E-Commerce Versus Lead Generation Marketing: What’s The Difference?
One of the primary objectives for businesses of all industries is to — you guessed it — generate business. The methodology by which companies handle their customer acquisition, however, depends greatly on whether their marketing strategy is centered around an e-commerce or lead generation business model. Regardless of whether your business’s sales funnel trends toward immediate action or is built around a slow trickle of nurturing relationships over time, the language, design and user experience you provide on your website will be the clincher that converts if handled strategically.
How Are E-Commerce And Lead Generation Marketing Different?
The goal of e-commerce marketing is predominantly focused on driving consumer action toward making a purchase — ideally on the spot. E-commerce marketing strategies are generally centered around speed and creating a sense of urgency before potential customers have enough time to lose interest.
While lead generation marketing also has the eventual goal of ending in a sale, the customer journey is typically a much slower process. Lead generation marketing often involves demonstrating value in exchange for consumer data, such as sending gated premium content to users who provide their email addresses. This allows potential customers to develop trust and familiarity with your business over time prior to committing to a purchase.
Why Do These Differences Matter?
The differences between e-commerce and lead generation marketing are important because different marketing objectives require different marketing strategies.