Lead Generation Trends in Italy in 2020
Posted: Mon Dec 09, 2024 5:39 am
Lead generation Italy: what are the trends of 2020 ? This year has been deeply marked by the Covid-19 emergency. In particular, the lockdown has had heavy repercussions on the operational continuity of companies that have had to deal with different ways of working, selling and ultimately doing business.
The main and most obvious trend was a clear shift towards digital . In the lockdown period, in fact, while most of the population was forced to stay at home, the internet became the center of attention more than ever. For brands, it was necessary to increase investments in digital to exploit what at that time was essentially the only channel to reach their users. As is easy to imagine, the first sector to grow was eCommerce. Suffice it to say that according to Netcomm estimates , in Italy this year there were 1.3 million new digital shoppers , or consumers who started buying online precisely because of the Covid emergency.
New scenarios have opened up not only in terms of direct sales, but also in the field of lead generation. The difficulties due to the limited possibilities of travel and the cancellation of events have brought out new trends and consolidated others. Let's see together the direction taken by lead generation in Italy this year.
1. Lead generation Italy, trends: events go digital
One of the main sources for lead generation in Italy and abroad, especially for those who work in B2B, are events. Trade fairs, conferences, seminars are the ideal time to network and identify new potential partners. For many companies, the resources and time invested to best manage their presence at a fair are huge. Due to the coronavirus, however, this year all events have been canceled or postponed. This is the spring that has naturally led many events, from the Netcomm Forum to cambodia telegram data the Salone Internazionale del Libro, to offer the public a completely digital edition .
Furthermore, there were also many companies that, seeing the lack of opportunities to collect new contacts at the fair, chose different tools for lead generation such as webinars . This is an excellent way to generate qualified leads: by offering high-quality training content, you attract buyers who are potentially very interested in the product or service in question.
The digital transformation of b2b events and the proliferation of live streaming events, virtual fairs, online summits and of course webinars, is certainly one of the biggest lead generation trends in Italy this year.
2. Content marketing among the main trends of lead generation in Italy also in 2020
As already mentioned, web traffic volumes grew especially during the lockdown period, with increases of up to 73.2% compared to a normal period . People, stuck at home, also proved to be more willing to consider communications from brands. According to a study conducted by MailUp in collaboration with the B2C eCommerce Observatory of the School of Management of the Milan Polytechnic, during the emergency period there was a significant increase in email opening rates , both DEM and newsletters. Equally evident was the increase in communications sent by companies in an attempt to ride the emotional wave linked to the emergency situation.
The main and most obvious trend was a clear shift towards digital . In the lockdown period, in fact, while most of the population was forced to stay at home, the internet became the center of attention more than ever. For brands, it was necessary to increase investments in digital to exploit what at that time was essentially the only channel to reach their users. As is easy to imagine, the first sector to grow was eCommerce. Suffice it to say that according to Netcomm estimates , in Italy this year there were 1.3 million new digital shoppers , or consumers who started buying online precisely because of the Covid emergency.
New scenarios have opened up not only in terms of direct sales, but also in the field of lead generation. The difficulties due to the limited possibilities of travel and the cancellation of events have brought out new trends and consolidated others. Let's see together the direction taken by lead generation in Italy this year.
1. Lead generation Italy, trends: events go digital
One of the main sources for lead generation in Italy and abroad, especially for those who work in B2B, are events. Trade fairs, conferences, seminars are the ideal time to network and identify new potential partners. For many companies, the resources and time invested to best manage their presence at a fair are huge. Due to the coronavirus, however, this year all events have been canceled or postponed. This is the spring that has naturally led many events, from the Netcomm Forum to cambodia telegram data the Salone Internazionale del Libro, to offer the public a completely digital edition .
Furthermore, there were also many companies that, seeing the lack of opportunities to collect new contacts at the fair, chose different tools for lead generation such as webinars . This is an excellent way to generate qualified leads: by offering high-quality training content, you attract buyers who are potentially very interested in the product or service in question.
The digital transformation of b2b events and the proliferation of live streaming events, virtual fairs, online summits and of course webinars, is certainly one of the biggest lead generation trends in Italy this year.
2. Content marketing among the main trends of lead generation in Italy also in 2020
As already mentioned, web traffic volumes grew especially during the lockdown period, with increases of up to 73.2% compared to a normal period . People, stuck at home, also proved to be more willing to consider communications from brands. According to a study conducted by MailUp in collaboration with the B2C eCommerce Observatory of the School of Management of the Milan Polytechnic, during the emergency period there was a significant increase in email opening rates , both DEM and newsletters. Equally evident was the increase in communications sent by companies in an attempt to ride the emotional wave linked to the emergency situation.