Introduction to the Digital Marketing Scene
There’s a strange loop taking over social media right now. Scroll through TikTok, YouTube Live, or Instagram, and you’ll see a parade of “digital marketing experts” promoting their latest PDF guide, online course, or coaching program. What’s it about? Digital marketing. But not the kind that helps actual businesses improve performance, it’s a course on how to sell a course about selling courses. Welcome to the infinite funnel.
The History of Digital Marketing
Digital marketing isn’t new. Some of these influencers act like they’ve discovered a goldmine no one else knows about. They pitch digital marketing as a revolutionary idea in 2025, positioning themselves as hustlers in a fresh, untapped niche. What they don’t realize (or ignore) is that digital marketing has been around for decades. The platforms evolve, but the fundamentals … value creation, targeting, conversion … haven’t changed.
What They’re Really Selling
These self-declared innovators aren’t breaking new ground. They’re selling reheated versions of what thousands of others have already given away for free. Look closer, and the reality becomes obvious: their primary product is a course about how to sell digital marketing courses. It’s a pyramid of PDFs. There’s no end-user value, no client service, no business utility. The only people buying are others who want to learn how to sell the same thing. It’s a cycle of recycled content, dressed up as entrepreneurship.
The Problem with PDFs
And speaking of PDFs, can we talk about format? PDFs are clunky and outdated. They’re horrible on mobile devices, which is exactly where the target audience is consuming this content. Mobile-first design is a basic digital principle that these “experts” seem to miss entirely.
The Role of AI in Digital Marketing
Generative AI has lowered the barrier to entry. Anyone can now create a slick-looking “course” in a weekend. A few prompts to ChatGPT, some Canva graphics, and suddenly they’re an educator. But speed doesn’t equal value. These courses are often superficial, filled with filler, and built with zero experience behind them.
Real-World Applications of AI
Instead of using AI just to churn out marketing funnels and PDFs, people should explore the real power of AI, because the possibilities go far beyond course creation and promotion. You can use AI to:
- Build automation tools that save businesses hours of repetitive work
- Generate tailored customer support scripts and chatbot flows
- Analyze data trends and create reports that drive smarter decisions
- Write and optimize SEO content that actually ranks
- Personalize marketing campaigns at scale based on audience behavior
- Prototype product ideas with AI-generated mockups and user flows
- Translate and localize content for global markets
- Assist with coding, debugging, and software development
- Improve productivity with custom GPT-based tools for internal teams
The Lack of Real-World Experience
Ask them about client work. Ask them about running real campaigns in industries outside their own funnel. Ask them about SEO for e-commerce, lead gen for a law firm, or managing ad spend for a B2B software company. You’ll get vague answers or a change of subject. They don’t show results, only revenue from selling the course. That’s not digital marketing. That’s content arbitrage.
Free Resources Available
Another inconvenient truth: everything they’re selling is already on YouTube. And usually better. Video walkthroughs, tutorials, case studies, expert interviews, tool reviews, you name it. Free, high-quality, and proven. Why pay for a PDF when you can watch someone build a real campaign step by step?
Branding Over Substance
What these influencers are good at is branding themselves, not marketing products or services. Their skill is in aesthetic curation, posing in front of cars, buying followers, and editing reels with motivational audio. That’s not digital strategy. It’s personal image management.
The Virtual Echo Chamber
The whole scene is one giant echo chamber. They quote each other, reference the same tactics, and spin the same narratives. It creates the illusion of widespread success and expertise, but under the surface, it’s all fluff.
Targeting the Vulnerable
These schemes often prey on those looking for quick wins. Young people, burned-out professionals, and stay-at-home parents are lured in with the dream of passive income. They’re not told that real digital marketing requires learning platforms, testing campaigns, analyzing data, and yes, failing sometimes.
The Reality of Digital Marketing
Instead, they’re told: “Download this PDF. Launch your course. Watch the money roll in.” That’s not advice. That’s bait. They dangle the dream of passive income with bold claims like “quit your job in 30 days” or “start making $10k/month from your phone.” What they don’t show is the reality: real digital marketing is work. It takes experimentation, continuous learning, and a foundation in real business needs.
Where’s the Real Value?
Real digital products solve problems. They help businesses grow, automate workflows, acquire leads, and improve customer experience. They’re built with purpose and tested in the wild. Courses that exist only to teach others how to build the same course are empty vessels. They don’t improve operations. They don’t create jobs. They don’t move the needle.
Conclusion
The digital marketing scene is filled with people selling courses on how to sell courses. These courses are often superficial and lack real-world value. Instead of buying into these schemes, you should focus on learning real digital marketing skills and using AI to solve real-world problems. With the right mindset and skills, you can create something truly valuable and stand out in the digital marketing space.
FAQs
- Q: What is digital marketing?
A: Digital marketing is the promotion of products or services using digital channels such as search engines, social media, and email. - Q: Is digital marketing a new field?
A: No, digital marketing has been around for decades. - Q: What is the problem with PDFs in digital marketing?
A: PDFs are clunky and outdated, and they’re often used to sell superficial courses. - Q: How can I learn real digital marketing skills?
A: You can learn real digital marketing skills by watching video tutorials, reading blogs, and taking online courses that focus on practical skills. - Q: How can I use AI in digital marketing?
A: You can use AI to build automation tools, generate tailored customer support scripts, analyze data trends, and more. - Q: What is the reality of digital marketing?
A: Real digital marketing is work. It takes experimentation, continuous learning, and a foundation in real business needs. - Q: Where can I find free resources to learn digital marketing?
A: You can find free resources on YouTube, blogs, and online communities.
