Mass Communication Talk

Finding your path and perfect role in Digital Marketing As you begin your career, you’ll have to navigate your way to find the perfect role for you. While there is no one way to find your ideal role, there are some things to consider to help you better understand what direction you want to take. This reading will focus on a few of the options to consider as you start to search for a job.  Digital marketing vs. e-commerce Throughout this program, you learned concepts and practices related to digital marketing and e-commerce. By now, you have probably noticed that there isn’t a distinct divide between the two fields. Digital marketing and e-commerce often work fluidly together to achieve some type of conversion goal. While lots of the concepts you’ve learned relate to both fields, some aspects are different between each field. The table below provides an overview of these […]

Measure customer satisfaction How customers view a business is significantly based on their experiences with it and their own personal outcomes. Customer interactions with an online business, whether directly or indirectly, can affect if they choose to return in the future. That’s why it’s important for e-commerce businesses to constantly assess customer satisfaction.  Measuring customer satisfaction involves conducting research to determine the performance of products or services based on how they are perceived by customers. The benefit of measuring customer satisfaction is that it can help a business gain profit and competitive advantage. The following are steps on how to measure customer satisfaction. 1. Define goals Before a business can begin to measure customer satisfaction, it must define what to improve. There are many steps to a buyer’s experience with an online store, including: selecting the item they want to purchase, the checkout process, and the item delivery. Each of […]

Marketing Planning for seasonal events In an earlier reading, you learned about identifying special events and holidays for seasonal marketing planning and promotional opportunities. In this reading, you’ll learn Google Ads features that allow you to plan for these occasions.  During special events and holidays, e-commerce stores want an increase in conversion rates (in this case people clicking on your ads) since more people are searching to buy products online. Google Ads allows you to prepare for this by using the Performance Planner.  Performance Planner Performance Planner is a useful tool within Google Ads that allows you to forecast your Search, Display, and Shopping campaign’s performance based on your budget. That means you can predict future outcomes of holiday and special event sales. The planner also addresses seasonality based on your business type and location. You can review how changes to campaigns might affect overall performance and key metrics such […]

Using videos in e-commerce ads You have learned about using various video advertisement methods online through e-commerce ad platforms. In this reading, we’ll learn about digital advertising, only this time, we’ll cover video ads specifically.  Digital advertising vs digital marketing Digital marketing is the practice of reaching consumers online through digital channels with the aim of turning them into customers. Digital advertising is the practice of promoting a brand and generating sales through the use of ads. Using video in ads is one effective tactic of digital advertising.  Benefits of digital advertising Videos are an effective way to advertise for a number of reasons. For starters, 4 billion videos are watched on YouTube everyday. That’s billions of potential opportunities for a video ad to be seen. It’s also estimated that almost one-third of shoppers purchase a product after encountering a video ad, which is a conversion rate of 33% — […]