Lesson 1 of 3 published · 8 min · Updated 20 Sept 2026
What is digital marketing?
The channels, the funnel and how they fit together.
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Learning objectives
- Name the core digital channels
- Explain the four funnel stages
Tutorial
Digital marketing is the practice of reaching and serving people through online channels: search, social, email, content and paid media.
Most strategies follow a simple journey: awareness, consideration, conversion and retention. Each channel plays a different role along that journey.
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Assignment
List three businesses you bought from recently and note which channel first introduced you to each.
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