We asked over 130 digital marketing consultants which marketing techniques they consider better for driving awareness and lead generation. The results were surprising.
It was clear from the responses we received that email and PPC are used most often as lead generation techniques, while online advertising is very much an awareness-raising activity.
Social media and content marketing split our audience down the middle, with roughly half suggesting they are better for lead generation and the other half disagreeing, saying they are mainly for raising awareness.
The only technique which seems genuinely multi-purpose is SEO, which is used more or less equally for lead generation and raising awareness, or for both.
As we admitted in the report (which is available for download here) we were surprised that content marketing and social media weren’t considered more effective for lead generation. As a social media agency we use both very actively in our lead generation campaigns for clients, along with blogging. Although neither can claim to be as direct as email or PPC advertising, for B2B organisations, especially, content marketing is often at the heart of their lead generation campaigns.
We were also a little surprised to see email categorised as a lead generation activity, but as Luke Brynley-Jones, founder of Our Social Times, explains in the report:
There may be confusion about the meaning of the question here. Most companies don’t actually use email for lead generation, but rather for nurturing existing contacts to generate more revenue. There’s a subtle but critical difference.
The full Digital Marketing Survey 2015 report, sponsored by Constant Contact, includes insights about the effectiveness of digital marketing techniques, average spend on each activity, factors that limit success and where digital marketers source information and advice. If you haven’t explored it yet, it’s well worth a read.