The online marketplace can be a fertile environment for IT lead generation. Just imagine the millions, no, billions of people logging in and traversing this world. And the numbers just keep rising. Surely, with the amount of money invested by businesses in these markets, they have most likely gotten a good portion of IT sales leads, right? Well, not really. If the report on the WSJ can be believed in, then more than half of online display ads (the most common advertising form online) are not seen by prospects.
Mind you, it is ‘not seen’, not ‘ignored’. Most of the ‘visitor traffic’ data that businesses claim to have helped their businesses reach the top of search results (and therefore B2B leads generation) are actually caused by malicious software or black hat tactics. Some scams cheat the web by putting ads on multiple websites, but are the size of pencil point. To put it simply, most of these businesses are being cheated out of their marketing budgets.
Even precision marketing is not spared of this. The journal cited ConAgra, a food company, for their precision marketing efforts targeting women – aged 24 to 35. They do reach their sales leads target, yes, but only 30% to 40% of the time. That runs counter to what precision marketing is supposed to do. So what does this say about online marketing?
Pretty much everything that online marketing gurus say should be taken with a grain of salt. There is also the fact that fraud is very real, and very costly. One more thing, maybe old school marketing tools, like email and telemarketing, may not be so bad after all. They did produce results in the past. So why not revisit their potentials today?