1. Digital marketing is data driven. Digital marketing is both an art and a science. Successful marketing comes from collecting, analyzing and using data about when and where customers spend their time. In short, data is behavior. Learning from this behavior drives creative messaging and strategic campaigns. Tracking behavior and tapping into the emotional connection through messaging, ads, social, and design makes all the difference in the digital space. 2. Scratch the funnel; it's a marketing ecosystem. No two customers are alike and they won't take the same journey to conversion. There are so many ways for a consumer to engage with the brand, research the product, and make a decision; there is no way they are all taking the same steps towards your site or your services. They move back and forth, skip steps or break away completely before venturing back towards the company. Get the full story at Inc.com