We have all experienced how the Internet has changed our lives. We now interact with other people, agencies, and issues in a manner completely different from what it was a decade ago. But not many of us realize that the Internet has also transformed the way suppliers of goods and services interact with us.
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What Is Lead Generation?
In the good old days advertising was passive. Suppliers of goods and services put out their ads in various media and then waited for interested consumers to contact them.
Then marketing managers became proactive. They collected contact details of groups of people from offline and online databases. They began to contact them through cold phone calls or e-mails without caring to find out if the people would or even could be interested. We have all experienced annoying phone calls out of the blue asking if we are interested in insurance or holiday packages. Cold emails are only slightly less annoying.
Suppliers are beginning to realize that this intrusive method of contacting consumers is counterproductive. This is where lead generation comes in. A lead is a person who has through some medium indicated interest in a company’s product or service. You may have filled up a form at a mall out of interest for the product or in exchange for a freebie. Now, you know that you will hear from the supplier to take the interaction to the next level and you cannot blame them for it. Even if you are not interested in the product, you have given tacit consent to be contacted.
The Internet has disrupted the way lead generation works. The advertiser and the consumer need no longer be in the same physical space like a mall or movie theater. The advertiser can guide the potential consumer through all the steps of lead generation without any face to face interaction in a preset sequence.
There are so many different ways in which suppliers can make the initial contact inviting the consumers to take some action.
The call to action will take you to a landing page on the supplier’s web site. It will usually have an online form that is designed to capture lead information. This is a form that asks you to enter your personal particulars like gender and age. It may also ask for your preferences in the related field. The form can be used in different ways.
Some people would go through these steps out of genuine interest or even urgent need. But most people that take the call to action may not want to fill up forms. So suppliers usually make some offer in exchange for the lead information.
Once the form has been filled and submitted the lead generation is complete and the supplier can contact the consumer without any misgivings.
There are companies that are professionally engaged in lead generation for a client or even a group of clients. These companies are becoming valuable because of the processes they have developed. Some of these companies are Episerver and Qualtrics.
Online casinos are opening up at a rapid rate. The casino operators need to remain focused on providing the gambling services. The lead generation is done through intermediary companies.
Lead generation is a complex process that combines statistics, marketing, sociology and other disciplines. It is also one of the more remunerative functional areas in today’s job market.
If you are interested in even more business-related articles and information from us here at Bit Rebels, then we have a lot to choose from.
IMAGE: PEXELS
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