More than 91% of companies worldwide reported that increasing new customer acquisition was one of their top strategic marketing objectives for 2010, according to a new study.
The “2010 Lead Generation Optimization Key Trends Analysis,” which was released earlier this month by CSO Insights (hat tip to eMarketer), said that 65% of companies were investing more in Web site design/content and 54% were ramping up investment in e-mail marketing. Just 18% of respondents said they were investing more in direct mail while 39% were investing less.
The Web was the channel companies said most likely needed improvement in their ability to execute lead campaigns, according to the survey. However, for many marketers, there has already been significant improvement: 51% said the Web did not meet expectations in 2010, compared with 68% who said the same in 2009.
As with the entire marketing-communications gestalt, marketers’ ability to measure their own success affected whether they thought the Web was an effective channel.
Take companies that had not adopted a lead generation management system: 65% were dissatisfied with the performance of Web-based lead generation efforts. But among marketers that did have a system in place to track leads, only 37% agreed — putting the Web on par in effectiveness with traditional media advertising and ahead of direct mail or telemarketing.
“As more lead generation efforts shift to the Internet, tools to help develop, execute, and track campaign effectiveness will become a ‘must have’ rather than a ‘nice to have,’” said the report.
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