PPC Campaigns Found Most Effective in Lead Generation
A new study from Advertise.com, a search and display advertising platform, has found that for lead generation professionals, third-party opt-in email campaigns are the most underutilized platform for lead generation, while pay-per-click (PPC) campaigns are the most effective.
The study found that 64 percent of respondents haven't utilized third-party opt-in email campaigns now or in the past, despite 11.3 percent of respondents citing it as the most effective method regarding lead generation. Nearly 36 percent said PPC was most effective, followed by online display campaigns (17.9 percent), trade shows (7.7 percent), direct mail (6.5 percent), and cold calling (5.9 percent).
Respondents also found the most underutilized lead generation tactics are:
• third-party opt-in email campaigns (20.3 percent);
• online display campaigns (19.1 percent);
• cold calling (14.3 percent);
• trade shows (13.1 percent);
• other (11.3 percent);
• direct mail campaigns (10.7 percent); and
• PPC search campaigns (10.1 percent).
“Although third-party opt-in email campaigns are the most underutilized platform, I believe that will not last long. As these professionals test things out and see the results, they’ll begin to add this powerful option to their arsenal," Daniel Yomtobian, founder and CEO of Advertise.com said in a company press release.