This module describes the opportunities provided by digital technologies, and explores how digital is disrupting the way that individuals, organizations, and businesses communicate and interact. It examines the impacts of social media and artificial intelligence (AI), and the growing power of the consumer in the digital marketplace. It introduces the core concepts, principles, and purpose of digital marketing, and the different digital media, channels, and tactics used in a digital strategy to drive a campaign. Finally, it explores the role of the the buyer’s journey in engaging an audience effectively.