# Digital Marketing - Advantages - Cost-effective - Reach more people - Faster results - Build relationships with customers - Challenges - Omni-channel content, need to ensure consistent content experience - Need to keep up with technology - Digital space is crowded > [!summary] Customer Interactions A successful digital marketing effort guides > all of a company's customer interactions. > [!tip] Pain Points Instead of asking "How do we sell more products", ask "How > do we help customers address their pain points or achieve their goals?" - Concepts - Customer Journey = The path a customer takes from learning about a product to getting their questions answered to making a purchase. - [[touchpoint|Touchpoint]] - Customer Journey Map = A visualization of the touchpoints a typical customer encounters along their purchase journey - [[marketing-funnel|Marketing Funnel]] (or Sales/Conversion Funnel) - Lead = A potential customer who has interacted with a brand and shared personal information. - [[brand|Brand]] = how a business is perceived by the public ## Strategy - Media mix = the combination of digital channels you use to reach your goals, and how you divide your budget among them - Research your audience - understanding _customer personas_ - Set goals - align business goals and marketing goals [[smart|S.M.A.R.T. Goals]] - Review existing media for gaps - Plan content - Measure and analyze results > Example Marketing Goal: Increase our lead generation by 40% in the next year > by running upper-funnel ads that highlight our new features and increasing our > mid-funnel budget by 20%. ## Channels - Media: payed, owned, earned - [[sem|Search Engine Marketing]] - [[display-ad|Display Advertising]] - [[social-media-marketing|Social Media Marketing]] - [[email-marketing|Email Marketing]] - [[performance-marketing|Performance Marketing]] ## Resources - [Google Inclusive Marketing Guidelines](https://all-in.withgoogle.com/)