Welcome to the first lesson of this digital marketing and media essentials course. In each of the subsequent eight lessons we will be covering a specific area or aspect of digital marketing. So the purpose of this lesson is to set the scene for your tour of the wealth of interesting and innovative tools and tactics for the digital age marketer.

Here are the four topics covered in this lesson:

1. Discontinuity: You’ll learn all about the discipline of digital marketing in this course, but remember – it’s not a set of commandments! Change is the only constant in the digital marketing world. So we’re going to start by exploring the phenomenon of discontinuity which underpins every aspect of digital.
2. A Fresh Look at the 4 Ps: Time for the 4 Ps to move over – the 4 Cs are the latest thing! Just as technologies are born, develop, peak and then fade, some of the old business models are also transient. The 4 Cs is a new marketing model which suits the modern customer-centric digital age.
3. Australian Digital Landscape: In this topic, you’ll see a range of stats to bring you up-to-date with what the online consumer is up to these days and some more stats to illustrate how businesses are reacting to their customers’ behaviour and what they’re spending their marketing dollars on.
4. Customer Journey and POEM: There are two useful models encapsulated in this topic which will be useful throughout the course. Most marketers are no stranger to the idea of the customer journey – how our customers become aware, seek out and buy products. The POEM model is a simple model to summarise how marketers match their tactics and channels to these buying processes.

So now it’s time to get into the first topic – Discontinuity.