What Is Digital Marketing? A Beginner’s Guide to the Modern Funnel
Gary Pettigrew
📢 What Is Digital Marketing? A Beginner’s Guide to the Modern Funnel
Digital marketing is the engine of modern growth — whether you're a solo entrepreneur, scaling startup, or established brand. But success doesn't come from random posting or guesswork. It comes from understanding what works, why, and how to align it to each stage of the customer journey.
In this ultimate guide, you'll learn:
- What digital marketing really is
- All the major channels (including Facebook, LinkedIn, and SMS)
- How to apply the TOFU, MOFU, BOFU funnel model
- Tools and tactics to map every step to measurable ROI
🌐 Digital Marketing Channels You Need to Know
✅ Facebook & Instagram
Still the powerhouse platforms for most brands — and deeply integrated into both B2C and B2B strategies.
Use Cases:
- TOFU: Educational reels, memes, boosted posts
- MOFU: Retargeting ads with testimonials or discounts
- BOFU: Lead ads, product demos, Messenger automation
Why it works:
- Powerful targeting options (interest, lookalikes, custom lists)
- Native lead generation tools
- Works across the entire funnel
Ideal for B2B companies and professional services.
Use Cases:
- TOFU: Thought leadership posts, organic polls
- MOFU: Whitepaper promotions, case studies
- BOFU: Sponsored InMail, demo CTAs
Why it works:
- Access to job roles, industries, and company sizes
- High buying intent in MOFU/BOFU
- Strong for account-based marketing (ABM)
✅ Twitter/X
Best for trending topics, engagement, and short-form hooks.
Use Cases:
- TOFU: Real-time commentary and thought leadership
- MOFU: Content distribution and retargeting
- BOFU: Announcement-based offers or support
Why it works:
- Good for virality and brand awareness
- Strong in niches like SaaS, media, and DTC
✅ SMS Marketing
One of the most underutilized BOFU and retention tools. SMS has a 98% open rate and an average response time under 90 seconds.
Use Cases:
- Cart recovery texts
- Time-sensitive discounts (“FLASH SALE ends at midnight”)
- Appointment reminders and confirmations
- Feedback collection (“Reply 1–5 for your experience”)
Why it works:
- Instant visibility (especially mobile)
- Personal, direct, and urgent
- Great for lifecycle marketing and loyalty programs
🔁 Updated Funnel Examples with Platforms
Ecommerce Example:
- TOFU: Instagram reel about problem/solution + TikTok trend
- MOFU: Facebook retargeting ad + email drip with testimonials
- BOFU: SMS reminder: “Still thinking it over? Use code SAVE10 now!”
SaaS Example:
- TOFU: SEO blog post shared on LinkedIn
- MOFU: Lead magnet with LinkedIn retargeting + webinar invite
- BOFU: SMS “demo ending soon” + trial expiration CTA email
📱 Tool Stack for All Channels
| Tool | Channel | Use Case |
|---|---|---|
| Meta Ads Manager | Facebook/IG | Paid acquisition, retargeting |
| LinkedIn Campaign Manager | B2B targeting and InMail | |
| Postscript / Attentive | SMS | Abandoned cart, re-engagement |
| Klaviyo / ActiveCampaign | Email/SMS | Unified campaigns |
| Sprout Social | Social Media | Management & reporting |
| Google Analytics 4 | All | Conversion tracking |
| Hotjar | Web | Behavior tracking & heatmaps |
💡 Final Thoughts
Digital marketing isn’t just SEO and social posts. It’s a system built around channel synergy and funnel alignment.
You need to meet users where they are — whether that’s scrolling LinkedIn on a lunch break, tapping through Facebook at 10pm, or checking an SMS offer during their commute.
Your strategy must speak to intent, context, and timing.
Add SMS to your BOFU toolkit. Rethink Instagram beyond selfies. Treat LinkedIn as a content engine, not just a resume platform. This is how brands win in 2025.