Direct marketing 'an effective form of lead generation'

Traditional direct marketing methods can be a useful way of driving potential clients online, new research has suggested.

According to a report produced by Pitney Bowes, the majority (60 per cent) of consumers surveyed believe such techniques are likely to encourage them to learn more about a firm or product.

The findings may be of interest to companies that are using tactics such as telemarketing or direct mail in order to increase their customer numbers and improve business.

"A digital presence on its own does not provide a strong enough impetus for brands seeking to make a connection with prospects," general manager at Pitney Bowes Gareth Stoten remarked.

The survey showed that under a quarter (24 per cent) of respondents feel digital marketing through search engines or social media would encourage them to visit a website, a fact that Mr Stoten said shows firms need "the right marketing mix".

Lead generation expert Michael Falkson recently suggested that a company can lower its costs by improving the efficiency of its marketing campaign.

He told BtoB magazine that using an advertising budget as effectively as possible is vital during the current economic downturn, adding that teleprospecting is one method that can produce high quality leads.

Written by Julian Poulter and Copyright "Selling People 2009"