Digital marketing encompasses SEO, social media, email, PPC, and content marketing. The ecosystem includes owned (website, blog), earned (PR, reviews), and paid (ads, sponsorships) media. Key advantage: measurable ROI through analytics.

Awareness ? Consideration ? Decision. Use AIDA framework: Attention, Interest, Desire, Action. Map content types to each stage. Track impressions (awareness), engagement (consideration), conversions (decision).

Specific, Measurable, Achievable, Relevant, Time-bound. Common KPIs: Conversion Rate, CPA, ROAS, CLV, CTR, Bounce Rate.