Digital Marketing & E-commerce Strategy | Google Digital Marketing & E-commerce Certificate

00:39:55
https://www.youtube.com/watch?v=gXeprdUsU4I

Zusammenfassung

TLDRDans cette vidéo, on explore comment le marketing numérique et l'e-commerce permettent aux marques de se connecter avec leurs clients. Les stratégies incluent la cartographie du parcours client, qui aide à comprendre et fidéliser les clients, et les entonnoirs de marketing qui augmentent la notoriété et la conversion des consommateurs. Nous examinons aussi la relation entre le branding et le marketing numérique, ainsi que la planification stratégique utilisant le SEO, le marketing sur les réseaux sociaux, et le marketing par email. Un bon branding est crucial, car il guide toutes les activités de marketing et vente, et le marketing digital peut renforcer une marque en augmentant sa reconnaissance et sa confiance. Un contenu de qualité, soutenu par une structure de site bien organisée, est essentiel pour le SEO. Le SEM valorise le marketing numérique par des annonces ciblées. Enfin, les médias sociaux et le marketing par email se complètent pour bâtir et entretenir des relations avec les clients.

Mitbringsel

  • 📊 Le marketing numérique et l'e-commerce aident les marques à comprendre et à fidéliser leurs clients.
  • 🔍 Les cartes du parcours client permettent d'anticiper les besoins des clients et de gérer les relations.
  • 🎯 Les entonnoirs de marketing servent à augmenter la notoriété, inciter à la considération et à la conversion.
  • 📈 Les SEO et SEM sont essentiels pour le classement dans les résultats de recherche.
  • 📧 Le marketing par email est très rentable pour fidéliser les clients.
  • 📲 Les médias sociaux favorisent l'engagement et l'élargissement de l'audience.
  • 🤝 Le marketing digital nécessite une stratégie intégrée utilisant les médias payants, possédés et acquis.
  • 🎥 Les publicités vidéo sont efficaces pour sensibiliser les consommateurs.
  • 🛠️ La segmentation et personnalisation des emails renforcent les relations client.
  • 📦 Les stratégies de contenu doivent être alignées avec les objectifs de l'entreprise.

Zeitleiste

  • 00:00:00 - 00:05:00

    La vidéo commence par récapituler les notions fondamentales sur le marketing digital et le commerce électronique vues dans la partie précédente, en mettant l'accent sur l'importance des parcours client et les entonnoirs marketing numériques pour accroître la reconnaissance, encourager les conversions et établir la fidélité. Elle introduit la relation entre le branding et le marketing numérique, et explore les stratégies utilisées par les entreprises pour construire leurs marques et planifier des stratégies de marketing numérique efficaces.

  • 00:05:00 - 00:10:00

    Elle aborde le concept de marque en expliquant que c'est la perception publique d'une entreprise influencée par divers facteurs. La vidéo met en avant l'importance de la marque dans les efforts de marketing et de vente, affirmant qu'une identité de marque est permanente alors que les efforts de marketing peuvent changer avec le temps. Elle souligne l'importance de l'équité de marque et comment le marketing numérique peut renforcer la valeur d'une marque.

  • 00:10:00 - 00:15:00

    Cette partie explique comment développer une stratégie de marketing numérique, en soulignant l'importance de la recherche du public et de la définition d'objectifs significatifs. Elle présente un exemple de stratégie numérique pour un détaillant de bijoux, démontrant l'allocation de budget sur différentes étapes de l'entonnoir de marketing (haut et milieu du tunnel principalement), pour apporter de nouveaux clients et maintenir les leads.

  • 00:15:00 - 00:20:00

    L'accent est mis sur l'importance de fixer des objectifs de marketing qui soutiennent les objectifs commerciaux plus larges. La distinction entre les objectifs marketing et les objectifs commerciaux est expliquée, avec un exemple illustrant comment un objectif marketing bien défini peut soutenir un objectif commercial plus général. La vidéo met en évidence l'importance de la clarté et de la pertinence des objectifs à tous les niveaux.

  • 00:20:00 - 00:25:00

    Aborde les trois catégories principales de médias numériques : payés, possédés et gagnés. La vidéo explique comment chacun contribue au succès du marketing numérique et donne des exemples concrets pour chaque type de média. Elle clarifie comment le contenu possédé influence la décision d'achat, tandis que le média gagné est généré par les clients à travers des recommandations.

  • 00:25:00 - 00:30:00

    Exploration de l'optimisation des moteurs de recherche (SEO), processus visant à améliorer la visibilité en ligne via le contenu optimisé autour de termes de recherche (mots-clés). Le SEO est comparé aux annonces payantes en matière d'avantages et d'inconvénients, soulignant qu'ils sont souvent utilisés ensemble. Les bases du SEO sont couvertes, y compris la recherche de mots-clés, la création de contenu de qualité et l'organisation de site web.

  • 00:30:00 - 00:39:55

    Examen du marketing sur les moteurs de recherche (SEM) et de la publicité PPC pour générer du trafic rapidement. Le marketing social et par courriel est ensuite abordé, soulignant comment ils se complètent. Les tactiques utilisées incluent la segmentation et la personnalisation pour maintenir les relations clients, tout en insistant sur le fait de ne pas être associé au spam, mais plutôt de fournir un contenu pertinent et attendu.

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Mind Map

Video-Fragen und Antworten

  • Qu'est-ce qu'un entonnoir de marketing ?

    Un entonnoir de marketing est un modèle qui illustre le processus d'acquisition de clients, de la prise de conscience initiale à la fidélisation.

  • Comment le SEO aide-t-il au marketing numérique ?

    Le SEO améliore le classement d'un site web dans les résultats de recherche, augmentant ainsi la visibilité et attirant plus de trafic de qualité.

  • Pourquoi le marketing par email est-il efficace ?

    Le marketing par email est efficace car il crée et entretient des relations avec des clients déjà intéressés, tout en générant un retour sur investissement élevé.

  • Quels sont les avantages du marketing sur les médias sociaux ?

    Le marketing sur les médias sociaux permet d'atteindre de nouvelles audiences, d'engager les clients et de générer des médias acquis grâce à du contenu viral.

  • En quoi consiste le SEM (Search Engine Marketing) ?

    Le SEM génère du trafic vers un site via des publicités payantes qui apparaissent dans les résultats de recherche.

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Untertitel
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Automatisches Blättern:
  • 00:00:03
    [Music]
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    hi there glad to have you back
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    in the last part of the course we
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    explored what digital marketing and
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    e-commerce can do for brands
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    you learn how customer journey maps can
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    help companies understand their
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    customers and nurture relationships over
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    time you also discovered how they use
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    digital marketing funnels to raise
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    awareness encourage consideration drive
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    conversions and foster loyalty by
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    learning about these concepts you're
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    starting to build a strong foundation
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    for the next phase of your career in
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    this part of the course you'll learn
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    that a funnel fits into a larger digital
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    marketing strategy you'll explore the
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    relationship between branding and
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    digital marketing and some specific ways
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    companies can build their brands you'll
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    also find out what goes into planning a
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    digital marketing strategy and get to
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    know some of the most common channels
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    and tactics they involve
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    like search engine optimization social
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    media marketing and email marketing
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    using these channels businesses can
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    attract customers drive sales and
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    maintain relationships over time
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    creating a digital marketing strategy is
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    one of the most effective things brands
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    can do to reach customers so it's
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    crucial to understand how they work even
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    if you're just starting out in the
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    industry
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    in fact one of the first things i did
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    when starting out as a product marketing
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    manager was collaborating on digital
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    marketing strategies for social media i
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    worked hands-on in developing ways to
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    reach and engage our target audience
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    digital marketing strategies are so
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    important because they ensure that a
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    brand's digital marketing and sales
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    activities all work together toward a
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    common goal
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    i'm so excited to get started and i hope
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    you are too
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    [Music]
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    so far i've said a lot about brands how
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    they find their audiences how they
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    engage with customers and how they build
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    loyalty and boost sales but what exactly
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    is a brand and how does it relate to
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    digital marketing and e-commerce
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    in this video we'll explore why
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    understanding brands is so important for
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    digital marketing
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    a brand is how a business or
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    organization is perceived by the public
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    there are a lot of factors that can
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    influence a brand
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    like values culture design elements and
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    tone of voice and companies can do
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    things to build their brands but a brand
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    isn't a physical asset like a product or
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    service products and services are the
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    things a business sells like clothing
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    software or entertainment a brand is
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    more like a personality or a reputation
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    it's the sum of who you are and what
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    people think about you and your products
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    so why is it important to know about
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    brands and their value
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    because a company's brand guides all of
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    their marketing and sales efforts before
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    they can even start thinking about ads
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    or promotion companies need to
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    understand their mission values and
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    unique offerings
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    marketing efforts can and should change
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    with the times but a brand identity is
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    permanent
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    think of it this way if a brand is who
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    you are marketing is how you get
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    people's attention so a company can pour
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    tons of resources into a digital
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    marketing strategy but without a strong
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    brand identity no one's going to
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    remember who they are
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    likewise they can have great values and
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    amazing products but they still need
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    marketing to build brand recognition and
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    drive sales
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    a brand is the foundation of a
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    successful digital marketing strategy
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    but digital marketing can also affect
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    public perception of your brand
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    you can't have one without the other
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    a strong brand can be incredibly
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    valuable and digital marketing can make
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    it even stronger for example digital
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    marketing campaigns can help increase
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    value through brand equity what is brand
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    equity it's the value consumers
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    attribute to one brand's offering when
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    compared with similar products from
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    another brand
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    when a brand has positive equity it
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    means consumers feel good about the
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    brand and might pay more for it than an
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    identical product from another company
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    for example let's say we have two
  • 00:04:08
    bottles of sunscreen with identical
  • 00:04:10
    ingredients one from a known and trusted
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    brand and the other from a lesser known
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    brand
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    brand equity is how much more customers
  • 00:04:18
    are willing to pay for the brand they
  • 00:04:20
    know and trust than the other one even
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    though they have the same ingredients
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    the trust people have in the familiar
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    brand adds to its overall value digital
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    marketing is one of the ways businesses
  • 00:04:31
    build that trust
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    when they run an ad campaign those ads
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    don't just get consumers to take notice
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    they can also help shape public
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    perception of the brand digital
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    marketing can communicate a brand's
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    values personality and perspective which
  • 00:04:45
    can influence how people think of them
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    alright time to review
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    a brand is more than just another word
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    for a business it's how customers think
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    and feel about a company and its
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    products it's also the foundation for
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    successful marketing and sales
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    strategies digital marketing in turn can
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    help build brand equity recognition and
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    trust
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    moving forward we'll begin to explore
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    how brands create digital marketing
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    strategies that support their larger
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    goals
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    [Music]
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    now that you understand the relationship
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    between branding and marketing it's time
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    to get deeper into how brands use
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    digital marketing strategies to reach
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    business goals
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    when you're just starting out in digital
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    marketing or e-commerce you probably
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    won't be responsible for creating a
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    digital marketing strategy unless you're
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    working at a small company setting a
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    strategy is usually a broad
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    collaborative effort but you'll
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    definitely help execute the strategy
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    even if it's set by others
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    that's why it's important for you to
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    understand what a digital marketing
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    strategy is and what goes into building
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    one simply put a digital marketing
  • 00:05:55
    strategy is a plan for achieving
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    specific goals through online channels
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    to support and advance business
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    objectives
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    so now let's discuss what actually goes
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    into creating a digital marketing
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    strategy
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    before you can start planning things
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    like ad campaigns or social media
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    outreach you need to research your
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    audience and set meaningful goals these
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    steps will tell you who you're trying to
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    reach and what you want to accomplish
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    you'll learn more about how to do these
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    things later in the program
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    all you need to know right now is that
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    they're essential to the success of any
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    digital marketing strategy once you've
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    completed your research and set your
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    goals it's time to work out a strategy
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    that means you're using what you've
  • 00:06:35
    learned to guide customers through each
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    stage of the digital marketing funnel
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    with the most effective tactics and
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    media mix
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    media mix refers to the combination of
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    digital channels used to reach your
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    goals and how you divide your budget
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    among them
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    these are all the activities that go
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    into your marketing funnel
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    to select your media mix you'll first
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    review your existing media content to
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    find out if there are any gaps
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    after that you can decide which channels
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    to focus on
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    what content and campaigns to run on
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    those channels and how to allocate your
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    budget
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    let's try an example
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    imagine you're part of a team that's
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    working with a high-end jewelry retailer
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    who wants to drive a thirty percent
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    increase in revenue within three years
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    you know that jewelry customers can take
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    a long time to go from awareness to
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    purchase
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    so you pick marketing goals that support
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    movement through the funnel
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    bringing in new customers and nurturing
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    existing leads more effectively
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    these are upper and middle funnel
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    concerns that should boost sales over
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    time
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    that means you'll need to concentrate on
  • 00:07:39
    raising awareness and encouraging
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    consideration to achieve them here's a
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    simplified version of a digital
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    marketing strategy for these goals to
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    increase awareness and draw on new
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    customers your team puts 40 percent of
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    its budget toward upper funnel efforts
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    from your research you know that video
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    ads are the most effective way for
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    raising awareness among your target
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    audience another 40 of your budget goes
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    to driving leads in the middle of the
  • 00:08:04
    funnel use this money to engage
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    customers across different channels like
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    social media and a paid ad campaign to
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    reach customers who are actively
  • 00:08:13
    researching jewelry purchases the last
  • 00:08:15
    20 is for serving product focus ads to
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    website visitors and email marketing the
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    goal of the email campaign is to turn
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    those leads you nurtured in the upper
  • 00:08:25
    funnel into paying customers each part
  • 00:08:27
    of your funnel is important but most of
  • 00:08:30
    your budget goes to the top and middle
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    sections to help you reach new customers
  • 00:08:34
    and nurture leads
  • 00:08:35
    once you have a strategy in place you
  • 00:08:37
    can start creating the content you'll
  • 00:08:38
    need to run your campaigns that includes
  • 00:08:41
    everything from email templates to video
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    animations ad copy and banner images
  • 00:08:47
    lastly you'll need a plan to measure and
  • 00:08:49
    analyze the results of your efforts so
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    you know how you can improve in the
  • 00:08:52
    future that one's really important and
  • 00:08:55
    we'll explore some ways to do that later
  • 00:08:57
    in this course
  • 00:08:58
    and there you have it there's a lot that
  • 00:09:01
    goes into creating a digital marketing
  • 00:09:02
    strategy but remember this is a team
  • 00:09:05
    effort you may only be responsible for
  • 00:09:07
    things like aligning budgets to
  • 00:09:09
    marketing activities or analyzing the
  • 00:09:11
    results of a campaign
  • 00:09:13
    let's recap
  • 00:09:14
    to plan an effective digital marketing
  • 00:09:16
    strategy you first need to research your
  • 00:09:18
    audience and set goals that support the
  • 00:09:20
    business overall next you review your
  • 00:09:22
    existing media for gaps select marketing
  • 00:09:25
    channels and plan the content you'll use
  • 00:09:27
    to reach your goals
  • 00:09:29
    finally you'll create a plan to measure
  • 00:09:30
    and analyze results
  • 00:09:32
    and if all this seems like a lot don't
  • 00:09:34
    worry we'll break everything down for
  • 00:09:36
    you over the course of this program
  • 00:09:39
    coming up we'll learn more about setting
  • 00:09:41
    effective goals for your marketing
  • 00:09:42
    strategy
  • 00:09:49
    [Music]
  • 00:09:50
    so far we've covered the basic elements
  • 00:09:53
    of digital marketing strategy the
  • 00:09:55
    importance of customer research and what
  • 00:09:57
    goes into customer personas
  • 00:10:00
    now let's think about the next part of
  • 00:10:02
    the process setting goals for digital
  • 00:10:04
    marketing strategy
  • 00:10:06
    we all set goals whether in our
  • 00:10:08
    professional or personal lives but we're
  • 00:10:10
    more likely to reach our goals if we're
  • 00:10:12
    clear about why they matter and what
  • 00:10:14
    they involve that's as true at all
  • 00:10:17
    levels of a business
  • 00:10:18
    as it is for individuals
  • 00:10:20
    every company department team and
  • 00:10:23
    employee benefits from setting clear and
  • 00:10:25
    relevant goals to guide their work
  • 00:10:27
    you already know that digital marketing
  • 00:10:29
    goals should support a business's larger
  • 00:10:31
    goals but what's the difference between
  • 00:10:33
    a marketing goal and a business goal
  • 00:10:36
    and how do you make sure they're aligned
  • 00:10:38
    let's start with business goals
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    business goals are desired aims
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    achievements or outcomes for business
  • 00:10:45
    they're typically big long-term and have
  • 00:10:48
    the potential to affect an entire
  • 00:10:50
    company they include things like
  • 00:10:53
    increasing profits
  • 00:10:55
    gaining new customers
  • 00:10:57
    improving customer service
  • 00:10:59
    raising productivity
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    or launching new products or services
  • 00:11:04
    marketing goals tend to be smaller more
  • 00:11:07
    targeted and you guested related to
  • 00:11:09
    marketing activities
  • 00:11:11
    their specific objectives in a marketing
  • 00:11:13
    plan or strategy that should support a
  • 00:11:16
    businesses larger aims
  • 00:11:18
    some common marketing goals include
  • 00:11:20
    raising brand awareness
  • 00:11:22
    increasing web traffic
  • 00:11:24
    generating new leads and driving sales
  • 00:11:27
    or conversions
  • 00:11:29
    so how do you connect a marketing goal
  • 00:11:31
    like raise brand awareness to a business
  • 00:11:34
    goal like increase profits
  • 00:11:37
    for starters both your business goals
  • 00:11:39
    and your marketing goals need to be
  • 00:11:41
    specific
  • 00:11:42
    and measurable
  • 00:11:44
    so for example let's say there's a
  • 00:11:46
    company that makes photo editing
  • 00:11:48
    software and they want to expand their
  • 00:11:50
    customer base
  • 00:11:51
    a well-defined version of this business
  • 00:11:53
    goal could be something like grow our
  • 00:11:55
    number of active customers by 25
  • 00:11:58
    over the next two years by adding five
  • 00:12:02
    frequently requested features to our
  • 00:12:04
    software
  • 00:12:05
    that's way more specific right
  • 00:12:08
    it tells you what they're going to do
  • 00:12:10
    how they plan to do it and when they
  • 00:12:12
    want to get it done
  • 00:12:14
    you'll learn more about setting
  • 00:12:15
    well-defined goals later in this course
  • 00:12:18
    for now let's consider this goal from a
  • 00:12:20
    marketing perspective
  • 00:12:22
    what kinds of digital marketing goals
  • 00:12:24
    could help this company expand its
  • 00:12:26
    active user base
  • 00:12:28
    how about increasing website traffic
  • 00:12:31
    after all people need to visit the
  • 00:12:33
    website to sign up for an account but
  • 00:12:35
    more website traffic doesn't necessarily
  • 00:12:37
    equal more new users
  • 00:12:39
    it would depend on how many of those
  • 00:12:41
    visitors are new versus existing
  • 00:12:43
    customers and what they're doing once
  • 00:12:46
    they get to the site so increasing
  • 00:12:47
    website traffic might work but maybe
  • 00:12:50
    there's a better option what about
  • 00:12:52
    generating new leads
  • 00:12:54
    since a lead is someone who is already
  • 00:12:55
    interested in a company lead generation
  • 00:12:58
    is more likely to result in more sign
  • 00:13:00
    ups than general website traffic
  • 00:13:03
    a well-defined version of that goal
  • 00:13:05
    could be
  • 00:13:06
    we will increase our lead generation by
  • 00:13:08
    40 percent in the next year by running
  • 00:13:11
    upper funnel ads that highlight our new
  • 00:13:13
    features
  • 00:13:14
    and increasing our mid funnel budget by
  • 00:13:16
    20 percent
  • 00:13:18
    by raising awareness of the new features
  • 00:13:20
    and increasing the budget for activities
  • 00:13:22
    that create new leads the marketing goal
  • 00:13:24
    supports the business goal of growing
  • 00:13:27
    its user base
  • 00:13:28
    that's one example of how a marketing
  • 00:13:31
    goal can support a business goal but
  • 00:13:33
    there are a lot more in fact you can
  • 00:13:35
    think of business goals like the top
  • 00:13:37
    part of a pyramid there are a lot of
  • 00:13:39
    different goals below that support them
  • 00:13:42
    so a digital marketing strategy can even
  • 00:13:44
    have multiple goals that build toward
  • 00:13:46
    that top business objective
  • 00:13:49
    and you may also have goals for each
  • 00:13:51
    part of your strategy for example you
  • 00:13:53
    could set goals specifically for your
  • 00:13:55
    social media or email marketing efforts
  • 00:13:58
    when all these smaller goals are aligned
  • 00:14:00
    to the big things a business wants to
  • 00:14:01
    achieve they're much more likely to
  • 00:14:04
    reach those aims
  • 00:14:05
    let's recap
  • 00:14:07
    well-defined goals are important at all
  • 00:14:09
    levels of a business
  • 00:14:11
    business goals are long-term aims that
  • 00:14:13
    can impact a company at all levels
  • 00:14:16
    marketing goals are specific to
  • 00:14:18
    marketing efforts but should always
  • 00:14:20
    contribute to business-wide aims
  • 00:14:23
    in the next lesson we'll explore some of
  • 00:14:25
    the tactics and channels brands can use
  • 00:14:27
    to advance their marketing and business
  • 00:14:29
    goals meet you there
  • 00:14:35
    [Music]
  • 00:14:37
    in the last lesson you learned all about
  • 00:14:39
    creating a digital marketing strategy
  • 00:14:42
    we covered customer and competitor
  • 00:14:44
    research setting marketing goals to
  • 00:14:46
    align with business goals and what to
  • 00:14:48
    consider when selecting digital channels
  • 00:14:51
    let's expand on that last point there
  • 00:14:53
    are a lot of digital channels to pick
  • 00:14:55
    from when planning strategies and
  • 00:14:57
    campaigns from email to social media to
  • 00:15:00
    video and beyond but all those channels
  • 00:15:03
    fit into three main categories of
  • 00:15:05
    digital media
  • 00:15:07
    paid
  • 00:15:08
    owned and earned
  • 00:15:10
    in a strong digital strategy takes
  • 00:15:12
    advantage of all of them first paid
  • 00:15:14
    media is exactly that it's any form of
  • 00:15:17
    digital promotion a brand pays to put
  • 00:15:20
    online some examples of paid media
  • 00:15:22
    include
  • 00:15:23
    banner ads video ads social media ads
  • 00:15:28
    shopping ads
  • 00:15:29
    and pop-ups
  • 00:15:31
    you'll learn more about some of these
  • 00:15:32
    types of paid ads later in the course
  • 00:15:35
    the big advantage of paid ads is that
  • 00:15:37
    they produce results quickly
  • 00:15:39
    the downside is that those results go
  • 00:15:42
    away instantly when you stop paying for
  • 00:15:44
    them
  • 00:15:45
    and paying for ads can get expensive
  • 00:15:47
    over time that's why paid media is just
  • 00:15:50
    one piece of a larger digital strategy
  • 00:15:53
    paid ads can lead directly to purchases
  • 00:15:56
    but they also help drive traffic to a
  • 00:15:58
    businesses owned and earned media
  • 00:16:00
    channels as well now let's move on to
  • 00:16:02
    the second type
  • 00:16:03
    owned media owned media refers to all
  • 00:16:06
    the digital content a brand fully
  • 00:16:09
    controls
  • 00:16:10
    owned media content can be persuasive
  • 00:16:13
    but unlike paid media ads it doesn't
  • 00:16:15
    advertise or sell products directly
  • 00:16:18
    instead it provides value by giving
  • 00:16:20
    customers what they need in order to
  • 00:16:22
    make informed decisions think of it this
  • 00:16:24
    way if paid ads brings consumers to a
  • 00:16:27
    company's website owned content is what
  • 00:16:30
    convinces them to stay owned media
  • 00:16:33
    includes things like website content
  • 00:16:36
    blogs
  • 00:16:37
    ebooks and social media content
  • 00:16:40
    documents like white papers and case
  • 00:16:42
    studies can also inspire confidence by
  • 00:16:44
    explaining why brands make certain
  • 00:16:46
    decisions and conveying the results
  • 00:16:49
    through real world examples the thing
  • 00:16:51
    about own media is that it can't do much
  • 00:16:53
    on its own
  • 00:16:54
    no matter how great a company's website
  • 00:16:57
    or case studies are
  • 00:16:58
    they can't educate customers who don't
  • 00:17:00
    know they exist
  • 00:17:02
    businesses can bring customers to their
  • 00:17:04
    own content through paid ads and ranking
  • 00:17:06
    highly on search engine results pages
  • 00:17:09
    we'll break down some ways to improve
  • 00:17:11
    search rankings in a bit
  • 00:17:13
    right now let's move on to the last type
  • 00:17:15
    of digital media
  • 00:17:16
    earned earned media is any positive
  • 00:17:20
    digital exposure generated through
  • 00:17:22
    personal or public recommendations
  • 00:17:24
    companies don't create or own earn media
  • 00:17:27
    and they can't pay for it directly
  • 00:17:30
    it's generated by customers in response
  • 00:17:32
    to things like product quality and
  • 00:17:34
    customer service in addition to
  • 00:17:36
    successful marketing campaigns so if a
  • 00:17:39
    brand starts a formal partnership with
  • 00:17:41
    an influencer that's paid advertising
  • 00:17:43
    but if a customer likes a product so
  • 00:17:46
    much that they tell their friends about
  • 00:17:48
    it for free
  • 00:17:49
    that's earn media
  • 00:17:51
    basically it's the reputation a brand
  • 00:17:53
    builds for being great at what they do
  • 00:17:55
    earned media can take the form of social
  • 00:17:57
    media mentions
  • 00:17:59
    blog posts
  • 00:18:00
    written or video reviews or positive
  • 00:18:03
    press coverage like product profiles or
  • 00:18:05
    best of lists
  • 00:18:08
    customer generated content can help
  • 00:18:10
    businesses sell products but it does way
  • 00:18:12
    more than that it also helps brands
  • 00:18:14
    reach new markets and build public trust
  • 00:18:17
    before we move on let's review
  • 00:18:20
    to be successful online brands use a
  • 00:18:23
    combination of paid
  • 00:18:25
    owned and earned media
  • 00:18:27
    paid media is advertising you pay for
  • 00:18:30
    like banner or video ads
  • 00:18:33
    owned media is content a brand creates
  • 00:18:35
    and controls like website content blogs
  • 00:18:38
    or case studies
  • 00:18:40
    earned media is positive customer
  • 00:18:43
    generated content that raises awareness
  • 00:18:45
    and enhances a brand's reputation
  • 00:18:49
    now that you know about the different
  • 00:18:50
    types of digital media you're ready to
  • 00:18:52
    learn more about the specific tactics
  • 00:18:55
    and channels brands use to reach
  • 00:18:57
    customers
  • 00:19:01
    [Music]
  • 00:19:04
    have you ever wondered how a search
  • 00:19:06
    engine decides which results go at the
  • 00:19:08
    top of a page and which go at the bottom
  • 00:19:10
    what about the results that end up on
  • 00:19:12
    page 2
  • 00:19:14
    20 or 200
  • 00:19:16
    search engines work by exploring and
  • 00:19:18
    indexing the content of billions of web
  • 00:19:21
    pages across the internet when you
  • 00:19:23
    search for a term the search engine uses
  • 00:19:25
    an algorithm to rank the results by
  • 00:19:27
    relevance and quality those rankings
  • 00:19:30
    matter because search engines are the
  • 00:19:32
    most common method people use to find
  • 00:19:34
    products and services online and the
  • 00:19:37
    internet is a crowded place let's try an
  • 00:19:40
    experiment
  • 00:19:41
    say that i want to buy a plant for my
  • 00:19:42
    home office maybe a small cactus
  • 00:19:45
    if i search the web for the phrase
  • 00:19:48
    potted cactus for sale i get over
  • 00:19:51
    million results that's more than two
  • 00:19:54
    million pages of links
  • 00:19:56
    and just how many of those results do
  • 00:19:58
    you think i'm going to click on before i
  • 00:19:59
    find the cactus i want
  • 00:20:01
    it's a lot less than 26 million so
  • 00:20:04
    ranking in search results is essential
  • 00:20:06
    for reaching customers
  • 00:20:08
    but how do you make sure you're
  • 00:20:09
    producing content that a search engine
  • 00:20:11
    recognizes as relevant and high quality
  • 00:20:15
    the answer is a process called search
  • 00:20:18
    engine optimization
  • 00:20:19
    or seo for short seo is a set of
  • 00:20:23
    practices designed to increase the
  • 00:20:25
    quantity and quality of traffic to a
  • 00:20:27
    website
  • 00:20:29
    at the most basic level it involves
  • 00:20:31
    optimizing content around commonly used
  • 00:20:34
    search terms also called keywords to
  • 00:20:37
    improve a website's position in search
  • 00:20:39
    engine results pages search engine
  • 00:20:42
    results pages or serps are the pages of
  • 00:20:45
    results produced when someone performs a
  • 00:20:47
    search
  • 00:20:48
    typically the higher a site ranks in
  • 00:20:50
    these search listings the more likely
  • 00:20:53
    customers are to click on it
  • 00:20:55
    and the more visitors you have the more
  • 00:20:57
    chances you have to drive sales
  • 00:20:59
    establish authority and build your brand
  • 00:21:02
    seo and paid ads each have advantages
  • 00:21:05
    and disadvantages
  • 00:21:06
    you've already learned that ads produce
  • 00:21:08
    results quick but those results
  • 00:21:10
    disappear when you stop paying for them
  • 00:21:13
    with seo it's the reverse
  • 00:21:16
    the exposure you get from good seo can
  • 00:21:19
    last much longer than paid ads but
  • 00:21:21
    rising in the serp rankings can take
  • 00:21:23
    time and efforts which is why seo and
  • 00:21:26
    paid ads are often used together
  • 00:21:29
    seo has been around since the early days
  • 00:21:32
    of the internet and it's evolved a lot
  • 00:21:34
    in that time
  • 00:21:35
    these days it involves a lot of
  • 00:21:37
    different activities
  • 00:21:39
    let's go over a few seo basics now
  • 00:21:42
    keyword research quality content and
  • 00:21:45
    website structure
  • 00:21:46
    first keyword research is the process of
  • 00:21:49
    identifying common search terms and
  • 00:21:51
    phrases consumers use to find products
  • 00:21:54
    or services online
  • 00:21:56
    for example some common keywords for a
  • 00:21:59
    company that sells musical instruments
  • 00:22:01
    might include guitar
  • 00:22:03
    drum set or grand piano for sale part of
  • 00:22:06
    seo is finding the keywords that are
  • 00:22:09
    most relevant for your audience and
  • 00:22:11
    products and making sure they're part of
  • 00:22:13
    your content but you can't just pack
  • 00:22:15
    your website full of keywords and expect
  • 00:22:17
    good results
  • 00:22:19
    you also need quality content that's
  • 00:22:21
    useful and usable for your customers
  • 00:22:24
    that means not only writing great
  • 00:22:25
    content but keeping it up to date you
  • 00:22:27
    want website content to match a
  • 00:22:29
    business's current offerings and reflect
  • 00:22:31
    keyword trends
  • 00:22:33
    quality content is a win-win because
  • 00:22:35
    it's helpful for customers and tends to
  • 00:22:38
    make better in serps your content should
  • 00:22:40
    also be easy to find so organizing the
  • 00:22:43
    site in a user-friendly way is important
  • 00:22:45
    too
  • 00:22:46
    a well-structured website makes it
  • 00:22:48
    easier for both search engines and
  • 00:22:50
    customers to navigate your content time
  • 00:22:53
    to recap
  • 00:22:54
    seo is the process of increasing the
  • 00:22:57
    quality and quantity of traffic to a
  • 00:22:59
    website from search engines
  • 00:23:02
    businesses can improve their search
  • 00:23:03
    engine results page rankings or serps in
  • 00:23:06
    a few different ways including keyword
  • 00:23:09
    research creating useful usable content
  • 00:23:12
    and a clear website structure
  • 00:23:14
    of course there's a lot more to good seo
  • 00:23:17
    than we've covered here
  • 00:23:19
    in the next part of the course you'll
  • 00:23:20
    find out more about seo as well as some
  • 00:23:23
    paid advertising strategies
  • 00:23:29
    [Music]
  • 00:23:31
    so far in this lesson you've learned
  • 00:23:33
    about three types of digital media
  • 00:23:36
    paid
  • 00:23:37
    owned and earned
  • 00:23:40
    you also discovered how brands use seo
  • 00:23:42
    to rank and search engine results pages
  • 00:23:45
    and increase traffic to their own
  • 00:23:47
    content
  • 00:23:49
    now we're going to explore paid
  • 00:23:50
    advertising in a little more depth
  • 00:23:53
    you'll recall that paid advertising is
  • 00:23:55
    any form of digital promotion a brand
  • 00:23:58
    pays to put online
  • 00:24:00
    a big part of that promotion is search
  • 00:24:02
    engine marketing or sem sem is the
  • 00:24:07
    process of generating traffic to a
  • 00:24:09
    website through paid ads that appear on
  • 00:24:11
    search engine results pages
  • 00:24:14
    sem ads are the ones that appear above
  • 00:24:17
    or below the regular search listings in
  • 00:24:20
    a cert
  • 00:24:21
    a quick note on terminology here
  • 00:24:24
    some companies think of sem as a broad
  • 00:24:27
    umbrella that includes both paid ads and
  • 00:24:29
    search engines
  • 00:24:31
    and seo
  • 00:24:32
    we're going to simplify things and say
  • 00:24:34
    that seo has to do with the ranking of
  • 00:24:37
    search listings within serps while sem
  • 00:24:40
    happens through paid ads
  • 00:24:44
    sem starts out the same way that seo
  • 00:24:47
    does with keyword research
  • 00:24:51
    so if your company sells vitamins you
  • 00:24:54
    might want to serve an ad to customers
  • 00:24:56
    who search for the phrase vitamin c
  • 00:24:59
    once you have your keywords you enter
  • 00:25:01
    and add auction to bid on them and add
  • 00:25:04
    auction is how a search engine
  • 00:25:06
    determines which ads to display in the
  • 00:25:09
    order they're shown when someone
  • 00:25:11
    performs a search
  • 00:25:12
    when you bid on a keyword you decide how
  • 00:25:15
    much you're willing to pay when someone
  • 00:25:17
    searches for a term and clicks your ad
  • 00:25:20
    this is known as pay per click or ppc
  • 00:25:25
    because you pay only when someone clicks
  • 00:25:28
    on your ad
  • 00:25:29
    the amount you pay when someone clicks
  • 00:25:31
    on a ppc ad is called the cost per click
  • 00:25:35
    or cpc
  • 00:25:38
    now just like in every other auction
  • 00:25:40
    it's possible to lose your bid
  • 00:25:42
    that means your ad won't come up every
  • 00:25:45
    time someone searches for your keyword
  • 00:25:47
    search engines decide which ads to
  • 00:25:49
    display based on factors like quality
  • 00:25:52
    and maximum bid amount
  • 00:25:54
    and you'll learn more about them later
  • 00:25:56
    on in the program
  • 00:25:57
    sem is a great way to reach specific
  • 00:26:00
    customers quickly but it has other
  • 00:26:02
    advantages too when a customer finds a
  • 00:26:05
    website through search listings they'll
  • 00:26:07
    usually end up on that website's home
  • 00:26:09
    page but paid ads give you control over
  • 00:26:12
    where those visitors land on your site
  • 00:26:15
    whether that's a sign up form or a
  • 00:26:17
    specific product page but one of the
  • 00:26:19
    biggest benefits of paid ads is that
  • 00:26:22
    they create opportunities for
  • 00:26:24
    remarketing remarketing allows you to
  • 00:26:27
    identify previous customers or visitors
  • 00:26:29
    to your website and serve them paid ads
  • 00:26:32
    on other sites and social media
  • 00:26:34
    platforms
  • 00:26:36
    have you ever browsed a website for a
  • 00:26:38
    pair of jeans and then noticed those
  • 00:26:40
    same genes popping up on other sites
  • 00:26:43
    that's remarketing it's a way of
  • 00:26:45
    recapturing the attention of people who
  • 00:26:47
    are already interested in your brand and
  • 00:26:50
    that's really important because most
  • 00:26:51
    website visitors leave before completing
  • 00:26:54
    an action like making a purchase maybe
  • 00:26:57
    they want to consider their options or
  • 00:26:59
    do more research before buying
  • 00:27:00
    remarketing encourages those people to
  • 00:27:02
    come back by reminding them why they
  • 00:27:05
    clicked on your ad in the first place
  • 00:27:07
    website visitors and previous customers
  • 00:27:09
    are also the segment of your audience
  • 00:27:11
    that's most likely to convert
  • 00:27:13
    so those extra reminders can have a big
  • 00:27:16
    impact
  • 00:27:17
    you'll be able to explore all of these
  • 00:27:19
    concepts more later in the program
  • 00:27:22
    right now it's time to review
  • 00:27:24
    sem is a way for brands to generate
  • 00:27:27
    traffic to their websites by placing
  • 00:27:29
    paid ads on search engine results pages
  • 00:27:33
    it uses a model called pay-per-click
  • 00:27:35
    advertising which charges you when
  • 00:27:37
    someone clicks on your ad
  • 00:27:39
    paid ads have some big advantages like
  • 00:27:42
    reaching customers quickly
  • 00:27:44
    controlling where visitors land on your
  • 00:27:46
    site
  • 00:27:47
    and remarketing
  • 00:27:48
    next up you'll learn about some other
  • 00:27:50
    types of paid advertising for attracting
  • 00:27:52
    and converting customers
  • 00:27:58
    [Music]
  • 00:28:00
    now that you've learned about seo
  • 00:28:03
    sem and display ads it's time to
  • 00:28:06
    introduce two more channels businesses
  • 00:28:08
    can use to reach their digital marketing
  • 00:28:10
    goals
  • 00:28:11
    social media marketing and email
  • 00:28:14
    marketing social and email each have
  • 00:28:16
    different strengths which makes them
  • 00:28:18
    much more effective together than
  • 00:28:20
    separately so before we discuss each
  • 00:28:22
    channel on its own let's go over what
  • 00:28:25
    they do well and how they can work
  • 00:28:27
    together to raise awareness and maintain
  • 00:28:29
    customer relationships over time brands
  • 00:28:32
    can do a lot on social media because so
  • 00:28:35
    many people are on social media it's one
  • 00:28:37
    of the most effective channels for
  • 00:28:39
    finding new audiences with social media
  • 00:28:42
    accounts companies can engage with
  • 00:28:44
    customers
  • 00:28:45
    run ads and even generate earned media
  • 00:28:48
    through viral content but social media
  • 00:28:51
    also has one big drawback
  • 00:28:54
    businesses can control what they post to
  • 00:28:56
    their accounts but they can't control
  • 00:28:58
    the platforms themselves so if a
  • 00:29:00
    particular platform shuts down or
  • 00:29:03
    changes their algorithm it can affect a
  • 00:29:05
    brand's ability to reach their followers
  • 00:29:07
    overnight
  • 00:29:09
    the good news is that social media can
  • 00:29:11
    help brands grow their email lists which
  • 00:29:13
    they own completely email marketing
  • 00:29:16
    doesn't have the reach of social media
  • 00:29:18
    but it also doesn't need to
  • 00:29:20
    that's because email marketing is about
  • 00:29:22
    nurturing relationships with people who
  • 00:29:24
    are already interested in a brand and
  • 00:29:27
    because businesses control their email
  • 00:29:29
    lists they can nurture those
  • 00:29:30
    relationships over time email marketing
  • 00:29:33
    is also incredibly cost effective
  • 00:29:36
    on average it brings in more than forty
  • 00:29:38
    dollars for every dollar spent and there
  • 00:29:40
    you have it together email and social
  • 00:29:43
    media marketing helps brands increase
  • 00:29:45
    their reach raise awareness and connect
  • 00:29:48
    with customers online
  • 00:29:50
    you'll learn more about both of these
  • 00:29:52
    channels and how they work together in
  • 00:29:54
    just a bit
  • 00:29:55
    meet you there
  • 00:30:00
    [Music]
  • 00:30:02
    throughout this course we've stressed
  • 00:30:04
    how important it is to find and connect
  • 00:30:06
    with target audiences where they are
  • 00:30:09
    online
  • 00:30:10
    one of the best places to do that is on
  • 00:30:12
    social media well over half the people
  • 00:30:15
    in the entire world are on social media
  • 00:30:18
    and that number is only growing maybe
  • 00:30:20
    one audience likes twitter more than
  • 00:30:22
    tick tock
  • 00:30:23
    or another prefers facebook to instagram
  • 00:30:26
    but no matter what a business sells
  • 00:30:28
    chances are good that social media is a
  • 00:30:31
    key part of their marketing strategy
  • 00:30:33
    social media marketing is the practice
  • 00:30:35
    of creating and publishing content for
  • 00:30:37
    social media platforms in order to drive
  • 00:30:40
    engagement and promote a brand or
  • 00:30:43
    product
  • 00:30:44
    creating social media content might seem
  • 00:30:47
    simple
  • 00:30:48
    after all people post interesting funny
  • 00:30:51
    or touching content to their personal
  • 00:30:53
    accounts every day
  • 00:30:55
    but there's a lot more to social media
  • 00:30:57
    marketing than writing clever or
  • 00:30:59
    informative posts social media marketing
  • 00:31:02
    involves a lot of the same concerns as a
  • 00:31:04
    company's overall digital marketing
  • 00:31:06
    strategy
  • 00:31:07
    like increasing engagement
  • 00:31:09
    expanding their reach
  • 00:31:11
    and building their brand it's just that
  • 00:31:13
    all of those activities happen on social
  • 00:31:15
    media platforms so now let's explore
  • 00:31:18
    some of the ways businesses use social
  • 00:31:20
    media to amplify their efforts and reach
  • 00:31:22
    their digital marketing goals
  • 00:31:24
    we can break down these activities into
  • 00:31:26
    five categories known as the five
  • 00:31:29
    pillars of social media marketing these
  • 00:31:31
    pillars include
  • 00:31:32
    strategy
  • 00:31:34
    planning and publishing
  • 00:31:35
    listening and engagement
  • 00:31:37
    analytics and reporting
  • 00:31:39
    and paid social media
  • 00:31:42
    let's start with strategy
  • 00:31:44
    before planning your content or campaign
  • 00:31:47
    you need to know who your audience is
  • 00:31:49
    and which social platforms they use
  • 00:31:52
    so if your audience is mostly interested
  • 00:31:54
    in content about home decorating you
  • 00:31:56
    might not post on a platform that caters
  • 00:31:58
    to business and networking posting the
  • 00:32:01
    right content in the right places can
  • 00:32:03
    save both time and money to know what
  • 00:32:06
    types of content to create you'll also
  • 00:32:08
    need to understand your goals
  • 00:32:10
    for example if you want to build
  • 00:32:12
    community around your brand you might
  • 00:32:14
    focus on interactive content like polls
  • 00:32:17
    or questions and answer sessions but if
  • 00:32:20
    your goal is to promote a new product
  • 00:32:22
    running a contest or giveaway might get
  • 00:32:24
    better results understanding your
  • 00:32:26
    audience and having clear goals will
  • 00:32:28
    help you create effective relevant
  • 00:32:31
    content once you've set your strategy
  • 00:32:33
    and content you'll need to consider
  • 00:32:35
    planning and publishing that means
  • 00:32:38
    deciding when to post content and how
  • 00:32:40
    often to post content
  • 00:32:42
    the goal is to engage followers enough
  • 00:32:44
    so that they remember you but not so
  • 00:32:46
    often that you overwhelm them
  • 00:32:48
    next up is social listening and
  • 00:32:51
    engagement once your content is out in
  • 00:32:53
    the world you can track and analyze
  • 00:32:56
    social conversations and mentions
  • 00:32:58
    related to your brand
  • 00:32:59
    this could mean monitoring direct
  • 00:33:01
    responses to a brand's social content or
  • 00:33:04
    earned media like posts about its
  • 00:33:06
    products which are great ways to find
  • 00:33:08
    out how customers feel about your
  • 00:33:10
    business the insights you gain can help
  • 00:33:12
    you decide how to respond to and engage
  • 00:33:15
    with customers on social platforms
  • 00:33:17
    those responses are important because
  • 00:33:19
    they can affect your brand image and
  • 00:33:21
    customer relationships think of social
  • 00:33:24
    listening and engagement like a
  • 00:33:26
    conversation
  • 00:33:27
    first a business publishes content
  • 00:33:30
    then they listen to how their audience
  • 00:33:32
    responds
  • 00:33:33
    by paying attention to what their
  • 00:33:35
    audience says
  • 00:33:36
    they can determine the best way to reply
  • 00:33:39
    for example if someone posts about how
  • 00:33:41
    helpful they find a particular tool like
  • 00:33:44
    a habit tracking app the brand could
  • 00:33:46
    respond with thanks and encouragement
  • 00:33:48
    but if they post that the app isn't
  • 00:33:50
    working correctly they could share
  • 00:33:52
    troubleshooting tips instead
  • 00:33:54
    next you'll use analytics and reporting
  • 00:33:57
    to find out how your content or
  • 00:33:59
    campaigns are performing and communicate
  • 00:34:01
    results to others
  • 00:34:03
    social media analytics tools can track
  • 00:34:05
    and measure things like comments shares
  • 00:34:08
    follows or clicks
  • 00:34:10
    they can tell you how many people are
  • 00:34:12
    using a hashtag
  • 00:34:13
    or the number of positive mentions over
  • 00:34:16
    time businesses can use these insights
  • 00:34:18
    to respond to trends or guide future
  • 00:34:20
    strategies
  • 00:34:22
    finally there's paid social media
  • 00:34:25
    paid social media ads have a lot of the
  • 00:34:27
    same benefits as paid ads for other
  • 00:34:29
    channels it can expand a brand's reach
  • 00:34:32
    beyond its existing customer base and
  • 00:34:34
    allow them to remarket products
  • 00:34:37
    but advertising on social media has some
  • 00:34:40
    other advantages too
  • 00:34:42
    for one thing social platforms provide
  • 00:34:45
    more detailed user information than
  • 00:34:47
    search engines
  • 00:34:48
    that means brands serve ads to highly
  • 00:34:51
    specific customer groups
  • 00:34:53
    finally paid social media is a good way
  • 00:34:56
    for brands to grow their email lists
  • 00:34:59
    by linking ads to email signup forms
  • 00:35:02
    businesses can contact their followers
  • 00:35:04
    directly and send them special offers
  • 00:35:07
    like any digital marketing strategy
  • 00:35:09
    social media marketing involves getting
  • 00:35:11
    to know your audience finding them
  • 00:35:14
    online and setting meaningful goals only
  • 00:35:17
    then can you plan create and publish
  • 00:35:19
    content
  • 00:35:21
    next social listening and measurement
  • 00:35:23
    can tell you how to engage with your
  • 00:35:25
    audience effectively and refine your
  • 00:35:27
    strategy
  • 00:35:28
    lastly with paid social ads you can
  • 00:35:31
    expand your reach address specific
  • 00:35:33
    customers and grow your email list
  • 00:35:36
    coming up you'll learn more about social
  • 00:35:38
    media marketing and how to use email to
  • 00:35:41
    maintain customer relationships
  • 00:35:47
    [Music]
  • 00:35:49
    so far you've learned that social media
  • 00:35:52
    marketing enables brands to extend their
  • 00:35:54
    reach and build a list of email
  • 00:35:56
    subscribers
  • 00:35:58
    in this video we'll discuss some of the
  • 00:36:00
    things brands can do with those
  • 00:36:02
    subscriber lists once they have them
  • 00:36:05
    but before we get to that let's define
  • 00:36:07
    what email marketing is and what it
  • 00:36:09
    isn't first most importantly email
  • 00:36:12
    marketing is not spam spam also known as
  • 00:36:16
    junk mail refers to any unwanted email
  • 00:36:19
    sent out in bulk to a mass recipient
  • 00:36:22
    list
  • 00:36:22
    these are the emails that land in your
  • 00:36:24
    inbox even though you never signed up
  • 00:36:26
    for them
  • 00:36:28
    spammers might make claims that are too
  • 00:36:30
    good to be true or send the same content
  • 00:36:32
    to everyone on their list regardless of
  • 00:36:35
    their interests and they'll often send
  • 00:36:37
    so many emails that they end up annoying
  • 00:36:39
    potential customers
  • 00:36:41
    so how is email marketing different from
  • 00:36:44
    spam
  • 00:36:45
    email marketing is when a brand sends
  • 00:36:47
    messages to a list of existing
  • 00:36:49
    subscribers to share information drive
  • 00:36:52
    sales or create community
  • 00:36:55
    that means sending relevant helpful
  • 00:36:58
    content to people who've agreed to
  • 00:37:00
    receive it when it's done well email
  • 00:37:02
    marketing helps brands build and
  • 00:37:04
    maintain relationships with potential
  • 00:37:07
    and existing customers
  • 00:37:09
    so how do brands avoid coming across
  • 00:37:11
    like spammers
  • 00:37:13
    how do they make sure they're sending
  • 00:37:15
    the right content to the right people at
  • 00:37:17
    the right time
  • 00:37:19
    they use
  • 00:37:20
    segmentation and personalization
  • 00:37:23
    let's take these ideas one at a time
  • 00:37:26
    first segmentation email segmentation is
  • 00:37:29
    the practice of dividing an email
  • 00:37:31
    subscriber list into smaller groups or
  • 00:37:34
    segments based on criteria like interest
  • 00:37:37
    location
  • 00:37:39
    or purchase history
  • 00:37:40
    it allows brands to customize emails for
  • 00:37:43
    different groups and send subscribers
  • 00:37:45
    content that's relevant to them and the
  • 00:37:47
    more brands learn about their
  • 00:37:48
    subscribers the more they can segment
  • 00:37:51
    their lists which makes it easier to
  • 00:37:53
    build relationships with customers
  • 00:37:55
    so if someone buys cat food from a pet
  • 00:37:58
    store
  • 00:37:59
    they might appreciate getting ads about
  • 00:38:01
    other cat related products like treats
  • 00:38:04
    or toys but if they get a coupon for
  • 00:38:06
    bird seed they might delete that email
  • 00:38:09
    and they could even unsubscribe all
  • 00:38:11
    together which is the opposite of what
  • 00:38:13
    the pet store wants
  • 00:38:15
    let's move on to personalization while
  • 00:38:18
    segmentation helps marketers decide what
  • 00:38:20
    email content to send to which people
  • 00:38:23
    personalization is a process of
  • 00:38:25
    customizing email content for individual
  • 00:38:27
    subscribers
  • 00:38:29
    that doesn't mean writing a different
  • 00:38:30
    email for every single subscriber
  • 00:38:32
    if email marketers did that they
  • 00:38:34
    wouldn't have time for anything else
  • 00:38:36
    but there are some things they can do to
  • 00:38:38
    deliver an experience that feels
  • 00:38:40
    specific to each individual here are a
  • 00:38:43
    few examples
  • 00:38:44
    email marketers can
  • 00:38:46
    address each recipient directly by
  • 00:38:48
    putting their name in the greeting or
  • 00:38:50
    subject line send promotions for special
  • 00:38:53
    events like birthdays holidays or
  • 00:38:55
    anniversaries
  • 00:38:56
    send messages that match where customers
  • 00:38:58
    are in the marketing funnel
  • 00:39:00
    for example an email about a loyalty
  • 00:39:03
    program probably shouldn't go to
  • 00:39:04
    subscribers who are still at the
  • 00:39:06
    consideration stage and finally they can
  • 00:39:09
    follow up on previous interactions like
  • 00:39:11
    asking a customer to share their opinion
  • 00:39:13
    on a recent purchase now you know the
  • 00:39:15
    difference between email marketing and
  • 00:39:17
    spam
  • 00:39:18
    and how brands use techniques like
  • 00:39:20
    segmentation and personalization to
  • 00:39:23
    build and maintain customer
  • 00:39:24
    relationships
  • 00:39:26
    coming up you'll learn about some
  • 00:39:27
    different types of emails that can
  • 00:39:29
    engage convert and retain customers
  • 00:39:33
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