Affiliation: Hussman School of Journalism and Media
The purpose of this study was to utilize empirical research to recommend the most effective digital media channels to create a consumer decision journey (CDJ) driven digital marketing strategy for a small business or start up. A digital marketing plan was created for a small business based on the results of this study which will be used as a case study for how to align a digital marketing strategy with the CDJ model. An online survey employing quantitative and qualitative questions revealed digital media channels were in general preferred over traditional or offline channels throughout the CDJ. In addition, results from the study revealed the most effective digital marketing channels the subject brand should utilize at each phase of the CDJ. The digital marketing strategies included social media, customer review generation, search engine marketing, display advertising, and content marketing.