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On February 25, 2026, at 13:00, a lecture was delivered at 91��ý Kazakh National University for students majoring in marketing on the topic “Digital Marketing Channels and Their Scientific Foundations: SEO, SEM, SMM, Content Marketing, and Omnichannel Strategy.” The lecture was conducted by marketing practitioner and first-year PhD student in Marketing, Assel Tailakova.

     The purpose of the event was to deepen students’ theoretical knowledge in the field of digital marketing, explain the scientific and methodological foundations of modern marketing tools, and develop competencies for their practical application.

     During the lecture, the main digital marketing channels were comprehensively examined. In particular, mechanisms for increasing organic traffic through SEO (Search Engine Optimization), the role of SEM tools in paid advertising systems, the importance of SMM in brand positioning on social media platforms, the function of content marketing in building long-term relationships with audiences, and the effectiveness of omnichannel strategy in integrating online and offline channels were analyzed from a scientific perspective.

     Additionally, issues related to data-driven decision-making, consumer behavior analysis, and the development of an integrated marketing communications model were discussed. Through practical examples, students became familiar with how modern companies apply digital marketing tools.

     The lecture was conducted in an interactive format, encouraging active discussion and engagement. As a result, students developed a systematic understanding of the interconnection between digital marketing channels, their scientific foundations, and their practical implementation in a professional environment.

    The lecture represents an important contribution to the university’s efforts in integrating digital transformation elements into the educational process and enhancing students’ professional training.