Introduction to foundations of digital marketing and e-commerce-Getting started with the certificate program
Welcome to the Google Digital Marketing & E-commerce Certificate
()
Program and Course 1 overview
Introduction to Course 1
()
Helpful resources to get started
Digital Marketing & E-commerce Certificate glossary
Overview of program survey
Introduction to foundations of digital marketing and e-commerce-What are digital marketing and e-commerce?
What are digital marketing and e-commerce?
()
What do digital marketing and e-commerce specialists do?
()
Joi - Career Path To Digital Marketing
()
Transferable skills for digital marketing and e-commerce
()
Prisha - My path to working in digital marketing
()
Core skills of digital marketing and e-commerce specialists
Melba - My path to working in e-commerce
()
Andrew - My path to working in digital marketing and e-commerce
()
Introduction to foundations of digital marketing and e-commerce-Careers in digital marketing and e-commerce
Launching your digital marketing or e-commerce career
()
Agency roles vs. in-house roles
()
Roles and responsibilities in digital marketing and e-commerce
Zuri - A day in the life of an entry-level digital marketer
()
Jebb - A day in the life of an entry-level e-commerce account manager
()
E-commerce, ecommerce, or eCommerce?
Introduction to foundations of digital marketing and e-commerce-Review: Introduction to foundations of digital marketing and e-commerce
Wrap-up
()
Glossary terms from module 1
The customer journey and the marketing funnel-How digital marketing and e-commerce benefit organizations
Welcome to week 2
()
How digital marketing and e-commerce create value
()
Advantages and challenges of digital marketing
Jen - Diversity in digital marketing
()
Inclusive marketing
Janice - Inclusive marketing
()
Xiomara - Inclusive marketing
()
The customer journey and the marketing funnel-Introduction to the marketing funnel
The customer journey and journey maps
()
What is a touchpoint?
The marketing funnel
()
The traditional marketing funnel to the digital marketing funnel
The customer journey and the marketing funnel-Attract and engage potential customers
The top of the funnel: Awareness and consideration
()
Case study: How MERSEA structures its marketing funnel
Measuring success at the top of the funnel
()
The customer journey and the marketing funnel-Drive sales and build brand loyalty
The bottom of the funnel: Conversion and loyalty
()
Measuring success at the bottom of the funnel
()
The future of e-commerce
The customer journey and the marketing funnel-Review: The customer journey and the marketing funnel
Wrap-up
()
Glossary terms from module 2
Digital marketing and e-commerce strategy-How companies use digital marketing to build their brands
Welcome to week 3
()
The value of brands for digital marketing
()
Brand safety
Digital marketing and e-commerce strategy-Create a digital marketing and e-commerce strategy
The elements of a digital marketing strategy
()
Find your audience and understand your customers
Define your marketing goals
()
How to set SMART goals
Digital marketing and e-commerce strategy-Reach customers online
Paid, owned, and earned media
()
Attract customers with search engine optimization
()
Reach customers with search engine marketing
()
Display advertising
Digital marketing and e-commerce strategy-Engage customers through social media and email marketing
Introduction to social media and email marketing
()
Social media marketing basics
()
Choose the right platforms for your target audience
Build relationships with email marketing
()
Types of email campaigns
Digital marketing and e-commerce strategy-Review: Digital marketing and e-commerce strategy
Wrap-up
()
Glossary terms from module 3
Measure performance success-Measure marketing performance success
Welcome to week 4
()
Measure progress with performance marketing
()
Common metrics for success
Working with data
()
Data ethics
Measure performance success-Use data insights to improve a strategy
Attribution models for digital marketing
()
Data storytelling basics
()
Story structure
Measure performance success-Pursue your new career
Prepare for your job search
()
How to find job opportunities
Elle - Build confidence
()
Measure performance success-Review: Measure marketing performance success
Wrap-up
()
Glossary terms from module 4
Measure performance success-Course review: Foundations of Digital Marketing & E-Commerce
Congrats! What’s coming in Course 2
()
Course 1 glossary
Get started on Course 2