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Generating Online Traffic and Leads
Student’s Name: Hardik Patel
University of the Cumberlands
Course: BADM 733 Strat Mrkt: Research & Practic
Professor: Dr. Lorna Deshay
Date: 5th Nov 2021
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Generating Online Traffic and Leads
Introduction
The global economy is transforming from conventional marketplaces to digital platforms.
This rapid revolution in the world of business has been enabled by the development of the
Internet and its supportive components. Though the pace of digital transformation varies, the
complete implementation of digital marketing in developed and developing countries will have a
significant impact on the growth of the world's economy.
Some of the most astounding innovations in recent decades include the use of artificial
intelligence, machine learning, cloud computing, and complex data analysis techniques. While
the number of internet users keeps growing, the role of the above-mentioned technologies will be
expected to expand further (The United Nations, 2019, p. 3). Access to potential consumers' data
and the ability to interpret such information to create leads through digital intelligence has
become a crucial factor among companies operating in the highly competitive market.
Businesses are increasingly becoming more dependent on artificial intelligence and data
analytics as their various operations, including shipping and distribution are becoming largely
data-driven.
The transformative power of the Internet on economy and communication has forced
companies to strategize on how to adapt to seize the new business opportunities. Moreover, firms
have been forced to learn how to solve challenges associated with trading on digital platforms.
According to the United Nations (2019, p.3), the notion of the digital economy has normalized
the description of how internet technologies are revolutionizing production and consumption
patterns. Companies that want to succeed in this type of economy must focus on how to create
and capture leads. Leads are a group of consumers who have, in various ways, shown interest in
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a product or service offered by a specific company. A lead can transition from a company visitor
or window-shopper to a loyal customer. Nevertheless, all leads cannot be qualified as the same.
These potential buyers can be categorized according to the type or level of interaction they have
had with the seller. Andreeva (2016) argues that qualified leads, sometimes referred to as sales
leads, are consumers who have shown interest in a firm's product and he or she is ready to buy.
On the other hand, unqualified leads have shown no interest in the company's product and he or
she is most unlikely to make a purchase (Andreeva, 2016). While a company may get a lead out
of luck, there is a growing need for businesses to establish well-oiled lead-generating engines.
Andreeva (2016) asserts that lead generation is the process of seeking potential buyers and
interrogating their propensity to purchase before making the first sales contact. A lead generation
is a form of inbound marketing methodology that occurs after a business has attracted an
audience that can be turned into potential buyers.
Lead generation is a complex process that when approached with an effective strategy,
can help businesses to get and stay ahead of their competitors in the marketplace. Various
approaches can be used to generate leads. Firstly, a retailer can help audiences to discover their
businesses through blog posts, emails, pay-per-click online promotions, and using cold calls
(Andreeva, 2016). Creating and posting content with landing pages embedded in them is a great
way to generate leads. The visual material must be captivating because a delighted customer is
more likely to click on the call to action tab than a bored viewer. Also, companies can break
many marketing barriers by offering product samples for free trials to potential customers. It is
easier to convince a prospect who is already using a product to buy than a visitor who has no
interest in even taking the free samples the organization is offering. Notably, the samples should
be branded with the company's logo and other promotional messages to attract more prospects.
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Besides, retailers can use their current customers to conduct vigorous referral marketing.
Customers who have succeeded can be given specialized discounts to encourage them to keep
marketing a firm's goods and services. Getting products and services in front of many people is
an effective way of generating leads. Secondly, use call-to-action tabs or links on the marketing
platform to enhance the interaction between the visitor and the company's sales teams. Thirdly,
the call to action tab should take the visitor to a specific landing page designed to capture a lead's
information without breaching his or her privacy.
Companies should focus on scoring their leads to qualify them quantitatively. Different
criteria can be used here. A retailer can assign specific numerical values to distinguish the
behavior of a lead. For instance, 1 can represent leads who are not interested in buying anything
from the business while 10 can be used to represent leads that are ready to make a purchase.
Also, a lead score can be determined by the type of interaction the visitor has had with a
business. Leads that actively and frequently engage with a retailer should receive a higher score
than dormant prospects. The score criterion varies from one organization to another.
Nevertheless, scoring allows businesses to save time and other marketing resources by focusing
on sales-qualified leads. As organizations struggle to operate in the current market, it would be
useful for businesses to identify the factors that drive and improve the generation of online traffic
and leads. This paper will conduct an academic literature review concerning the various aspects
of generating online traffic and leads, and their impact on the growth of a business. It is crucial
that the discussion in this paper begins by reviewing factors that influence lead generation, and
the relationships between leads and businesses’ growth.
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References
Andreeva, K. (2016). Lead generation. Theory and Practice. Publisher: CreateSpace
independent Publishing Platform.
The United Nations, (2019). 2019 Digital Economy Report: Value Creation and Capture:
Implications for Developing Countries. The United Nations Publications.
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Generating Traffic and Leads Research Outline
Name: Hardik Patel
University of the Cumberlands
BADM 733 Strat Mrkt: Research & Practic
Professor: Lorna Deshay
Date : 10/10/2021
2
Recruitment Detailed Outline
I. INTRODUCTION
a. The Internet age has altered the manner companies conduct business, and
marketers must adapt to their client's expectations by establishing a well-oiled
lead-generating engine.
b. Lead generation is the process of finding potential consumers and determining
their propensity to purchase before making a sales contact (Andreeva, 2016).
II. LITERATURE REVIEW
a. Theoretical foundations
b. The digital marketing tactics for the identified lead generation
c. The pillars for a successful strategy for generating traffic and leads
d. The traffic and lead generation strategic focus
1. Search Engine Optimization is the process of improving website
material to effectively address a certain demographic, improve
brand exposure, and improve website visits.
e. The financial and marketing benefits for the implementation of a web traffic and
lead generation strategic focus.
f. The challenges for the strategic approach are given the modern application of
technology.
1. Companies confront four sources of unpredictability: technical
skills, internet marketing skills, and advertisement budgets.
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III. RECOMMENDATIONS
a. To ensure the effectiveness of traffic generation, it is suggested that companies
educate themselves on the usage and effects of internet marketing (Pöyry,
Parvinen & McFarland, 2017).
b. Additionally, it is critical to developing solutions that address the difficulties
inherent in online marketing applications to foster a flourishing ecosystem.
c. Analyzing the results of specific lead-generating methods is just the beginning.
d. The testing step allows for expertise to be acquired, which provides valuable
insight into how additional lead generation plan techniques may be tested.
e. A strategy for classifying and implementing acquired lead needs should be
developed.
f. To sustain proper lead limitations, marketing activities must be directed toward
implementing lead-generating methods that guarantee the organization attracts the
greatest amount of high-quality prospective customers (Stevens, 2011).
IV. CONCLUSION
a. Efficient lead-generating strategies minimize the risk associated with customer
interaction.
b. The continual implementation of the lead-generating process protects businesses
against occasional revenue drops.
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References
Andreeva, K. (2016). Lead generation. Theory and Practice. Publisher: CreateSpace
independent Publishing Platform.
Pöyry, E., Parvinen, P., & McFarland, R. G. (2017). Generating leads with sequential persuasion:
Should sales influence tactics be consistent or complementary. Journal of Personal
Selling & Sales Management, 37(2), 89-99.
https://doi.org/10.1080/08853134.2016.1275973
Stevens, R.P. (2011). Maximizing Lead Generation: The Complete Guide for B2B Marketers.
Publisher: Que Publishing
Generating Online Traffic and Leads
Student’s Name: Hardik Patel
University of the Cumberlands
Course: BADM 733 Strat Mrkt: Research & Practic
Professor: Dr. Lorna Deshay
Date: 5th Nov 2021
Why digital marketing is growing so fast and why all customer running behind digital. This
digital marketing is more effectively and more efficiently. There is no issue with this new digital
trend we have. Just take an example of Black Friday deals going to be very soon and they spent a
lot of money on digital marketing to advertise and sale their products. When we say digital
transformation means better understanding customer requirements. Digital marketing allows us
to use their previous history and data of customers. This data will help a lot in today marketing.
When we see any person in this world. They are connected thru social media like Facebook,
Instagram, twitters, and whatsup etc. This platform will help marketing team to sales their
product in particular segment of customers. Its not just about sales but also this will help what
customers may want and need.
Why Digital transformation is crucial for Marketing and Sales Alignment? Nbiernacki. (2021,
January 11). Digital transformation means better customer insights, accurate content delivery,
and creating new ways of working. This is all about giving customers satisfaction. If customers
are not happy with their product what they got, and this will not help to grow a product. Doing
nothing and wait for customers to grow your business. This will not be solution for marketing. In
fact, IDC Forecasts that by 2025, on average, the connected person will engage with their
connected device once every 18 seconds.
References
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), 321-339.
Gadimova. (2020, April 14). Explore Digital Transformation in marketing: 5 risks of doing
nothing. Marketo Marketing Blog - Best Practices and Thought Leadership. Retrieved
November 5, 2021, from https://blog.marketo.com/2020/02/digital-transformation-fiverisks-of-doing-nothing.html.
Nbiernacki. (2021, January 11). Why digital transformation is crucial for marketing and sales
alignment. Marketo Marketing Blog - Best Practices and Thought Leadership. Retrieved
November 5, 2021.
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Literature Review on Generating Online Traffic and Leads
Student’s Name: Hardik Patel
University of the Cumberlands
Course: BADM 733 Strat Mrkt: Research & Practic
Professor: Dr. Lorna Deshay
Date: 5th Nov 2021
2
Generating Web Site Traffic
In the modern world, strategic marketing has made the organization mandatory its
websites. However, as more organizations develop their websites, the biggest challenge is to
ensure each organization drives traffic towards their specific websites. Some tools are effective
in improving search engine ranking in an organization. Therefore, the paper focuses on how
SMEs can generate website traffic and improve search engine ranking by utilizing the outlined
tools.
Alignment of Article to Topic
This article offers excellent knowledge in relation to generating online traffic and leads.
These tools for increasing search engine ranking are vital in my project, and I will utilize the
information to develop my research paper further. Also, my research generally focuses on
generating online traffic and leads, while this paper offers excellent insight for SMEs. Therefore,
the model used in this paper will also be utilized and referenced in my research paper. My
intended findings will be for both global organizations, and SMEs and the paper are resourceful
in modeling SMEs’ search engine marketing and website traffic generation.
Digital Marketing; A savior for Businesses in Times of Pandemic
A solid digital marketing plan that helps a business withstand economic surges due to a
pandemic is an essential asset to businesses. Addressing the feedback from the customers helps
the organization to gain a good reputation. At the same time, it tracks customers' interests to
offer them services and products that fulfill those needs hence developing customer loyalty.
Digital marketing through online traffic and lead generation helps in turning pandemic situations
into opportunities.
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Alignment of Article to Topic
In my research on generating online traffic and leads, it will be essential to consider how
the marketing strategy can help organizations during tough economic times like the current
COVID-19 pandemic. The pandemic has taught organizations that any implementations into an
organization may be marketing or branding, considering unpredicted situations such as the
pandemic should be critical. Therefore, this article's information will help develop the literature
on how efficient online traffic and lead generation can help organizations maneuver their success
during the post-COVID-19 period.
Permission of Email Marketing and its Influences on Online Shopping
This article focuses on the use of Email Marketing strategies in creating lead generation
on online shopping. The article also reveals the extent to which e-mail marketing strategies can
lead in generating sales leads. E-mail marketing shows the importance or value of internet
marketing strategies to customers and interactions and how it generates online traffic and leads.
The article's findings show that permission e-mail marketing strategy greatly influences
perceived usefulness, enjoyment, and ease of use derived from online shopping.
Alignment of Article to Topic
In alignment with my research, this article will help in understanding how different
promotional tools can contribute to the generation of traffic and leads on a business setup. It will
also help establish how these promotional tools can be used in targeting different online
shopping customers. The cost-effectiveness of promotional tools is also another essential aspect.
The stated article will help understand the cost-effectiveness of these promotional tools such as
e-mail marketing strategies, Google Ad words programs, search engines, and direct dialogue
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with customers. The article will also address how cost-effectiveness is used in selecting the best
promotional tool to reach the target audience and help in generating online traffic and leads.
The Effect of Online Shopping Platform Strategies on Search, Display, and Membership
Revenues
According to the article, an online shopping organization produces a position where
sellers concur with purchasers' revenues. For instance, fees for membership revenues probably
rise in instances where sellers expect the purchasers more sales transactions. Thus, this paper
focuses on how online shopping firms can create revenues from the three sources.
Alignment of the Article to the Topic
This article aligns with the research on Generating Online Traffic and Leads. It will help
generate revenues through the three sources outlined in the article: Pay-per-impression display
advertising, Pay-per-click search advertising, and membership fees. The information will be
helpful to the research as it will impact how to deal with situations of coincidence of sellers' and
purchasers' revenues. Achieving this will be through acknowledging that the membership fees
revenues will always rise in circumstances where the sellers have expectations on the purchasers
to make more sales transactions.
Modern Lead Generation in Internet Marketing for the Development of Enterprise
Potential
Nowadays, new ways of attracting customers must be looked at by marketers as the
buying process has changed. The purchasers no longer in the information availed to them via email newsletters and mass advertising. They tend to regard the information as noise. Since
redundancy of information equals lack of attention, the purchasers prefer independently
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researching what they want to know to follow the information provided and thus ignore the
messages. The focus by marketers should be on learning ways of building and maintaining
continuing relationships with customers. In short, they are probable clients. The organization
should thus be having a proper and precise strategy that will assist in translating the probable
clients into purchasers so that it constantly gains both the market and profits. Thus, the paper will
focus on the strategies a company put into translating probable clients into purchasers due to
information overload, making them reluctant and ignorant to the messages and wish to conduct
an independent search.
Alignment to the Article
The article aligns with the research topic, Generating Online Traffic and Leads, in that,
due to increasing misleading advertisements, the customer no longer believes in whatever is
being advertised. As such, there is a need for the customers to conduct their research on the
products being offered before making any purchase decision. The companies thus need to devise
strategies that will help them translate the probable clients into purchasers and thus fetch the
market demand translating into making profits.
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References
Bondarenko, S., Laburtseva, O., Sadchenko, O. V., Lebedieva, V., Haidukova, O., &
Kharchenko, T. (2019). Modern lead generation in internet marketing for the
development of enterprise potential.
Lee, J. Y., Fang, E., Kim, J. J., Li, X., & Palmatier, R. W. (2018). The effect of online shopping
platform strategies on search, display, and membership revenues. Journal of
Retailing, 94(3), 247-264.
Quinton, S., & Khan, M. A. (2009). Generating web site traffic: a new model for SMEs. Direct
Marketing: An International Journal.
Reimers, V., Chao, C. W., & Gorman, S. (2016). Permission e-mail marketing and its influence
on online shopping. Asia Pacific Journal of Marketing and Logistics.
Vapiwala, F. (2020). Digital Marketing-A Saviour for Businesses in Times of a
Pandemic. International Journal of Research in Engineering, Science and
Management, 3(9), 159-161.
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