Introduction to Digital Marketing


What exactly is digital marketing?

Marketing is the process of promoting brands or businesses. If we need to introduce the term “digital marketing,” it refers to the practice of promoting brands and organizations via the use of digital communication and/or the internet. As marketing professionals, we need to be aware of any trending and viral stories in the digital world, as well as current data. Nowadays, YouTube and Google have the most rising digital advertising spending in 2021, followed by Instagram and Tiktok, which have 44 % of the market. It is critical to read between the lines and to understand how to analyze statistics.

Anyway, if we review last year’s data, consumption of mobile devices rose as well as the internet. Increase in online and digital activities: we have become more digital animals, already have a huge number of influencers, and even Facebook has become Meta. All that is about M e t a v e r s e. Practically everybody fights for attention in this digital ocean of social apps and space…


What do you think the marketing is about? “Nice advertising and ad.” –someone will say. Or a creative and well-built website; a structured social media profile; or the right content for all of this? Well, it’s all of it.

What is a marketing funnel?

The marketing funnel is a graphic representation of the process of converting leads into consumers. A marketing funnel works by capturing as many leads as possible and then nurturing them through the buying process by narrowing them down at each step.

Ideally, your marketing funnel would be a marketing cylinder, with all leads becoming customers. A marketer’s duty is to convert as many leads as possible into customers, essentially making the funnel more conical.

The funnel has many “stages” and some have a few, with various names and activities done by the company and customer for each. We’ve tried to include the most frequent and important funnel phases, terms, and actions in the graphic below to help as many marketers as possible.

Let’s first construct a simple funnel architecture to better handle these concerns.

This is the new customer’s way:

Classic Marketing Funnel

The Marketing Funnel Stages

I’ll walk you through the funnel step by step so you understand its operation fully.

The marketing funnel’s top level is awareness. Consumer marketing activities, consumer research, and discovery attract potential consumers into this stage. 
Leads proceed to the interest stage once produced, when they learn more about the company, its products, and any useful information or research it offers. Brands may use this to build relationships with their lead database and present their position. Marketers may engage customers with emails, industry-specific content, seminars, newsletters, and more.

It is at this level that leads are considered marketing qualified and, as such, possible consumers. Marketers may use automated email campaigns to tell prospects about goods and offers while nurturing them with tailored content, case studies, and free trials.

You’ve reached! This is the point in the sales funnel when a prospect decides to purchase and becomes a customer. Here, sales handles the purchasing process. A favorable buying experience may lead to recommendations, which refuel the marketing funnel. To reach the stage, prospects must show interest in a brand’s offering. This might happen in a survey, following a product demo, or after purchasing online. This is a chance for marketers to convince buyers that their product is the best option.

By Sarah Kuhn

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