a post, comment or tweet is shared on different platforms. Diversified user base For businesses hoping to reach not only more - but also new - types of customers online, they should pay attention to the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviors, and/or different buying habits of online visitors. Demographics of visitors Sources of traffic (i.e., SEO, social media, referral, direct) Differences in buying patterns and user-behavior of visitors Sales Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement. Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel Time spent on the page Re-engagement (i.e., % of returning visitors) Click-through across product pages Innovation metrics Refers to companies that want to analyze whether their social media campaigns are generating commentary among consumers. This helps them to come up with ways to improve their product and service. This involves "high level of brand engagement and builds brand loyalty". Examples: When a company makes a post through their social media platforms and shares their ideas, consumers can be influenced or motivated to share their opinions. Trend spotting refers to the latest consumers' comments about a brand, product or service that must be targeted. Some tools can be provided by Google Trends, Trendsmap (Twitter) and other sites that report what is in everybody's mouths worldwide. Digital use Digital content marketing Digital content marketing, which is a management process, uses digital products through different electronic channels to identify, forecast and satisfy the necessity of the customers. Examples: On March 6, 2012, Dollar Shave Club launched their online video campaign. In the first 48 hours of their video debuting on YouTube they had over 12,000 people signing up for the service. The video cost just $4500 to make and as of November 2015 has had more than 21 million views. The video was considered one of the best viral marketing campaigns of 2012 and won "Best Out-of-Nowhere Video Campaign" at the 2012 AdAge Viral Video Awards. The Big Word Project,