While learning digital marketing, the Fundamentals of Digital Marketing course from Google Digital Garage gave me a strong foundation. One key insight I gained is that understanding different channel types and the funnel logic (TOFU, MOFU, BOFU) is crucial for building an effective digital marketing strategy. Here’s a summary of my notes and takeaways.

1. Types of Digital Marketing Channels

Digital marketing channels generally fall into three categories:

Owned Media – Channels you directly control:

• Website
• Blog
• Email list
• Social media accounts

Pros: Free and fully under your control.
Cons: Growth takes time.

Earned Media – When others share your content:

• Organic social shares
• Backlinks
• Word-of-mouth
• PR

Pros: Builds strong credibility.
Cons: You can’t control it completely.

Paid Media – Paid traffic sources:

• Google Ads
• Meta Ads
• TikTok Ads
• Influencer campaigns

Pros: Fast results.
Cons: Requires budget and ongoing optimization.

2. Funnel Logic (TOFU–MOFU–BOFU)

The funnel shows the customer journey from first hearing about a product to making a purchase.

• TOFU – Top of the Funnel (Awareness): Introduce your brand to people.
  Examples: Blog posts, social media posts, short videos.
• MOFU – Middle of the Funnel (Consideration): Help prospects evaluate if your product fits their needs.
  Examples: Case studies, e-books, comparison guides, email nurturing.
• BOFU – Bottom of the Funnel (Conversion): Drive the purchase decision.
  Examples: Free demos, price quotes, exclusive discounts.

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3. My Takeaway

Understanding this framework made me realize that digital marketing is more than just running ads. Each channel has a role, and different content types are needed at every funnel stage. I plan to put these insights into practice in my upcoming projects to gain hands-on experience.