Lead generation is the act of identifying prospective customers with the objective of gaining new customers. Traditionally, lead generation was accomplished through direct mail, event sponsorships, or cold calling. With the advent of the Internet, other tools such as search engine optimization, pay-per-click, social media, blogs, and content marketing have changed the way leads are generated today. Hence, Digital Marketing plays a crucial role in lead generation today.
Digital Marketing includes all marketing activities that use electronic devices connected to the Internet to engage with customers (e.g., computers, tablets, and smartphones). These include activities related to creating and managing effective websites and mobile apps as well as promoting a company’s products and brand through various online channels in order to help meet marketing objectives. Online lead generation can be conducted through multiple Digital Marketing channels. Some of these channels include websites, search engine marketing, social media marketing, and e-mail marketing.