Digital marketers are in demand of driving brand awareness and lead generation through all the digital channels both free and paid. These channels include social media, website, search engine rankings, email, display advertising, and the blog. The digital marketer focuses on different key performance signal for each channel so they can properly measure the company's performance across each one

The point of a digital marketing plan contains discussing organizations and their environment. Likewise, it needs to be a roadmap of how to manage the organization's marketing strategy, so that resources are properly allocated. The plan also helps control and evaluate output and tackle any potential deviation from the organization's expected outcomes