How is 'lead generation' defined in digital marketing?

Lead generation in digital marketing refers to the process of attracting and converting prospects into paying customers. It involves various strategies and tactics designed to capture interest from potential clients who may require a product or service. The ultimate goal of lead generation is to build a pipeline of potential customers that can be nurtured and eventually converted into sales.

This process typically includes tactics such as using content marketing, landing pages, social media, email campaigns, and paid advertising, all aimed at gathering contact information from those who show interest. Once leads are generated, they can be nurtured through targeted marketing efforts to support their transition into actual customers.

The other options describe different aspects of customer relationship management. Techniques to reduce customer churn focus on retaining existing customers rather than attracting new ones. Identifying customer satisfaction involves analyzing feedback and performance instead of converting potential leads. Converting existing customers deals with upselling or cross-selling rather than generating new leads. Each of these concepts is important within the realm of digital marketing but pertains to different stages of the customer lifecycle, rather than the specific lead generation process.