A field guide, mapped

Digital marketing fundamentals

Ten ideas, one funnel, and the glossary you need to hold your own in the meeting.

attract engage convert retain
build a simple funnel start small — measure — double down
01 – 10

The ten-stop route

Every fundamental from the source notes, grouped by what kind of work it is. Click any stop to open it — click a legend tag to see where it sits.

all
foundation
channels
measurement
brand
the math behind it

CAC vs. CLV

Analytics & data, made tangible. Customer Acquisition Cost against Customer Lifetime Value is the ratio that decides whether a channel is worth scaling.

A ratio above 3:1 is the rough industry rule of thumb for a healthy channel.
4.0:1
clv ÷ cac
quick reference

Glossary

Flip any card for the definition.

the tip

“You don't need to master every channel at once. Pick one or two that fit your audience and business goals, get good at them, then expand.”