This Equinet Digital Marketing Strategy Framework aims to provide you with a fundamental understanding of what digital marketing is, how successful companies use it, and what processes must be in place to ensure a successful digital strategy for your company. Because the consumer purchasing process is no longer linear, this Equinet Digital Marketing Strategy Framework is rigid. Consumers today enter the buying process at various stages, jump between them, and move back and forth between them. In the traditional marketing funnel, a customer is made aware of the existence of a brand, compares and considers the products of a brand's competitors, and decides to purchase a chosen product. The consumer then enters the phase of customer loyalty.