Online lead generation connects consumers and brand marketers in a way that no other web marketing strategy can achieve, it has been suggested.

Jere Doyle, founder, president and chief executive officer of internet advertising firm Prospectiv, makes his comments to online resource Adotas, suggesting that many consumer brand marketers are seeing the benefits of this channel.

He states that this is attested to by the fact that online lead generation continues to be one of the fastest growing sectors in web marketing.

"But still, many brands are not using this approach to its full potential," Mr Doyle notes.

He states that research indicates consumers want information, adverts and offers from their favourite brands and products.

"That’s where online lead generation comes in; to bridge the media fragmentation gap and help consumer brand marketers reach the right consumers wherever they may be online," he concludes.

Meanwhile, Bryan Eisenberg, co-founder or marketing firm Future Now, tells web resource ClickZ that marketers should consider placing lead forms in several places on their site as this can be useful in gathering additional data about potential clients.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.