Digital Marketing: Tools, Customer Journeys, and Metrics

Originally described as Internet or online marketing, digital marketing is a discipline in its own right and encompasses the strategic application of digital tools such as websites and social media to communicate with customers. Recognized as satisfying customers’ needs and wants by digital means, this is a newer academic discipline. This entry is based on English-language sources and addresses strategy, channels, and metrics. Starting with digital marketing tools to provide the context, the entry subsequently examines social media influencers within different locations. Targeting customers in digital marketing is dependent on accurate audience selection. Consequently, studies demonstrate better audience development through the creation of personas. However, digital marketing personas have moved beyond simple demographics, and more recent research examines the effectiveness of persona development. Customer buying decision models have also evolved and are recognized in the literature as customer journeys, helping scholars understand the processes involved in different examples of customer interaction. Further research has considered how these interactions are mapped, using design thinking, to better optimize digital touchpoints. Finally, digital marketing metrics distinguish the field from traditional marketing, as all activities can be measured in real time.