compared to 11% for the overall average conversion rate of leads generated online.
- Online Lead Generation (B2C) Report (653 KB PDF)