After the year we’ve had, lead generation is just one of the things that will never be the same again. This is not necessarily a bad thing, however. As with all areas of digital marketing, change is crucial to ensure that strategies can adapt to the changing technologies that are available. Using the same strategies you’ve used for years and expecting to get the same results is a sure-fire way to have your campaigns fail. Adapting and evolving according to the changes is essential to stay ahead.
Just how much is lead generation changing, though, and how will you need to adapt your campaigns to stay on your toes?
How Lead Generation is Changing
Over the last year alone, there have been several key moments that have had a huge impact on lead generation as a whole. Privacy laws are one such moment while lockdown is another moment. On top of that, there is the fact that leads are expecting more from brands and sales funnels are in dire need of adaption to make that happen.
Leads have higher expectations from brands
On an average day, potential customers will receive countless emails, sponsored posts and text messages. Many will visit a website to view something they’re interested in buying, only to be followed around by that viewed product on social media and other sites. The old-school used car salesman, overly sales-focused landing page approach is no longer working. Leads don’t want to be pushed through funnels. They want to get information on the product or service they are interested in and then make their decision. If you are not marketing for all phases of the funnel, in ways that add real value, you will end up pushing potential leads away, for good.
Data privacy is more important than ever
From 1 July 2021, POPIA (Protection of Personal Information Act) compliance will be mandatory across South Africa. This means that every single digital marketing campaign you send needs to adhere to very strict data privacy regulations. Failure to comply can result in huge fines of up to R10 million or even jail time of up to 10 years. Then, there is the GDPR (General Data Protection Regulation) that applies to data transfer within the EU and everywhere else in the world. Not having a comprehensive data privacy protocol in place can cost you greatly.
Lead campaigns are adapting to lockdown
Then we have lockdown. For much of the year, economies over the globe have been affected by lockdown. It has changed the way that people shop and find services. It has changed the way that businesses market to customers. Digital lead nurturing has replaced in-person nurturing and, as such, campaigns are built around online channels. Many have had to take factors such as limitations into account and there have been numerous other challenges as things slowly start to move towards some version of normal.
The Future of Lead Generation
The year that was 2020 is slowly coming to an end… and what a year it has been. We have no way of knowing what 2021 will bring to the world of digital but we are sure that lead generation will continue to grow and adapt from year to year.