Welcome to the Google Digital Marketing & E-commerce Certificate

It highlights the growing demand for digital marketing and e-commerce specialists and the
lack of qualified candidates in the field.

The program aims to provide the knowledge and skills necessary to pursue a career in these
high-growth fields. It emphasizes the diverse career paths available and the flexibility of the
program, which can be completed online at one's own pace.

The program covers various topics, including attracting customers, social media marketing,
email campaigns, analytics, and e-commerce strategies. The instructors, who are industry
professionals with Google experience, are introduced, along with the benefits of completing the
certificate, such as access to job opportunities and connections with employers.
Program and Course 1 overview

Week 1: Introduction to Foundations of digital marketing and e-commerce

you’ll learn about digital marketing and e-commerce basics, the tasks that people who work in
these fields do, and the transferable skills.

Week 2: The customer journey and the marketing funnel

You will learn what digital marketing and e-commerce roles and departments do within
organizations and how they create value. You’ll also be introduced to marketing concepts, like
the customer journey and the marketing funnel, that form the basis for much of what these roles
do.

Week 3: Digital marketing and e-commerce strategy

You will explore the relationship between digital marketing and branding, and how businesses
can leverage both to be successful. You’ll investigate the elements of a digital marketing
strategy, including goal setting, channel selection, and content planning. Then you’ll learn about
commonly used channels and platforms, like search engine optimization (SEO), search engine
marketing (SEM), display advertising, social media marketing, and email marketing.

Week 4: Measure performance success

You will learn the importance of measuring results and common metrics to track. You’ll also
examine how digital marketers and e-commerce specialists use data to assess and improve
performance and tell stories with data..
Introduction to Course 1

In this course, you will start by learning the basics of e-commerce and digital marketing,
including the day-to-day tasks in these industries. The course will cover core skills for success
in digital marketing and e-commerce roles, and how the program will help you develop those
skills.

The current job opportunities in the field will be explored, focusing on entry-level positions and
their associated responsibilities. You will also discover tools for engaging customers and driving
online sales, such as digital ads, email marketing, and social media.

The importance of measuring and interpreting results in order to improve strategies will be
discussed. Additionally, career tips will be provided, and resources to maximize your learning
experience will be introduced. The paragraph concludes with excitement for your journey and
readiness to begin.
What are digital marketing and e-commerce?

This paragraph discusses the evolution and significance of e-commerce and digital marketing. It
highlights that the first online sale occurred in 1994, marking the beginning of a global
industry that offers convenience and accessibility.

E-commerce encompasses various categories such as physical and digital products, services,
and software. It eliminated the need for physical storefronts and allowed for easier entry into the
business world.

To stand out in the competitive e-commerce market, businesses turned to digital marketing to
reach their target audience through channels like websites, search engines, email, and social
media. Digital marketing not only facilitates sales but also builds trust, loyalty, and better
customer service.

It offers cost-effectiveness, wider reach, faster results, and personalized communication.

What do digital marketing and e-commerce specialists do?

This paragraph discusses the daily activities and diverse roles within the digital marketing and
e-commerce industry. It compares the industry to an engine with various moving parts that work
together to keep things running smoothly.

Depending on the size of the organization, individuals may specialize in specific areas or handle
multiple responsibilities in smaller companies. The industry offers a wide range of job options
based on individual strengths and interests.

Examples of roles include marketing campaigns, website management, product development,

customer service, order fulfillment, content creation, and data analysis.

The program aims to prepare learners for jobs such as digital marketing coordinator or e-
commerce analyst, highlighting the overlapping skills and digital channels used in both fields.

The paragraph emphasizes the importance of understanding the goals and responsibilities
within digital marketing and e-commerce, such as reaching customers, driving sales, and
creating a positive customer experience.

The program will further explore core skills and provide examples of how learners might have
already practiced them.
Transferable skills for digital marketing and e-commerce

Various skills and qualities that can contribute to success in the digital marketing and e-
commerce industry.

1. Curiosity is crucial for understanding customer behavior and staying updated with
industry trends. An analytical mindset helps in problem-solving and drawing insights
from data.

2. Storytelling is used to effectively communicate data and engage customers.

3. Transferable skills such as creativity are also mentioned, as well as the need for
adaptability and leadership.

individuals are encouraged to leverage their existing skills and experiences while being open to
learning new technologies and software in a rapidly evolving industry.
Core skills of digital marketing and e-commerce specialists

Comparison of core skills in different roles

Areas of focus Digital Marketing Coordinator E-commerce Analyst

responsibilities responsibilities

Business objectives Identify campaign business Ensure customer interactions align

objectives with business objectives

Search engine Follow SEO best practices Use SEO to maximize traffic to
optimization (SEO) website

Social media Draft social media copy and Ensure social media ads increase
marketing obtain approvals traffic to website

Email marketing Execute and monitor email Ensure email ads generate desired
campaigns results on website

Marketing analytics Analyze data from marketing Analyze data from website or mobile
campaigns app

Content design and Assign content development Edit content on website

copywriting and track progress

Loyalty programs Monitor activities of returning Execute and monitor loyalty

customers programs

Many career counsellors recommend that you customize your resume for each job you apply
for so that your experience and skills align as closely as possible with the job description.
Agency roles vs. in-house roles

There are two main career paths in the digital marketing and e-commerce industry:

1. in-house positions and

2. agency roles.

In-house positions involve working for a single company to market and sell their products,
providing deep knowledge and expertise in a specific industry.

Agency roles, on the other hand, offer more variety as they involve working on different
projects across multiple industries for companies that don't have in-house marketing teams.

Both paths have their pros and cons.

In-house positions provide in-depth knowledge and stability but may limit exposure to
different projects and industries.

Agency work offers project-based collaboration, diverse experiences, and flexible

expertise, but it can also be unpredictable and demanding.

The choice between the two depends on individual career goals and preferences. The program
mentioned in the paragraph aims to prepare individuals for both paths and emphasizes that
valuable experience can lead to future opportunities regardless of the chosen path.
Roles and responsibilities in digital marketing and e-commerce

Associate-level roles in digital marketing

Below are some examples of responsibilities for associate-level roles in digital marketing. These
lists aren't comprehensive but are intended to showcase a variety of responsibilities in each
role.
Digital marketing coordinator
 Coordinate marketing activities and initiatives
 Identify target audiences through research
 Run campaigns
 Monitor metrics to evaluate trends
Marketing associate
 Prepare reports on marketing and sales metrics
 Collect and analyze customer behavior metrics, such as web traffic and search rankings
 Coordinate with marketing teams to generate digital advertising materials
 Assist with ongoing marketing campaigns

Search Engine Optimization (SEO) specialist

 Develop optimization strategies to improve search rankings
 Implement keywords for SEO
 Monitor metrics to understand SEO performance
 Update links for optimization of search rankings

Search Engine Marketing (SEM) specialist

 Identify customer personas to enable marketing to identified audiences
 Perform research on keywords for SEO and Pay Per Click (PPC) ads
 Monitor metrics to optimize paid search performance
 Identify and monitor key performance indicators (KPIs) for SEM

Social media specialist

 Develop, implement, and manage a social media marketing strategy
 Collaborate with sales and marketing teams on social media campaigns
 Create content to build customer connections and increase brand awareness
 Monitor metrics in social media campaigns for customer engagement and content
optimization insights

Email marketing specialist

 Create email marketing campaigns to promote products or services
 Create an archive of emails for lead generation
 Purge non-deliverable and unsubscribed email addresses
 Use metrics to monitor the performance of email campaigns

Associate-level roles in e-commerce

Below are some examples of responsibilities for associate-level roles in e-commerce. These
lists aren't comprehensive but are intended to showcase a variety of responsibilities in each
role.
E-commerce analyst*
  Implement e-commerce strategies to support business goals
 Set e-commerce goals and key performance indicators (KPIs) for key attributes like
audience, acquisition, behavior, and conversions
 Monitor and analyze e-commerce metrics
 Leverage e-commerce data for operational insights
E-commerce specialist
 Develop and run campaigns to increase digital sales as part of an overall digital
marketing strategy
 Optimize paid advertising campaigns using SEO and other tools
 Manage an online marketing presence, including social media platforms
 Monitor metrics for spikes in website traffic or sales

Advance to roles that further your growth

Starting an entry-level role in marketing or e-commerce is exciting, but after you gain practical
experience and hands-on work using tools in that role, you might be eager to advance your
career.
If you’re ready for a new role, below are a few possibilities and a sampling of responsibilities for
each.
Digital marketing manager
 Plan and execute digital marketing, including SEO/SEM, email, social media, and
display advertising campaigns
 Measure and report performance and return on investment (ROI) for digital marketing
 Plan, execute, and evaluate A/B tests and experiments
 Evaluate and improve the end-to-end customer experience across multiple channels and
customer touchpoints
Social media strategist
 Manage and oversee social media content
 Measure the success of social media campaigns
 Monitor and analyze metrics to recommend effective content optimization solutions
 Network with industry professionals and influencers using social media
Account manager
 Build and maintain client relationships
 Ensure the timely and successful delivery of advertising solutions based on customer
needs and objectives
 Clearly communicate the progress of initiatives to internal and external stakeholders
 Forecast and monitor key account metrics
E-commerce product manager
 Conduct market research
 Develop a product strategy for an e-commerce business based on analytics
 Define website and mobile app functionality, and deliver an optimal user experience for
both
 Understand business objectives and coordinate efforts to increase sales

Summary
Career progression is very individualized. Sometimes it can take less than a year to be ready to
advance to the next level; often it can take a few years. Here are three signs that you could be
ready to progress to the next level.
1. You consistently meet or exceed job-related performance goals.
2. You’re assigned tasks associated with a higher-level role.
3. You recently asked for more work while performing your job.
Keep in mind that your career can advance at a speed that is right for you. Always be ready and
open to new opportunities by demonstrating a positive attitude and a growth mindset in
whatever role you’re in!
E-commerce, ecommerce, or eCommerce?

The paragraph discusses the evolution of the term "e-commerce" and presents four distinct
models within the field. The term "e-commerce" has gone through different variations such as e-
commerce, ecommerce, eCommerce, or ecomm. The preference for using "e-commerce" is
highlighted, as it is the most commonly used form. The four models of e-commerce are:

Business-to-consumer (B2C): Businesses selling products or services directly to consumers.

It is the most common form of e-commerce, generating significant revenue. Digital marketing in
B2C focuses on experiential marketing, social media marketing, and influencer marketing.

Consumer-to-consumer (C2C): Individuals selling products or services to other individuals.

Examples include platforms like eBay and Etsy. Digital marketing in C2C relies on skills such as
search engine optimization (SEO), content creation, and social media marketing.

Business-to-business (B2B): Businesses selling products and services to other businesses.

The rise of software services (SaaS) has accelerated B2B e-commerce. Digital marketing in
B2B requires precise targeting and emphasizes marketing analytics and data.

Consumer-to-business (C2B): Consumers selling their products or services to businesses.

This model is supported by specialized platforms like Upwork. Influencers who sell their services
to promote companies' products also fall under this category.

The paragraph highlights the growth and significance of e-commerce models, which are
influenced by the evolving digital landscape and consumer behavior.
Glossary terms from week 1

Agency: An outside partner that fulfills a company’s digital marketing and advertising needs
Business-to-business (B2B): Refers to when businesses sell products or services to other
businesses (when businesses purchase from each other)
Business-to-consumer (B2C): Refers to when businesses sell products or services to
consumers (when consumers purchase from businesses)
Consumer-to-business (C2B): Refers to when individuals (consumers) sell products or
services to businesses (when businesses purchase from consumers)
Consumer-to-consumer (C2C): Refers to when individuals (consumers) sell products or
services to other consumers (when consumers purchase from each other)
Digital channel: Any communication method or platform a business can use to reach their
target audience online
Digital marketing: The practice of reaching consumers online through digital channels with the
aim of turning them into customers
E-commerce: The buying and selling of goods or services using the internet
Engagement marketing: (refer to experiential marketing)
Experiential marketing: The process of encouraging consumers to not only purchase a brand
or product, but to experience it
Influencer marketing: The process of enlisting influential people to endorse or mention a brand
or product to their followers on social media
In-house: Within a single company
Social media marketing: The process of creating content for different social media platforms to
drive engagement and promote a business or product
Transferable skills: Skills from other areas that can help someone progress a career in
marketing
Week 2
How digital marketing and e-commerce create value

The paragraph discusses the importance of digital marketing in today's online world. With over
60% of the global population being online, businesses need to establish an online presence to
stay competitive.

However, simply having a website is not enough, as there is a lot of competition for attention.
Digital marketing is crucial for reaching potential customers and standing out from competitors.
It goes beyond just selling products and focuses on building trust, brand awareness, and
customer loyalty.

A well-coordinated digital marketing strategy allows companies to strategically reach and

engage with customers throughout their purchase journey. The example of a running shoe
company highlights the importance of understanding the target audience, tailoring content,
setting meaningful goals, and measuring success to improve digital campaigns. Digital
marketing encompasses various practices that impact customer interactions at all levels and
stages of the purchase process. By learning about customers and employing effective
strategies, businesses can succeed online and foster long-term customer relationships.
Advantages and challenges of digital marketing

The passage discusses the advantages and challenges of digital marketing compared to
traditional marketing.

Digital marketing offers advantages such as

1. reducing wasteful spending,
2. adapting to new technologies, and
3. reaching target audiences more precisely.

It allows for cost-effective spending by selectively targeting interested individuals and enables
better measurement and data analysis. The flexibility of digital marketing to adapt to new
technologies and the ability to expand customer reach are also highlighted. However, digital
marketing also presents challenges.

Creating a consistent brand experience across multiple channels requires creating a significant
amount of content, which must be distinctive and impactful. The cost of marketing on various
channels can add up quickly. Marketers need to continually learn and keep up with new
technologies and comply with privacy regulations.

The crowded digital space makes it challenging for marketers to stand out even when targeting
the right audiences.
Inclusive marketing

The passage discusses the importance of inclusive marketing in digital marketing strategies.
Inclusive marketing involves improving representation and fostering a sense of belonging in
marketing and advertising materials. It recognizes the impact that creative choices have on
people's self-perception and the representation of underrepresented groups.

Inclusive marketing matters because it allows companies to authentically reach a diverse

audience and avoid reinforcing stereotypes or excluding potential customers. By considering
various identity traits such as race, socioeconomic status, age, ability, gender, sexual
orientation, religion, geographic location, culture, political perspective, military status, and
languages spoken, marketers can make more informed and inclusive choices.

Understanding the demographics and needs of both current and potential customers is crucial.
Overlooking certain aspects of diversity can hinder reaching specific groups. For example, if a
company's products or services are inaccessible to people with disabilities and its marketing
efforts don't address their needs, those individuals may not view the company as relevant to
them. Therefore, marketers should deeply consider their audience, ensure their perspectives
are represented, and create inclusive marketing and advertising materials that resonate with
diverse individuals.

What is inclusive marketing?

Inclusive marketing refers to the practice of creating marketing and advertising materials that
embrace and represent diverse individuals and communities. It involves intentionally including
and valuing people from various backgrounds, identities, and experiences in marketing
campaigns, messaging, and imagery. Inclusive marketing aims to promote equality, respect,
and a sense of belonging by ensuring that individuals from different races, ethnicities, genders,
sexual orientations, abilities, ages, socioeconomic backgrounds, religions, and other
marginalized or underrepresented groups are accurately and positively portrayed in marketing
efforts.

Inclusive marketing goes beyond simple diversity and tokenism. It involves understanding and
addressing the unique needs, perspectives, and challenges faced by different communities. It
requires marketers to actively seek input from and engage with diverse audiences, listen to their
feedback, and reflect their stories and experiences in marketing materials. Inclusive marketing
helps to build trust, foster meaningful connections, and create an environment where all
individuals feel valued and represented. By embracing inclusivity, businesses can expand their
customer base, strengthen brand loyalty, and contribute to positive social change.
The customer journey and journey maps

The reading emphasizes the importance of understanding customer needs and pain points in
developing an effective marketing strategy. It highlights the concept of the customer journey,
which refers to the path individuals take from discovering a product or service to making a
purchase and potentially becoming loyal customers. The customer journey consists of various
touchpoints, which are interactions with the brand throughout the process. Each touchpoint has
the potential to influence customers' impressions and decisions. By conducting customer
research and creating customer journey maps, marketers can visualize and analyze these
touchpoints to enhance the overall customer experience. The reading concludes by noting that
better customer experiences lead to greater business success. The next topics to be covered
are journey maps and the marketing funnel, which help target marketing efforts and guide
potential customers towards making purchases.
What is a touchpoint?

You learned that before a purchase happens, each interaction with a brand during a customer
journey is called a touchpoint.

Customer journey map with touchpoints, including search, reading reviews, live chat, trial
subscription, email reminder, and purchase.

The reading emphasizes the importance of monitoring touchpoints in understanding customer

decision-making during their journey to purchase a product or service. Touchpoints include
customer interactions on various media channels, such as websites, mobile apps, and social
media. Instead of categorizing touchpoints solely based on the media channel, it is essential to
consider the specific context and customer needs associated with each interaction.

By focusing on the customer's response to a particular touchpoint, such as clicking a link in a

flash sale announcement on Twitter, a deeper understanding of customer needs and
motivations can be gained. This approach recognizes that touchpoints are not generic
interactions but rather specific instances that provide contextual information.

Furthermore, touchpoints should be approached from a customer-centric perspective rather

than solely focusing on business goals. While analyzing touchpoints in relation to sales can be
informative, taking into account buyer motivations and understanding their needs provides more
valuable insights. By considering touchpoints in a customer-centric manner, businesses can
gain a deeper understanding of customer behavior and make more informed marketing
decisions.
The marketing funnel

The reading introduces the concept of the marketing funnel, which is a visual representation of
the process through which people go from first learning about a brand to becoming loyal
customers. The funnel is wide at the top and narrows towards the bottom, indicating that many
potential customers enter but only a fraction of them become loyal customers. The funnel is
divided into four stages: awareness, consideration, conversion, and loyalty.

The awareness stage is when a potential customer first encounters a brand, while the
consideration stage involves potential customers actively considering doing business with the
brand. The conversion stage occurs when a customer decides to make a purchase and become
a customer, and the loyalty stage focuses on retaining and nurturing existing customers.

The marketing funnel is complementary to the customer journey map. While the journey map
traces the customer's path to purchase from their perspective, the funnel represents the
business's plan for moving customers through the stages. The funnel simplifies the customer
journey into broad stages and helps businesses focus their goals and marketing efforts to drive
engagement and customer loyalty.

By using both journey maps and marketing funnels, businesses can better understand their
customers and optimize their marketing strategies at each stage of the funnel. The ultimate aim
is to create a smooth and appealing path from awareness to loyalty, thereby increasing the
chances of success in the online marketplace.
The traditional marketing funnel to the digital marketing funnel

A marketing funnel is a powerful way for businesses to focus and coordinate their marketing
efforts. To get the most out of a marketing funnel, businesses must optimize their work at each
stage of the funnel to reach desired outcomes.
The marketing funnel video in this course introduced you to a simple and generalized funnel
design with four stages:
 Awareness
 Consideration
 Conversion
 Loyalty

You also learned that there are multiple versions of marketing funnels. Marketing funnels have
been revised over time to reflect changes in business, technology, and even customer behavior.
This reading provides a brief history of the funnel’s evolution.

Evolution of the marketing funnel

How is tofu related to a marketing funnel? Actually, ToFU (not the bean curd product) is an
acronym for Top of Funnel. There’s also MoFU and BoFU which stand for Middle of Funnel and
Bottom of Funnel, respectively. When using any funnel, the aim is to get the most desirable
outcomes for ToFU, MoFU, and BoFU. As you read about different funnel designs, you can also
think about how the desired ToFU, MoFU, and BoFU outcomes for each are similar or different.
Traditional sales funnel
Funnels probably took shape first as sales funnels. A simple sales funnel has awareness,
interest, decision, and action stages as depicted in the following graphic.

Desirable outcomes for a sales funnel, like the one shown in the graphic, might be:
 Awareness (ToFU): The customer has a general awareness of your brand, product, or
service.
  Interest (MoFU): Your brand, product, or service comes up as a top choice when the
customer researches, comparison shops, or thinks about options.
 Decision (MoFU): The customer chooses your brand, product, or service over your
competitor’s.
 Action (BoFU): The customer purchases your brand, product, or service.

Combined marketing and sales funnel

Most likely, combined funnels for marketing and sales grew out of sales funnels. One example
is shown below.

Funnel with Traditional and Digital Marketing inputs at the top of the funnel and Awareness, Interest,
Desire, Action, and Conversion as downward-progressing stages of the funnel.
Desirable outcomes for a combined sales and marketing funnel, like the one shown in the
graphic, might be:
 Awareness (ToFU): The customer has a general awareness of your brand, product, or
service.
 Interest (MoFU): Your brand, product, or service comes up as a top choice when the
customer researches, comparison shops, or thinks about options.
 Desire (MoFU): The customer has motivation or an incentive to purchase your brand,
product, or service.
 Action (BoFU): The customer purchases your brand, product, or service for the first
time.
 Conversion (BoFU): The customer makes regular purchases and a customer
relationship is established.

Digital marketing funnel

As business and technology evolved, more specialized funnels were then developed, as in the
case of a funnel entirely dedicated to digital marketing. An example of a specialized digital
marketing funnel is shown below. Note that the Remarketing stage of the funnel is only for
customers who engaged with your brand, product, or service at least once before and didn’t
previously convert. New customers can proceed directly from the Consideration stage to the
Conversion stage.

Funnel with Awareness and Engagement, Consideration, Remarketing, Conversion, and Retention
as downward-progressing stages of the funnel.
Desirable outcomes for a digital marketing funnel, like the one shown in the graphic, might be:
 Awareness and engagement (ToFU): The customer has a general awareness of your
brand, product, or service, and engages in online activity to learn more.
 Consideration (MoFU): Your brand, product, or service comes up as a top choice after
the customer has engaged.
 Remarketing (MoFU): The customer who didn’t convert is re-engaged to consider your
brand, product, or service again.
 Conversion (BoFU): The customer purchases your brand, product, or service for the
first time.
 Retention (BoFU): The customer makes regular purchases and a customer relationship
is established.

Other marketing funnel variations

Today, specific funnels exist for many individual areas of marketing. Examples include an e-
commerce marketing funnel, a social media marketing funnel, and even a content marketing
funnel.
E-commerce marketing funnel
An e-commerce marketing funnel can include the following stages that focus on attracting and
retaining customers:
 Awareness: Build awareness of your e-commerce business.
 Consideration: Build the brand.
 Differentiation: Stand out in the business category.
 Purchase: Reach shoppers most likely to purchase.
 Brand readiness: Increase the potential for shoppers to make return purchases.
Social media marketing funnel
A social media marketing funnel can include these stages that turn a customer with brand
awareness into a customer who is an advocate:
 Awareness: Attract potential customers unaware of your brand, product, or service.
 Consideration: Stand out among your competitors so potential customers have a good
impression of your brand, product, or service.
 Action: Convince potential customers to act and make a purchase.
 Engagement: Keep customers engaged after they make a purchase so your brand,
product, or service remains top-of-mind and in the spotlight.
 Advocacy: Build trust with customers so they recommend your brand, product, or
service to others.

Content marketing funnel

A content marketing funnel can include these stages to help marketers organize and focus their
content:
 Awareness: Build web pages, blogs, social media posts, infographics, and podcasts.
 Evaluation: Focus on surveys, email, webinars, and educational events.
 Conversion: Provide customer success stories, webinars, specifications, and demos.

Key takeaways
The key takeaways for funnels are:
 There isn’t a single funnel that fits all needs.
 Funnels are created for general sales and marketing needs.
 Funnels are also created for specialized areas of marketing.
 Effective marketing efforts incorporate funnels to optimize desired outcomes.

Finally, as a reminder, although this reading introduced a variety of funnels, the marketing
funnel that you will refer to often in this program is the one shown below.
The top of the funnel: Awareness and consideration

The reading focuses on the awareness and consideration stages of the marketing funnel.

In the awareness stage, it is important to conduct research to understand the target

audience and choose the right channels to reach them. Tactics such as search engine
optimization, digital ads, and partnerships with other brands or influencers can help raise
awareness. It is essential to maintain a consistent online presence to stay fresh in the minds of
potential customers.

Moving on to the consideration stage, the goal is to increase the chances of a potential
customer making a purchase. Providing reasons for them to stick around or return, such as
personalized ads and engaging content, can be effective. Generating leads by capturing
personal information allows for further engagement and nurturing. Educating potential
customers about products or services and addressing their pain points helps build trust and
facilitates informed decision-making.

To summarize, the top of the funnel focuses on creating awareness and engaging
potential customers. Research, multiple channels, and consistent presence are crucial for
effective marketing strategies. In the consideration stage, providing valuable information and
addressing customer needs can lead to more conversions.
Case study: How MERSEA structures its marketing funnel

There is no one correct way to structure a marketing funnel. A key to a successful funnel is
trying and testing new ideas. MERSEA has been successful with its online marketing efforts
because it didn’t simply set up an e-commerce store. MERSEA built a marketing funnel to
complement it.

A well-made product is important, but a well-rounded marketing approach helps sell the product.
A mix of the right marketing strategies drives customers through the funnel. The customers go
from unaware of the brand to interested to first-time customers to repeat customers.
Measuring success at the top of the funnel

The reading emphasizes the importance of measuring success in marketing strategies,

specifically at the top of the funnel. Metrics are used to track and assess progress towards
objectives.

In the awareness stage, metrics such as impressions, reach, and frequency are utilized to
measure the impact of ads. Impressions represent the total number of times an ad is shown,
reach measures the number of unique individuals who encounter the ad, and frequency
indicates how many times each individual sees the ad. By analyzing these metrics, marketers
can evaluate the effectiveness of their ad strategy and make necessary adjustments.

At the consideration stage, the focus is on measuring engagement. Metrics like website
interactions, such as searches, page visits, duration, and email sign-ups, help gauge how
potential customers are engaging with the content. It is essential to set clear goals for each
stage of the funnel and understand which metrics are relevant to those goals. Measuring
awareness and engagement can be more challenging than measuring sales at the bottom of the
funnel, but it is crucial for marketing success.
The bottom of the funnel: Conversion and loyalty

The conversion stage is when potential customers make a purchase and become actual
customers. Businesses aim to demonstrate and deliver value to build trust and confidence in the
purchase decision. Different companies may have different approaches to facilitate conversions,
but the goal is to turn potential customers into buyers. Clear and useful content, smooth
checkout processes, and well-placed product-focused ads are some tactics that can aid in the
conversion stage.

After making a purchase, maintaining customer loyalty becomes crucial. Customer loyalty is
nurtured (care for and protect) by creating a positive post-purchase experience and engaging
with customers through methods like follow-up emails, rewards programs, and social media
interactions. Building a strong relationship with customers increases the likelihood of repeat
purchases and creates devoted fans.

To thrive (grow or develop well) in the online marketplace, businesses need to focus on
optimizing results at each stage of the funnel.
Measuring success at the bottom of the funnel

Because, the focus is on measuring success at the bottom of the marketing funnel, specifically
in the conversion and loyalty stages.

At the conversion stage, businesses can measure the number of conversions, as well as track
metrics like time to conversion, cost per conversion, average touchpoints before conversion,
and average order size. These insights help identify areas for improvement, such as addressing
cart abandonment issues.

In the loyalty stage, measuring customer loyalty depends on the target audience and specific
goals of the business. Common metrics include the rate of repeat purchases, length of time
between purchases, number of orders per customer, rate of account activation, and
engagement with rewards programs. Loyalty metrics enable businesses to refine strategies,
improve customer relationships, boost sales, and enhance retention rates.

Measuring results throughout the funnel allows businesses to optimize their efforts at each
stage, nurture leads effectively, and meet customer needs.
The future of e-commerce

The future of e-commerce is discussed in this reading, focusing on potential trends and
innovations that may shape the industry over the next decade. Three key areas of development
are highlighted:

Specialization of smaller retailers: While large online marketplaces and retailers will continue
to dominate, smaller retailers may differentiate themselves by offering highly customizable
products, niche categories not provided by larger retailers, and personalized service.

Immersive is an experience, activity, or environment with the capability to involve users to the
extent that they feel physically present and engaged as if in real life.

Immersive customer experiences: Virtual and augmented reality technologies can provide
immersive online experiences, allowing customers to virtually handle or try on products. Virtual
reality (VR) offers a fully immersive experience, while augmented reality (AR) enhances the
existing physical world by overlaying digital elements. This technology can enable customers to
virtually try on clothing or view products in their own environment.

Distribution and delivery innovations: Advancements in distribution and delivery methods are
anticipated, such as the use of drones or self-driving vehicles for last-mile delivery between
warehouses and residential or office locations. These innovations have the potential to become
more commonplace in the next decade.

Overall, the future of e-commerce is expected to involve increased specialization, immersive

customer experiences through technologies like VR and AR, and advancements in distribution
and delivery methods.
Glossary terms from week 2
Awareness stage: The first stage of the marketing funnel, when a potential customer first becomes
aware of the product or service
Consideration stage: The second stage of the marketing funnel, when a potential customer's
interest builds for a product or service
Conversion: The completion of an activity that contributes to the success of a business
Conversion rate: The percentage of users or website visitors who completed a desired action, such
as clicking on a link in an email or purchasing a product
Conversion stage: The third stage of the marketing funnel, when marketers capitalize on the
interest people have already shown
Customer journey: The path customers take from learning about a product, to getting questions
answered, to making a purchase
Customer journey map: A visualization of the touchpoints a typical customer encounters along
their purchase journey
Frequency: How many times an individual encounters an ad in a given timeframe
Impressions: The total number of times an ad appears on people’s screens
Inclusive marketing: The practice of improving representation and belonging within the marketing
and advertising materials that an organization creates
Lead: A potential customer who has interacted with a brand and shared personal information, like an
email address
Local search: A search query that generates local-based search results
Local SEO: Optimizing content so that it displays in Google's local search algorithms
Loyalty stage: The fourth stage of the marketing funnel, when customers become repeat customers
and brand advocates
Marketing funnel: A visual representation of the process through which people go from learning
about a brand to becoming loyal customers
Omnichannel: The integration or synchronization of content on multiple channels
Pain points: Problems customers want to solve
Reach: The total number of unique individuals who encounter an ad across their different
devices
Target audience: The group of people most likely to purchase a company's products; often defined
as the combination of customer personas
Touchpoint: Any interaction a customer has with a brand during their purchase journey