Foundations of Digital Marketing & E-Commerce - Week 2

Which of the following examples are outcomes of a well-planned digital marketing strategy? Select three.

1. Trust 2. Loyalty 3. Security 4. Employee Retention 5. Awareness

What is a customer journey map?

A visualization of the touchpoints a typical customer encounters along their purchase journey.

What are the stages of a marketing funnel? Select four.

Awareness, Consideration, Conversion, Loyalty

What are the stages of a simple marketing funnel? Select four.

Awareness, Consideration, Conversion, Loyalty

What is the first step in making sure that your brand reaches the right audience?

Conducting research

Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process?

Before, During & After a Purchase

How can a digital marketing strategy build customer trust and loyalty in a company's brand?

By reaching customers through digital channels before, during, and after a purchase

Fill in the blank: A _____ is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.

Marketing Funnel

Fill in the blank: The path a customer takes from learning about a product to getting their questions answered to making a purchase, is _____.

The Customer Journey

What is the goal of the consideration stage of the marketing funnel?

To increase the chances that a potential customer will make a purchase

What tactics should a company use to set themselves apart at the conversion stage? Select all that apply.

Ensure a Smooth Checkout Process & Provide Accurate Product Descriptions

Fill in the blank: A successful digital marketing effort guides all of a company's customer _____?

Interactions

Which is a consideration tactic aimed to educate potential customers about a company's offerings?

Offer engaging, useful content like blog posts, newsletters, or webinars

Imagine that a business builds a strong top-of-funnel marketing strategy. They take advantage of multiple channels and create a consistent experience across all of them. What outcomes will this strategy boost? Select two.

Customer Engagement & Awareness

Which outcomes does the top of the marketing funnel increase? Select two.

Customer engagement & Awareness

A visual representation of the process through which people go from first learning about a brand to becoming loyal customers is called what? Select all that apply.

A marketing funnel & A conversion funnel

Which is an awareness tactic that businesses can use to reach customers?

Create ads for websites, social media, email, or video platforms

Why is a marketing funnel wide at the top and narrow 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.

Why should a company measure loyalty? Select all that apply.

It shows how many customers will make repeat purchases, It helps them to assess and refine strategies to keep customers, It reveals where they can manage customer relationships more effectively.

Why are customer journey maps important for digital marketers?

They help marketers create better, more user-friendly experiences

What is the goal of the conversion stage?

To turn potential customers into buyers

What is the awareness stage of the marketing funnel?

When potential customers encounter your brand for the first time

Beyond an online presence, how can a company stand out from its competitors and reach potential customers?

With Digital Marketing

Consider the following scenario: Arjun is shopping online at a few different retailers. He has added items to his cart at each store. But instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?

Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.

Which are conversion tactics? Select all that apply.

Product-Focused Ads & A smooth checkout process

Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.

Reaching potential customers

When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success?

Target Audience

A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others. What is the path called that the customer takes from finding the product to recommending it?

The customer journey

Consider the following scenario: Maya is shopping on a company's website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?

The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.

What information should a digital marketer track in order to measure conversion? Select all that apply.

Time to Conversion, Cost per conversion, Number of abandoned carts

How can a company build customer loyalty? Select all that apply.

Use Social media engagement to nurture relationships, Offer a rewards program, Provide a great experience during & after a purchase