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While researching a prospective financial story recently, I happened upon a small number of online operations, the activities of which would not have been out of place in a George Orwell novel.
Many of these niche outfits peppered their websites with sinister-sounding language, using words and phrases such as ‘brand impersonation’, ‘manipulation’ and even ‘brainwashed’, conjuring menacing images of internet browsers having their online searches manipulated or even spied upon. Welcome to the occasionally shadowy world of lead generation.
Renowned for revolutionising so many aspects of modern-day life in a positive sense, both the internet, as well as social media, have a less altruistic side. Online lead generation, the process whereby prospective customers are introduced to a product provider or an intermediary, is a simple, cost-effective means of attracting new customers.
However, as Mark Gregory, Founder and CEO at Equity Release Supermarket…
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