This chapter introduces the fundamental concepts that form the foundation of digital marketing, the primary channels used to execute strategies, and the emerging trends that are shaping the future of the industry.
Key Concepts
Additional Key Concepts
- Owned, Earned, and Paid Media: Understand the differences and how they work together in digital marketing. Read the explainer.
- North Star Metric: The single most important metric that guides long-term growth. Read the explainer.
- Customer Journey: The stages a person goes through from awareness to advocacy. Read the explainer.
