Lead Generation Vs Online Booking
As an online marketer, one has to try different permutaions and combinations to find what works better in order to generate demand.
What is Lead Generation- When customer has intent to buy your product & he needs a hygiene factor to go with you as a service provider.
What is Online Booking- When customers has intent to buy and he is going to pay you online to transact with you.
There are pros and cons of both technique, and I think biggest differentiator is what kind of product a customer wants to buy makes his decision to go for lead generation or booking online.
When a product is commoditized like domestic flights, he may not like to fill in a form and wait for travel agent to get back to him like traditional travel agents used to operate. Customers would be more than happy to pay online and get his tickets on the fly.
Whereas, customer needs a handholding and he is not sure about the content and product he is buying, he fills a form and generate a comfort factor from the service provider.
We have tested this with our holiday packages section for outbound travel, where customers are still reluctant to buy either because of content, product or paying that much huge amount for their leisure travel, this lead generation model has given significant demand to serve our customers.
Having said that, it wont be too long when these kind of products would become part of online booking by the shear amount of scalability it holds and also, money and time it takes to acquire customers offline.
Tags: Online Marketing