Although it may appear to be incredible for may, a statement issued by the lead generation firm Clash-Media claims that over 50 per cent of a typical marketer’s funds are now spent on online promotions. This startling revelation came to the fore following the release of the firm’s “Online Lead Generation (B2C) Report 2008” conducted in May this year in association with E-consultancy.

However, many feel that the release may be a misinterpretation of the survey report.

The report states that the survey respondents confirmed that a large part of the funds meant for lead generation is being spent on online marketing. According to them, while 53 per cent of the funds are spent on online promotions, 43 per cent is used up for offline promotions.

I personally believe that the study's approach appears to substantiate the view.

According to the release, 73 per cent of the people who were surveyed confirmed that they patronised ‘online or multi-channel’ routes to promote their services and products. In comparison, 23 per cent of the respondents said that they utilised the online channel and the remaining four per cent relied only on offline promotions.

This goes on to establish that most of the persons surveyed mainly concentrated their marketing promotions through online channels. I found that the additional part of the abstract provided with the report was more precise. Following are the conclusions of the report issued by Clash Media:

• Seventy per cent of the respondents confirmed that their firms used search engines optimisation, paid searches as well as e-mail marketing
• A decrease in offline marketing modes, while growth was reported in print media and TV ads. Nine out of 10 respondents agreed that online lead generation was growth area.
• Sixty-five per cent of the respondents agreed that the print media was the most popular vehicle to engender consumer leads.
• The three most frequently used online techniques to generate consumer leads were natural lead (comprising 79 per cent), e-mail marketing (75 per cent) and paid search (71 per cent).

Hence, it may be concluded that the online marketing spending that has been witnessing a spectacular growth in the US will continue. And experts predict thay the double-digit growth rate is expected to continue for many years from now.

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