SEO 'best for online lead generation'

Search engine optimisation (SEO), email marketing and paid search tactics remain the most commonly used online lead generation methods, a new report reveals.

Research conducted by E-consultancy, undertaken alongside Clash Media, revealed lead generation through the web is an increasingly important tool for firms.

However, the study found more is being spent on paid search tactics than organic search.

This is despite 52 per cent of respondents asserting natural search is "very effective", while 48 per cent said the same of paid search.

"However, given that the perceived effectiveness of SEO doesn't correlate with the budget for online lead generation, perhaps SEOs need to do a better job of persuading companies to buy their services," E-consultancy suggested.

Recently, Dorothea Arndt, manager of new media for the British Red Cross, remarked that charities have a "duty of care" to use SEO to reach new consumers and potential new supporters, mad.co.uk reported.

She made her comments during a seminar, adding that such online marketing tactics can help smaller organisations compete in a wider market.