Digital Lead Generation: why is it so important?

We live in the information and digital transformation age.

This digital reality is shaping the generations who live in it. It is changing sectors and industries, at the same time that creates new markets and technologies.

For centuries lead generation has been an essential part of any business. For example, in the Roman Empire, where the word of mouth in public squares and baths filled arenas and enriched market traders.

Today people don´t meet in public squares or baths, but on social networks, the quality of a song is not measured by the number of people at a concert, it is measured in views and likes on Youtube and shopping isn´t done at the market but is done online. This change is even more evident in the Millenial Generation, who no longer live in front of the TV, where everyone watches the same thing, but with a smartphone in hand, where they have access to all products, information and entertainment, choosing those that please them the most.

Such proximity of users with their devices and the constant online presence is allowing the creation of endless databases with the habits, interests and tastes of each individual. This information is so valuable that the giants of technology are often involved in multi-million bidding wars for the acquisition of the most recent trend in communication and social sharing.

It is in the organization of all this information that is the basis for the leads generation in the digital environment. Relating all the information that is available about each user on multiple platforms, it is possible to create a consumer profile and display more relevant ads, thus increasing the likelihood of conversion into a quality lead.

The most recent obsession of the technological giants is artificial intelligence. Recent advances in the area are allowing for the optimization of processes of online generation leads through chatbots, algorithms for the prediction of interest and likelihood of conversion into leads, mainly because those who are teaching the algorithms to interpret and interact with the world are the consumers through their online activity.

These consumers are on search engines doing searches and on social networks making likes, clicking, commenting and sharing ads and publications. These consumers are the same people who buy products online to then share in forums and social networks their opinion about the product and the customer service of the brands. These shares will generate new reactions and begin a new learning cycle.

I believe that with the digitalization of the customer service channels, every interaction will have a more important role in the strategy for generating leads and customer management by the brands. For example, it may allow to learn from the satisfaction of current customers, which combination of communication strategy and digital profile of the consumer will increase the likelihood of each digital user becoming a satisfied customer and a promoter of the brand.

Sebastião Carvalho, Digital Marketing Manager

Do you want to read another opinion article? Click here.