Digital marketing basics are buried under more jargon than almost any other business subject. Strip it back and the whole field rests on a handful of ideas that have not changed in twenty years.

What you will learn in this lesson

Kai introduces the three kinds of media — owned, earned and paid — and why confusing them is the most common beginner mistake. You then meet organic reach, conversions, the funnel, and the two numbers that decide whether any marketing is actually working: what a customer costs to acquire and what they are worth over time.

• Owned media 🏠 — your site, list and profiles — you control it
• Earned media ⭐ — reviews, press, word of mouth
• Paid media 💳 — ads you buy — stops when you stop paying
• Organic reach 🌱 — people you reach without paying
• Conversion 🎯 — the action you actually want
• Funnel 🔻 — awareness → consideration → purchase
• CAC 💰 — customer acquisition cost
• LTV 📊 — lifetime value of a customer

Why Digital marketing basics matter

Most small businesses waste money because they buy tactics before understanding the structure. Boosting a post is a paid-media decision that only makes sense if you know your conversion rate and what a customer is worth. Learning the framework first means every tool you meet later slots into a place you already understand, instead of becoming another thing to chase.

Practice questions

The interactive card above ends with a short quiz. Here are the questions so you can review them afterwards — try to answer before checking the word in brackets.

• Which type of media do you fully control? (Owned)
• What is a “conversion”? (The action you want someone to take)
• What does CAC stand for? (Customer acquisition cost)
• Why does LTV matter next to CAC? (It shows if a customer is worth what you paid)

How to practise

List your own owned, earned and paid channels — most businesses find the owned column is thinner than they expected. Repeat the card once a day for three days: short, frequent sessions beat one long session. Every completed lesson earns you 10 Mondi, and finishing the quiz earns 20 more.

Continue with the rest of the Internet Marketing Tactics course on Mondosol, or read more background on Wikipedia.