Introduction to Foundations of Digital Marketing & E-commerce

1. Getting started with the certificate program

2. What are digital marketing and e-commerce

• Digital marketing vs. E-commerce

• Core skills & transferable skills for digital marketing and e-commerce

3. Careers in digital marketing and e-commerce

• Agency roles vs. in-house roles

• Roles and responsibilities in digital marketing and e-commerce

The customer journey and the marketing funnel

1. How digital marketing and e-commerce benefit organizations

• Advantages and challenges of digital marketing and e-commerce

• Diversity in digital marketing and inclusive marketing

2. Introduction to the marketing funnel

• The customer journey, touchpoints and journey maps

• Traditional marketing funnel vs. digital marketing funnel

3. Attract and engage potential customers

• The top of the funnel: awareness and consideration

• Case study and measuring success

4. Drive sales and build brand loyalty

• The bottom of the funnel: conversion and loyalty

• Exploring the marketing funnel and measuring success

Digital Marketing & E-commerce Strategy

1. How companies use digital marketing to build their brands

• The value of brands for digital marketing, and brand safety

2. Create a Digital Marketing & E-commerce Strategy

• The elements of a digital marketing strategy

• Find your audience and understand your customers

• Define your marketing goals

• Difference between business and marketing goals, SMART goals

3. Reach customers online

• Paid, owned, and earned media

• SEO, SEM, display advertising

4. Engage customers through social media and email marketing

• Social media marketing basics, platform selection

• Email marketing, types of email campaigns

Measure Performance Success

1. Measure marketing performance success

• Measuring progress with performance marketing

• Working with data, common metrics, and data ethics

2. Use data insights to improve a strategy

• Attribution models, data storytelling, story structure

Introduction to Attract and Engage Customers with Digital Marketing

1. Getting started with the course

2. Create customer personas for your target audience

• Creating customer personas for your target audience

3. Awareness and consideration marketing funnel stages

• Marketing funnel and its benefits

• Awareness and consideration stage strategies

4. Conversion and loyalty marketing funnel stages

• Conversion and loyalty stage strategies

Understand Search Engine Optimization (SEO)

1. How search works

• Google search engine working, website rankings determination, SERPs breakdown

• Other popular search engines, and search algorithms

2. Understand the basics of search engine optimization (SEO)

• SEO and it's important, implementing SEO, SEO terms

3. Keyword research and website structure

• Keyword research and recommendations, SEO optimization steps

• Website structure and navigation, site hierarchy best practices

Apply Search Engine Optimization (SEO)

1. Optimize a website's content for SEO

• Website content optimization, site links and content  promotion

• Mobile-friendly website, and SEO do's and don'ts

2. Help google (and users) understand your content

• Effective titles and meta descriptions, title links and snippets

• Create structured data markup, business details on Google

3. Analyze search performance and user behavior

• Google Search Console tools, reports and metrics

• Bing Webmaster Tools

Search Engine Marketing (SEM) and Display Advertising

1. Understand search engine marketing (SEM)

• Benefits of SEM, common terms

• Google Ads SEM formats and bid strategies

2. Understand Google Ads

• Google Ads working, identifying keywords, ad auctions

• Google Ads account structure, organization, best practices, and ad creation steps

3. Apply display advertising

• Display advertising, creating responsive display ads, YouTube advertising

Introduction to From Likes to Leads: Interact with Customers Online

1. Getting started with the course

2. Understanding social media marketing

• Benefits of SMM, five core pillars of SMM

• Earned, owned, and paid social media

• The social media marketing funnel

Social Media Strategy, Planning and Publishing

1. Determine your social media marketing strategy

• Define goals and target audience

• Popular social media platforms and selecting platform for campaigns

• Create brand positioning statements, set up profile, and build brand identity

2. Offer content variety

• Using earned, owned, and paid media, acquiring earned media

3. Plan when to publish

• Determine frequency and timing of posts, real-time marketing

• Creating social media calendar, social media management tools, Hootsuite platform

Listening and Engagement on Social media

1. Social listening

• Social listening importance, strategies, insights, and popular tools

2. Engagement on social media

• Social media engagement, responding to social media users

• Influencer marketing, social marketing on mobile

3. Composing engaging content

• Social media copywriting, developing brand voice

• Designing engaging content, repurposing content, making posts accessible, Canva platform

Introduction to Think Outside the Inbox: Email Marketing

1. Getting started with the course

2. What is email marketing?

• Email marketing tasks

3. Preparing for your campaign

• Conducting PESTLE and SWOT audits, setting SMART goals, and creating email marketing strategy

4. Do's and dont's of email marketing

• Do's and don'ts of email marketing, ethical email language

Types of Email Marketing

1. Emails that welcome new subscribers

• Acquisition and welcome emails

2. Emails that entice new subscribers

• Newsletters and promotional emails, craft catchy copy

3. Emails that keep customers

• Retention emails, email type attributes

• Writing subject lines and preview text, creating accessible emails, avoiding spamming

Useful Tools for Email Marketing

1. Email lists

• Building and segmenting your mailing lists, Constant Contact platform

2. How to write an effective mail

• Writing effective emails, writing tips

3. Tools for email marketing

• Helpful tools, and selection

• HubSpot - creating and sending emails

• Mailchimp - sending emails and setting up campaigns

4. Mistakes in email marketing

• Fixing email marketing mistakes, writing an apology email

Collect and Analyze Email Campaign Data

1. Introduction to metrics

• Useful concepts and metrics, leveraging data and insights in email marketing

2. Most common email marketing metrics

• Common email marketing metrics

3. Email marketing results

• Create an email marketing report, tips on presenting to stakeholders

Run Your Own Email Marketing Campaign

1. Set up an email marketing campaign

• Setting the scene and preparation for an email marketing campaign

2. SMART goals in email marketing campaign

• Creating SMART goals for an email campaign

3. Click funnel and segmentation

• Segmenting an email list, completing an email series

4. Analysis and presentation

• Analyzing email campaign metrics and creating presentation for stakeholders

Introduction to Assess for Success: Marketing Analytics and Measurement

1. Getting started with the course

2. Media planning

• Media planning steps and performance goals using analytics and measurement, selecting media mix

3. Performance goals

• Setting performance goals, cost-related performance goals

4. Introduction to tools for marketing analytics

• Marketing analytics skills, Google Analytics, Google Ads

• Other tools, big data for marketing analytics and automation, cookie-less advertising

Use Metrics from Google Analytics and Google Ads

1. Google analytics metrics

• Global site tagging and Google Tag Manager

• Google Analytics : monitoring metrics, creating explorations, variables and tab settings

2. Google Ads metrics

• Google Ads : dashboards, scorecards, and reports, metrics, view and apply recommendations

3. Data in, data out: linking and exploring data

• Linking Google Ads to Google Analytics, exporting data

Measure The Success of Marketing Campaigns

1. Moving targets: adjusting media and performance goals

• ROI and ROAS calculations for marketing projects, making campaign budget decisions

2. Performing and analyzing results from A/B tests

• A/B test ad variations and bidding strategies in Google Ads, other tools for A/B testing

• Planning, monitoring and interpreting A/B test results

3. What does a successful marketing campaign achieve?

• Indicators to evaluate success of a marketing campaign

Share Metrics and Insights with Stakeholders

1. Anticipate what stakeholders need to know

• Working with stakeholders, communication plans, stakeholder relationships

2. Prepare metrics and insights to share

• Preparing and analyzing data in spreadsheets: sorting, filtering, comparing, and pivot tables

3. Prepare data visualizations

• Creating data visualizations in spreadsheets, other tools, making presentations accessible

4. Present insights to stakeholders

• Creating effective presentations, best practices for presenting data, evaluate and improve presentations

Introduction to Make the Sale: Build, Launch, and Manage E-commerce Stores

1. Getting started with the course

2. Understanding e-commerce and why it matters

• E-commerce intro, benefits of online selling

3. Terms, tools, and strategies in e-commerce

• Basics of e-commerce, common terms, essential strategies

4. Getting started in e-commerce

• Market research, competitive analysis, target audience

• Product research, product sourcing, branding in e-commerce

Learn About Online Sales

1. E-commerce stores and how they work

• E-commerce store working, platforms and domains

2. Understanding Shopify

• Shopify platform features and tools

3.  Use Shopify for your e-commerce business

• Shopify store set up, adding product listings, details page

• Google Merchant Center account set up and linking to Shopify, listing on multiple shopping channels

Ads and Campaigns in E-commerce

1. Ads in e-commerce

• Online advertising, platforms for e-commerce ad, using videos in ads

2. Google shopping campaigns

• Advertising with Google Ads campaigns, smart campaigns, disapprovals in Google Ads

• Google Shopping campaigns, creating a smart shopping campaign

3. E-commerce trends and seasonality

• Seasonality in e-commerce, off-season or on-season, marketing for special events and holidays

• Planning for seasonality in Google Ads, seasonal budgeting and bidding, optimizing marketing strategies

Engage Customers with an online Store

1. Designing your e-commerce store for success

• Creating engaging experience, responsive and mobile-first design

• Tips and best practices for increasing customer engagement

2. Creating a successful path to purchase for your e-commerce store

• Checkout process, common reasons for and reducing cart abandonment

• Evaluating checkout process, optimizing a website to improve sales

• Getting products to customers, e-commerce supply chain

Introduction to Satisfaction Guaranteed: Develop Customer Loyalty Online

1. Getting started with the course

2. Customer loyalty and rewards

• Customer loyalty, rewards programs, and dynamic remarketing

3. Develop client relationship management skills

• Post-purchase follow-up methods, writing customer satisfaction surveys, providing excellent customer service

Analyze Trends for an Online Store

1. Learn about e-commerce analytics tools

• Analyzing data to measure e-commerce success

• Shopify analytics and reports, other e-commerce analytics tools

2. Monitor e-commerce stores for growth and revenue

• Monitoring growth, revenue, and key metrics for an e-commerce store performance

3. Make updates to e-commerce stores based on data

• Using data to improve performance, conversion rate optimization, heat maps to optimize landing pages

4. Identify and update listings based on data

• Evaluating product performance, key metrics, and optimizing product offerings based on data

Prepare for Jobs Digital Marketing & E-commerce

Course Review