SEO use gains more ground

Search engine optimisation (SEO) continues to be the most widely used method for online lead generation, new research has shown.

The Online Lead Generation report found that while online lead generation budgets are increasing, the use of paid search is falling.

Linus Gregoriadis, research director at Econsultancy, the firm that published the report in association with Clash Media, said: "Despite online marketing becoming more competitive, many companies find digital channels to be much more cost-effective for lead generation than traditional media."

He added that natural search and email marketing have been the focus of online marketing campaigns recently, as they are widely viewed as the most cost-effective methods of lead generation.

The report found that a move away from offline lead generation is continuing, with the number of firms using newspapers, magazines, direct mail and radio to attract customers continuing to fall.

Such findings echo results recently released by LinkedIn Research Network and Harris Interactive which showed that corporate advertisers are turning to online media as a priority for effective branding.

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