Firms 'should re-evaluate digital lead generation'

Firms using digital media to carry out marketing during the recession should re-evaluate their approach to paid search and display advertising, it has been suggested.

Writing for Chief Marketer, Jeff Maling suggested that companies should look at whether their search marketing operations are "fully integrated with an overall marketing strategy".

"Today, with budgets tight, marketers must determine where they are getting the best ROI [return on investment]," he remarked, advice that may be useful to businesses that are using web-based lead generation during the current economic climate.

Mr Maling explained that developing search engine optimisation can "substantially improve" ROI, as it helps to improve a firm's online ranking on sites such as Google.

He also encouraged organisations to make sure their website is as of as high a standard as possible, stating: "Companies that focus too much on what is going on outside of their sites risk neglecting the centrepiece of their experience."

Google's AdSense Blog recently suggested that improving the content of websites is one way of attracting more traffic to their online portal.

Jack Herrick of wikiHow.com said that having high-quality articles will encourage users to share the web address with their friends, making them a useful marketing tool.

Written by Julian Poulter and Copyright "Selling People 2009"