If a marketer wants to generate new prospects in their database, which strategy should they use?

The most effective strategy for generating new prospects in a database is pay-per-click advertising. This approach allows marketers to attract targeted traffic to their offers by using search engines or social media platforms to display ads. When potential customers search for specific terms related to a product or service, well-placed PPC ads can capture their interest and drive them to a landing page where they may provide their contact information, effectively adding them to the marketer's database as new leads.

PPC advertising provides measurable results, allowing marketers to track which ads perform best in attracting new prospects, optimize their campaigns, and adjust their targeting strategies accordingly. The scalability of PPC also means that marketers can set budgets that align with their goals, whether they are looking to generate a small number of highly qualified leads or a larger volume of inquiries.

While other strategies like email marketing, direct mail, and telemarketing can also play roles in generating leads, they tend to rely more on existing contacts or require prior engagement. For instance, email marketing targets individuals who are already in a database, while direct mail involves costs and less immediate interaction with prospects. Telemarketing can be effective but typically involves more time and resources to connect with potential leads. In contrast, PPC has the capacity to reach new audiences swiftly, positioning