What it means in plain language
Internet marketing is planning and conducting promotional activities in digital channels in order to acquire customers, build a brand and develop sales.
Where it genuinely helps
Digital marketing connects content, advertising, relationships, sales and measurement; a list of tools without one objective is not a strategy.
What to decide before acting
Map the customer journey, each channel role, source of truth and the handoff between marketing and sales.
How to tell whether it works
Measure incremental demand, relationship quality, cost, retention and sales and retire metrics that drive no decision.
