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One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps.

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In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using a casual tone invokes a warmer, gentler and more inviting feel to the email, compared to a more formal tone.

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Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices, causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary.

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Consumer behavior: the habits or attitudes of a consumer that influences the buying process of a product or service.[98] Consumer behavior impacts virtually every stage of the buying process specifically in relation to digital environments and devices.[98]

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Social media is a great way to reach a specific, targeted audience and connect directly with customers, potential customers, and partners. Which social media platform(s) you use depends on who you want to target. Facebook is still the largest social media platform worldwide. Twitter is still popular with B2B buyers. Instagram and TikTok are incredibly popular with millennial and Gen Z consumers, and LinkedIn is a great place to connect with B2B buyers in the early stages of the buying cycle.

Social networking service - A social networking service is an on-line platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections

This map is so marketing teams can put themselves in their target demographics shoes.[95] Midias Sociais Web Analytics are also a very important way to understand consumers. They show the habits that people have on-line for each website.[96] One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people's trends.[97]

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