Part 1: Fundamentals of Digital Marketing

This textbook is divided into three core sections:

1. Fundamentals in Digital Marketing
2. Generating Customer Demand and Nurturing Leads & Prospects
3. Analyzing Your Digital Marketing Performance

In this first section, we will set the foundational building blocks and discuss fundamental theories, concepts, and frameworks essential to successful digital marketing strategies and campaigns. Specifically, we will:

• define digital marketing and its role,
• introduce an overarching digital marketing strategy framework,
• explore visual storytelling best practices,
• develop customer personas, and
• map out customer journeys.