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% — […]

Seasonal Marketing for special events and holidays In a previous video, you learned that seasonality refers to the regular and predictable fluctuation of e-commerce traffic around special holidays, events, and weather on a quarterly or yearly basis. This reading will continue to develop your knowledge of seasonal marketing and help you understand the importance of planning for “special events” and holidays to increase traffic to your business.  Understanding geographic segmentation When considering holidays and special events, an online business must start with a sense of where their audience is located. Earlier, we discussed that a target market is a group of customers at which a business aims its marketing efforts and resources. You’ll use this as an indicator of who your audience is and what they care about on a large scale.  For example, in the United States, “Black Friday” is the single busiest shopping day for retailers. It occurs […]

Platforms for e-commerce ads E-commerce ads are necessary, whether you’re helping to launch a new e-commerce store or working for a thriving e-commerce business, one of the best ways to acquire new customers is through e-commerce advertising. E-commerce advertising is any form of online or offline advertising that raises awareness of and drives traffic to an e-commerce business. E-commerce advertising—along with other digital marketing tactics—can help support any e-commerce marketing strategy. In this reading, we’ll discuss some top online platforms through which to advertise your e-commerce products or services.  Google Ads   If you’ve taken previous courses in this program, you’ve learned how Google Ads can support a business’s digital marketing strategy. Google Ads is an ideal tool for e-commerce businesses that want to boost brand awareness or acquire new customers. Google Ads enables you to show Search ads on Google search engine results pages (SERPs) and place display ads on […]