Digital Marketing and E-commerce
Engagement Marketing
(refer to experiential marketing)
Customer Experience Optimization for entry-level ECA
- Analyzing customer feedback and behavior to identify areas for improving the online shopping experience - Assisting in the implementation of changes to the website layout, navigation, and checkout process
Email Marketing for entry-level DMC
- Assisting in the creation and distribution of email campaigns - Segmenting email lists and personalizing email content - Monitoring email campaign performance and reporting on key metric
Paid Advertising for entry-level DMC
- Assisting in the creation and management of pay-per-click (PPC) campaigns on platforms like Google Ads and Facebook Ads - Monitoring and analyzing the performance of paid campaigns
Content Creation and Management for entry-level DMC
- Assisting in the creation of content for various digital platforms, including blogs, social media, email newsletters, and websites - Scheduling and publishing content across digital channels
Product Listings and Inventory Management for entry-level ECA
- Assisting in the management and optimization of product listings on the e-commerce platform - Monitoring inventory levels and coordinating with the supply chain team to ensure product availability
Data Analysis and Reporting for entry-level DMC
- Collecting and analyzing data from various digital marketing channels - Preparing regular reports on campaign performance and providing insights
Data Collection and Analysis for entry-level ECA
- Collecting and analyzing data on website traffic, sales, and customer behavior using tools like Google Analytics - Monitoring key performance indicators (KPIs) such as conversion rates, average order value, and customer lifetime value
Search Engine Optimization (SEO) for entry-level DMC
- Conducting keyword research and assisting in on-page and off-page SEO efforts - Optimizing website content to improve search engine rankings - Monitoring website traffic and performance using tools like Google Analytics
Competitor Analysis for entry-level ECA
- Conducting research on competitor activities and market trends - Providing insights and recommendations based on competitive analysis
Collaboration for entry-level DMC
- Coordinating with other team members, such as graphic designers, content writers, and social media managers, to ensure cohesive campaign execution - Assisting in the development of marketing strategies and plans
Social Media Management for entry-level DMC
- Managing social media accounts by posting updates, engaging with followers, and monitoring activity - Assisting in developing and executing social media campaigns
Sales and Performance Reporting for entry-level ECA
- Preparing regular reports on e-commerce performance, sales trends, and customer insights - Providing actionable recommendations to improve website performance and sales
Key aspects of digital marketing
- Search Engine Optimization (SEO) - Content Marketing - Social Media Marketing _ Email Marketing - Pay-Per-Click (PPC) - Affiliate Marketing - Influencer Marketing - Analytics and Data Analysis
What are typically associate-level roles in digital marketing?
- Search engine optimization (SEO) specialist - Social media specialist - Search engine marketing (SEM) specialist
Marketing and Promotion Support for entry-level ECA
- Supporting digital marketing efforts by providing insights on product performance and customer preferences - Assisting in the planning and execution of promotional campaigns and sales events
Collaboration for entry-level ECA
- Working closely with the marketing, product, and IT teams to ensure alignment and execution of e-commerce strategies - Assisting in the development and testing of new features and functionalities for the e-commerce site
What do effective digital marketing or e-commerce candidates often have?
- a deep understanding of one or two specific areas - a broad knowledge of fundamentals
Digital marketing helps businesses do what?
- better serve customers - inspire loyalty - build trust
Relationship Between Digital Marketing and E-commerce
- closely related fields Digital marketing drives traffic and engagement to e-commerce websites, helping businesses attract potential customers, promote products, and increase sales. Effective digital marketing strategies are essential for the success of e-commerce operations, as they enhance online visibility, build brand awareness, and optimize the customer journey from awareness to conversion.
What are the benefits of an agency role?
- collaborate on a variety of initiatives in multiple industries - get to know certain skill sets very well
Which of the following are benefits of working in a marketing agency role?
- collaborate on a variety of initiatives in multiple industries - learn certain skill sets very well - develop broad and flexible expertise
What are typical job responsibilities for an e-commerce analyst?
- confirm customer interactions align with business objectives - ensure email ads generate desired results on a website - analyze data from website or mobile app
Responsibilities of Entry-Level Digital Marketing Coordinator
- content creation and management - social media management - email marketing - search engine optimization (SEO) - paid advertising - data analysis and reporting - collaboration
Responsibilities of Entry-Level E-commerce Analyst
- data collection and analysis - sales and performance reporting - product listings and inventory management - customer experience optimization - marketing and promotion support - competitor analysis - collaboration
Which of the following are benefits of working as an in-house marketing employee?
- likely have a clear path to promotion - get to know one company and its products - gain knowledge and expertise in a specific industry
Key components of e-commerce
- online stores - shopping carts - payment gateways - product listings - order fulfillment - customer service - mobile commerce (m-commerce) - B2B, B2C, C2C models
Search Engine Optimization (SEO)
Optimizing website content to rank higher in search engine results pages (SERPs) and attract organic traffic
Affiliate Marketing
Partnering with other businesses or individuals to promote products or services and sharing a portion of the revenue generated from referred sales
Order Fulfillment
Processes involved in receiving, processing, and delivering orders to customers
Business-to-consumer (B2C)
Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)
Business-to-business (B2B)
Refers to when businesses sell products or services to other businesses (when businesses purchase from each another)
Consumer-to-business (C2B)
Refers to when individuals (consumers) sell products or service 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)
Pay-Per-Click (PPC) Advertising
Running paid ads on search engines, social media platforms, and other websites where advertisers pay each time their ad is clicked
What is in a portfolio?
Samples of past work and relevant work experience
Payment Getaways
Secure systems that facilitate online payments by processing credit card, debit card, and other electronic transactions
Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?
Seek out answers about people—what they want, how they think, and what motivates them to take action
Email Marketing
Sending targeted emails to prospects and customers to nurture relationships, promote products, and drive conversions
Transferable Skills
Skills from other areas that can help someone progress a career in marketing
Shopping Carts
Software that allows customers to select and purchase products from an online store
Customer Service
Support services provided to assist customers with inquiries, returns, or other issues related to their online purchases
Entry-Level Digital Marketing Coordinator
Supports the execution of digital marketing strategies and campaigns
E-commerce
The buying and selling of goods or services using the internet It encompasses all online transactions and the processes that support them, from browsing products and placing orders to payment and delivery.
Digital Marketing
The practice of reaching consumers online through digital channels with the aim of turning them into customers It encompasses a wide range of online marketing activities aimed at reaching and engaging a target audience through various digital mediums.
Social Media Marketing
The process of creating content for different social media platforms to drive engagement and promote a business or product; Using social media platforms to promote products, services, or brands, and engage with customers
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; Collaborating with influencers to promote products or services to their followers
Why would someone choose an agency role instead of an in-house role?
To work on different projects across multiple industries
Analytics and Data Analysis
Using tools and techniques to measure, analyze, and optimize digital marketing performance
Online Stores
Websites or platforms where businesses display and sell their products or services
By the end of this program, learners will have _____ that can help them demonstrate their experience to potential employers.
concrete examples of work
Which one of the following describes marketing roles?
A digital marketing coordinator and e-commerce analyst often share similar skills
Which role allows you to partner with companies to fill their digital marketing and advertising needs?
Agency
Agency
An outside partner thay fulfills a company's digital marketing and advertising needs
Digital Channel
Any communication method or platform a business can use to reach their target audience online
In a digital marketing role, you may be asked to assist with campaigns, set marketing goals and KPIs, and create customer personas. These tasks typically apply to which roles?
Associate-level roles
What skill helps marketers and analysts to communicate data insights effectively and engage an audience?
Data storytelling
Product Listings
Detailed descriptions, images, and specifications of products available for purchase.
B2B, B2C, C2C Models
Different models of e-commerce transactions, including business-to-business (B2B), business-to-consumer (B2C), and consumer-to-consumer (C2C)
What is the term for any communication method or platform a business can use to reach its target audience online?
Digital channel
A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?
Digital marketing
_____ is the buying and selling of goods and services online.
E-commerce
As a new associate, you may be asked to analyze data from a website and mobile app, use SEO to maximize website traffic, and execute loyalty programs. Who typically fills this role?
E-commerce analyst
Mobile Commerce (M-commerce)
E-commerce conducted via mobile devices, such as smartphones and tablets
Entry-Level E-commerce Analyst
Focuses on analyzing data related to online sales and customer behavior to optimize e-commerce performance
Describe the job responsibilities of an entry-level digital marketing coordinator or e-commerce analyst
Both roles require strong analytical skills, attention to detail, and a good understanding of digital marketing and e-commerce principles. Proficiency in tools like Google Analytics, Excel, and various digital marketing platforms is often required. Additionally, good communication and teamwork skills are essential for coordinating with different departments and stakeholders.
With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?
Build relationships with customers
How can someone in this program put what they have learned into action?
By building a personal brand
Content Marketing
Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience
In-house
Within a single company
Digital channels like email and social media allow businesses to personalize their communication. What advantage of digital marketing does this refer to?
You can build relationships with customers through direct communication
A(n)_____ role is when you work for a single company to market and sell their products.
in-house
Some marketing roles are _____ positions, meaning a marketer works for a single company to market and sell their products.
in-house
It is helpful to specialize in a marketing role that aligns with your _____.
strengths
