In digital marketing, what does the term 'lead' refer to?

The term 'lead' in digital marketing specifically refers to a potential customer who has shown interest in a product or service offered by a company. This interest can be indicated through various actions such as filling out a contact form, subscribing to a newsletter, or engaging with content related to the product, such as viewing a demo or attending an informational webinar.

Leads are essential for businesses as they represent the first step in the sales funnel, where the goal is to nurture these leads into actual customers through ongoing communication and engagement. This process often involves tracking their behavior and interests to provide targeted information that encourages them to make a purchase decision.

Understanding what constitutes a lead is crucial for developing effective marketing strategies that focus on lead generation and conversion, ultimately driving sales and growth for a business. In contrast, the other options refer to different aspects of digital marketing, such as advertising campaigns, completed sales, and broader strategies, which do not capture the essence of what a lead represents in this context.