Free preview. The first lesson of Digital Marketing, exactly as enrolled students see it. No account needed.
Digital Marketing · Day 1: Digital Marketing Fundamentals & Strategy
The Digital Marketing Funnel
Welcome to Digital Marketing. Over the next eight days, this course teaches you how to plan and run genuinely effective digital marketing for a real business — not just posting content, but building a coordinated strategy across search, email, paid advertising, and analytics that actually drives measurable growth.
I want to be upfront about something before we dive in: digital marketing is a genuinely broad field, and it's easy to feel scattered without a clear map of how all the pieces fit together. That's exactly what this lesson is for — building that map, so every following day has an obvious place to slot into.
The Digital Marketing Funnel
Almost every digital marketing activity exists to move a potential customer through a sequence of stages, commonly called the marketing funnel.
Awareness is the stage where someone first learns a business exists — they've never heard of it before, and the goal here is simply visibility. Consideration is the stage where someone knows the business exists and is actively comparing it against alternatives, weighing whether it's genuinely the right fit for them. Conversion is the stage where someone actually takes the desired action — a purchase, a booking, a sign-up. Loyalty, sometimes called retention, is the stage after that first conversion, where the goal shifts to keeping that customer engaged, satisfied, and likely to purchase again, or to refer others.
Why does this funnel matter so much? Because it's the single most useful lens for evaluating any marketing activity. A beautifully written blog post that never gets seen by anyone genuinely fails at the awareness stage, no matter how good the writing is. A stunning ad campaign that drives traffic to a confusing, hard-to-navigate website fails at the conversion stage, no matter how much attention it generated. Every day of this course maps onto one or more stages of this exact funnel, and we'll point that connection out explicitly as we go.
Bringing It Together
This lesson built the map for the rest of this course: the marketing funnel as the lens for evaluating any activity, and why every channel and tactic we'll cover ultimately exists to move someone through one of its stages.
Next lesson surveys the major digital marketing channels themselves, where each one typically sits within this funnel, and the discipline of setting SMART goals with genuinely matching KPIs before any real work begins.
Want the rest of the course?
15 more lessons across 8 days, each with an illustration and a video, plus assignments, quizzes, a capstone project and a certificate of completion. Self-paced, with lifetime access. Course fee: ₦150,000. Or start with ₦20,000 and pay the balance later.