This was a wonderful introduction, right now am so pumped for what comes next.

I picked up a few key things I would just highlight below

1) Targeted marketing is a key benefit of Digital marketing, this would increase the lead conversion as the people being marketed to are interested parties.
2) Digital Marketing can be incorporated with offline tactics to maximize turnover
3) Ads engagement can be monitored by Web analytics. This should be able to help a marketer know the ads which serve as the best lead magnet.
4) The fact that through online reputation marketing, positive online reviews can be gathered or promoted is a completely new scope to me.

However, I have a question I hope would be answered as the module progresses.

Under search engine marketing, Ready made units can be bought from 3rd party sites. Can these engagement also be considered as organic traffic.