People spend much of their time online, whether checking email or browsing social media. Digital marketing allows brands to connect with consumers in these spaces, often without the overhead costs of traditional advertising.

For example, marketers can produce a YouTube video series to promote products or services. They can also buy pre-roll and interstitial ads on YouTube and Facebook.

Brand awareness

Brand awareness is a key component of any marketing strategy, and it can have a lasting impact on your business. It can increase your sales and help you establish a brand identity. It also helps you stand out from competitors and creates brand loyalty among customers. It is also important to understand how different marketing methods affect your brand awareness. This will allow you to compare your strategies with those of your competitors and see what works best for your business.

Brand recognition is the level of familiarity with your company’s products or services, and it can be measured through surveys that ask respondents to name brands in a specific category. This measure can be aided or unaided, and it is useful for assessing brand performance and competition. For example, Red Bull is a well-known energy drink and is often considered the number one choice in its category.

One way to build brand awareness is by promoting your product through word-of-mouth marketing. This can be done by encouraging people to share your content on social media and through email. However, it is important to remember that you should not force your audience to share your content. It is better to ask for feedback on your products and service, which will make them feel valued. In addition, you can use lookalike audiences to reach new audience segments who are similar to your existing customers.

Lead generation

A business can use digital marketing strategies to generate leads, which are potential customers that have shown interest in a product or service. These leads typically include contact information and a detailed understanding of a customer’s pain points. Lead generation can help businesses identify potential buyers, which allows them to focus their efforts on nurturing those leads into customers.

This process often involves creating irresistible offers for the right audience. This content can be used on owned media platforms, like websites and blogs, as well as shared with social media and email channels. These content pieces can showcase your brand as a thought leader and provide valuable information to potential buyers.

Other companies use more unconventional lead generation models. For example, ridesharing services such as Uber and Lyft have emerged as a popular alternative to taxis because they allow consumers to connect directly with drivers. This is a model that empowers the consumer and gives them power over their choices.

Another example of a successful lead generation strategy is an incentive program. This can be as simple as offering a free trial or providing discounts to new customers. This can encourage new customers to sign up and increase revenue for your business. In addition, you can offer ongoing support to existing customers through monthly or weekly newsletters. These can feature new products, sales vouchers and weekly tips to keep them interested in your business solutions.


Conversions are key metrics for measuring the effectiveness of online marketing campaigns. They indicate whether a potential customer is becoming a lead, purchasing a product or service, signing up for a newsletter, or downloading content. The goal is to increase the number of conversions. This can be achieved through the use of web analytics, SEO, and PPC tools.

Brand awareness is the first step in the conversion process, and it requires a great deal of effort. Companies must build brand recognition through a variety of channels, including social media, organic search, press coverage, offline promotions, and more. This can be a difficult task, but it is important for any business to remain visible in their target market.

Once a company has built brand recognition, the next step is to encourage consumers to take action. This can be done through a variety of digital marketing techniques, including e-mail, website personalization, and live chat. Personalization can be a powerful tool because it can help businesses increase conversions and sales by displaying products and services that are relevant to the visitor’s interests.

Another method of increasing conversions is through remarketing, which involves placing advertisements on other websites. This technique is often used by e-commerce stores, SaaS companies, and Fintech firms to generate leads and increase revenue. However, it is important to note that remarketing does not always lead to more sales.

Customer retention

Whether you’re trying to build loyalty for your brand, products, or services, customer retention is an essential component of the digital marketing puzzle. It’s generally much cheaper to retain existing customers than it is to attract new ones, and it has a significant impact on your overall customer lifetime value (CLV).

The best way to measure your customer retention is to track how many customers make repeat purchases, or the percentage of total orders from new and returning customers. This metric is easy to calculate by dividing yearly revenue by number of orders, and it’s available in Shopify reports. It’s important to share this data with your customer-facing teams so that they can use it to drive better outcomes for your customers.

There are a variety of tactics that you can implement to improve your customer retention rate, including targeted email programs, loyalty rewards, and one-to-one follow-up. However, the most effective strategies are those that are tailored to your specific customer segment. For example, TOMS’ “One for One” program is an excellent example of a brand-specific loyalty program that leverages the company’s values to create loyalty.

Customer surveys are another important tool for improving customer retention. The most popular metric is Net Promoter Score, which asks customers to rate their likelihood of recommending your brand to friends and family on a scale of 0-10 – a simple but powerful question that can help you gauge customer loyalty.