DIGITAL MARKETING · 1 MIN READ
Digital Marketing Fundamentals: A Customer-Journey Framework
Understand the main digital marketing functions and how they fit together from discovery through to enquiry and customer.
Discovery
Customers can discover a business through search, social platforms, referrals, advertising, maps and other channels. The best channel depends on the audience and the problem being solved.
Consideration
Once someone lands on your website or profile, they need enough information to decide whether the business is relevant. Clear positioning, useful service information and genuine proof help here.
Conversion
Conversion is the moment the visitor takes the next step: a call, enquiry, form submission or booking. The path should be obvious and proportionate to the decision being made.
Follow-up and retention
For many service businesses, the initial enquiry is not the sale. Follow-up, qualification, booking and customer experience determine what happens after acquisition.
Measurement
Use analytics and platform data where available, but connect marketing metrics to business outcomes. Never fabricate attribution when the underlying data is unavailable.
NEXT STEP
From click to customer
Everest focuses on connecting paid acquisition with lead capture, qualification, CRM and follow-up.
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