About half of internet advertisers fail to take advantage of online lead generation, a new study has revealed.

Research conducted by E-consultancy and Clash Media revealed that although 82 per cent of online B2C marketers saw driving website traffic as an important way of increasing revenue, only 44 per cent ware managing to do so effectively.

Clash Media chief executive Simon Wajcenberg claimed lead generation is "integral" for marketers as it "is a way of obtaining measurable and cost effective results, ensuring that businesses have access to consumers with an interest in their product or service."

Head of research for E-consultancy, Linus Gregoriadis added: "There are huge opportunities for companies to generate leads online irrespective of whether these are eventually converted online or offline, for example in stores or by telephone."

The report also revealed that 78 per cent of advertisers claimed organic search was the most popular way of generating online traffic.

Meanwhile paid search advertising and email marketing accounted for 78 and 72 per cent respectively of lead generation methods.

According to search engine marketing specialist Jennifer Slegg, making best use of pay-per-click and organic search techniques is "vital" for firms wishing to increase their online return of investment.