Digital marketing basics and the Ethiopian audience

Module 01 / 5 · 50 min · Free preview

Learn the digital marketing funnel from awareness to advocacy, the difference between owned, earned and paid media, and who the Ethiopian digital customer really is.

In this module you will learn to

Explain the five stages of the digital marketing funnel and what a bank wants at each stage
Tell owned, earned and paid media apart and give a bank example of each
Describe the Ethiopian digital audience: mobile-first, data-cost conscious, multilingual and social-media led
Read simple funnel numbers and spot where customers drop out

Built on

Erudite Africa course specification: 4.g Digital Marketing and Digital Banking, Level 1 Beginner (October 2026)
Erudite Africa: Training Module, Ethiopian Context, programme overview and regulatory register (October 2026)
National Bank of Ethiopia Proclamation No. 1359/2025; NBE Directives ONPS/09/2023 and NBE/INT/13/2026; NBE Instruction FCPED/142/26
NBE financial consumer protection directive FCP/01/2020, and the advertisement, personal data protection, electronic transaction, computer crime and hate speech and disinformation laws, as reported in the course specification
World Bank, Ethiopia Telecom Market Assessment (July 2025)

Examples and organizations are fictional. Apply your own organization's approved policies.