Lead Generation News
Digital campaigns 'to become more focused on lead generation'
Wednesday, 12 November 2008Companies' digital marketing campaigns are set to become more focused on online lead generation in the coming months, according to one expert.
Writing in an article for Online Video Insider, Alan Schulman of the Digital Innovations Group noted that elements such as video ads will play a bigger role in lead generation, incentive and trial activation, and loyalty programs in the next year.
To this end, online video advertising should not be viewed as a standalone campaign; rather, they should be integrated into wider online lead generation and other strategies, Mr Schulman said.
"We've got to get busy enhancing the opportunity for online video ad units to function as an exclusive and more compelling opportunity for advertisers to reach a quality prospect with a more engaging message," he remarked.
A recent study by Gartner predicted that the market for protail video ads - clips that fall between the categories of professional content and user-generated videos - will grow to be worth more than $1.2 billion (£781 million) worldwide by 2012.