Using Digital Media to Reach New Customers

Here’s the good news: Digital marketing can enhance or even replace these traditional reach-based activities, often at a lower cost. When you’re talking web-based marketing, you’re looking at more and different ways to get the attention of potential customers.

Which digital media are best for reaching new B2B customers? See Figure 3.3. It’s the outbound media that are key at the stage of the life cycle.

Figure 3.3. Digital marketing activities used to achieve reach.

Search Engine Marketing

When it comes to getting the attention of potential new customers, nothing beats Google. That is, more new customers are going to come to your website from Google and other search engines than from anyplace else online.