The origin of the term ‘Lead’ is from the marketing field, in which contacts are ‘marked’ as potential customers, kept on a lead list to be followed up frequently. These reactions are expected to ‘lead’ to a sale. A ‘lead’ in the field of digital marketing is similar in that a contact that is received from the landing page or the mini site, when engaging with the site, will be added to a ‘lead’ list which could include the user’s details either by tracking the history of the visit or by collecting the specific information left behind. The lead is followed up with other offers until he or she becomes a customer.
When the goal is to promote the website and create a more lively traffic flow, it’s possible to utilize a PPC campaign in order to attract and pay for valuable leads, subsequently offering them specific customized opportunities depending on what they searched for, what web pages they arrived from and what information they contributed about themselves. The automated lead list will generate offers to the individual until he or she consummates a purchase on orders a service, changing the ‘lead’ into a