The success of a company requires a strategic digital marketing plan to ensure brand advertising reaches as many potential customers, current customers, and loyal customers as possible. Achieving this degree of search campaign success depends on the diversity of your digital media. Employing all three types of digital media (paid, owned, and earned) will boost both the number of customers and consumers reached and vary the way in which they encounter your brand. When used together the Big Three act as a powerful tool, building brand awareness and increasing sales.