Google digital marketing course

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Program overview

• Attracting customers through search engines and online ads

• Engaging customers on social media
• Creating email campaigns
• Measuring and analyzing results
•Managing customer relationships
• Optimizing an e-commerce store
• Preparing for jobs

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Glossary for course

A
A/B testing: A method of testing where two versions of content with a single differing
variable are compared to determine which yields better results

Abandoned cart: When a potential customer adds an item to their cart, but doesn’t
complete the purchase

Abandoned cart email: A follow-up email sent to customers who added an item to their
cart but didn’t complete the purchase

Accessibility: Considering the needs of people with disabilities when products, services,
and facilities are built or modified, making them usable by people of all abilities

Acquisition email: An email sent to acquire new customers

Ad auction: A process that determines the best ad to show to a person at a given point
in time

Ad extension: A Google Ads feature that shows additional information about the
business, such as website links, a phone number, or address

Ad formats: Elements such as text, videos, images, digital content ads, and more that
make up a Google Ad

Ad group: A group of ads that is organized by a group of keywords

Ad spend: How much a company spends directly on advertisements

Agency: An outside partner that fulfills a company’s digital marketing and advertising
needs

Alt text: A brief, written description of an image with the primary purpose of assisting
individuals who are visually impaired

Anchor text: The visible text in a hyperlink

Applause rate: The number of approval actions—such as likes, mentions, Retweets, or

favorites—that a post receives relative to the total number of followers

Area chart: Represents data in the same way as a line chart, but with the space under
the line filled in to form a visual area

Artificial intelligence (AI): A field developing intelligent machines and software that
simulate human thought or work

Attribution: Assigns credit for conversions from ads, last clicks, or other touch points
along a user's path to conversion completion

Attribution project: Organization for macro and micro conversions in Google Analytics

Automated bidding strategy: A Google Ads feature that automatically sets a bid for an
ad based on an ad’s likelihood to result in a click or conversion that helps achieve a
specific goal

Autonomous marketing: Uses real-time analytics to automate marketing activities

Average daily budget: The average amount set for each ad campaign on a per-day
basis

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Average order value (AOV): The sum of individual order amounts divided by the
number of orders

Average session duration: Reported in seconds, a calculation that divides the total
duration of all sessions by the number of sessions

Awareness stage: The first stage of the marketing funnel, when a potential customer
first becomes aware of the product or service

B
Backlink: A link that points to a website from another site

Behavioral data: Refers to information about the actions a customer takes—or doesn’t
take—when it comes to shopping on a website

Best sellers report: A report in Google Merchant Center that provides information about
the most popular brands and products used in Shopping ads and free listings

Bid: The amount a marketer is willing to spend each time a potential customer clicks
their ad or calls their business

Bid modification: Bidding a percentage more or less than a starting bid

Bidding strategy: Tells an advertiser how much to pay for each user action related to an
ad
Big data: A field in analytics that systematically mines and extracts information from very
large datasets for insights

BigQuery: Google’s cloud-based data warehouse solution

Blog: A discussion or informational website published on the internet consisting of

discrete, often informal diary-style text entries

Blogging: Refers to self-published writing that lives online

BOPIS: An acronym for “buy online, pick up in store”

Bounce rate: The percentage of website visitors who view one page and then leave the
site
Brand: How a business or organization is perceived by the public

Branding: To promote a product or service by identifying it with a particular brand

Brand advocacy: Measures the number of customers who promote a brand through
word-of-mouth marketing or other methods

Brand awareness: How familiar people are with a particular business or product

Brand awareness metrics: Metrics that measure the attention a brand received across
all social media platforms during a reporting period

Brand equity: The value consumers attribute to one brand’s offerings when compared
with similar products from another brand
Brand evangelists: Customers who are so passionate about a product or service that
they enthusiastically promote it to others

Brand identity: The combination of elements that inform how people perceive a brand

Brand position statement: Outlines exactly what a company does and for whom, and

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Brand position statement: Outlines exactly what a company does and for whom, and
what makes it different from competitors

Brand safety: Keeping a brand's reputation safe when they advertise online

Brand voice: The distinct personality a brand takes on in its communications

Brand voice guidelines: Describes the way a brand should be presented in writing

Branded content: Any post that features a third-party product, brand, or sponsor

Breadcrumbs: A row of internal links at the top or bottom of the page that allows visitors
to quickly navigate back to a previous section or the homepage

Brick-and-mortar: A traditional retail store with a specific location where customers can
come to shop

Broad match: A keyword match type in Google Ads that shows ads when someone
searches for a term related to a keyword

Broken link: A link that leads to a webpage that no longer exists

Bucket testing: (refer to A/B testing)

Budget spend: How much is allocated to or spent on a campaign

Business goal: A desired aim, achievement, or outcome for a business

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)

C
Call to action: An instruction that tells the customer what to do next

Campaign: A plan of action for how a set of one or more ad groups that share a budget,
location targeting, and other settings will be distributed online

Cart abandonment: When a customer adds an item to their cart, but doesn't complete
the purchase

Cart abandonment rate: The percentage of customers who add a product to their
shopping cart and leave the site without completing their purchase

Cell: A position in a spreadsheet with a column and row designation; for example, cell
A2 is the unique position in column A and row 2

Change management: Methods, practices, approaches, and processes that

organizations take to ensure changes are implemented smoothly

Chatbot: A programmed system that responds to common customer questions

Chronological feed: A social media stream that displays the latest published content
first

Click: An interaction with an ad and online user

Click-and-mortar: A type of retail store that sells online as well as in a brick-and-mortar
store

Click-to-open rate: The percentage of email recipients who clicked on one or more links

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Click-to-open rate: The percentage of email recipients who clicked on one or more links
in an email

Closed captions: Subtitles that are overlaid on video and can be turned on and off by
users

Color contrast ratios: Measures the luminescence (or brightness) of a lighter color
against the luminescence of a darker color

Comma-separated values (CSV): A file format in which a comma is placed between

each data value in the file

Competition: The other sellers that exist already in the market

Complaint rate: The percentage of complaints recipients send to mailbox providers

about receiving an email

Confidence interval: The range of possible values after accounting for the margin of
error

Confidence level: How likely an experiment’s range of results would contain all results if
the test ran longer; most researchers select a 95% confidence level

Consideration stage: The second stage of the marketing funnel, when a marketer
provides customer with more detailed information

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)

Contact page: A common webpage on websites that provides information for visitors to
contact the organization or individual hosting the website

Content buckets: Categories to group marketing content

Content marketing: A marketing technique that focuses on creating and distributing

valuable content to a specific audience

Continuous metrics: Metrics that are measured and change over time

Conversion: The completion of an activity that contributes to the success of a business

Conversion paths: A feature in Google Analytics that enables a marketer to view the
first and last touchpoints before conversion and touchpoints in between

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 rate optimization: The process of increasing the percentage of users or
website visitors who complete a desired action

Conversion stage: The third stage of the marketing funnel, when

a marketer capitalizes on the interest people have already shown

Cookie: A small file stored on devices that tracks user behavior and analyzes traffic

Copy: Any written material that encourages a customer to buy a product or service

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Copy: Any written material that encourages a customer to buy a product or service

Cost per acquisition (CPA): The average cost of acquiring a potential customer

Cost per action (CPA): The amount a marketer pays when someone completes a
desired action

Cost per click (CPC): The amount a marketer pays when someone clicks on their ad

Cost per thousand impressions (CPM): The amount a marketer pays for every 1,000
impressions an ad receives

Cost per view (CPV): The amount a marketer pays when a viewer watches a video ad
for a minimum amount of time or interacts with it, such as when they click a link
embedded in the video

Crawlers: Automated software that crawls (fetches) pages from the web and indexes
them

Crawling: The process of finding new or updated webpages

Creatives: Any content that can be promoted in a campaign, such as text, images, GIFs,
or videos

Cross-channel attribution: A model in Google Analytics that attributes a percentage of

a conversion to all advertising channels with touchpoints

Cross-selling: A sales technique used to encourage customers to spend more by

purchasing a product that’s related to what they’re already buying

Curriculum vitae (CV): A document that presents a full history of an applicant's full
academic credentials and professional experience

Custom audiences: A platform feature that allows a marketer to create relevant

remarketing campaigns to reach highly-specific groups of people by uploading email lists
of existing customers and followers

Customer acquisition: The process of gaining new customers

Customer acquisition cost (CAC): The average cost of acquiring a paying customer

Customer engagement: The interactions and emotional connection between a

customer and a brand

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

Customer lifetime value (LTV or CLV): The average revenue generated per customer
over a certain period of time

Customer persona: Represents a group of similar people in a desirable audience

Customer persona barrier: What is preventing the customer from achieve their goal

Customer persona goal: What the customer wants to achieve

Customer referral: A word-of-mouth initiative that encourages existing customers to

introduce their family, friends, and contacts to become new customers
Customer relationship management (CRM) system: Software that helps a business
manage and monitor its interactions with existing and potential customers

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manage and monitor its interactions with existing and potential customers

Customer retention rate: The percentage of customers that a company retains over a
certain period of time

Customer satisfaction (CSAT) survey: A tool that measures how products and
services supplied by a company meet or surpass customer expectations

Customer service: The advice and support a company provides to its customers before,
during, and after a purchase

D
Dashboard: A tool to track, analyze, and display KPIs, metrics, and insights dynamically
based on interactive user criteria

Data: A collection of facts or information

Data analysis: Examining data to draw conclusions, make predictions, and drive
informed decision-making

Data analytics: Monitoring and evaluating data to gain actionable insights

Data anonymization: Techniques to mask or remove personal information from data to

protect the identities of people

Data bias: Human error that skews data collection or interpretation of data in a certain
direction

Data ethics: The study and evaluation of moral challenges related to data collection and
analysis

Data privacy: Rights of individuals under the law to control how their personal
information is collected, processed, shared, archived, and deleted
Data-driven attribution: Measures customer engagement with marketing content
across channels to understand what is motivating them to take action

Data-ink ratio: The proportion of ink (or pixels in digital content) that is used to present
actual data compared to the total amount of ink (or pixels) used in an entire visualization

Data pulling: Collecting data from analytics tools and putting it in a spreadsheet or
database
Data reporting: Organizing and summarizing data to track performance across
marketing and sales efforts

Data storytelling: Conveying data insights to a specific audience using a clear and
compelling narrative

Data visualizations: Graphical representations of data that convey information

Dead stock: Inventory that remains unsold for a long period of time and has little chance
of selling in the future

Demand: How much consumers are willing and able to buy a certain product over a
given period of time

Demographic targeting: Delivering an ad based on user information, like age

Demographics: Information specific to the customer, such as age, gender identity,

income, family size, occupation, education, and location

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Digital advertising: Communication made by a company to promote its brand, product,
or service using various platforms and online channels

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
Digital shopping cart: The virtual equivalent of a physical shopping cart

Dimensions: Attributes or characteristics of an event that determine the metrics

collected in Google Analytics

Discrete metrics: Metrics that have specific values, can be counted, or are binary—like
on/off or true/false settings

Display ad: A visual ad format placed on websites or applications

Display campaign: A Google Ads tool that allows businesses to place image
advertisements across various websites

Domain: The core part of a website’s URL, or internet address

Dropshipping: A fulfillment method in which products are shipped from the supplier
directly to the customer

Duration: How long a campaign will run

Dynamic remarketing: A process that allows a company to show previous visitors ads
that contain products and services they viewed on the company’s site

E
E-commerce: The buying and selling of goods or services using the internet

E-commerce platform: A software application that allows businesses to sell products or

services online
E-commerce point-of-sale (POS) system: Software that allows a business to process
payment transactions from customers online

E-commerce store: A store that sells its products online

E-commerce strategy: A working plan to promote an online store and increase its sales

Earned media: Any positive digital exposure generated through personal or public
recommendations

Elevator pitch: A short, memorable description that explains a concept in an easy-to-

understand way

Email body: The text in the main content of an email

Email bounce rate: The percentage of emails sent that could not be delivered to the
recipient's inbox

Email copy: The text in a subject line, preview text, and email

Email marketing: The process of sending messages to a list of existing subscribers to

share information, drive sales, or create community

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share information, drive sales, or create community
Email marketing provider: A company that offers email marketing or bulk email
services

Email marketing report: A collection of KPIs presented to the team and stakeholders to
inform them of a campaign’s progress

Email marketing strategy: A set of procedures that a marketer identifies and follows to
achieve their desired marketing goals with email advertising

Engagement: How an audience interacts with a brand on social media

Engagement marketing: (refer to experiential marketing)

Event: An activity that causes data collection to occur in Google Analytics

Evergreen content: Content that will be relevant over a long period of time

Exact match: A keyword match type in Google Ads that shows ads when someone
searches for a term that has the same meaning or same intent as a keyword

Experiential marketing: The process of encouraging consumers to not only purchase a

brand or product, but to experience it

External link: A link on a website that leads to content on other sites

F
Featured snippet: A special box that displays information about a search in the results
page
Federated Learning of Cohorts (FLoC): Grouping people together when
they have similar browsing characteristics without the use of a unique identifier per
browser; may be used for internet-based advertising which is an alternative to using
cookies

First click attribution: Assigns all the credit to the first touchpoint that eventually leads
to a conversion

Flight: (refer to duration)

Follow-up interview: A more in-depth meeting that often includes members of the team
that the applicant will be working with

Follower: Someone who opts in to receive updates from a business or brand on a social
media platform
Footer: A navigation section at the bottom of a website

Forecasting: The process of predicting the future demand for products

Forward rate: The percentage of recipients who click on the “share” button to post to
social media or who click the “forward” button to send to others

Frequency: How many times an individual encounters an ad

Frequently asked questions (FAQ): A section on a website that provides answers to

the questions that customers might have regarding a business, their products or
services, policies, processes, and more
Fulfillment service: A third-party company that prepares and ships orders from their
fulfillment centers

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fulfillment centers

G
Generalist: Someone who is knowledgeable about many topics and has various
interests

Geographic segmentation: The grouping of customers with regards to their physical

location
GIF: An animated image

Goal-based automated bidding: A bidding strategy where a marketer sets an ROAS or

cost per action target to maximize the advertising goal at a certain efficiency

Google Ads: An online advertising platform where advertisers bid to display brief
advertisements, service offerings, product listings, or videos to web users

Google Analytics: A web analytics service that tracks and reports website traffic

Google Business Profile: A tool that allows local businesses to tailor how their
information appears on Google Search and Google Maps

Google Display Network: A group of websites, videos, and apps where ads can appear

Google knowledge panels: Information boxes that appear on Google when someone
searches for people, places, organizations, or things that are available in Google’s
knowledge database

Google Merchant Center: A tool advertisers use to upload their store and product data
to Google and make it available for Shopping ads and other Google services
Google Search Console: A tool that helps users better understand how a website is
performing on Google Search
Google Trends: A free Google tool that lets people explore what citizens around the
world are searching for on Google

Googlebot: The generic name of Google's crawler

H
Hashing: A security method which turns the personal information in email lists into
randomized code
Hashtag: A word or phrase preceded by the pound symbol that indicates that a piece of
content relates to a specific topic or category

Heat map: A data visualization tool that demonstrates how visitors interact with a
website
Histogram: Shows individual data points that have been categorized into ranges, with
the frequency of each range represented by the height of a unique column
Home page: The main page of a website

Horizontal bar chart: A 90-degree rotation of a vertical column chart

HTTPS: An internet communication protocol that protects the integrity and confidentiality
of data between the user’s computer and the site
Hypertext Transfer Protocol Secure (HTTPS): A method of transferring information
over the internet that protects the integrity and confidentiality of data between the user’s
computer and the site

I
Impression: When a piece of content is displayed to a target audience

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In-house: Within a single company

Inclusive marketing: The practice of improving representation and belonging within the
marketing and advertising materials that an organization creates

Incremental sales: The sales during a period of time that are above and beyond what a
business normally sells in that timeframe
Indexing: The process of Google saving and organizing website information to display in
the search engine

Influence: The degree to which a stakeholder can convince people to take certain
actions

Influencer: A person with the ability to influence potential buyers of a product or service
by promoting or recommending the items on social media
Influencer-generated content: Any post created by an influencer that promotes a
brand’s products and services
Influencer marketing: The process of enlisting influential people to endorse or mention
a brand or product to their followers on social media
Influencer marketing platform: Software that provides influencer discovery tools such
as large searchable databases of potential influencers

Informative report: A report used to provide company leadership with a broad

understanding of campaign performance, focusing on larger metrics like return on
investment (ROI) and other key performance indicators (KPIs)

Insight: Information that is discovered through research or data analysis and that can be
actioned upon to benefit a marketing strategy
Insight report: A report that finds meaning in the data and aims to communicate that
meaning at a high-level to stakeholders

Interest: The degree to which a project informs or impacts a stakeholder’s objectives

Interest targeting: Delivering an ad based on user preferences

Internal link: A link on a website that points to other pages on the site

Internet troll: A person who intentionally antagonizes others online by posting

inflammatory, unnecessary, or offensive comments or other disruptive content

K
Key performance indicator (KPI): A measurement used to gauge how successful a
business is in its effort to reach a business or marketing goal

Keyword: A search term that people use to find information, products, or services online
Keyword research: The process of finding terms and phrases that people use in search
engines
Keyword stuffing: The practice of loading a webpage with keywords or numbers in an
attempt to manipulate a site’s ranking in the search results

L
Landing page: The first page a visitor encounters when they go to a website

Last click attribution: Assigns all the credit to the last known touchpoint before

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Last click attribution: Assigns all the credit to the last known touchpoint before
conversion
Law of diminishing returns: An economic principle stating that if investment in a
particular area increases, the rate of profit from that investment will eventually decrease
if other variables remain constant

Lead: A potential customer who has interacted with a brand and shared personal
information, like an email address
Lead generation: The practice of collecting a potential customer’s email address

Lifetime ROAS: The result of multiplying the number of new customers by the total LTV
and dividing the result by the ad spend

Lifetime value (LTV): The average revenue generated by customers over a certain
period of time
Line chart: A chart in which individual data points for a changing variable are connected
with a continuous line
Linear attribution: Assigns equal credit to each touchpoint along the customer journey

List growth rate: The rate at which an email subscriber list grows

List-based remarketing: Uses lists of existing customers or visitors who have provided
their email address and shows specific ads to them

Live chat: A customer service technology that allows customers to communicate in real
time with a business representative

Live View: A feature in Shopify that provides a real-time view of an e-commerce store’s
activity as it happens
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

Location targeting: Delivering an ad based on user location

Lookalike audience: People with similar demographics and behaviors who haven’t yet
been introduced to a brand
Loyalty stage: The fourth stage of the marketing funnel, when customers become
repeat customers and brand advocates

LTV to CAC ratio: The total LTV (total lifetime value) divided by CAC (customer
acquisition cost)

M
Macro conversion: A completed purchase transaction

Macro-influencers: Influencers with between 100,000 and 1 million followers

Manual action: Google’s way to demote or remove webpages that are not compliant
with its webmaster quality guidelines

Manual bidding: Managing bids based on the criteria the marketer selects

Margin of error: The statistically-calculated difference between a test result and the
theoretical result that could have come from a test with a lot more users

Market research: The process of gathering information about consumers’ needs and
preferences

Market size: The total number of potential customers within a specific industry

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Marketing automation: The practice of using software, programs, and technology to
create and implement applications to automate marketing tasks

Marketing funnel: A visual representation of the process through which people go from
learning about a brand to becoming loyal customers

Marketing goal: An objective in a marketing plan or strategy that supports a business

goal
Marketing mix models: Statistical models advertisers use to predict the effectiveness
and ROI of an advertising spend

Marketing return on investment (ROI): A metric calculated by subtracting the

marketing cost from the total sales growth and dividing the result by the marketing cost

Maximum bid: The highest amount a marketer is willing to bid on a platform; also known
as the ceiling
Media mix: A combination of digital channels marketers use to reach their goals and
how they divide their budget among them
Media mix models: (refer to marketing mix models)

Media plan: Contains details about where, when, and how often an ad will appear
across all media channels

Mega-influencers: Influencers with 1 million or more followers

Meme: An amusing or interesting item—such as a captioned picture or video—that is spread

widely online
Merge tag: (refer to personalization tag)

Meta description: Text that provides search engines a summary of what the page is
about
Metrics: Quantifiable measurements that are used to track and assess a business
objective

Micro conversion: A completed response that indicates a user is moving toward a

completed purchase transaction

Micro-influencers: Influencers with between 10,000 and 100,000 followers

Microblogging: Blogging on a smaller scale; Ideal for distributing short-form content

quickly and frequently

Minimum bid: The lowest amount a marketer is allowed bid on a platform; also known
as the floor
Mobile-friendly webpage: A webpage that is designed to load quickly and render well
on a phone screen

Monthly active users: Refers to the number of unique customers who visit a platform
over a month-long span

Multi-channel customer service: Refers to providing customer service across multiple

channels
Multivariable testing: (refer to multivariate testing)

Multivariate testing: A method of testing where two or more versions of content with
several differing variables are compared to determine which combination yields better
results

N
Nano-influencers: Influencers with 10,000 followers or fewer
Navigation bar: A collection of links to other pages within a website

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Navigation bar: A collection of links to other pages within a website

Negative keywords: Search terms excluded from an ad campaign

Net profit: The amount of money left over after expenses are paid

Net profit margin: The percentage of revenue left over after expenses are paid

Net Promoter Score (NPS): A metric that helps predict future customer engagement by
asking customers, “How likely is it that you would recommend our product to a friend?”
Net Promoter Score (NPS) survey: A single-question survey that asks respondents to
rate the likelihood that they would recommend a company, product, or a service to a
friend or colleague on a scale from zero to ten

Newsletter: An email sent to subscribers on a regular basis, containing news and

informational content relevant to the company and of interest to subscribers

O
Off-season: The period where customers tend to take more time in making purchases,
especially if it’s for a larger ticket item

Omnichannel: The integration or synchronization of content on multiple channels

Online advertising: A form of marketing which uses the internet to deliver promotional
marketing messages to consumers

On-season: The period where customers are much more likely to buy products due to
related weather variables or special events

Open captions: Subtitles that are embedded directly in video and can’t be hidden or
turned off by users
Open rate: The percentage of users or customers who open an email

Open-source: Software that allows the user to access and edit the original source code

Operational report: A report that provides real-time updates and information on metrics
like audience growth rates, impressions, click-through rates, and more

Optimization score: An estimate of how well a Google Ads account is set to perform

Order fulfillment: All the steps that take place between receiving an order and
delivering the order to the customer

Organic results: Search results not paid for by advertisers

Organic search: Unpaid results a search engine produces when a search is performed

Organic social media: Any social media activity that does not require a paid promotion

Owned media: All the digital content a brand fully controls

P
Paid media: Any form of digital promotion a brand pays to put online

Paid results: Search results that advertisers pay to show whenever a user runs a search
containing certain keywords

Paid social media: Displaying paid advertisements or sponsored marketing messages

on social media platforms to target a specific audience

Pain point: A specific problem faced by current or prospective customers while

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Pain point: A specific problem faced by current or prospective customers while
interacting with a site
Payment service provider: A secure way to process transactions online

Pay-per-click (PPC) advertising: A type of advertising that allows the advertiser to pay
only when someone clicks on an ad link

Performance goal: A target that has a measurable, numeric value

Performance marketing: The process of using concrete information about customer

behaviors to plan and refine marketing and sales strategies
Performance Planner: A Google tool that allows an advertiser to forecast the impact of
different spending scenarios and events during upcoming seasons

Performance reporting: (refer to data reporting)

Personalization: The practice of delivering a customized experience for each customer

Personalization tag: A code that allows the writer to insert unique user data from their
mailing list into emails

Personalized advertising: A type of advertising that relies on user interest or behavior

data to determine the right audience for ads

Personally identifiable information (PII): Information that could be used to directly

identify, contact, or locate an individual

PESTLE analysis: An audit that identifies political, economic, social, technological,

legal, and environmental factors that may affect a marketing strategy

Phrase match: A keyword match type in Google Ads that shows ads when someone
searches for a term that includes the meaning of a keyword

Pie chart: A chart that shows data with partial and whole results

Pillars of social media marketing: The pillars that can help guide an effective social
media marketing campaign: strategy, planning and publishing, listening and
engagement, analytics and reporting, and paid social media

Pivot table: A visualization that changes the view of data in a spreadsheet to a different
perspective to categorize it or to identify an insight or trend (without changing the data
itself)

Pixel-based remarketing: A process that sends ads automatically to users after placing
a cookie into their web browser that tracks the pages and products they view

Podcast: An episodic series of digital audio files that users can download to a personal
device to listen or read a transcription
Point of diminishing returns: The point at which revenue-to-ad spend is at its highest

Points model: A rewards program that offers customers a point equivalent for a
determined monetary value spent over the course of several purchases

Portfolio: An edited collection of an individual’s best projects intended to showcase work

experience, style, or methods

Post-purchase communication: Any direct interaction customers have with a brand

after they make a purchase

Potential reach: A metric that measures how many people have potentially seen a post

Power grid: (refer to stakeholder map)

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Predicted lifetime value (pLTV): The predicted revenue generated by customers over a
period of time that includes the future

Predictive analytics: Uses historical data to predict what might happen

Preliminary interview: A fast-paced meeting conducted over a phone call or video chat

Preview text: Text next to an email’s subject line in the inbox that gives extra insight into
what’s inside the email
Primary research: Research obtained first-hand

Privacy policy: A legal document that discloses some or all of the ways a business
gathers, uses, discloses, and manages a customer's data

Product analytics: Monitoring and evaluating data to gain insights into how users
interact with a product or service

Product description: The text on the product detail page of an e-commerce store that
provides details and information to customers about the product

Product detail page (PDP): A page on an e-commerce site that provides information
about a specific product

Product conversion rate: The percentage of customers who purchase a product after
viewing it

Product recommendation engine: Software that uses artificial intelligence to

analyze customers’ data, learn which products might interest them, and display those
products to the customer

Product sourcing: How a business acquires the products they sell to customers

Product viability: The sales potential for a specific product

Promoted post: A social media post that a marketer pays the platform to make more
visible

Promotional email: An email sent out to inform subscribers of new or existing products
or services

Property: A website, mobile application, or web page that is associated with a unique
measurement ID in Google Analytics to enable metrics collection

Psychographic data: Refers to information based on customers’ activities, interests,

and opinions

Python: A programming language used for data analysis and data visualization

Q
Qualified traffic: Traffic made up of visitors who are likely to become customers

Qualitative data: Information that describes qualities or characteristics

Quality control: The process through which a business seeks to ensure that product
quality is maintained or improved
Quantitative data: Information that can be counted or compared on a numeric scale

Quarter: A three-month time period based on a company’s financial calendar

Query: The words typed into a Google Search bar

glossary Page 17
Query: The words typed into a Google Search bar

R
Rank: A webpage’s position in the search engine results pages (SERPs), which is
determined by an algorithm

Reach: The total number of unique individuals who encounter an ad across their
different devices

Real-time analytics: Monitors immediate data for insights to respond to events more
quickly
Real-time marketing: A marketing approach that involves responding to current events,
trends, or feedback in real or near-real time, almost always on social media

Redirect testing: A method of testing where two ads or webpages with different URLs
are tested against each other to determine which yields better results

Referral: Refers to how someone was guided to a website

Remarketing: A strategy in which a marketer uses paid ads to target customers who
have visited a website, app, or social media profile
Remarketing ad: An advertisement delivered to previous purchasers, subscribers, or
visitors to a brand’s website or social media

Replenishment emails: Emails used to prompt customers to make a repeat purchase

when the items they previously bought are about to run out

Repurposing content: The process of recreating and republishing content in different

formats
Responsive display ad: A display ad that automatically adjusts its size, appearance,
and format to fit available ad spaces
Responsive website: A website that is designed to work on all types of devices,
including computers, mobile phones, and tablets

Resume: A document created and used by a person to present their background, skills,
and accomplishments

Retention email: An email sent to a current customer with the intent of keeping them as
a customer

Return on ad spend (ROAS): How much revenue is gained versus how much was
spent
Return on investment (ROI): A ratio of net income (money made) to investment (money
spent)
Return policy: A document that describes, in detail, a business's process and
requirements for accepting returns

Return rate: The percentage of products sold that are returned by customers
Revenue-per-click: The average revenue for each individual click on all of a company’s
pay-per-click keywords and ads

Rewards program: A marketing strategy designed to build customer loyalty by providing

incentives for customers to continue shopping with the brand

Rich results: Enhanced results in Google Search with extra visual or interactive features

Rule of seven: A marketing concept that states a potential customer must see a
message at least seven times before they’re ready to take action

S
glossary Page 18
S
Schema: The type of code used for structured data markups

Screen enlargement application: Technology that helps users see content more easily
by magnifying text and images on a computer or digital device screen

Screen reader: An application that converts text, buttons, images, and other screen
elements into speech or Braille

Search algorithm: An automated process that helps locate information to answer a

user’s query

Search campaign: Text ads that appear on search results when people search
on Google for related products and services

Search engine: Software that provides information on a search query

Search engine marketing (SEM): Increasing a website’s visibility on a search engine
results page through paid advertising

Search engine optimization (SEO): The process of increasing the visibility of website
pages on search engines to attract more relevant traffic

Search engine results pages (SERPs): The results pages that

appear when someone performs a search query
Seasonality: The regular and predictable fluctuation of e-commerce traffic around
special holidays, events, and weather on a quarterly or yearly basis

Secondary research: Research done by others

Secure Sockets Layer (SSL) certificate: A digital certificate that authenticates a

website’s identity and enables an encrypted connection

Segment: A subset of analytics data that features a common characteristic; examples

are a user segment, an event segment, or a session segment

Segmentation: The practice of dividing an email subscriber list into smaller groups
based on criteria like interests, location, or purchase history

Session recording: A rendering that captures a visitor’s actions as they navigate a

website, including mouse movement, clicks, taps, and scrolling

Shopping campaign: Product listings that appear on search results and the Google
Shopping tab
Sitemap: A file that provides information about the pages, videos, and other files on a
site, and the relationships between them

SMART: A goal-setting method that can help define and measure the success of the
goals of a campaign; Stands for “specific,” “measurable,” “attainable,” “realistic,” and
“time-bound”
Smart bidding: Automated bidding strategies that use machine learning to optimize for
conversions or conversion value with each auction

Smart campaign: An automated campaign management tool within Google Ads that
helps promote a business

Smart Shopping campaign: An advanced Shopping campaign that uses technology to

optimize for more sales and reach Google shoppers across Google’s sites and networks

Social ads: Paid advertisements on social media platforms targeted to social media
users

Social listening: Refers to tracking and analyzing conversations and trends related to a

glossary Page 19
Social listening: Refers to tracking and analyzing conversations and trends related to a
brand
Social listening tool: Software that helps track mentions of a brand, relevant keywords,
and direct feedback from multiple social media platforms in one place

Social media: Any digital tool that enables users to create and share content publically

Social media algorithm: A way of sorting posts in a user’s feed based on relevancy
rather than the order in which they are published

Social media analytics: The process of collecting data from social media platforms and
analyzing that data to make business decisions

Social media calendar: A calendar of all social media posts

Social media engagement: Refers to the actions people take on social media, such as
likes, favorites, comments, shares, Retweets, saves, clicks, hashtags, and mentions

Social media marketing: The process of creating content for different social media
platforms in order to drive engagement and promote a business or product

Social media report: A document that presents relevant data and analysis about a
brand’s social media activities

Social media sentiment: The attitude and feelings people have about a brand on social
media

Social media target audience: The specific group of people a company wants to reach
on social media platforms

Social share: When a customer shares a product or service with their

social media followers

Social testing: A process that provides data-driven insights about a brand’s social
media performance and audience preferences
Software-as-a-Service (SaaS): Web-based software available on a subscription basis

Spam: Unsolicited and unwanted junk email sent out in bulk to a broad recipient list

Specialist: An expert in a specific field

Spend-based automated bidding: A bidding strategy where a marketer sets a daily
budget to maximize their advertising goal
Spend-based model: A rewards program that offers customers incentives based on an
amount spent during a single purchase

Split testing: (refer to A/B testing)

Stakeholder: Someone with an interest in or a concern for a project and its results
Stakeholder map: A grid with four quadrants and two variables—interest and influence—
that can be used to keep track of the influence and needs of stakeholders and the level of
communication required to work with them

STAR method: A strategy for answering interview questions that focuses on a specific
situation, task, action, and result

Statistical significance: A determination of whether a test result could be due to

glossary Page 20
Statistical significance: A determination of whether a test result could be due to
random chance or not
Stock keeping unit (SKU): A unique code that retailers use to identify a product

Strategy: A plan to achieve a marketing goal

Structured data: Code used to describe a webpage’s content better to search engines

Structured query language (SQL): The standard language used to communicate with
databases developed by different vendors and hosted on multiple platforms

Subdomain: The subset of a larger domain used to organize an existing website into a
different page URL

Subject line: The first text recipients see after the sender’s name when an email
reaches their inbox

Subpage: A lower-level page that appears below the homepage of a website

Subscription model: A rewards program that requires customers to make a recurring

payment in order to receive an exclusive incentive

Suggested bid: A recommended bid range

Supply chain: The flow of goods from the beginning stage of sourcing raw materials all
the way to the finished product that is delivered to the customer

SWOT analysis: An audit that identifies a company’s strengths, weaknesses,

opportunities, and threats

T
Tactic: An action a marketer takes to make a marketing goal happen

Tag management system (TMS): Enables the deployment and management of many
tags for multiple advertising platforms and systems in a simple and centralized way

Target audience: The group of people most likely to purchase a company's products

Targeted location: The towns, cities, or countries in which an ad will appear

Terms of service: Legal agreements between a business and customers

Theme: A pre-built website template that creates the design and layout of an e-
commerce store

Third-party cookies: Cookies that aren’t developed and distributed by a website’s

owner but are distributed through third-party tools

Tier-based model: A rewards program that allows customers to graduate to new

customer status levels based on the amount of money they spend with a company over
time
Tone: How a brand’s voice is applied

Total LTV: The average revenue generated by customers over a period of time that
includes the past to the present

Touchpoint: Any interaction a customer has with a brand during their purchase journey

Traditional advertising: Non-digital ad placements, like newspapers, radio, TV, or

billboards
Traffic: The number of visits that a website receives

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Traffic: The number of visits that a website receives

Transferable skills: Skills from other areas that can help someone progress in a career
in marketing
Transport Layer Security (TLS) certificate: (refer to Secure Sockets Layer (SSL)
certificate)

Tweet: Any message posted to Twitter; May contain elements like text, photos, videos,
links, and audio

U
Unique selling proposition (USP): An explanation of why a product or service is better
than the competition

Unsubscribe rate: The percentage of email recipients who unsubscribe from a send list
after opening an email

Upselling: A sales technique used to encourage customers to spend more by upgrading

to a more expensive product

URL: The address of a webpage or file on the internet

Usability survey: A survey that assesses the customer’s satisfaction with a company’s
website and identifies any problems the customer may experience along their shopping
journey
User experience: How a person—the user—feels about interacting with or experiencing a
product

User-generated content (UGC): Any content created by people, rather than brands

UTM: A text tag added to a URL to help monitor that content

V
Variables: Refers to the segments, dimensions, and metrics configured in a Google
Analytics account

Variants: Different versions of the same content served to users during an A/B test
Vertical column chart: A chart in which individual measurements are each shown as a
vertical column
Video campaign: A Google Ads tool that allows businesses to place video
advertisements before, during, or after YouTube videos and in the search results

Visitors: The total number of times people have been to a website or app as a result of
clicking an ad

Visual hierarchy: A structured organization of visual components that groups elements

together, places elements in a natural or predictable pattern (such as reading from left to
right), or leads to the most important elements to click on

W
Web accessibility: The practice of designing and developing a website or mobile app so
that people with disabilities can use it

Webinar: A presentation, typically educational, that is provided online

Webpage title: An element that provides both users and search engines with a page’s
topic

Webpage title element: Text that provides both the users and search engines with a

glossary Page 22
Webpage title element: Text that provides both the users and search engines with a
page’s topic

Website prompt: A digital banner that calls on a website visitor to act in some way

Welcome email: An email sent out to brand new customers or subscribers

glossary Page 23
What are digital marketing and e-commerce?

E-commerce is a broad term that refers to the buying and selling of goods and services online.
Most e-commerce purchases fall into one of the following four categories:
• physical products, like books or home goods;
• digital products, like ebooks
• online courses; services, like vacations or doctors' appointments; and
• software, like word processing or photo editing programs.

Many retailers maintain physical stores alongside e-commerce websites, but

others are completely online. Without the cost of maintaining a store, it became
easier than ever to start a business. But it also meant that the e-commerce market
got crowded really quickly.
To set themselves apart, and get customers attention, businesses brought their ads
online too, which is how we got digital marketing.

Digital marketing is the practice of reaching consumers online through

digital channels with the aim of turning them into customers.
A digital channel is any communication method or platform a business can use to
reach their target audience online.
*If the aim of e-commerce is to sell products online, then digital marketing helps
businesses make that happen.*
Digital marketing also helps businesses build trust, inspire loyalty, and better serve
their customers. in that way, it's similar to traditional marketing like print advertising,
or billboards, but it has a few added advantages for both businesses,
and consumers.

• digital marketing is cost- effective. Advertising budgets go a lot further online

than they do on mass media. That's because digital marketers can be very
specific about serving the right ads, to the right audiences, at the right
moments.

• digital marketing can reach more people than traditional campaigns, which rely
on local platforms. It creates brand recognition in new— sometimes even global—
markets, which can drive sales and make products and services accessible for a variety
of different people.

• Digital marketing can also produce faster results. If a customer encounters a

product they want in a print newspaper ad, they may or may not remember to
buy that product later on. But digital ads allow customers to take action in the
moment, increase the chances that'll make a purchase.
• It also allows businesses to build relationships with customers through direct
communication, allow a level of personalization.

While the goal of e-commerce is to generate sales, digital marketing

helps businesses do just that by connecting with customers and building
relationships.

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What do digital marketing and e-commerce specialists do?

digital marketing and e-commerce industry is kind of like an engine. Different

parts of the engine do different jobs, but at the end of the day, they all work
together to keep things running smoothly and efficiently.
Now, at a big organization, you might specialize in one or two different
areas, while at smaller companies you could be responsible for a little bit of
everything.
With so many different jobs to do, there's no single set of responsibilities that
applies to everyone. no matter what your strengths are, there's probably a role
to fit them.

the responsibilities of digital marketing and e-commerce specialists often

overlap, they tend to share some of the same skills and use the same digital
channels, like social media, email, and ads. and your goals might include
everything from reaching and engaging potential customers online, building
trust, demonstrating value, driving sales, or creating a great customer
experience. it helps to understand how their goals and responsibilities fit
together— from raising brand awareness to driving sales to managing inventory.

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 Transferable skills for digital marketing and e-commerce

you'll learn about lots of different skill sets that are in high demand.
we'll explore a few skills and qualities that can set you up for success in digital
marketing and ecommerce: curiosity, an analytical mindset, and storytelling.

• curiosity
People who are curious ask questions, seek out answers, and try new things.
Some people are naturally curious, but it's also a skill you can build exploring and
keeping up with emerging trends will help you succeed as it continues to grow and
evolve. taking this course is a great example of curiosity. The fact that you're here
means you're curious about working in digital marketing and e-commerce, and that
you're actively seeking out answers. being curious and asking
questions isn't the only useful skill.

• Analytical thinking
solve problems can be a big help too. Digital marketers and e-commerce
specialists use analytical thinking all the time. that doesn't mean we're all data
scientists. Having an analytical mindset isn't about technical skills. It's a way of
thinking.
Most of us analyze situations without even realizing it. If you like solving puzzles and
brain teasers, you're analyzing them to find solutions.

• data storytelling.

Once you've analyzed data for insights, you need to be able to communicate them
effectively to an audience. We use stories to turn dry numbers and statistics into
engaging presentations and reports. Digital marketing and e-commerce specialists
use data storytelling to share insights with clients and co-workers all the time. But it
also helps businesses communicate value to customers in a way that's
accessible, engaging, memorable.
Stories allow them to connect with customers and set themselves apart from the
competition.
Everybody tells stories.
There are many others like adaptability or leadership. One skill I had before
becoming a marketer that has really helped me is creativity. It's up to marketers to
highlight a brand's unique qualities and get customers attention in creative ways.

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Core skills of digital marketing and e-commerce specialists

Comparison of core skills in different roles

Similar skills are required for roles in digital marketing and e commerce. However,
these skills are often applied in different ways. The following table gives you an idea
of how job responsibilities might differ slightly between entry-level roles in digital
marketing and e-commerce.
Areas of focus Digital Marketing E-commerce Analyst
Coordinator responsibilities
responsibilities
Business Identify campaign Ensure customer interactions
objectives business objectives align with business objectives
Search engine Follow SEO best Use SEO to maximize traffic
optimization (SEO) practices to website
Social media Draft social media copy Ensure social media ads
marketing and obtain approvals increase traffic to website
Email marketing Execute and monitor Ensure email ads generate
email campaigns desired results on website
Marketing Analyze data from Analyze data from website or
analytics marketing campaigns mobile app
Content design Assign content Edit content on website
and copywriting development and track
progress
Loyalty programs Monitor activities of Execute and monitor loyalty
returning customers programs
Key takeaway
Many career counselors 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.

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Agency roles vs. in-house roles
main paths you can pursue in your career, in-house and agency positions.
Some marketing roles are in-house, meaning you work for a single company to
market and sell their products.
For example, I'm an in-house product marketing manager at Google, so I work
on creating compelling video and social content for the Think With Google brand.
Agencies partner with companies that don't have in house marketing teams to fill
their digital marketing and advertising needs.
There are pros and cons to both agency and in-house work and which one is right
for you depends on what you want out of your career.
As an in-house employee, you get to know one company and
its products extremely well. You also gain deep knowledge and expertise in a
specific industry. So, if you work for a cosmetics company,
your experience will translate most directly to a similar company.
On the other hand, if you're the sort of person who likes working on a lot of different
projects, working with one company on one type of product might not be for you.
Now, if you work for an agency, you're unlikely to get bored, because agency work is
project based, you get to collaborate on a variety of initiatives and multiple
industries.
By working with different clients, you can develop a broad and flexible expertise that
will serve you at a variety of companies. But that doesn't mean you can't
specialize. Agencies tend to focus on a few different areas within marketing, so you
can get to know certain skill sets very well.
But there can be downsides too. The same variability that keeps agency work
interesting, can also make things unpredictable. Sometimes, clients can surprise you
with unexpected requests or ask you to do things in an unfamiliar way. The hours
can be longer too, especially toward the end of a project. Of course, every workplace
is different and they won't all have the same advantages and disadvantages.

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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 behaviour 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

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 • 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

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.

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 e-commerce

Now, let's talk about the four distinct models within e-commerce:
• Business-to-consumer (B2C)
• Consumer-to-consumer (C2C)
• Business-to-business (B2B)
• Consumer-to-business (C2B)

When a government entity does business online, substituting business with

administration results in additional e-commerce models like business-to-
administration (B2A) and consumer-to-administration (C2A). An example of B2A is a
company selling software solutions for a government entity that does permitting. An
example of C2A is a company that allows consumers to interact directly with a
government service, such as paying their utility bills.

Business-to-consumer (B2C) e-commerce

Business-to-consumer (B2C) is the most common form of e-commerce. This is the
online process of businesses selling products or services directly to consumers.
Some credit the U.S. company Pizza Hut for the first e-commerce transaction (selling
a pizza online). However, historians also recognize that before that pizza sale, Dan
Kohn sold a CD album to a friend in Philadelphia on August 11, 1994. That friend
sent his credit card information to pay for the album and shipping costs using
encryption technology. Others couldn’t steal his credit card information because it
was encrypted!
Today, B2C e-commerce generates billions of dollars in revenue annually, with
encrypted transactions as everyday occurrences. With B2C marketing, you have
opportunities to apply your digital marketing skills in very specific ways. For example,
you can become a specialist in experiential marketing or social media marketing, or
even a subset of social media marketing called influencer marketing.
• Experiential marketing, also known as engagement marketing, encourages
consumers to not only purchase a brand or product but to experience it. Experiential
marketing campaigns draw out emotional responses from their audiences.
• Social media marketing creates content for different social media platforms to drive
engagement and promote a business or product.
• Influencer marketing enlists influential people to endorse or mention a brand or
product to their followers on social media.
Consumer-to-consumer (C2C) e-commerce
With consumer-to-consumer (C2C) e-commerce, individuals sell products or services
to other individuals. In other words, consumers buy items from each other. Boston
Computer Exchange created the first platform for C2C e-commerce in 1982. An
online community of people used this platform to sell their used computers to other
users. However, the best-known early C2C e-commerce platform
eBay, founded in 1995.
Today, C2C e-commerce still occurs on platforms like eBay and Etsy. Business-to-
consumer platforms like Amazon also host C2C sales. Social media platforms like
Facebook also entered C2C e-commerce with Facebook Marketplace. Digital
marketing for a C2C business prioritizes skills in search engine optimization (SEO),
content creation, and social media since most C2C consumers find each other
through blogs and social media posts. Their shared interests lead to C2C
transactions to buy and sell items.
Business-to-business (B2B) e-commerce
Business-to-business (B2B) e-commerce enables businesses to sell products and
services to other businesses. The rise of services, particularly software services,

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services to other businesses. The rise of services, particularly software services,
accelerated B2B e-commerce. This type of service is known as Software-as-a-
Service (SaaS). One example of a SaaS company is Salesforce, founded in 1999.
SaaS companies, like Salesforce, provide other companies subscription access to
business-critical services over the internet. For example, Salesforce provides
customer relationship management (CRM) software that unifies sales, marketing,
and services for a personalized customer journey.
Today, digital marketers for B2B companies use many of the same skills as digital
marketers for B2C companies. However, B2B
marketing campaigns require more precise identification of their target audiences.
Selling to businesses requires a focus on communicating an immediate value to
potential customers. Therefore, digital marketing for B2B companies tends to be
more strategic. There may be fewer opportunities to specialize in one type of
marketing, like social media marketing, and a greater emphasis on marketing
analytics and data.
Consumer-to-business (C2B) e-commerce
The popularity of small business ownership helped establish another model for e-
commerce, C2B. With C2B e-commerce, consumers sell their products or services to
businesses. Specialized platforms also fill a need for these online transactions. For
example, Upwork, founded in 2015, connects freelancers to businesses that may
need their skills and services.
Consumers who are influencers may also fall into this category of e-commerce
because they may sell their services to promote a company’s products. With social
media continuing to expand its influence on consumer decisions, the C2B e-
commerce model will likely grow as well.

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 Week 1 end
you learned about how to navigate this program and got some tips to help you get the
most out of it. Then, you learned about the
digital marketing and e-commerce industries and how they've changed the way we buy
and sell things. You discovered what digital marketing and e-commerce specialists do
on a day-to-day basis and how they add value to businesses.
After that, you explored some transferable skills that will help you in yourcareer
journey, as well as some specialized skills you'll develop in this program. Then, you got
into more depth with the types of roles and responsibilities you might have working in
these fields. You surveyed the landscape of available jobs and learned some tips for
career development. You examined the differences between agency and in-house
work so you can start thinking about which one is right for you. Finally, you met some
Google employees and learned about what they do and how they got where they are
today. I hope everything you've learned so far is helping you build confidence about
your career journey, but if you feel like you need a refresher before moving
on, remember you can always go back and review any content you're unsure about. By
picking up the basics, you're laying the foundation for the rest of your e-commerce and
digital marketing education.

course 1 end Page 33

Terms from module 1

Terms and definitions from Course 1, Module 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

terms module 1 Page 34

Week 2 intro
learn how companies use digital channels to reach customers and
explore foundational concepts that can turn potential buyers into loyal customers.
Lastly, you'll learn why measuring marketing performance is so important to
success. Digital marketing is constantly growing and changing. That's part of what
makes it an exciting field to work in. But somethings are always important. Like
raising awareness, fostering trust, and building loyalty. The methods may change,
but learning the fundamentals can help you adapt and grow along

week 2 intro Page 35

How digital marketing and e-commerce create value?
That's why every business, big or small, needs an online presence to be competitive.
But it's not enough just to have a website. There may be a lot of people online,
but there's also a lot of companies that want their attention and their business. Your
target audience needs to know you exist, how you can help them, and what makes you
different from the competition.
I haven't mentioned anything about selling products yet. That's because digital
marketing is bigger than sales. It's not that selling products or services isn't important,
but it's only one piece of what digital marketing can do for companies. Individual sales
are easy to measure, but they don't mean much if your target audience doesn't trust
your brand or
your customers don't come back for a second, third, or fourth purchase. A successful
digital marketing effort guides all of the company's customer interactions. It allows
companies to think strategically about how to reach customers through digital channels
before, during, and after a purchase. It can be harder to measure the value of these
activities, but a well-coordinated strategy allows businesses to thrive online and even
grow.
Let's think through an example:
Imagine a company that makes running shoes decides to invest in digital
marketing. They create some video ads and place them on a popular news site. They
create accounts for several social media platforms and start posting content. But their
posts don't get much engagement, and their ads don't attract many new
customers. What's worse, they don't even know why they aren't getting results. They've
wasted time, money, and resources on a digital campaign that doesn't work.
Now, let's think about what could have happened if that same company made an effort
to learn about their audience. Instead of posting ads on a news website, they targeted
sites that focused on running. Because they did research, they knew where to find their
new customers online. because they researched their audience, they were able to set
meaningful goals for their strategy. With clear goals in place, they knew exactly how to
measure their success. The information they measured allowed them to adjust their
customer communication and improve their video, social, and email campaigns. They
were able to recognize opportunities to reach potential customers and engage with them
effectively. their well-planned digital strategy also built awareness, trust, and loyalty.

summary
Digital marketing is more than running ads to drive sales. It's a set of practices that can
affect a company's customer interactions at all levels and during every stage of the
purchase journey. by learning about their customers, digital marketing teams can reach
their target audience in a crowded online marketplace and nurture customer
relationships over time.

module 2 lec1 Page 36

 Digital marketing advantages
Digital marketing has certain advantages over traditional marketing because it:
• Reduces wasteful spending
• Adapts to new technologies
• Reaches target audiences with more precision
Spending
Digital marketing uses content in a variety of formats that can be easily converted from one
format to another, making spending more cost-effective. Digital marketing also reduces
wasteful spending. For example, television or billboard ads are equally seen by those who
have an interest in your company or product and those who don’t. Traditional marketing
always wastes some budget on people who will never buy a product or service. In contrast,
digital ads can be selectively shown to people who are more likely to have an interest in that
product or service. Digital marketing that is more strategically focused on the right people
yields a better return on spending.
Technology
Various technologies enable organizations to engage and interact with customers more
effectively, which is a big part of digital marketing. Developing a good online relationship with
customers makes them more likely to find your business, become loyal customers, and even
share their recommendations with others.
Digital marketing tools also enable companies to collect data and measure the results of
their marketing efforts more effectively. When marketers receive data faster, they’re able to
change direction easily if a marketing effort isn’t producing the results expected. Measuring
the success of digital marketing campaigns is key to ensuring that you get the results you
want.
Digital marketing adapts to new technologies. There are always new opportunities to reach
customers in different ways, especially compared to traditional marketing.
Target audiences
Digital marketing tools and data enable you to expand your customer reach well beyond that
of traditional marketing. Ad visibility and audience coverage can be tailored to meet your
specific business needs and goals. When you reach the right audiences, you’re more likely
to increase sales and develop sustainable customer loyalty programs.
Digital marketing challenges
Digital marketing also has certain challenges that are associated with spending, technology,
and target audiences. For each advantage previously identified, there are also associated
challenges.
Spending
Advantage: Digital content is easier to create.
Challenge: Organizations engage in omnichannel marketing—the integration or
synchronization of content on multiple channels—so customers can have a consistent brand
experience. This increases the amount of content required, so even if it’s easier to create digital
content, much more content needs to be created overall. Furthermore, it’s not just about the
amount of content created, but its quality. Advertising is a crowded space. Content must be
distinctive to positively impact customer awareness and change their behavior.
Advantage: Digital marketing is more cost-effective than traditional marketing.
Challenge: If an organization is working towards an omnichannel presence, the cost for
marketing on all channels adds up quickly. Getting support or buy-in for extra or additional
budget to cover the cost can be difficult.

Technology
Advantage: Digital marketing adapts to new technologies.
Challenge: As a marketer, learning and keeping up with new technologies and tools is a
constant requirement. Marketers must also stay up-to-date with and follow all user privacy
and data sharing regulations worldwide. Omnichannel marketing also makes it more difficult
to track where sales come from. Marketers must rely more heavily on analytics tools to help
them do that.

Target audiences
Advantage: Digital marketing tools expand customer reach using specific audiences.

reading1 Page 37
Advantage: Digital marketing tools expand customer reach using specific audiences.
Challenge: The digital space is a crowded field that’s getting even more crowded. It’s harder
for marketers to stand out with their advertising, even when they are targeting the right
audiences.

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 Inclusive marketing
Understanding your audience is absolutely critical to informing your inclusive
marketing strategy. You are not going to be able to accurately represent a group of
people unless you truly understand more than just what they look like. You need to
understand their environment, you need to understand their actions, their behavior,
what influences them.
An inclusive marketing consultant is someone who reviews creatives or campaigns
at the company to make sure they're being more inclusive.
as a digital marketer, being inclusive is an essential part of making
deeper connections with your customers. Inclusive marketing is the practice of
improving representation and belonging within the marketing and advertising
materials that an organization creates.
In this reading, you’ll discover why inclusive marketing is important and how a
company can make inclusion part of their marketing and advertising strategies.
Why inclusive marketing matters
In digital marketing, the creative choices a company makes can impact how people
view themselves and how they view other people. Sometimes marketing campaigns
(especially those that are older or more traditional) can reinforce stereotypes and
leave out the perspectives of underrepresented groups of people. Inclusive
marketing, on the other hand, seeks to represent a variety of perspectives,
particularly those that have been marginalized in the past.
If a company focuses its marketing exclusively on a specific age group, gender,
ethnicity, or other identity traits, they’re likely missing out on reaching potential
customers. By approaching marketing decisions with a focus on inclusion, a
company can positively and authentically market to the diversity that exists in their
audience, and the world.
Making inclusive choices and avoiding stereotypes
Digital marketing requires getting to know your audience in a deeper way. With
inclusive marketing, you can take this a step further by seeking to understand how
parts of your target audience have been excluded, stereotyped, or misrepresented in
the past.
Sometimes you might unintentionally overlook certain aspects of diversity, even if
you remember to consider others. Here is a list of some identity traits that are helpful
to keep in mind when you’re creating marketing or advertising materials for the
people you’re trying to reach:
• Race
• Socioeconomic status
• Age
• Ability
• Gender
• Sexual orientation
• Religion
• Geographic location
• Culture
• Political perspective
• Military status
• Languages spoken
Gathering information about your audience’s demographics can help you broaden
your perspective. It’s also important to consider the demographics of people who are
not currently customers. These people may not use or even know about the products
or services your company provides because the company’s marketing efforts haven’t
reached them. By understanding their needs and desires, you can find a way to
reach this group of people in a manner that matters to them.
As an example, at least one billion people in the world live with a disability. If your

videos above reading2 Page 39

As an example, at least one billion people in the world live with a disability. If your
product or service isn’t accessible to these people, they likely don’t use or even know
about your product or service. And if your company’s marketing efforts don’t feature
people with disabilities or address their needs, they may not view your company’s
products or services as relevant to them.
That’s why it’s important to think deeply about your audience and their needs and to
make sure their perspectives and stories are brought to life through the company’s
marketing and advertising materials.
Key takeaways
Whether you’re developing marketing goals, researching your target audience,
planning a marketing campaign, or analyzing data, keep in mind the principles of
inclusive marketing. Maintaining a broader perspective of your audience will help you
establish a deeper connection with your customers.
Resources for more information
You can learn more by reading the inclusive marketing guidelines and principles provided by
Google.
• Google Inclusive Marketing: Find tools and resources for inclusive marketing.

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The customer journey and journey maps

easy to think of a business' marketing efforts as being all about them—

about ways to bring in customers, boost profits, or grow their online presence.
But a really effective marketing strategy starts with learning about customers needs
and pain points.

Pain points are the specific problems customers

and potential customers want to solve. Instead of asking, "How do we sell more
products?", the most successful businesses want to know, "How do we help
customers address their pain points or achieve their goals?"
One is about the company's goals, the other is about the customer journey.
What is a customer journey?
Well, think about the last time you recommended something to a friend. It could be a
product, like an app or a tool,
or a service, like a restaurant or a contractor. Now think about your journey with that
product or service.
How did you first find it?
What convinced you to try it?
How did it help you solve a problem or achieve a goal?
Finally, what made you decide to recommend it to someone else?
The path you take from learning about that product to getting your questions
answered to making a purchase is your customer journey.
From your perspective, the goal of that journey wasn't necessarily to purchase a
specific product.
It's just the thing that you ended up purchasing happened to fulfill your needs.
Here's an example:
Let's pretend you're in the market for a new weather app.
Maybe the one you have isn't reliable and you keep getting caught in the rain without
an umbrella, so you search online for
best weather apps and find some options.
One stands out because the name is familiar. You think a friend might have told you
about it recently or maybe it was online ad.
You narrow your options to a few candidates and start reading reviews.
Two have all the features you want,
but you pick the one with the familiar name. It tops several best of lists, and it has a
trial subscription.
You download the app, but it's not working right.
You go back to the reviews and find out this is a known issue.
You contact the support through live chat. They help you fix the problem
quickly, which makes you feel good about the company.
You start the trial and after a month, you've always had your umbrella when it
rained. You get an email reminder that
your trial is about to expire, and you're so happy with the app that
you purchase a subscription. Now you're a loyal customer.
Each interaction with the brand during this purchase journey is called a touchpoint.
From the search to the customer reviews, online ad, trial subscription, live chat, and
follow-up email, every touchpoint had the potential to help or hurt your impression of
the brand and its product.
A bad experience at any point can mean an abandoned journey,
so it's in a company's best interests to make sure you get information and answers
you need along the way.
With enough customer research, marketers can use these touch points to create a
customer journey map.
A customer journey map is a visualization of the touch
points a typical customer encounters along their purchase journey.

lecc 2 Page 41
points a typical customer encounters along their purchase journey.
You can even have multiple journey maps based on the patterns and behaviors
of different types of customers.
But journey maps aren't about predicting the future. They help you understand how
and why customers are interacting with your business. When you know how
customers are finding you,
how they're learning about you, and what problems they want to solve, you can work
to make their experiences better.
by understanding customer journeys,
you can create better, more user-friendly experiences.

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What is a touchpoint?

Touchpoints are important to monitor because they reveal the kinds of decisions
customers are making during their customer journey to purchase your product or service.
Touchpoints occur when a customer engages with your website or mobile app. But they also
include customer interactions on all media channels before a customer discovers your
website.
Touchpoints relate to a specific context or need
When you identify touchpoints, you may be tempted to list social media or display
ads. These channels may be the mediums in which touchpoints occur, but actual
touchpoints provide much more information. When you identify a touchpoint, think
about how the interaction might satisfy a customer need.
For example, instead of classifying social media as a touchpoint, classify a
customer’s response to a flash sale announcement on Twitter as a touchpoint. When
they click the link, they are interested in knowing what they can purchase at a
discounted price.
From the example, notice how much contextual information is lost if you simply lump
every social media interaction under a single touchpoint called social media.
Touchpoints have context and reflect customer needs. In the example, the context
was curiosity, and the need was saving money.
Touchpoints are customer-centric
Touchpoints should also be customer-centric. Going back to the previous example,
imagine if you viewed touchpoints from the perspective of the business instead of
from the customer experience. If increasing sales is a business goal, touchpoints can
easily become part of a rolling calculation, like a ratio of touchpoints to purchases.
While a ratio of touchpoints to purchases is still informative, notice how a customer-
centric versus a business-centric analysis can provide more insights about buyer
motivations.

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marketing funnel
also called the sales funnel or conversion funnel, is an idea that's older than the
Internet. In fact, marketers have used it for over a 100 years. If it's been around that
long, it must be a pretty powerful tool.
What is a marketing funnel, and how does it work?
A marketing funnel 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 toward the bottom because a lot
of potential customers will enter the top of the funnel, but only some of them will
reach the bottom to become loyal customers. Of course, people will drop off at every
stage in-between, so you want to make sure you're doing everything you can to
keep them moving through the funnel.
simple version of the funnel that has four stages:
awareness, consideration, conversion, and loyalty.
At the top of the funnel is the awareness stage.
when a potential customer encounters a brand for the first time, maybe from an ad
or a recommendation. At this stage, the customer probably doesn't know enough
about that company to form an opinion. They're just aware it exists.
Awareness is the widest tier because even though a lot of people might know about
a company, only some of them will think about doing business with them. That's why
it's important to raise as much awareness as possible among target audiences. A
target audience is the group of people most likely to purchase a company's
products. They're the ones whose attention your digital marketing efforts should
capture.

Things start to narrow at the next stage: consideration.

when some potential customers from the awareness stage start to think about doing
business with a company. At this point, they could be actively browsing the website
or comparing different brands, so making a good impression is key.

Those who move beyond consideration go to the conversion stage.

Conversion is when someone decides to make a purchase and become a
customer. To increase the chances of conversion, businesses should demonstrate
their value and provide a user-friendly experience.

The last stage is loyalty.

It takes a huge amount of effort to move potential customers from awareness to
conversion. Once a customer completes a purchase, you want to give them reasons
to return. Making current customers happy can increase trust and keep them coming
back for years to come.
this all feels pretty similar to a customer journey map. Marketing funnels and journey
maps are related concepts, and they're best when used together.

First, you know that a journey map traces the customer's path to purchase along
specific touchpoints. But a marketing funnel is part of a business's plan for
moving customers along their journey. A journey map adopts the customer's
perspective, but a funnel considers that same process from the position of the
business.
Second, the structure of a marketing funnel is simpler than a journey
map. Customer journeys are complex because they demonstrate how customers
might interact with the brand. Their paths to purchase are
unique, and they can repeat or loop back on themselves. In contrast, the funnel is a
linear model that breaks this journey into broad stages. It's not about how specific
customers reach consideration or conversion but what a company can do to move
lots of customers from one stage to the next.
Remember the weather app example?

lecture3 Page 44
 Remember the weather app example?
The customer was reminded of the app by the online ad in search results, making
these awareness activities. The trial membership could be a consideration offering
since it helped the customer learn about the product. But it was the reminder
email that finally got them to commit, so that's a conversion tactic. Funnels like this
one help businesses focus their goals and marketing efforts, making their path from
awareness to loyalty as smooth as possible. They drive engagement and make it
more appealing for customers to do business with a company. When used
together, journey maps and marketing funnels help marketers understand and serve
their customers better than either can alone.
Let's review:Along with customer journey maps, a marketing funnel is a powerful tool
that allows businesses to focus and coordinate their marketing efforts. To get the
most out of a funnel, they should try to optimize their work at each stage. From
awareness to consideration, conversion, and loyalty, a carefully- planned funnel can
help businesses succeed online.

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 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.
funnel design with four stages:
• Awareness
• Consideration
• Conversion
• Loyalty
Marketing funnels have been revised over time to reflect changes in business,
technology, and even customer behavior.
Evolution of the marketing funnel
How is tofu related to a marketing funnel?
, 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. 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.

reading 4 Page 46
 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.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

reading 4 Page 47
• 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.

reading 4 Page 48
reading 4 Page 49
Awareness and consideration
We'll consider some of the things teams can do to get attention from
potential customers and drive engagement effectively.
First awareness, you already know that awareness is when a potential
customer encounters your brand for the first time.
how do you make sure your brand gets in front of the right audience?
• The first step is research.
Finding out who your customers are and where they are online can help
you focus your marketing efforts in the right places.
Getting to know your particular audience allows you to pick the channels that
have the best chance of reaching them.
There are a lot of different tactics a business can use to reach customers.
way is to improve their rankings and search engine results.
They can do this by optimizing website content around specific search terms
or paying to place digital ads on websites, social media, email or video
platforms. Forming promotional partnerships with other brands or influencers can
also help raise awareness.
It's also important to keep in mind that awareness isn't a onetime event.
Once someone knows about your business, it can take days, weeks or even longer
for them to get to the consideration stage.
So, once you've reached a potential customer, the goal is to get them to remember
you.
Say your company sells refrigerators.
That's a big purchase and not one that you make every day.
So, even if a potential customer knows about your business,
they might wait until their old fridge breaks to start thinking about a new one.
Maintaining a consistent online presence can remind them that you exist when the
time is right. That way, they'll think of your business when they do need your
services.

Now, let's move on to consideration.

You know that consideration is the getting to know you stage. It's when people start
exploring your business and finding out what makes you different from the
competition.
During this stage, the goal is to increase the chances that a potential customer will
eventually make a purchase.
They might be reading online reviews or actively browsing your website by now,
so you need to give them reasons to stick around or to come back if they've already
left.
At this stage, some potential customers will become leads.
A lead is a potential customer who has interacted with a brand and
shared personal information, like an email address.
Let's take that refrigerator example again.
Imagine that customer goes to your website and checks out a few different models,
but they don't make a decision right away.
Maybe they need more time to think about it or want to compare different brands,
or they could have just gotten distracted.
You can engage that person again by serving them ads based on the products
and pages they visited. That makes it more likely they'll return to make a
purchase. Once a potential customer is on your site, you should aim to educate them
about your offerings and explain how specific products or services address their pain
points. That can mean offering engaging, useful content like blog posts, newsletters
or webinars free samples, tools or trial memberships can let potential customers test
out your services before committing.
The goal is to start building trust in the quality of your products and give customers
what they need to make an informed choice.

lecture4 Page 50
what they need to make an informed choice.
To recap, the top of the funnel boosts awareness and customer engagement. At the
awareness stage, marketers use a variety of tools and channels to connect with
potential customers and stay fresh in their minds. During the consideration stage,
they should make it clear what they're offering and how they can meet
customers needs. When executed carefully, awareness
and consideration tactics can lead to more people eventually
becoming customers.
>

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Case study: How MERSEA structures its
marketing funnel
Previously, you learned about the different stages of the marketing funnel. In this case study,
you’ll learn the marketing strategies that the Lenexa, Kansas based e-commerce company,
MERSEA, uses to attract potential customers, turn them into paying customers, and eventually
repeat customers. This process represents MERSEA’s approach to the marketing funnel.
There is no standard approach to building a marketing funnel. The various marketing funnel
models often share similar strategies and structures, but vary based on the needs of the
business.

Company background

In 2013, Lina Dickinson and Melanie Bolin founded MERSEA, a lifestyle brand located in Lenexa,
Kansas, offering clothing, accessories, and home fragrances. MERSEA’s products are rooted in
the joy of travel and the tranquility of seaside escapes. Initially, Lina and Melanie focused on
selling through retail partners, placing MERSEA in over 1,200 stores.
The challenge
After having a solid presence in retail stores, MERSEA’s founders wanted to increase their e-
commerce sales. The challenge MERSEA faced is like many other e-commerce businesses:

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commerce sales. The challenge MERSEA faced is like many other e-commerce businesses:
acquiring new customers online and turning them into repeat customers. This is the core of its
marketing funnel.
Imagine the perspective of a business owner. You have a functional online store. But, how can
you get potential customers to visit the online store? And, after attracting customers, how can
you encourage those customers to revisit the store and become repeat customers?
The approach
To get the MERSEA brand and product offering in front of its ideal customers, Lina and Melanie
used a mix of marketing strategies such as online paid advertising, email marketing, social media
marketing, and text messaging.
It’s important to note that MERSEA is not implementing all these strategies with its own
employees. They hired an outside marketing company to assist with Google Ads. Working with a
marketing company outside of the business allows the founders and its employees to focus on
what they’re best at, creating outstanding products.
For busy business owners, it may be beneficial to hire outside of the company to complete tasks,
particularly for marketing strategies that require more technical skills. For example, Google Ads
requires a knowledge of its platform and how to interpret its metrics.
Organized by marketing funnel stages, here are some marketing strategies MERSEA uses:
Awareness
For the awareness stage, MERSEA uses online ads including Google Ads and Facebook Ads.
There are several types of Google Ads MERSEA uses. For example, the company uses Search
ads for brand name and product searches. It also uses Shopping ads for specific types of
products, such as “kimono sweater.” For the Facebook Ads, MERSEA advertises to potential
customers from lifestyle-based targeting.
Both of these ads help get the MERSEA brand and products in front of those searching and
interested in their type of products.

Consideration
During the consideration marketing funnel stage, MERSEA continues to apply online advertising,
and also uses social media marketing and email marketing.
For online advertising, a marketing strategy MERSEA uses is delivering ads to people who
previously visited their website. This is called remarketing. After the customer visits the website,
they then receive ads specifically for the products they viewed. This type of advertising is in the
consideration stage because the remarketing ads build interest in the potential customer.

case Page 53
consideration stage because the remarketing ads build interest in the potential customer.
For social media marketing and email marketing, MERSEA tells stories about products and
introduces potential customers to the brand.
Conversion
MERSEA is continually working to improve the conversion stage of its marketing funnel. One
strategy it uses is following up with customers who have abandoned their carts. An abandoned
cart is when a customer adds an item to their cart in an online store but does not make a
purchase. If the customer enters their email during the checkout process, but doesn’t make a
purchase, MERSEA automatically sends follow up emails reminding the customer about the
product in their cart. This follow-up leads to an increase in the conversion rate.
Loyalty
During the loyalty stage, MERSEA turns its paying customers into repeat customers.
After making a purchase, the customer receives emails about additional and newly released
products they may be interested in. These emails are typically sent twice a week: one during the
week and another during the weekend.
In addition, one unique strategy MERSEA uses to build loyalty is through text messaging. It has
success with sending text messages for order delivery confirmation and updates. When done
well, this texting strategy creates a more personal relationship with customers.
The results
While MERSEA’s success starts with its quality and fashionable products, its well-functioning
marketing funnel approach contributes to its success. Within two years of focusing on e-
commerce and building an online marketing funnel, MERSEA increased its online sales from
10% to 45%.
Additionally, because of the satisfied customers and the well-developed loyalty stage of its
marketing funnel, around 50% of MERSEA’s customers are returning customers.
Conclusion
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.

From <https://www.coursera.org/learn/foundations-of-digital-marketing-and-e-commerce/supplement/Tbqs4/case-study-
how-mersea-structures-its-marketing-funnel>

case Page 54
Measuring success at the top of the funnel

how do you know if the tactics you've chosen are working?

Are there ways to improve on what you're already doing or do you need
to start again with a whole new plan?
The fact is, no matter how much research you do or how carefully you plan a
marketing strategy, none of it matters unless you can measure your success.
Measuring outcomes at each stage of the funnel allows you to
• find out what you're doing right,
• what you're doing wrong,
• and where you can improve.
some of the metrics companies use to measure success at the top of the funnel.
A metric is a quantifiable measurement used to track and assess progress toward an
objective. Marketing metrics can gauge different aspects of campaign performance
and effectiveness, which can help businesses make
improvements for the future.
For example, to measure awareness of their ads,
marketers use tools to track things like impressions, reach, and frequency.
Impressions are the total number of times an ad appears on people's screens.
That number includes users who encountered the ad more than once.
If an ad is encountered 200 times by 100 people, the number of impressions is 200,
since it's been shown 200 times. In contrast, reach is the total number of unique
individuals who encounter an ad across their different devices.
No matter how many times a person gets that ad, they're only counted once. The
reach of an ad that's encountered 200 times by 100 people would be 100.
Frequency refers to how many times each individual encounters the ad in a given
timeframe. So if each of those 100 people gets the ad twice in a week, their
frequency would be two.
These are just a few of the metrics you can use to gaugeawareness.
The goal of the awareness stage is usually to get ads in front of the right people at
the right times. By analyzing impressions, reach, and frequency,
marketers can find out how big of an impact their ads are having.
If the numbers are below the company's goal for awareness, they may decide to re-
evaluate their ad strategy. But businesses can also have more specific awareness
goals like getting a certain amount of visitors to a page on a website. Exactly what
you choose to measure depends on what you're trying to achieve.
That's why it's important to set
goals for each stage of the funnel.
At the consideration stage, there are different ways to measure success, but they all
come down to one idea: Engagement.
How much, how often, and for how long are potential customers engaging with your
content.
Analytics tools can track things like how often customers search for your business
online, the number of first-time visitors to a site, the number of pages per visitor, and
how long visitors spend on a page.
Signing up for emails or newsletters is another good measurement of
engagement, and getting customer contact information will make it easier to remind
them you exist, and demonstrate your value later on.
It may seem like more engagement is better, but that isn't always the case.
If the goal is for customers to find what they need quickly but customers spend a
long time completing tasks, it may mean you need to re-evaluate the layout of your
website.
Measuring website interactions can give you a lot of insights.
So knowing which numbers are important and what they mean for your goals is
crucial.
Even with clear goals and accurate information, measuring awareness and

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Even with clear goals and accurate information, measuring awareness and
engagement is often more challenging than measuring
bottom-of-the-funnel concerns, like sales.
Let's review. Measuring awareness and engagement is the most important things
brands can do to ensure success at the top of the funnel.
Marketing teams use analytics tools to measure awareness through numbers of
impressions, reach, and frequency. Consideration can be measured through website
engagement, including page visits,
detailed views, and email sign-ups. Knowing what to measure in order to reach your
goals is an important part of marketing success.

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The bottom of the funnel: Conversion and loyalty

You know that the conversion stage, also known as the decision or
purchase stage, is when someone makes a purchase and becomes a customer.
Not everyone who considers a purchase will convert. And
potential customers make purchases when they think that one company's solution
fits their needs better than others.
So, it's essential that they do everything they can do to demonstrate and
deliver value at this stage.
You want customers to trust you and feel confident in their decision to buy your
product.
The goal of the conversion stage is simple: It's to turn potential customers into
buyers.
• But how different companies go about making that happen depends on
their products and audience?
• It's also important to keep in mind that different customers can get
from consideration to conversion through different touchpoints.
• But it is possible to identify trends in customer behavior so you can personalize
content and improve target areas.

To set themselves apart at the conversion stage, businesses should provide clear
and useful content and experiences.
That includes everything from accurate product descriptions to a smooth
checkout process and a clear returns policy. Well-placed, product-focused ads,
and a clearly-organized website can be persuasive, too.
Now, some marketing funnels end after the customer makes a purchase.
But building and maintaining customer loyalty can be just as important as converting
them in the first place.
Successful businesses balance customer acquisition with retention because
once you've made the effort to build a relationship with a customer, you want to keep
that relationship going.
Customer loyalty depends foremost on the quality and value of your product. But
even if a customer loves their purchase, that's no guarantee they'll come back for
more. Building loyalty is about creating a great customer experience during and after
purchase.
Many companies use things like follow-up emails, rewards programs, or social
media engagement to nurture relationships with customers on an ongoing
basis. Those interactions should always be purposeful and thoughtful.
For example, email coupons can encourage repeat purchases, but sending a coupon
for something a customer just bought—they probably won't be too happy about that.
When companies focus on creating a positive post-purchase experience, they can
drive future sales. And when customers who aren't just brand loyal but devoted fans.
And that's it!
Let's review: At the bottom of the funnel, businesses focus on converting potential
customers and encouraging those customers to return in the future. During the
conversion stage, they demonstrate value through quality content and
experiences. After a purchase, they build loyalty by continuing to engage customers
and build relationships.

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Measuring success at the bottom of the funnel

some ways to measure success at the bottom of

the funnel in the conversion and loyalty stages.
The most basic thing you can measure at the conversion stage is the number of
conversions.
A conversion happens when a potential customer takes the desired action, when
they make a purchase.
The number of conversions is crucial information, but it's not the only thing you can
measure at this stage. Tracking time to conversion, cost per conversion, the average
number of touchpoints before conversion, or the average order size can provide
valuable insights into how customers interact with your brand. These insights also
allow you to address drop off issues like abandoned carts.
Cart abandonment is when a customer adds an item to their cart but doesn't
complete the purchase. it's estimated that nearly 70% of online carts are
abandoned.
it's time for the last stage of the funnel, loyalty, how a business chooses to measure
loyalty depends on their target audience and particular goals.
Some common things to measure include the rate of repeat purchases, the length of
time between purchases, the number of orders per customer and the rate of account
activation after sign-up. The level of engagement with rewards programs is also
another indicator of customer loyalty over time. Loyalty metrics allow businesses to
assess and refine strategies to keep customers, boost sales, and save money. But
they also reveal where they can manage customer relationships more effectively.
In the end, customer loyalty is the truest test of how well the
entire funnel served customers and meets their needs.
just remember beyond completed purchases,
conversion measurements also tracked behaviors like time to conversion and order
size.
These measurements provide valuable information that can enable
teams to curb drop offs and increase sales. Loyalty measurements track things like
account activation, time between purchases, and orders per customer. By measuring
loyalty, businesses can improve retention rates and build revenue over time,
measuring results throughout the funnel is the best tool brands can use to optimize
their effort at each stage. And a well-planned funnel means they can nurture leads
effectively throughout their purchase journeys.

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 The future of e-commerce
This reading considers how e-commerce might change over the next decade.
Future trends for e-commerce
However, a few e-commerce trends stand out:
• Specialization of smaller retailers
• Immersive customer experiences
• Distribution and delivery innovations
Specialization of smaller retailers
Large online marketplaces and retailers will still probably account for most online
purchases. Smaller retailers may increasingly become more specialized by offering
highly customizable products, niche product categories not offered by the larger
retailers, and more personalized service.
Immersive customer experiences
Today, many customers still like to go to a physical store because they want to
handle or try on an item before they buy it. Virtual and augmented reality can provide
immersive experiences online so customers feel like they’ve handled an object or
tried on a garment without actually making a trip to the store.
Virtual reality (VR) is fully immersive. By putting on a VR headset, users are able to
view a simulated physical world with audio-visual feedback. Imagine putting on your
headset and going to the virtual dressing room to try on clothing items before buying
them. That is an example of a VR experience.
Augmented reality (AR) is semi-immersive. Users may not need to enter a
simulated physical world. AR adds audio-visual feedback to your existing world.
What if you could automatically view sunglasses in your shopping cart overlaid on a
virtual image of yourself on your phone? What if it saved items from any e-commerce
store so you could “try them on” again? This would be an AR solution to shopping at
different stores in person.
Chatbots are computer programs designed to simulate conversation with human
users. They can ask you if everything is fine and if you need help. This would be an
online version of a sales associate asking you the same questions in a physical
store. Artificial intelligence (AI) and machine learning by chatbots using data from
actual conversations may improve the overall experience for shoppers.
Distribution and delivery innovations
You might have heard or read about the possibility of drones or self-driving vehicles
making the last-mile trip between a warehouse and a residential home or office.
These methods of distribution and delivery may be commonplace in the next ten
years.

reading 5 Page 59
Week 2 end
you learned that digital marketing is more than just creating ads to drive sales.
An effective digital marketing strategy can affect every interaction a brand has
with its customers.
You explored the idea of the customer journey and how businesses use journey
maps to understand their customers' needs and motivations.
You also found out how customer journey maps can work together
with marketing funnels to focus marketing efforts where they'll be most effective.
Then you learned more about the top of the funnel and the tactics businesses used
to
reach and engage with potential customers in the awareness and consideration
stages.
You explored the bottom of the funnel and
some ways to turn leads into loyal customers.
Finally, you discovered the importance of measuring success throughout the funnel,
and how the insights businesses gain can help them improve the customer journey.
By learning customer journey maps and marketing funnels, you're beginning to
understand how to use digital channels effectively to reach customers.

course 2 end Page 60

 Glossary terms from module 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

terms course2 Page 61

Week 3 intro
you'll learn that a funnel fits into larger digital marketing strategy.
You'll explore the relationship between branding and digital marketing and some
specific ways companies can build their brands. You'll also find out what goes into
planning a digital marketing strategy and get to know some of the most common
channels and tactics they involve, like search engine optimization, social media
marketing, and email marketing.
Using these channels, businesses can attract customers, drive sales, and maintain
relationships over time. Creating a digital marketing strategy is one of the most
effective things brands can do to reach customers.
So, it's crucial to understand how they work, even if you're just starting out in the
industry.
Digital marketing strategies are so important because they ensure that a brand's
digital marketing and sales activities all work together toward a common goal.

week3 intro Page 62

Value of brands for digital marketing
A brand is how a business or organization is perceived by the public. There are a lot
of factors that can influence a brand, like
values, culture, design elements, and tone of voice.
But a brand isn't a physical asset, like a product or service.
Products and services are the things that a business sells, like clothing, software, or
entertainment. A brand is more like a personality or a reputation. It's the sum of who
you are and what people think about you and your products.
So why is it important to know about brands and their value?
Because a company's brand guides all of their marketing and sales efforts. Before
they can even start thinking about ads or promotion, companies need to understand
their mission, values, and unique offerings. Marketing efforts can, and should,
change with the times. But a brand identity is permanent.
If a brand is who you are, marketing is how you get people's attention.
So a company can pour tons of resources into a digital marketing strategy, but
without a strong brand identity, no one's going to remember who they are. Likewise,
they can have great values and amazing products,
but they still need marketing to build brand recognition and drive sales. A brand is
the foundation of a successful digital marketing strategy, but digital marketing can
also affect public perception of your brand. A strong brand can be incredibly
valuable, and digital marketing can make it even stronger.
For example, digital marketing campaigns can help increase value through brand
equity.
What is brand equity?
It's the value consumers attribute to one brand's offering when compared with similar
products from another brand. When a brand has positive equity, it means consumers
feel good about the brand and might pay more for it than an identical product from
another company.
For example, let's say we have two bottles of sunscreen with identical
ingredients— one from a known and trusted brand, and the other from a lesser known
brand.
Brand equity is how much more customers are willing to pay for the brand they
know and trust than the other one, even though they have the same ingredients. The
trust people have in the familiar brand adds to its overall value. Digital marketing is
one of the ways businesses build that trust. When they run an ad campaign, those
ads don't just get consumers to take notice.
They can also help shape public perception of the brand. Digital marketing can
communicate a brand's values, personality, and perspective, which can influence
how people think of them.
lets review
A brand is more than just another word for a business. It's how customers think and
feel about a company and its products. It's also the foundation for successful
marketing and sales
strategies. Digital marketing, in turn, can help build brand equity, recognition, and
trust.

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 Brand safety

Brand safety is a major priority for digital marketing teams. Ensuring a brand is in
good standing with consumers is important to the heart and the mission of a brand.
What is brand safety?
Brand safety refers to the practice of keeping a brand's reputation safe when they
advertise online. This might mean ensuring the brand’s ads aren’t placed next to or
on inappropriate or inaccurate content and making sure nocopyrighted materials are
used without permission.If you place ads within the display network, and those ads
appear on a website that is spreading misinformation, your brand may be damaged
because you are automatically associated with brands that are pushing inaccurate
information. For example, if your brand values inclusivity, you wouldn’t want your
brand’s ads to appear on a site that holds hateful or controversial views.
The Interactive Advertising Bureau (IAB) has designated 13 topics that brands
should avoid associating themselves with to maintain brand safety. Those are:
military conflict, obscenity, drugs, tobacco, adult content, arms, crime, death/injury,
online piracy, hate speech, terrorism, spam, and fake news. In addition to those,
your brand might want to stay away from other topics. For instance, if your brand
sells baby toys, you probably don’t want to appear on gambling sites.So, as a digital
marketer, how do you make sure you’re avoiding being associated with topics you
would prefer your brand not be associated with?
Ensuring brand safety
As a digital marketer, there are steps you can take to ensure your brand is
maintaining brand safety. First, you’ll want to define what is considered to be
“unsafe” for your brand. Consider what topics might be harmful to your brand. Then,
make sure you and your team understand that scale isn’t everything. Ending up
on every single website on the internet isn’t worth the risk and harm done to your
brand safety. Next, use trusted technology. When you’re submitting ads to display
networks or social media, make sure you’re using brand safety tools to maintain
brand safety. For instance, with the Google Display Network, you can opt-out of
specific sites that you want to stay away from.
Some strategies marketers take to maintain brand safety are:
• Buy ad space directly from reputable publishers. This will ensure your ads aren’t
placed where you don’t want them.
• Note: doing this may mean you miss out on potential sales since you’re limiting
yourself to certain customers.
• Use image recognition. This will identify images that deem content unsafe for your
brand.
• Select keywords to avoid. Publishers will allow you to choose keywords to avoid, so
you can include those when you submit your content.
• Apply geotargeting. This means making sure you know which regions your ads are
running in, which helps you make sure you are remaining sensitive and relevant to
all your customers.
Key takeaways
Because it’s so integral to your brand’s success, brand safety is a topic that takes a
lot of careful consideration. Make sure you know what types of topics and content
you don’t want your brand associated with, and then take action. After you’ve
carefully considered how to maintain brand safety, publishers and tools will help you
take your brand safety measures to the next level.
Resources for more information
The following resources can help you maintain brand safety if you’re using them to publish your
ads:
• Facebook brand safety controls
• Google Display & Video 360 help: Brand safety targeting

readingg1 Page 64
The elements of a digital marketing strategy
When you're just starting out in digital marketing or e commerce,
you probably won't be responsible for creating a digital marketing strategy unless
you're working at a small company, setting a strategy is usually a broad collaborative
effort.
But, you'll definitely help execute the strategy even if it's set by others. That's why it's
important for you to understand what a digital marketing strategy is and what goes
into building one.
Simply put, a digital marketing strategy is a plan for achieving specific goals through
online channels to support and advance business objectives. Before you can start
planning things like ad campaigns or social media outreach, you need to research
your audience and set meaningful goals. These steps will tell you who you're trying
to reach and what you want to accomplish.
All you need to know right now is that they're essential to the success of any digital
marketing strategy.
• Once you've completed your research and set your goals, it's time to work out a
strategy.
That means you're using what you've learned to guide customers through each
stage of the digital marketing funnel with the most effective tactics and media mix.
Media Mix refers to the combination of digital channels used to reach your goals and
how you divide your budget among them.
These are all the activities that go into your marketing funnel.
To select your media mix you'll first review your existing media content to find out if
there are any gaps after that, you can decide which channels to focus on
what content and campaigns to run on those channels and how to allocate your
budget.
Let's try an example.
Imagine you're part of a team that's working with a high end jewelry retailer who
wants to drive a 30% increase in revenue within three years. You know that jewelry
customers can take a long time to go from awareness to purchase. So you pick
marketing goals that support movement through the funnel, bringing in new
customers and nurturing existing leads more effectively. These are upper and middle
funnel concerns that should boost sales over time. That means you'll need to
concentrate on raising awareness and encouraging consideration to achieve them.
Here's a simplified version of a digital marketing strategy for these goals.
To increase awareness and draw in new customers your team puts 40% of its
budget towards upper funnel efforts.
From your research you know that video ads are the most effective way for raising
awareness among your target audience.
Another 40% of your budget goes to driving leads in the middle of the funnel, use
this money to engage customers across different channels like social media and a
paid ad campaign to reach customers who are actively researching
jewelry purchases.
The last 20% is for serving product focused ads to website visitors and email
marketing. The goal of the email campaign is to turn those leads you nurtured in the
upper funnel into paying customers. Each part of your funnel is important, but most
of your budget goes to the top and middle sections to help you reach new customers
and nurture leads. Once you have a strategy in place, you can start creating the
content you'll need to run your campaigns. That includes everything from email
templates to video animations, ad copy, and banner images. Lastly, you'll need a
plan to measure and analyze the results of your efforts so you know how you can
improve in the future. You may only be responsible for things like aligning budgets to
marketing activities or analyzing the results of a campaign.
Let's recap. To plan an effective digital marketing strategy:
You first need to research your audience and
set goals that support the business overall.

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set goals that support the business overall.
Next, you review your existing media for gaps, select marketing channels and
plan the content you'll use to reach your goals. Finally, you'll create a plan to
measure and analyze results.

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Find your audience and understand your customers

By analyzing certain customer data points, you will be able to determine the type of content
your audience engages with.

Why is it important to know your audience?

When you identify your audience, you can create digital marketing campaigns that
interest and engage them. This can lead to brand growth and increased awareness.
Knowing your audience involves learning details about their lives, such as their
geographic location, interests, online activities, and preferences. It’s important to
understand what content your audience likes and how they like to consume it. For
example, do they enjoy receiving humorous content via email? Maybe they like to be
introduced to new products via social media ads. Perhaps they are more likely to
engage with an ad if they see it while they’re on a website they frequently visit. There
is a lot to consider when you are thinking about your audience, but start by learning
who they are.
Who is your audience?
Understanding customer personas
Customer personas represent a group of similar people in a desirable audience.
They are profiles of your likely customers, based on data and research. Creating
customer personas can help a company figure out how to reach people at the right
time and with the right message, offer, or products. Personas allow you to focus your
time and energy onprospective leads that may actually turn into customers, rather
than random people who may not have any interest in your company at all.There are
a few ways to create customer personas. Marketing automation tools like HubSpot,
Xtensio, and Up Close & Persona have persona generators built in. However, if you
prefer to create your own, you will need to conduct some research.
Asking the right questions
Using surveys, interviews, and/or data that already exists in your automation tools,
you can find the information needed to create your personas. That information will
most likely be demographics like gender, age, geographical location, income,
education, and job type.If you collect this information through surveys or interviews,
it’s important you ask questions based on your business’ goals. Sometimes, it’s as
simple as finding out your customers’ personality traits, hobbies, and which social
media platforms they use to engage with brands.

Note: Your customer personas may not look exactly like this. They may be more or
less detailed or include different information. It’s all about what is right for your

readingg2 Page 67
 less detailed or include different information. It’s all about what is right for your
company. You will get more in-depth instructions on how to create customer
personas in a later reading.
Key takeaways
Customer personas represent a group of similar people in a desirable audience.
They:
• help a company figure out how to reach people at the right time and with the right
message, offer, or products
• allow you to focus your time and energy on prospective leads that may actually turn
into customers
• can be created manually or using automated tools

readingg2 Page 68
Define your marketing goals
let's think about the next part of the process: setting goals for a digital marketing
strategy.
We all set goals, whether in our professional or personal lives, but we're more likely
to reach our goals if we're clear about why they matter and what they involve. That's
as true at all levels of a business as it is for individuals. Every company, department,
team, and employee benefits from setting clear and relevant goals to guide their
work. You already know that digital marketing goals should support a business's
larger goals.
But what's the difference between a marketing goal and a business goal?
And how do you make sure they're aligned?
Let's start with business goals.
Business goals are desired aims, achievements, or outcomes for a business.
They are typically big, long-term, and have the potential to affect an entire
company. They include things like increasing profits, gaining new customers,
improving customer service, raising productivity, or launching new products or
services.
Marketing goals tend to be smaller, more targeted, and—you guessed it—
related to marketing activities. They're specific objectives in a marketing plan
or strategy that should support a business's larger aims. Some common marketing
goals include raising brand awareness, increasing web traffic, generating new leads,
and driving sales or conversions.
So how do you connect a marketing goal like raised brand awareness to a business
goal like increased profits?
For starters, both your business goals and your marketing goals need to be specific
and measurable.
So, for example, let's say there's a company that makes photo editing software, and
they want to expand their customer base.
A well-defined version of this business goal could be something like:
Grow our number of active customers by 25% over the next two years by adding five
frequently-requested features to our software.
That's way more specific, right? It tells you what they're going to do,
how they plan to do it, and when they want to get it done.
For now, let's consider this goal from a marketing perspective. What kinds of
digital marketing goals could help this company expand its active user base?
How about increasing website traffic? After all, people need to visit the website to
sign up for an account, but more website traffic doesn't necessarily equal more new
users. It would depend on how many of those visitors are new versus existing
customers and what they're doing once they get to the site. So increasing website
traffic might work, but maybe there's a better option.
What about generating new leads?
Since a lead is someone who is already interested in a company, lead generation is
more likely to result in more signups than general website traffic. A well-defined
version of that goal could be:
We will increase our lead generation by 40% in the next year by running upper-
funnel ads that highlight our new features and increasing our mid-funnel budget by
20%. By raising awareness of the new features and increasing the budget for
activities that create new leads, the marketing goal supports the business goal of
growing its user base. That's one example of how a marketing goal can support a
business goal, but there are a lot more. In fact, you can think of business goals like
the top part of a pyramid—

there are a lot of different goals below that support them.

So a digital marketing strategy can even have multiple goals that build towards that
top business objective. And you may also have goals for each part of your strategy.
For example, you can set goals specifically for your social media or email marketing

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For example, you can set goals specifically for your social media or email marketing
efforts. When all these smaller goals are aligned to the big things that a business
wants to achieve, they are much more likely to reach those aims.

Let's recap: Well-defined goals are important at all levels of a business. Business
goals are long-term aims that can impact a company at all levels. Marketing goals
are specific to marketing efforts, but should always contribute to business-wide
aims.

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 How to set SMART goals
Before you create marketing campaigns, you need to evaluate what your company’s
goals are. You may want to boost brand awareness, increase customer satisfaction,
or increase conversions, but those hopes aren’t necessarily your goals yet. For them
to be goals, they need some additional details and specifications.
When you set your goals, you’ll want to refer to the acronym SMART. SMART
stands for specific, measurable, attainable, relevant, and time-bound. Ensuring
your goals meet this criteria will help keep you organized, give you a sense of
direction as you move through your campaigns, and provide you with a time frame to
work within.
SMART considerations
To make sure your goals are SMART, consider the following factors:
• Specific: What do you want to accomplish?
• Measurable: What are the success metrics that will determine whether the objective
has been met?
• Attainable: Is this a realistic goal that you think you can meet?
• Relevant: Is this specific marketing goal aligned with your company’s overall
objectives?
• Time-bound: What is a realistic time frame that this goal can be met within?
Example scenario
You’re a digital marketer for a photography and photo sharing company. Users can
upload their photos onto your website and, using your design templates, make
scrapbooks and other items to commemorate events, trips, loved ones, and more.
You are setting new SMART goals in preparation for the upcoming financial quarter.
You know the company wants to focus on increasing scrapbook sales for this next
quarter, so you start thinking about goals. You decide to set a SMART goal to give
you something to compare your progress against. You come up with:
We aim to increase scrapbook sales by 15% by the end of the next quarter through a
robust social media campaign where we focus heavily on influencer marketing.
This goal fits all of the SMART goal criteria, which means you’ll be able to easily
track your progress and make adjustments as the social media campaign
progresses.
Key takeaways
This is just the beginning of your journey in learning more about setting SMART
goals. As you move along in the course, you’ll gain some additional context for your
SMART goals. For now, remember that SMART goals should always be: specific,
measurable, attainable, relevant, and time-bound.

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Paid owned or earned media
There are a lot of digital channels to pick from when planning strategies
and campaigns—from email to social media to video and beyond.
But all those channels fit into three main categories of digital media
paid, owned, and earned—
and a strong digital strategy takes advantage of all of them.
First, paid media is exactly that— it's any form of digital promotion
a brand pays to put online.
Some examples of paid media include banner ads, video ads, social media ads,
shopping ads, and pop ups.
The big advantage of paid ads is that they produce results quickly.
The downside is that those results go away instantly when you stop paying for
them— and paying for ads can get expensive over time.
That's why paid media is just one piece of a larger digital strategy.
Paid ads can lead directly to purchases, but they also help drive traffic to a
business's owned and earned media channels, as well.
Now, let's move on to the second type: owned media.
Owned media refers to all the digital content a brand fully controls.
Owned media content can be persuasive, but unlike paid media ads, it doesn't
advertise or sell products directly. Instead, it provides value by giving customers
what they need in order to make informed decisions.
Think of it this way:
If paid ads bring consumers to a company's website, owned content is what
convinces them to stay. Owned media includes things like website content,
blogs, eBooks, and social media content. Documents like whitepapers and case
studies can also inspire confidence by explaining why brands make certain decisions
and conveying the results through real-world examples.
The thing about owned media is that it can't do much on its own.
No matter how great a company's website or case studies are, they can't educate
customers who don't know they exist.
Businesses can bring customers to their own content through paid ads and ranking
highly on search engine results pages. We'll break down some ways to improve
search rankings in a bit. Right now, let's move on to the last type of digital media:
earned.
Earned media is any positive digital exposure generated through personal or public
recommendations.
Companies don't create or own earned media, and they can't pay for it directly. It's
generated by customers in response to things like product quality and customer
service, in addition to successful marketing campaigns.
So, if a brand starts a formal partnership with an influencer, that's paid advertising.
But if a customer likes a product so much that they tell their friends about it for free,
that's earned media. Basically, it's the reputation a brand builds for being great at
what they do. Earned media can take the form of social media mentions, blog posts,
written or video reviews, or positive press coverage, like product profiles or best-of
lists.Customer-generated content can help businesses sell products, but it does way
more than that. It also helps brands reach new markets and build public trust.

let's review: To be successful online, brands use a combination of paid, owned, and
earned media. Paid media is advertising you pay for, like banner or video ads.
Owned media is content a brand creates and controls, like website content, blogs, or
case studies. Earned media is positive, customer- generated content that raises
awareness and enhances a brand's reputation.

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 Seo
the search engine uses an algorithm to rank the results by relevance and quality.
Those rankings matter because search engines are the most common method people
use to find products and services online. And the internet is a crowded place.
Let's try an experiment. Say that I want to buy a plant for my home office, maybe a small
cactus. If I search the web for the phrase "potted cactus for sale," I get over 26 million
results. That's more than two million pages of links.
And just how many of those results do you think I'm going to click on before I find the
cactus I want? It's a lot less than 26 million.
So ranking in search results is essential for reaching customers.
But how do you make sure you're producing content that a search engine recognizes as
relevant and high quality? The answer is a process called search engine optimization,
or SEO, for short.
SEO is a set of practices designed to increase the quantity and
quality of traffic to a website.
At the most basic level, it involves optimizing content around commonly-used search
terms, also called keywords, to improve a website's position in search engine results
pages.
Search engine results pages, or SERPs, are the pages of results produced when
someone performs a search.
Typically, the higher a site ranks in these search listings, the more likely customers are
to click on it. And the more visitors you have, the more chances you have to drive
sales, establish authority, and build your brand. SEO and paid ads each have
advantages and disadvantages.
You've already learned that ads produce results quick, but those results disappear when
you stop paying for them.
With SEO, it's the reverse. The exposure you get from good SEO can last much longer
than paid ads. But rising in the search rankings can take time and effort,
which is why SEO and paid ads are often used together.
SEO has been around since the early days of the internet, and it's evolved a lot in that
time. These days, it involves a lot of different activities.
Let's go over a few SEO basics now:
keyword research, quality content, and website structure.
First, keyword research is the process of identifying common search terms and phrases
consumers use to find products or services online.
For example, some common keywords for a company that sells musical instruments
might include "guitar," "drum set," or "grand piano for sale." Part of SEO is finding the
keywords that are most relevant for your audience and products and making sure
they're part of your content. But you can't just pack your website full of keywords and
expect good results. You also need quality content that's useful and usable for your
customers. That means not only writing great content but keeping it up to date. You
want website content to match your business's current offerings and reflect keyword
trends. Quality content is a win-win because it's helpful for customers and tends to rank
better in SERPs.
Your content should also be easy to find, so organizing the site in a user- friendly way is
important too. A well-structured website makes it easier for both search engines
and customers to navigate your content.
Time to recap: SEO is the process of increasing the quality and quantity of traffic to a
website from search engines. Businesses can improve their search engine results, page
rankings, or SERPs in a few different ways, including keyword research, creating useful,
usable content, and a clear website structure. Of course, there's a lot more to good SEO
than we've covered here.

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sem

A big part of that promotion is Search Engine Marketing, or SEM.

SEM is the process of generating traffic to a website through paid ads that appear on
search engine results pages. SEM ads are the ones that appear above or below the
regular search listings in a SERP.
Some companies think of SEM as a broad umbrella that includes both paid ads
in search engines and SEO.
We're going to simplify things and say that SEO has to do with the ranking of search
listings within SERPs, while SEM happens through paid ads. SEM starts out the
same way that SEO does: with keyword research.
So, if your company sells vitamins you might want to serve an ad to
customers who search for the phrase "vitamin C." Once you have your keywords you
enter an ad auction to bid on them. An ad auction is how a search engine determines
which ads to display, and the order they're shown,
When someone performs a search. When you bid on a keyword, you decide how
much you're willing to pay when someone searches for a term and clicks your
ad. This is known as pay-per-click, or
PPC, because you pay only when someone clicks on your ad.
The amount you pay when someone clicks on a PPC ad is
called the cost-per-click, or CPC.
Now just like in every other auction it's possible to lose your bid. That means your ad
won't come up every time someone searches for your keyword. Search engines
decide which ads to display based on factors like quality and maximum bid amount.
SEM is a great way to reach specific customers quickly, but
it has other advantages too. When a customer finds a website through search
listings, they'll usually end up on that website's homepage. But paid ads give you
control over where those visitors land on your site, whether that's a sign up form or a
specific product page. But one of the biggest benefits of paid ads is that they create
opportunities for remarketing.
Remarketing allows you to identify previous customers or visitors to your website
and serve them paid ads on other sites and social media platforms. Have you ever
browsed the website for a pair of jeans and then noticed those same jeans popping
up on other sites? That's remarketing. It's a way of recapturing the attention of
people who are already interested in your brand. And that's really important because
most website visitors leave before completing an action, like making a
purchase. Maybe they want to consider their options or do more research before
buying. Remarketing encourages those people to come back by reminding them why
they clicked on your ad in the first place. Website visitors and previous customers
are also the segment of your audience that's most likely to convert. So those extra
reminders can have a big impact.
it's time to review. SEM is a way for brands to generate traffic to their websites
by placing paid ads on search engine results pages. It uses a model called pay-per-
click advertising, which charges you when someone clicks on your ad. Paid ads have
some big advantages like reaching customers quickly,
controlling where visitors land on your site, and remarketing.

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Display advertising
What is display advertising?
Display ads are visual ad formats placed on webpages or
apps. Display ads are images, text, videos, or GIFs that are
submitted to display networks and then placed in front of your
ideal audience to promote your brand, service, or product.
A display network is a group of websites, videos, and apps
where your ads can appear. Some display networks may
include up to two million websites. Display networks allow
marketers to target ads to particular audiences, contexts,
locations, and more. Some examples of display networks are
the Google Display Network, Taboola, and Criteo. However,
there are many options, and we encourage you to research as
many as you can in order to determine which is best for your
company.
There are also ad exchanges, digital marketplaces where
buyers and sellers come together and enter into a real-time
bidding process to buy and sell ad space. Ad exchanges pull
ad inventory from multiple publishers and display networks.
Agencies and advertisers typically bid on impressions from ad
exchanges via a tool called a demand-side platform. Xandr,
OpenX, Magnite, Pubmatic, and Google Ad Manager are
examples of ad exchanges.
Types of display ads
• Image ads are static JPG, PNG, or animated GIF files that
appear on websites. Reaching customers through visuals is
an effective approach because users can see the usefulness
of your product.
• Text ads are general ads that appear on websites as text
only. These aren’t the most dynamic ads, since they are text
only.
• Responsive ads automatically adjust their size and format to
fit the available space around them. The flexibility and
capability of responsive ads makes them very popular. They
can also appear as native ads, which means they are
designed and formatted to look like a native piece of the
website’s content.
• App promotion ads are ads that drive app downloads and
engagement from users by getting them to download apps.
App promotion ads are great because when clicked, they send
users straight to their app store to easily get whatever app
your company wants them to download. These ads will only
appear on devices compatible with your content.
How do display ads fit into the
marketing funnel?
As you create digital marketing campaigns and aim to
introduce your company and engage with potential customers,
you may opt into using display ads to ensure an effective and
successful marketing strategy. At Google, display ads are
employed during the awareness and consideration buckets of
the funnel because of the potential to drive awareness and
increase the customer base. However, we also enlist display
ads further down the funnel to remarket. Remarketing delivers
paid ads to customers who have visited your website or social
media profile. This helps increase conversions and keep loyal

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media profile. This helps increase conversions and keep loyal
customers.

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Social media and email marketing
two more channels businesses can use to reach their digital marketing goals: social
media marketing and email marketing.
Social and email each have different strengths, which makes them much more
effective together than separately. let's go over what they do well and how they can
work together to raise awareness and maintain customer relationships over time.
Brands can do a lot on social media. Because so many people are on social
media, it's one of the most effective channels for finding new audiences. With social
media accounts, companies can engage with customers, run ads, and even
generate earned media through viral content. But social media also has one big
drawback: businesses can control what they post to their accounts, but they can't
control the platforms themselves. So if a particular platform shuts down or changes
their algorithm, it can affect a brand's ability to reach their followers overnight. The
good news is that social media can help brands grow their email lists which they own
completely.
Email marketing doesn't have the reach of social media, but it also doesn't need
to. That's because email marketing is about nurturing relationships with people who
are already interested in a brand. And because businesses control their email
lists, they can nurture those relationships over time.
Email marketing is also incredibly cost effective. On average, it brings in more than
$40 for every dollar spent. And there you have it. Together, email and social media
marketing helps brands increase their reach, raise awareness, and connect with
customers online.

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Social media marketing basics
Social media marketing is the practice of creating and publishing content for social
media platforms in order to drive engagement and promote a brand or product.
Creating social media content might seem simple. After all, people post
interesting, funny, or touching content to their personal accounts every day.
But there's a lot more to social media marketing than writing clever or informative
posts. Social media marketing involves a lot of the same concerns as a
company's overall digital marketing strategy. Like increasing engagement,
expanding their reach,and building their brand. It just that all of those
activities happen on social media platforms.
Now, let's explore some of the ways businesses use social media to amplify their
efforts and reach their digital marketing goals.
We can break down these activities into five categories,
known as the five pillars of social media marketing.
These pillars include:
strategy, planning and publishing, listening and engagement, analytics and
reporting, and paid social media.
Let's start with strategy. Before planning your content or campaign, you need to
know who your audience is, and which social platforms they use. If your audience is
mostly interested in content abouthome decorating,
you might not post on a platform that caters to business and networking.
Posting the right content in the right places can save both time and money. To know
what types of content to create, you'll also need to understand your goals. For example, if you
want to build community around your brand, you might focus on interactive content like polls or
questions and answer sessions. But if your goal is to promote a new product, running a contest
or giveaway might get better results. Understanding your audience and having clear goals will
help you create effective, relevant content. Once you've set your strategy and content, you'll
need to consider planning and publishing. That means deciding when to post content and how
often to post content.
The goal is to engage followers enough so that they remember you, but not so often
that you overwhelm them. Next up is social listening and engagementOnce your
content is out in the world, you can track and analyze social conversations and
mentions related to your brand. This could mean monitoring direct responses to a
brand's social content or earned
media, like posts about its products, which are great ways to find out how customers
feel about your business. The insights you gain can help you decide how to respond
to and engage with customers on social platforms.
Those responses are important because they can affect your brand image and
customer relationships. Think of social listening and engagement like a
conversation. First, a business publishes content.Then they listen to how their
audience responds. By paying attention to what their audience says, they can
determine the best way to reply. For example, if someone posts about how helpful
they find a particular tool, like a habit tracking app, the brand could respond with
thanks and encouragement. But if they post that the app isn't working correctly, they
could share troubleshooting tips instead.
Next, you'll use analytics and reporting to find out how your content or campaigns
are performing and communicate results to others. Social media analytics tools
cantrack and measure things like comments, shares, follows, or clicks. They can tell
you how many people are using a hashtag or the number of positive mentions over
time. Businesses can use these insights to respond to trends, or guide future
strategies.
Finally, there's paid social media.
Paid social media ads have a lot of the same benefits as paid ads for other
channels. It can expand a brand's reach beyond its existing customer base and allow
them to remarket products. But advertising on social media has some other
advantages, too. For one thing, social platforms provide
more detailed user information than search engines. That means brand serve ads

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more detailed user information than search engines. That means brand serve ads
to highly specific customer groups. Finally, paid social media is a good way for
brands to grow their email lists. By linking ads to email sign-up forms, businesses
can contact their followers directly and send them special offers. Like any digital
marketing strategy, social media marketing involves getting to know your
audience, finding them online, and setting meaningful goals. Only then can you
plan, create, and publish content.

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Choose the right platforms for your target audience

Goal 1: Build connections with your audience

One goal of brands is to build relationships with their audience. If your brand or
business has chosen to prioritize this as a goal or objective, you will want to consider
which social media platforms are best for relationship building. For example,
interactive, word-based platforms where people interact in short messages and
where open communication is encouraged—like Twitter—are well suited to relationship
building. This is because the art of conversation is so encouraged and prioritized on Twitter.
It is perhaps one of the only platforms where a brand may post dozens of times a day,
without overloading its followers.
To build relationships with your audience on a platform like Twitter, you will want to
be responsive and engaging. If someone is interacting with your brand, feel free to
reply promptly and keep the conversation going. If they are mentioning you because
of an issue with an order, provide them with helpful, empathetic, and supportive
customer service. Possibly the most important thing to remember while engaging
with users online is to always make sure you are being authentic to your brand’s
voice. Your followers will come to expect a certain voice, and they will recognize you
for it.
Pro tip: Sometimes, it’s best to be proactive about relationship building. Instead of
waiting for users to reach out to you, actively seek out authentic connections and
communication within your community of followers.
Goal 2: Target new customers
If your goal is to target new customers, you may find some success on an image-
based photo and video sharing platform like Instagram. This is a good place to show
people your product, rather than telling them about it. To target new customers, it is
a good idea to tell your brand’s and products’ stories using interesting and dynamic
visuals.
Instagram is effective for telling your brand’s story because its users spend
significant time on the platform learning, being inspired, shopping, testing new things
out, and so much more. And, it is a unique platform because brands can leverage
other users with large followings to tell their story as well.
For example, leveraging a strategy like influencer marketing is an effective tactic to
target new customers. Influencer marketing involves a brand collaborating with an
online influencer to market one of its products or services. When an influencer
introduces your brand to their followers—a group of people who may not know about
you yet—this can be really helpful for targeting new customers. Another example of an
effective strategy is running social media ad campaigns, where your brand’s reach is sure to
increase.
Pro tip: If you prioritize influencer marketing, make sure your partners have
audiences that will be interested in your product once introduced to it.
Goal 3: Drive traffic to your website
If you want to drive traffic to your website, consider a social media platform that
allows you to share articles, links, products, images, and reviews, like Facebook. If
the content you are sharing feels fresh, informative, and links back to your landing
page, users will be more likely to click on it and end up on your webpage. If users
like what they see on your page, they may share your content themselves, possibly
resulting in even more website traffic.
When using a platform like this, it’s especially important to couple your brand’s voice
and visuals together in a cohesive way. Your content all needs to feel purposeful and
relevant, and draw users in, if you want to encourage website visitors.
Pro tip: Not all social media platforms allow you to easily share links to landing
pages and other content, but doing so can be a great way to drive traffic to your site.
Key takeaways
You will likely choose to prioritize certain platforms over others depending on what

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You will likely choose to prioritize certain platforms over others depending on what
your company’s goals and objectives are. However, you should feel free to push the
same initiatives and campaigns on varying social channels as well. If you have goals
that you think can be achieved on a few different platforms, you will still want to
customize the content to be exactly what your audience on each platform wants.

>

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Build relationships with email marketing
First, most importantly, email marketing is not spam. Spam, also known as junk
mail, refers to any unwanted emails sent out in bulk to a mass recipient list. These
are the emails that land in your inbox, even though you never signed up for
them. Spammers might make claims that are too good to be true or send the same
content to everyone on their list, regardless of their interests. They'll often send so
many emails that they end up annoying potential customers.
How is email marketing different from spam?
Email marketing is when a brand sends messages toa list of existing subscribers to
share information, drive sales, or create community. That means sending relevant,
helpful content to people who've agreed to receive it. When it's done well, email
marketing helps brands build and maintain
relationships with potential and existing customers.
How do brands avoid coming across like spammers?
How do they make sure they're sending the right content, to the right people,
at the right time?
They use segmentation and personalization.
Email segmentation is the practice of dividing an email subscriber list into smaller
groups or segments, based on criteria like interests, location, or purchase history. It
allows brands to customize emails for different groups and send subscribers content
that's relevant to them. The more brands learn about their subscribers, the more they
can segment their lists, which makes it easier to build relationships with
customers. So if someone buys cat food from a pet store, they might appreciate
getting ads about other cat-related products like treats or toys. But if they get a
coupon for birdseed, they might delete that email, and they could even unsubscribe
altogether, which is the opposite of what the pet store wants.
Let's move on to personalization.
While segmentation helps marketers decide what email content to send to which
people, personalization is a process of customizing email content for individual
subscribers. That doesn't mean running a different email for every single
subscriber. If email marketers did that, they wouldn't have time for anything else. But
there are some things they can do to deliver an experience that feels specific to each
individual. Here are a few examples: email marketers can address each recipient
directly by putting their name in the greeting or subject line. Send promotions for
special events like birthdays, holidays, or anniversaries. Send messages that match
where customers are in the marketing funnel. For example, an email about a loyalty
program probably shouldn't go to subscribers who are still at the consideration
stage. Finally, they can follow up on previous interactions, like asking a customer to
share their opinion on a recent purchase. Now you know the difference
between email marketing and spam, and how brands use techniques like
segmentation and personalization to build and maintain customer relationships.

llec9 Page 82
 Type of email campaigns
Real-life applications
As you are guided through the various types of email campaigns, think about emails
you’ve received recently or in the past. Consider what the sender was trying to
accomplish in emailing you. Did it work? Why or why not?
Note: A large portion of email marketing is testing out different tactics to learn what
works and what doesn’t. You might use all or just a few of the email types below,
depending on what is most effective for your audience and marketing goals.
Types of email campaigns
The following are the most common types of email campaigns:
• Acquisition emails are sent out to acquire new customers. They fall into the
awareness section of the marketing funnel because they engage potential
customers.
• Welcome emails are sent out to brand new customers or subscribers. The welcome
email most commonly exists within the consideration stage of the marketing funnel
because it encourages deeper engagement and specific actions.
• Newsletters are sent to subscribers regularly. They contain news and informational
content relevant to the company and of interest to subscribers. Newsletters are
versatile campaigns because they can fall into several funnel stages. Newsletters fit
in the consideration stage when potential customers are getting to know your
brand. They are part of the conversion stage when customers have decided they like
your brand and want to support it, and they fit the loyalty stage when customers keep
coming back for more products and content.
• Promotional emails are sent to inform subscribers of new or existing products or
services. Promotional emails usually fall into the consideration and loyalty buckets of
the marketing funnel because they encourage subscribers to take some kind of
action.
• Retention emails are sent to a current customer with the intent of keeping them as
a customer. This type of campaign fits into the loyalty portion of the funnel.
Key takeaways
Although these common email types are trusted by industry experts, you will still need to
test out different tactics to determine which types your subscribers engage with the most.
Consider what you have learned here, but make sure to be adaptable when something isn’t
working.
>

reead5 Page 83
Course 3 end

First, we found out why digital marketing is essential for building a strong
brand. Next, we covered the basics of creating a digital marketing strategy.
We explored the foundations of a digital marketing strategy, learning about
your audience and setting goals that support to business's larger aims.Then we
discussed picking channels and creating content to carry out that strategy. We went
through some of the most common channels and tactics that marketing and sales
teams use in their strategies. Like search engine optimization, which helps them
reach audiences through search results.We also discussed search engine
marketing, pay-per-click advertising and display ads. Finally, we explored how
companies expand their reach and engage with customers through social media,
and how they build relationships using email marketing. Remember that even if you
never write an acquisition email or do keyword research, understanding these
concepts is an important foundation for your career. By now, you may be starting to
get a better idea of which parts of digital marketing and e-commerce interests you
the most, but there's still more to come.

course3end Page 84
Terms and definitions from Course 1, Module 3

Brand: How a business or organization is perceived by the public

Brand equity: The value consumers attribute to one brand’s offerings when
compared with similar products from another brand
Brand safety: Keeping a brand's reputation safe when they advertise online
Business goal: A desired aim, achievement, or outcome for a business
Content marketing: A marketing technique that focuses on creating and distributing
valuable content to a specific audience
Cost per click (CPC): The amount an advertiser pays when someone clicks on a
PPC ad
Customer persona: Represents a group of similar people in a desirable audience
Display ad: A visual ad format placed on websites or applications
Earned media: Positive digital exposure generated through personal or public
recommendations
Email marketing: Sending messages to a list of existing subscribers to share
information, drive sales, or create community
Keyword: A search term people use to find information, products, and services
online
Media mix: A combination of digital channels used to reach goals and how the
budget is divided among them
Owned media: All the digital content a brand fully controls
Paid media: Any form of digital promotion a brand pays to put online
Pay-per-click (PPC): A type of advertising that allows the advertiser to pay only
when someone clicks on an ad link
Search engine marketing (SEM): Generating traffic to a website through paid ads
that appear in search engine results pages
Search engine optimization (SEO): The process of increasing the visibility of
website pages on search engines to attract more relevant traffic
Search engine results pages (SERPs): The pages of results a search engine
produces when someone performs a search
Segmentation: Dividing an email subscriber list into smaller groups based on
criteria like interests, location, or purchase history

terms course 3 Page 85

Week 4 intro
You also explored the different parts of a digital marketing and e-commerce
strategy, including research, goal-setting, and selecting the right channels and
tactics. Lastly, you found out a little about some of the channels and tactics like
SEO,SEM, social media, and email marketing. This part of the course is all about
data, how you measure it, how you interpret it, and how it can make your strategy
better. We'll explore the concept of performance marketing and examine some ways
you might be working with data in an entry-level digital marketing or e-commerce
role.We'll discuss how data can help you find out what's working well and how to
adapt to necessary change. We'll also go over some ways to
demonstrate those findings through data storytelling. Measuring the success of your
marketing efforts may be the most important thing you'll learn in your digital
marketing or e-commerce career.No matter how carefully you plan your strategy,
measuring your results can always help you make it better, from building your
brand, to engaging customers, and maximizing sales. The first time I really worked
with data and digital marketing was when I began running paid advertising for my
own e-commerce store. I wanted to understand if the effort I was making was worth
the extra cost. This made me realize that there was a whole world of measurement
beyond the paid campaigns I was running. I can measure the health of my whole
store through different
dashboards and analytics resources. This is where e-commerce and digital
marketing really gets fun because you can actually prove that your tactics are
helping you reach your goals.

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Measure progress with performance marketing

It's 1985, and you work for a marketing agency that's promoting a new breakfast
cereal. You run some focus groups to learn about your target audience and what
they like. You use those interviews and your past experiences as a marketer
to create memorable ads for newspapers, billboards, and televisions. And then you
wait. Your sales go up. The campaign works! But what you don't know is which ads
were most effective and how many of the new customers found the product through
your campaign. That doesn't mean your ad strategy is all guesswork— just that
there's limited information you can gather. You can keep going with that same
successful strategy. Now imagine you're running that same campaign today, only
online. With digital marketing, there are dozens of ways to measure the success of
your tactics and campaigns. So if you place an ad for cereal online, you can track the
things that just aren't possible with billboards, like how many people encounter and
engage with your ad each week. Collecting and evaluating all of that information can
help you
rethink a weak strategy or make a good one even stronger. That's performance
marketing. It's the process of using concrete information about customer behaviors
to plan and refine marketing and sales strategies. It focuses on measurable
results like clicks and conversions. Performance marketers set specific goals and
use metrics to find out if they've reached them. You're already familiar with some
performance metrics like the number of impressions or cost per click on paid
ads. Another performance metric is customer lifetime value, which refers to the
average revenue generated by customers over a certain period of time. There's also
ROAS, or return on ad spend. ROAS is how much revenue is gained versus how
much was spent. So if you spend $100 on an ad, but made $150 as a result of that
ad, the ROAS would be 150%. So for the cereal example,if you were to set a goal of
increasing overall revenue, ROAS might be one of the metrics used to measure
success. There are so many ways to measure performance at every stage of the
marketing funnel, and those measurements are critical because the average
customer journey takes about six touchpoints. That number has doubled more
than twice over a 15-year period. Performance marketing lets us gauge how each
of those touchpoints contributes to our goals, which helps us reach and engage with
customers more effectively.
Time to review. Measuring results with performance marketing is one of the most
important things you can do to ensure success. By tracking metrics like ROAS and
customer lifetime value, digital marketers can reach their goals

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 Common metrics for success
Typically, when you set goals, you track your progress to see how close you are to
reaching those goals. If you set a goal to finish a book every month for 12 months, you
will probably check on your progress every now and then to see if you are
accomplishing that goal. You may count pages with excitement as you go from book to
book, or keep a checklist of book titles. The same practices can be applied to measuring
marketing campaign effectiveness.
Introduction to metrics
As you go through this certificate program, you will learn a lot about metrics. For now,
know that a metric is a quantifiable measurement that is used to track and assess a
business objective. Metrics help determine the success of marketing initiatives and
campaigns.
Why track metrics?
Tracking metrics helps digital marketers gauge how close they are to meeting goals.
Each metric measures something specific, and therefore each metric tells a marketer
something different about their campaign. Metrics can reveal important information
about marketing campaigns, such as return on investment (ROI), return on ad spend
(ROAS), cost per sale, and online and sales revenue.

Metrics in the marketing funnel

You will apply different tactics to track metrics based on which stage of the marketing
funnel you are operating in. For instance, in the awareness stage, you’ll gather
audience data and develop user personas. This helps you get to know who your
customers are. During the consideration stage, you will consider metrics like cost of
acquisitions and click through rates. During the conversion stage, you will track and
analyze sales conversion rates, average order values, and cart abandonment rates. And
finally, during the loyalty phase, you’ll want to consider customer retention rate and
customer lifetime value.
There are other factors to consider throughout the marketing funnel process, and these
may not be familiar terms yet, but for now, this is a good place to start.

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Work with data

Data is a collection of facts or information. Your company's total number of social

media followers, how many hours a team spends on a project, or total year in
revenue, all of those numbers are data. Marketing data can help you answer
questions in a concrete way by drawing on real customer behaviors and
interactions. The insights are useful for planning campaigns, predicting future
behaviors, and finding out whether your activities are helping you reach your
KPIs. You'll recall that a KPI, or Key Performance Indicator, is a measurement used
to gauge how successful a business is in its effort to reach a business or marketing
goal. Your KPIs could be certain metrics, like ROAS. But if you find that you aren't
reaching your goals, you might need to prioritize different KPIs instead. To know if
you're meeting your KPIs, you'll need to collect and interpret the relevant data. The
process of monitoring and evaluating data to gain actionable insights, is called data
analytics. It's one of the most important skill sets you can develop for a career in
digital marketing or e-commerce. That doesn't mean you need to be a statistics
expert to work in these fields. What it does mean is that most entry level roles you'll
encounter involve working with data in some way. Let's go over a few of the main
data analytics responsibilities you might have. Pulling, reporting, and analyzing
data. Data pulling is the process of collecting data from analytics tools and putting
it into a spreadsheet or database, making it easy to access and work with. For
example, you might have campaigns with similar goals running on different platforms
like Facebook, Bing, and Google.
To make it easier to compare and analyze your data, you'll need to bring it all
together. One way to do that is by pulling the data from each source, and organizing
it into a spreadsheet. Data reporting, also called performance reporting, involves
organizing and summarizing data to track performance across marketing and sales
efforts. This process makes it easier to identify trends and spot unexpected results
more quickly. For example, if you've pulled data from multiple sources, reporting
makes it easier to tell if one has a higher ROAS than another. Quality reporting
provides a clear picture of the raw numbers. It should help you shape questions
that can be answered through analysis. Data analysis is the process of examining
data in order to draw conclusions, make predictions, and drive informed decision-
making. If reporting is the what, then analysis is the why. It helps you develop
insights that explain the reported results and make suggestions for next steps, like
shifting your budget or prioritizing different KPIs. You'll learn lots more about working
with the data later in the program. But I hope you feel like you've got a better
understanding of what data is and why it's so important for marketing and sales
success.
Now, let's recap.
The data produced by performance marketing is an incredibly valuable resource
for understanding how well your strategy is meeting its goals. In an entry level
role, you may find yourself pulling, reporting or analyzing performance data. Through
data analytics, you can find out if you're meeting your goals, anticipate customer
behavior, and make plans for the future.

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 Data ethics
Data can contain information about user interests and behaviors and even individual
customer purchases. This reading introduces you to data ethics. Knowing how to
work with user data responsibly and legally is critical to the integrity of your
organization, role, and projects.
Data ethics
Data ethics is the study and evaluation of moral challenges related to data collection
and analysis. When it comes to data, businesses apply ethical practices so they can:
• Follow regulations
• Demonstrate trustworthiness in protecting customer data
• Ensure the use of customer data is fair and without bias
Follow regulations
Many countries have laws regarding the generation, recording, curating, processing,
sharing, and use of personally identifiable data. Personally identifiable data (PID)
is information that can be used to directly identify, contact, or locate an individual.
Make sure you are aware of your organization's data security and privacy protocols.
Data privacy refers to the proper handling of data. How you collect, process,
analyze, share, archive, and delete data should be in accordance with the data
privacy laws of the countries where your customers reside.
Protect customer data
One important way to protect customer data is data anonymization. Data
anonymization refers to one or more techniques to mask or remove personal
information from data to protect the identities of people. Data anonymization is often
performed on data coming from multiple sources. After the data has been
anonymized, it can be more widely and freely shared in an organization. Types of
data often anonymized are names, telephone numbers, email addresses,
photographs, account numbers, and purchase transactions.
Use data fairly and without bias
Another ethical data practice is making sure that the data you collect and use is for
legitimate business purposes. Fair and reasonable use of data also means that you
don’t use the data in a biased manner. Data bias is a type of human error that skews
results in a certain direction. Note that data bias isn’t the same as selecting data
from a target audience. For example, let’s say you want to review historical data from
customers between the ages of 21 and 45. That’s not data bias. What would be
considered data bias is if you exclude the data from customers who returned
products because you don’t consider them loyal to your brand. However, even when
including all available data, you’re not always free of bias. This is possible if historical
data was from an audience that wasn’t representative of all potential customers. If
you create future ad campaigns based on previous customer behaviors, you could
unknowingly perpetuate a bias.
Pro tip: To minimize the risk of data bias, ask for peer review of critical data that you
intend to use so you can incorporate different perspectives right away.

reading2. Page 90
 Attribution models
we'll explore how businesses use reporting data to find out which of their marketing and
sales efforts are the most successful. Success can mean different things depending on
your particular marketing and business goals. But every digital marketer wants to know
which touchpoints are getting customers to take action. Say you're running a campaign
for a company that sells art supplies. If tons of people are clicking on an ad for a new
line of paints but only a few of
them eventually make a purchase, that ad might not be so successful after all. In order
to optimize a strategy, you need to know which touchpoints are influencing customer
decisions the most. Of course you can't know exactly what your customers are
thinking. All you have to go on is what they do. But those customer behaviors can tell
you a lot about where your efforts are succeeding and where they're falling short. The
process of determining which content and channels are responsible for generating
leads, conversions, or sign-ups is called attribution. This isn't something you need to
determine on your own. Most analytics tools include features that can use your data to
find out which touchpoints and keywords customers interact with before taking
action. You'll get some practice with these tools later in the program. By accurately
attributing success to specific marketing and sales efforts, businesses can make
informed decisions about where to invest their time, budget, and resources. Now, some
people assume that the last touchpoint should get all the credit, and it makes sense,
right? People often think that the touchpoint right before a purchase must be the
one that convinces a customer to take action.
But that isn't always the case. You know that the average customer encounters six
touchpoints on their purchase journey, and that the path isn't always
straightforward. Say someone is shopping for a new computer, and they decide which
model to buy after the second touchpoint but then they put off actually making the
purchase. Maybe they're waiting for a holiday or for the computer to go on sale. Maybe
they just get distracted. It might take another touchpoint to remind them of the purchase
they already planned to make. Both of those touchpoints deserve some credit, and
attribution is how they get it. Businesses have some choices when it comes to attribution
models. We won't go over all of them here— just a few to give you a sense of how they
attribute success: data-driven, first click, last click, and linear.
Data-driven attribution measures customer engagement with marketing content
across channels to understand what's motivating them to take action.
It assigns credit to each touchpoint based on statistics like which ads or keywords most
often lead to conversions. Data-driven attribution draws on real customer behaviors to
assign credit.
But if you don't have enough meaningful data for this model, they have other
options. Here are a few examples:
First click attribution assigns all the credit to the first touchpoint that eventually leads to a
conversion. Let's go back to our art supply store. If a customer's first interaction with the
brand is a social media ad for oil paints, all the credit for their purchase will go to that ad,
even if it takes a few more touchpoints for them to buy something.
Last click attribution assigns all the credit to the last known touchpoint before
conversion. If our art store customer makes a purchase after the fourth or fifth
touchpoint—maybe a promotional email—last click attribution would give full credit to that
email.
Linear attribution assigns equal credit to each touchpoint along the
customer journey. So for our art store customer's journey, the social ad, promotional
email, and all the touchpoints in between share credit for the eventual
conversion. Attribution isn't an exact science, but it can give you a better idea of
how customers are interacting with your content and what's leading them to take
action. Using models like data-driven, first click, last click, and linear attribution,
businesses can put their resources in places that will maximize customer conversions.

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 Data storytelling basics
Working with data isn't just about the numbers. You know that the process of data
pulling, reporting, analysis, and attribution, produces valuable insights that can change
the course of a project or strategy. But how do you turn those insights into action? How
do you persuade key people that something needs to be done, by using your data to tell
a story. Without a story, data is just numbers.
Those numbers can tell you what happened, but they can't tell you why ithappened, why
it's important, and what you can do about it. That's where data storytelling comes in.
Data storytelling is the practice of conveying data insights to a specific
audience using a clear and compelling narrative. Data has a lot of stories to tell, and no
two people will tell exactly the same one. Everyone brings their own perspectives,
experiences, and biases to data storytelling. And you'll find out about navigating some of
those challenges in a bit. For now, let's think about how to create stories with data. A
data story has three main components, the data itself, a compelling narrative, and
clear visualizations.
Together, these pieces should engage your audience by explaining what you
learned, and how you can use that information to take action. let's take them one at a
time.
• data.
Think of your data points like the characters in a play. If they're all on stage at once, it
can be hard to know where to focus your attention. So you need to be selective about
which numbers you highlight. The most important data points are your lead characters,
while others could play supporting roles, and some may not need to be in the scene at
all. To decide which data points are important, it's crucial to understand the questions
you're trying to answer. For example, maybe you work for a toy company that's
measuring the results of a new social media campaign. Your question could be as
simple as asking whether this new campaign is more efficient than the last one. For that
question, your main data point might be return on ad spend. But remember, you need to
understand the question you want to answer to know what data touse. Being clear about
your questions and the data you can use to answer them is also the first step in planning
your next piece of your data story,
• the narrative.
The narrative is like the plot of a play, it's what happens in the story. A well-structured
narrative is engaging, memorable and persuasive. Once you've picked the data points
and insights that answer your questions, you can start building a narrative that conveys
them effectively. In the toy company example you'd explain how the ROAS data you've
gathered compares to the previous campaign and how those results can impact your
future efforts. In other words, your data story should explain not just what your insights
mean,but why they matter to your audience and what they can do about them. That
doesn't mean you need to have all the answers. In fact, some of the best stories create
space for discussion. But appealing to your audience with a strong narrative can draw
attention to your insights and encourage others to take action. You'll learn more about
how to create an effective narrative in just a bit. Now that we've explored a simple
narrative structure, let's get into the last element of data storytelling:
• visualizations.
Data visualizations are graphic representations of data that convey
information. Data visualizations are like the costumes, lightings, and stage set of a
play. They focus attention and help the audience understand what's happening in the
narrative. Visualizations can take the form of charts, graphs, infographics, or
other illustrations. A well-placed visualization clarifies trends and expresses
relationships between data points. Returning to the toy company example again, we
could choose to represent the ROAS data as a series of numbers. But if what we want
to do is compare the current campaign to the last one, it's a lot clearer to convey that
relationship with a bar graph. It gets the point across quickly and clearly. Data
storytelling is a powerful tool, and one that's in high demand for digital marketing and e-
commerce roles.

lec4. Page 92
Story structure

Story structure
In a previous video, you learned that without a story, data is just numbers. Data
storytelling is the practice of explaining data insights to a specific audience using a
clear and compelling narrative. Formulating a story from data is a very important
piece of digital marketing. Each time you tell your compelling data story, it should be
structured using three elements. In this reading, you will learn the importance of
identifying story elements from data.
The three-part data story structure
Before you can tell your data story, you will need to analyze the data to determine
the story hidden within the data. In data storytelling, always remember that there are
three elements to every story: context, complication, and resolution. When you’ve
thoroughly analyzed your data to determine each element, you’ll be able to tell the
whole story.
Context
Creating context is an important part of storytelling with data, because without
context, you have no starting point for your story. Think of your context as the
framing of the situation. For example, imagine your company had a decrease in both
sales and their customer base last year. The company's goals are to maximize
profits and grow their customer base this year. Those goals may be the context of
your story.
Complication
Next, you need to identify the complication in your story. This is typically the reason
the situation requires action. A complication isn’t always bad, but rather an
explanation of how the situation has changed based on your data. For example, if
your company’s goals are to maximize profit and grow their customer base, and the
data shows you are on track to meet the first goal but not the second one, that is a
complication. Any kind of change in metrics would be an example of a complication.
Resolution
Finally, like any story, it should end in a resolution. The resolution of your data story
is the necessary action taken to solve a problem or leverage an opportunity. It
answers the questions: How did the story end? What were the results of the
complication? What do your results tell you about the campaign? For instance, if the
results show that you are maximizing your profits but are not driving new customers,
explain the data-driven action you will be taking to change that.
Example story

Now, review an example data story. Using the graphs above as a reference image,
recall the toy company example from a previous video. Recall that in the video, you
measured the results of a new social media campaign for your toy company.The
context of the data story may be your past social media campaign’s performance. In
this past campaign, you aimed to increase sales by 5% over a three month period
through the use of paid social media ads. Unfortunately, you didn’t reach that goal

read3. Page 93
through the use of paid social media ads. Unfortunately, you didn’t reach that goal
during your last campaign, and you want to review the data of your current campaign
to see if it is performing better. Now, you’ve set the context for this data story.When
you take a look at your past return on ad spend (ROAS) and conversion rates to
compare them to this campaign’s numbers, you notice an increase in both ROAS
and conversion rates. That increase is the complication of your campaign.
Remember that although complication sounds unfavorable, this won’t always be the
case.Finally, the resolution of your campaign tells the story of why ROAS and
conversion rates are soaring. Did the ROAS and conversion rates increase because
you changed the copy, switched out the images, ran a promotion in your ads, or
something else? Your findings are your resolution.
Key takeaways
Data isn’t just numbers and figures. Data tells a story that can be integral to your
company’s future successes. To create effective campaigns, you have to find the
stories in the data. Identifying your context, complication, and resolution will help you
get there.

read3. Page 94
 extras

Visit these sites and search using phrases like “digital marketing” or “e-commerce specialist.” If
you’re searching for an entry-level position, include words in your search such as “associate,”
“assistant,” “coordinator,” and “entry-level.” As you read job descriptions, take notes on which
tasks and roles intrigue you the most.

From <https://www.coursera.org/learn/foundations-of-digital-marketing-and-e-
commerce/supplement/ceGKt/how-to-find-job-opportunities>
Start by reviewing your resume and cover letters. Make sure to highlight your skills and
experience that are relevant to digital marketing, even if you don't have a lot of
experience. You can also use the common words you identified to help you choose the
right keywords for your social media profiles.
This is especially important if you're switching industries. By refining your online
presence, you can show potential employers that you're a great fit for the digital
marketing job, even if you don't have a lot of experience.
After you’ve tailored your resume and cover letter, create a LinkedIn profile, if you don’t
already have one. If you do, give it a makeover just like you did your resume. Visit the
profiles of other digital marketers and e-commerce specialists for inspiration.

From <https://www.coursera.org/learn/foundations-of-digital-marketing-and-e-
commerce/supplement/ceGKt/how-to-find-job-opportunities>

extraaa Page 95
Glossary terms from module 4
Terms and definitons from Course 1, Module 4
Attribution: Determining which content and channels are responsible for generating
leads, conversions, or sign-ups
Change management: Methods, practices, approaches, and processes that
organizations take to ensure changes are implemented smoothly
Customer lifetime value (LTV or CLV): The average revenue generated per
customer over a certain period of time
Data: A collection of facts or information
Data analysis: Examining data to draw conclusions, make predictions, and drive
informed decision-making
Data analytics: Monitoring and evaluating data to gain actionable insights
Data anonymization: Techniques to mask or remove personal information from
data to protect the identities of people
Data bias: Human error that skews data collection or interpretation of data in a
certain direction
Data-driven attribution: Measures customer engagement with marketing content
across channels to understand what is motivating them to take action
Data ethics: The study and evaluation of moral challenges related to data collection
and analysis
Data privacy: Rights of individuals under the law to control how their personal
information is collected, processed, shared, archived, and deleted
Data pulling: Collecting data from analytics tools and putting it in a spreadsheet or
database
Data reporting: Organizing and summarizing data to track performance across
marketing and sales efforts
Data storytelling: Conveying data insights to a specific audience using a clear and
compelling narrative
Data visualizations: Graphical representations of data that convey information
First click attribution: Assigns all the credit to the first touchpoint that eventually
leads to a conversion
Key performance indicator (KPI): A measurement used to gauge how successful a
business is in its effort to reach a business or marketing goal
Last click attribution: Assigns all the credit to the last known touchpoint before
conversion
Linear attribution: Assigns equal credit to each touchpoint along the customer
journey
Performance marketing: The process of using concrete information about customer
behaviors to plan and refine marketing and sales strategies
Performance reporting: (refer to data reporting)
Personally identifiable information (PII): Information that could be used to directly
identify, contact, or locate an individual
Return on ad spend (ROAS): How much revenue is gained versus how much was
spent

gllossary week 4 Page 96