Репозитарій ОНУ імені І.І.Мечникова

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Modern Lead Generation in Internet Marketing for the Development of Enterprise Potential
(2019) Bondarenko, Svitlana; Laburtseva, Olena; Sadchenko, Olena V.; Lebedieva, Vira; Haidukova, Oleksandra; Kharchenko, Tetyana; Садченко, Олена Василівна; Садченко, Елена Васильевна
The buying process has changed, and marketers need to look for new ways to attract customers. Instead of reaching potential customers through mass advertising and e-mail newsletters, marketers should now focus on learning how to build and maintain ongoing customer relationships According to statistics, 96% of new visitors to the site are not yet ready to make a purchase, although they are all potential customers. This figure shows how important lead generation is. Visitors to your site is just the beginning of the lead generation process. If the company does not have a clear strategy that will translate potential customers into buyers, it will constantly lose in the market and lose profits. It is necessary to analyze the main indicators of lead generation efficiency, return on investment, and conversion.