Lead Generation News
Lead generation 'key in recession'
Thursday, 13 November 2008Internet marketers will need to focus on online lead generation and search marketing during the downturn, Yahoo! chief executive Jerry Yang has said.
He told the Internet Advertising Bureau's 2008 Engage conference earlier this week that the online marketing industry is likely to see out the credit crunch and come out of it in stronger shape than before.
Mr Yang noted that lead generation and search will be particularly important during the recession as performance-based advertising is vital to driving direct response.
"People are still searching - the question is are they searching for commercial or non-commercial things?" he asked.
Mr Yang also urged brand marketers to continue investing in advertising as consumers are still buying goods and engaging with brands in spite of the credit crunch.
Marketers must also offer relevant, innovative and engaging content in order to pull in these consumers, he noted.
This follows a recent Yahoo! study indicating that four-fifths of web users feel overloaded by online information and would be willing to pay attention to advertising if they felt they were getting something worthwhile in return.