digital marketing and e-commerce (Google)

Touchpoint

Each interaction with a brand during a purchase journey

What are the 4 categories for E-Commerce?

Software, Services, Physical Products, Digital Products

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

Business-to-business (B2B) e-commerce

enables businesses to sell products and services to other businesses.

experiential marketing

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.

Influencer marketing

enlists influential people to endorse or mention a brand or product to their followers on social media.

customer journey map

visualization of the touch points a typical customer encounters along their purchase journey

When does a touch point occur?

when a customer engages with your website or mobile app

transferable skills

curiosity, analytic mindset, storytelling

Digital Channel

Any communication method or platform a business can use to reach their target audience online

What does awareness on the marketing funnel mean?

Aware the product exist, but not enough to know about it.

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

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

E-commerce specialist

Develop and run campaigns to increase digital sales as part of an overall digital marketing strategy Optimize paid advertising campaigns using SEO and other tools Manage an online marketing presence, including social media platforms Monitor metrics for spikes in website traffic or sales

Search Engine Optimization(SEO) specialist

Develop optimization strategies to improve search rankings, 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

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

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

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

Marketing associate

Prepare reports on marketing and sales metrics, Collect and analyze customer behavior metrics, such as web traffic and search rankings, Coordinate with marketing teams to generate digital advertising materials, Assist with ongoing marketing campaigns

Digital marketing advantages

Reduces wasteful spending Adapts to new technologies Reaches target audiences with more precision

How does a marketing funnel work?

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.

Digital Marketing

The practice of reaching consumers online through digital channels with the aim of turning them into customers.

A marketing funnel

a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.

What are the four stages of a marketing funnel?

awareness, consideration, conversion, and loyalty.

Consumer-to-consumer (C2C) e-commerce

consumers buy items from each other

Consumer-to-business (C2B) e-commerce

consumers sell their products or services to businesses

Digital marketing coordinator

coordinate marketing activities and initiatives, Identify target audiences through research, Run campaigns, Monitor metrics to evaluate trends

What are the advantages of digital marketing?

cost-effective, reach more people, faster results, and build relationships with customers.

Social media marketing

creates content for different social media platforms to drive engagement and promote a business or product.

inclusive marketing consultant

is someone who reviews creatives or campaigns at the company to make sure they're being more inclusive.

Traditional marketing

marketing that isn't online. reach potential customers through printed media, television, radio, direct mail, phone calls, or billboards.

Business-to-consumer (B2C)

most common form of e-commerce. This is the process of selling online products or services directly from a business to a consumer.

E-commerce

the buying and selling of goods over the internet

omnichannel marketing

the integration or synchronization of content on multiple channels—so customers can have a consistent brand experience.

Inclusive marketing

the practice of improving representation and belonging within the marketing and advertising materials that an organization creates.

Pain points

the specific problems customers and potential customers want to solve

Why are touchpoints important to monitor?

they reveal the kinds of decisions customers are making during their customer journey to purchase your product or service.