Offline lead generation 'can drive online responses'

Many businesses are dismissing the value of offline marketing methods, a new report has suggested.

According to a study by the Direct Marketing Association (DMA), such lead generation techniques can help to improve the online response rate among potential consumers, something that may interest companies currently operating telemarketing and profiling campaigns.

Using the example of inserts in print publications, the DMA noted that over half (52 per cent) of those that responded to inserts opted to go online, resulting in response rates climbing to as high as 70 per cent.

A spokesperson for the DMA noted that the research proves that offline media is "capable of driving a significant online response", adding: "Inserts, and indeed other offline direct marketing activity, need to be revisited in terms of effectiveness, as well as their role in the purchasing journey of today's web savvy customers."

In related news, Econtent recently suggested that lead generation investment is increasing, despite the recession.

Steve Smith told the news source that lead generation has become more attractive to firms that have cut their marketing budgets in the present economic climate, as it is an efficient form of boosting client numbers and gives clients and customers a fair exchange of value.

Written by Julian Poulter and Copyright "Selling People 2009"