5.4 Digital Marketing
Digital marketing is the disciplined use of internet channels to find, win, and keep customers. It is built around a funnel that takes a stranger through awareness, consideration, decision, and retention. This lesson shows how the channels map to that funnel.
The Marketing Funnel
Figure 5.5 - Channels feed different funnel stages, and each stage has its own primary metric.
Channel Comparison
| Channel | Cost Model | Speed To Results | Long-Term Compound |
|---|---|---|---|
| SEO (Organic) | Effort | Months | Very high |
| Search Ads (PPC) | Per click | Days | Low |
| Social Organic | Effort | Months | Medium |
| Social Ads | Per impression / click | Days | Low |
| Content / Blog | Effort | Months | Very high |
| Cost per send | Hours | High | |
| Affiliates / Influencers | Revenue share | Weeks | Medium |
Practical Rule
Always pair a fast-acting paid channel with a slow-compounding owned channel. Paid ads buy time; SEO and email build the moat.
Discussion
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