What is ‘lead generation’ in the context of digital marketing?

Lead generation in digital marketing refers to the systematic approach of attracting and converting prospective customers into individuals or businesses that express interest in a product or service. This process involves various tactics and strategies designed to capture the attention of users, often through content marketing, social media engagement, targeted advertising, or landing pages optimized for conversions.

Once prospects are attracted, they can be nurtured through the sales funnel until they are ready to make a purchase or engage further with the brand. This is crucial for businesses as it allows them to build a database of interested users who can be converted into customers over time. Utilizing methods such as forms, gated content, and call-to-action buttons helps achieve this goal effectively.

Other options mentioned relate to different aspects of business operations that do not directly pertain to the concept of lead generation. Enhancing customer service, closing sales deals, or analyzing competitor ads are important tasks in their respective contexts but do not capture the essence of lead generation, which is specifically about the early stages of customer engagement and interest.