The Customer Journey & the Marketing Funnel | Google Digital Marketing & E-commerce Certificate

00:31:45
https://www.youtube.com/watch?v=iRjXccj4yRo

Ringkasan

TLDRThe video discusses the impact of digital marketing and e-commerce on the business landscape, highlighting the significance of having an online presence. It explains how companies utilize digital marketing to create value by connecting with customers and turning potential buyers into loyal fans. A strong focus is placed on understanding the customer journey and crafting strategies around customer needs. The marketing funnel, a key concept, is explained, detailing its stages: awareness, consideration, conversion, and loyalty. The synergy between marketing funnels and customer journey maps is emphasized, illustrating how they help in target marketing and customer engagement. The video also stresses the importance of measuring success, analyzing metrics such as conversions, reach, and loyalty to refine strategies and achieve business objectives. Overall, businesses are encouraged to adapt to digital growth and harness marketing fundamentals to thrive in competitive online environments.

Takeaways

  • 📈 Digital marketing is continuously evolving and reshaping how businesses reach customers.
  • 👥 Understanding customer needs and behaviors is critical for effective marketing strategies.
  • 🌐 An online presence is essential, with 60% of the global population online.
  • 🔄 Marketing funnels and journey maps are pivotal tools for planning customer interactions.
  • 🎯 Metrics such as impressions, reach, and conversion provide essential insights.
  • 🔍 Effective research helps identify and target the right audience.
  • 🛒 The conversion stage focuses on turning potential customers into buyers.
  • 💡 Customer journey maps provide a detailed view of customer interactions.
  • 📊 Regular measurement and evaluation of marketing tactics are crucial for success.
  • 🛍 Building customer loyalty requires ongoing relationships and quality experiences.

Garis waktu

  • 00:00:00 - 00:05:00

    The introduction explains that digital marketing and e-commerce are reshaping the business landscape, focusing on creating value for companies and customers. The segment highlights the importance of understanding digital channels for reaching and retaining customers, and the necessity of measuring marketing performance.

  • 00:05:00 - 00:10:00

    The focus is on the necessity for businesses to maintain an online presence to be competitive. It emphasizes that digital marketing goes beyond just selling, involving strategic customer interaction management before, during, and after the purchase, which requires a well-coordinated strategy.

  • 00:10:00 - 00:15:00

    Digital marketing is about understanding customer needs and pain points rather than just focusing on sales. It uses customer journey mapping to enhance customer experience by visualizing interaction touchpoints, thereby improving engagement and retention.

  • 00:15:00 - 00:20:00

    The concept of a marketing funnel is introduced, explaining the process from brand awareness to customer loyalty. It's outlined as a tool to guide customers through awareness, consideration, conversion, and loyalty stages, simplifying and structuring marketing efforts.

  • 00:20:00 - 00:25:00

    Details on awareness and consideration stages of the marketing funnel are discussed, focusing on initial customer engagement tactics. Strategies for maintaining brand visibility and encouraging deeper customer exploration and interaction are essential.

  • 00:25:00 - 00:31:45

    Success at the top of the funnel is measured by metrics such as impressions, reach, and frequency. At the consideration stage, engagement metrics are important. These provide insights for refining strategies to improve customer movement through the funnel.

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Peta Pikiran

Video Tanya Jawab

  • What is the main focus of digital marketing beyond selling products?

    Digital marketing focuses on raising awareness, building trust, and fostering loyalty rather than just selling products.

  • Why do companies need an online presence?

    Over 60% of the global population is online. An online presence is crucial for companies to be competitive and reach potential customers.

  • What is a marketing funnel?

    A marketing funnel is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.

  • What are the stages of the marketing funnel?

    The marketing funnel has four stages: awareness, consideration, conversion, and loyalty.

  • Why is customer research important in digital marketing?

    Customer research helps businesses to tailor their strategies to address customers' pain points and achieve their goals.

  • How are marketing funnels and customer journey maps related?

    Both tools help businesses understand customer interactions and improve marketing strategies, but funnels focus on stages, while journey maps focus on specific touchpoints.

  • What is a customer journey map?

    A customer journey map visualizes the touchpoints a typical customer encounters along their purchase journey.

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Teks
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Gulir Otomatis:
  • 00:00:00
    [MUSIC PLAYING]
  • 00:00:05
    SPEAKER: Welcome back.
  • 00:00:06
    Earlier in the course, you learned
  • 00:00:07
    how digital marketing and e-commerce
  • 00:00:09
    are continuing to change the business landscape.
  • 00:00:12
    You found out a little about careers in these industries,
  • 00:00:16
    including core skills, day-to-day responsibilities,
  • 00:00:19
    job titles, and career paths.
  • 00:00:22
    Finally, you considered some of the skills you already have
  • 00:00:25
    that can help you advance your career.
  • 00:00:27
    Now it's time to explore the ways
  • 00:00:29
    that digital marketing and e-commerce create value
  • 00:00:32
    for companies and for their customers.
  • 00:00:34
    In this part of the course, you'll
  • 00:00:36
    learn how companies use digital channels to reach customers
  • 00:00:39
    and explore foundational concepts that
  • 00:00:41
    can turn potential buyers into loyal customers.
  • 00:00:45
    Lastly, you'll learn why measuring marketing performance
  • 00:00:48
    is so important to success.
  • 00:00:50
    Digital marketing is constantly growing and changing.
  • 00:00:54
    That's part of what makes it an exciting field to work in.
  • 00:00:57
    But some things are always important,
  • 00:00:59
    like raising awareness, fostering trust, and building
  • 00:01:02
    loyalty.
  • 00:01:04
    The methods may change, but learning the fundamentals
  • 00:01:07
    can help you adapt and grow along with the field.
  • 00:01:09
    Are you ready?
  • 00:01:10
    Let's get started.
  • 00:01:13
    [MUSIC PLAYING]
  • 00:01:17
    Did you know that over 60% of the global population
  • 00:01:21
    is online?
  • 00:01:22
    And more people are joining them every day.
  • 00:01:25
    That's why every business, big or small,
  • 00:01:27
    needs an online presence to be competitive.
  • 00:01:30
    But it's not enough just to have a website.
  • 00:01:33
    There may be a lot of people online,
  • 00:01:35
    but there's also a lot of companies
  • 00:01:37
    that want their attention and their business.
  • 00:01:41
    Your target audience needs to know
  • 00:01:42
    you exist, how you can help them,
  • 00:01:45
    and what makes you different from the competition.
  • 00:01:48
    Breaking through this crowded field
  • 00:01:50
    and actually reaching potential customers--
  • 00:01:52
    that's where digital marketing comes in.
  • 00:01:55
    Now, you might have noticed, I haven't mentioned anything
  • 00:01:57
    about selling products yet.
  • 00:01:59
    That's because digital marketing is bigger than sales.
  • 00:02:03
    It's not that selling products or services isn't important,
  • 00:02:06
    but it's only one piece of what digital marketing can
  • 00:02:09
    do for companies.
  • 00:02:10
    Individual sales are easy to measure,
  • 00:02:13
    but they don't mean much if your target audience doesn't trust
  • 00:02:16
    your brand, or your customers don't come back
  • 00:02:19
    for a second, third, or fourth purchase.
  • 00:02:22
    A successful digital marketing effort
  • 00:02:24
    guides all of a company's customer interactions.
  • 00:02:27
    It allows companies to think strategically
  • 00:02:29
    about how to reach customers through digital channels
  • 00:02:32
    before, during, and after a purchase.
  • 00:02:35
    It can be harder to measure the value of these activities,
  • 00:02:38
    but a well-coordinated strategy allows businesses
  • 00:02:41
    to thrive online and even grow.
  • 00:02:44
    Let's think through an example.
  • 00:02:47
    Imagine a company that makes running shoes decides
  • 00:02:50
    to invest in digital marketing.
  • 00:02:52
    They create some video ads and place them
  • 00:02:54
    on a popular news site.
  • 00:02:57
    They create accounts for several social media platforms
  • 00:03:00
    and start posting content.
  • 00:03:02
    But their posts don't get much engagement,
  • 00:03:04
    and their ads don't attract many new customers.
  • 00:03:07
    What's worse, they don't even know why
  • 00:03:09
    they aren't getting results.
  • 00:03:11
    They've wasted time, money, and resources
  • 00:03:14
    on a digital campaign that doesn't work.
  • 00:03:18
    Now, let's think about what could have happened
  • 00:03:20
    if that same company made an effort
  • 00:03:22
    to learn about their audience.
  • 00:03:24
    Instead of posting ads on a news website,
  • 00:03:27
    they targeted sites that focused on running.
  • 00:03:30
    Because they did research, they knew
  • 00:03:32
    where to find their new customers online.
  • 00:03:35
    That knowledge also let them create tailored content
  • 00:03:38
    for their social media accounts that reach the right audience.
  • 00:03:41
    And because they researched their audience,
  • 00:03:44
    they were able to set meaningful goals for their strategy.
  • 00:03:48
    With clear goals in place, they knew exactly how
  • 00:03:51
    to measure their success.
  • 00:03:52
    The information they measured allowed
  • 00:03:54
    them to adjust their customer communication
  • 00:03:57
    and improve their video, social, and email campaigns.
  • 00:04:01
    They were able to recognize opportunities
  • 00:04:03
    to reach potential customers and engage with them effectively.
  • 00:04:07
    Yes, sales went up, but their well-planned digital strategy
  • 00:04:11
    also built awareness, trust, and loyalty.
  • 00:04:14
    You'll learn more about how marketers create and execute
  • 00:04:17
    strategies like this one throughout the program.
  • 00:04:20
    For now, let's recap.
  • 00:04:22
    Digital marketing is more than running ads to drive sales.
  • 00:04:26
    It's a set of practices that can affect a company's customer
  • 00:04:29
    interactions at all levels and during every stage
  • 00:04:32
    of the purchase journey.
  • 00:04:33
    By learning about their customers,
  • 00:04:35
    digital marketing teams can reach their target audience
  • 00:04:38
    in a crowded online marketplace and nurture customer
  • 00:04:41
    relationships over time.
  • 00:04:43
    Coming up, you'll learn more about the value
  • 00:04:45
    digital marketing creates for businesses and some
  • 00:04:48
    of the challenges marketing teams face
  • 00:04:50
    when planning and executing strategies
  • 00:04:52
    for online engagement.
  • 00:04:54
    [MUSIC PLAYING]
  • 00:04:59
    Welcome back.
  • 00:05:00
    So far, you've learned about some of the things
  • 00:05:02
    digital marketing and e-commerce can
  • 00:05:04
    do for e-commerce businesses.
  • 00:05:07
    You know the advantages of digital marketing
  • 00:05:09
    and the challenges of reaching customers
  • 00:05:11
    in a crowded online field.
  • 00:05:14
    You also know that the first and most important
  • 00:05:16
    step to any marketing strategy is
  • 00:05:18
    learning about your customers.
  • 00:05:20
    Let's get deeper into that last point.
  • 00:05:23
    It's easy to think of a business's marketing efforts
  • 00:05:26
    as being all about them--
  • 00:05:28
    about ways to bring in customers,
  • 00:05:30
    boost profits, or grow their online presence.
  • 00:05:33
    But a really effective marketing strategy
  • 00:05:35
    starts with learning about customers' needs and pain
  • 00:05:38
    points.
  • 00:05:39
    Pain points are the specific problems
  • 00:05:41
    customers and potential customers want to solve.
  • 00:05:45
    Instead of asking, how do we sell more products,
  • 00:05:48
    the most successful businesses want
  • 00:05:50
    to know, how do we help customers address their pain
  • 00:05:53
    points or achieve their goals.
  • 00:05:55
    One is about the company's goals.
  • 00:05:57
    The other is about the customer journey.
  • 00:06:00
    What is the customer journey?
  • 00:06:01
    Well, think about the last time you recommended something
  • 00:06:04
    to a friend.
  • 00:06:05
    It could be a product, like an app or a tool, or a service,
  • 00:06:09
    like a restaurant or a contractor.
  • 00:06:12
    Now, think about your journey with that product or service.
  • 00:06:15
    How did you first find it?
  • 00:06:17
    If you had questions, how did you get answers?
  • 00:06:20
    What convinced you to try it?
  • 00:06:22
    How did it help you solve a problem or achieve a goal?
  • 00:06:26
    And, finally, what made you decide to recommend it
  • 00:06:29
    to someone else?
  • 00:06:30
    The path you take from learning about that product to getting
  • 00:06:34
    your questions answered to making your purchase
  • 00:06:36
    is your customer journey.
  • 00:06:39
    From your perspective, the goal of that journey
  • 00:06:41
    wasn't necessarily to purchase a specific product.
  • 00:06:44
    It's just the thing that you ended up purchasing
  • 00:06:47
    happened to fulfill your needs.
  • 00:06:49
    Here's an example.
  • 00:06:51
    Let's pretend you're in the market for a new weather app.
  • 00:06:54
    Maybe the one you have isn't reliable,
  • 00:06:57
    and you keep getting caught in the rain without an umbrella.
  • 00:07:00
    So you search online for best weather apps
  • 00:07:03
    and find some options.
  • 00:07:05
    One stands out because the name is familiar.
  • 00:07:08
    You think a friend might have told you about it recently,
  • 00:07:10
    or maybe it was an online ad.
  • 00:07:13
    You narrow your options to a few candidates
  • 00:07:15
    and start reading reviews.
  • 00:07:17
    Two have all the features you want,
  • 00:07:20
    but you pick the one with the familiar name.
  • 00:07:22
    It tops several best-of lists, and it
  • 00:07:25
    has a trial subscription.
  • 00:07:27
    So you download the app, but it's not working right.
  • 00:07:31
    You go back to the reviews and find out this is a known issue,
  • 00:07:34
    so you contact the support through live chat.
  • 00:07:38
    They help you fix the problem quickly,
  • 00:07:40
    which makes you feel good about the company.
  • 00:07:43
    You start the trial, and after a month,
  • 00:07:45
    you've always had your umbrella when it rained.
  • 00:07:48
    You get an email reminder that your trial is about to expire,
  • 00:07:52
    and you're so happy with the app that you
  • 00:07:54
    purchase a subscription.
  • 00:07:56
    Now you're a loyal customer.
  • 00:07:58
    Each interaction with the brand during this purchase journey
  • 00:08:01
    is called a touchpoint.
  • 00:08:04
    From the search to the customer reviews, online ad, trial
  • 00:08:08
    subscription, live chat, and follow-up email,
  • 00:08:12
    every touchpoint had the potential
  • 00:08:14
    to help or hurt your impression of the brand and its product.
  • 00:08:18
    A bad experience at any point can mean an abandoned journey,
  • 00:08:22
    so it's in a company's best interest
  • 00:08:24
    to make sure you get information and answers
  • 00:08:27
    you need along the way.
  • 00:08:28
    With enough customer research, marketers
  • 00:08:30
    can use these touchpoints to create a customer journey map.
  • 00:08:34
    A customer journey map is a visualization
  • 00:08:37
    of the touchpoints a typical customer encounters
  • 00:08:40
    along their purchase journey.
  • 00:08:42
    You can even have multiple journey maps
  • 00:08:44
    based on the patterns and behaviors of different types
  • 00:08:46
    of customers.
  • 00:08:48
    Of course, it's impossible to know exactly what route
  • 00:08:51
    each person will take.
  • 00:08:52
    But journey maps aren't about predicting the future.
  • 00:08:55
    They help you understand how and why customers are interacting
  • 00:08:58
    with your business.
  • 00:09:00
    When you know how customers are finding you,
  • 00:09:02
    how they're learning about you, and what problems they
  • 00:09:05
    want to solve, you can work to make their experiences better.
  • 00:09:09
    And better customer experiences ultimately mean greater success
  • 00:09:12
    for your business.
  • 00:09:15
    And there you have it by.
  • 00:09:16
    Understanding customer journeys, you
  • 00:09:18
    can create better, more user-friendly experiences.
  • 00:09:22
    Coming up, you'll learn how journey maps work along
  • 00:09:24
    with another tool, the marketing funnel,
  • 00:09:27
    to target their marketing efforts
  • 00:09:29
    and encourage potential customers to make purchases.
  • 00:09:32
    [MUSIC PLAYING]
  • 00:09:37
    Now that you know about customer journey maps,
  • 00:09:40
    it's time to introduce a related concept--
  • 00:09:42
    the marketing funnel.
  • 00:09:44
    The marketing funnel, also called the sales funnel
  • 00:09:47
    or conversion funnel, is an idea that's older than the internet.
  • 00:09:51
    In fact, marketers have used it for over a hundred years.
  • 00:09:56
    If it's been around that long, it
  • 00:09:57
    must be a pretty powerful tool.
  • 00:10:00
    So what is a marketing funnel, and how does it work?
  • 00:10:03
    A marketing funnel is a visual representation
  • 00:10:06
    of the process through which people
  • 00:10:08
    go from first learning about a brand to becoming
  • 00:10:10
    loyal customers.
  • 00:10:12
    The funnel is wide at the top and narrows toward the bottom
  • 00:10:16
    because a lot of potential customers
  • 00:10:18
    will enter the top of the funnel, but only some of them
  • 00:10:21
    will reach the bottom to become loyal customers.
  • 00:10:24
    Of course, people will drop off at every stage in between,
  • 00:10:27
    so you want to make sure you're doing
  • 00:10:29
    everything you can to keep them moving through the funnel.
  • 00:10:32
    There are a lot of different versions of the marketing
  • 00:10:35
    funnel, and you'll learn about a few of them later.
  • 00:10:38
    Right now, I'm going to introduce you
  • 00:10:40
    to a simple version of the funnel that has four stages--
  • 00:10:43
    awareness, consideration, conversion, and loyalty.
  • 00:10:48
    At the top of the funnel is the awareness stage.
  • 00:10:52
    This is when a potential customer encounters
  • 00:10:54
    a brand for the first time, maybe
  • 00:10:57
    from an ad or a recommendation.
  • 00:10:59
    At this stage, the customer probably
  • 00:11:02
    doesn't know enough about that company to form an opinion.
  • 00:11:05
    They're just aware it exists.
  • 00:11:07
    Awareness is the widest tier because even
  • 00:11:10
    though a lot of people might know about a company,
  • 00:11:13
    only some of them will think about doing business with them.
  • 00:11:16
    That's why it's important to raise as much awareness
  • 00:11:19
    as possible among target audiences.
  • 00:11:21
    A target audience is the group of people
  • 00:11:24
    most likely to purchase a company's products.
  • 00:11:27
    They're the ones whose attention your digital marketing efforts
  • 00:11:30
    should capture.
  • 00:11:31
    Things start to narrow at the next stage, consideration.
  • 00:11:35
    This is when some potential customers from the awareness
  • 00:11:38
    stage start to think about doing business with a company.
  • 00:11:42
    At this point, they could be actively browsing the website
  • 00:11:45
    or comparing different brands.
  • 00:11:46
    So making a good impression is key.
  • 00:11:49
    Those who move beyond consideration
  • 00:11:51
    go to the conversion stage.
  • 00:11:54
    Conversion is when someone decides to make a purchase
  • 00:11:56
    and become a customer.
  • 00:11:59
    To increase the chances of conversion,
  • 00:12:01
    businesses should demonstrate their value
  • 00:12:03
    and provide a user-friendly experience.
  • 00:12:05
    The last stage is loyalty.
  • 00:12:08
    It takes a huge amount of effort to move potential customers
  • 00:12:11
    from awareness to conversion.
  • 00:12:13
    So, once a customer completes a purchase,
  • 00:12:16
    you want to give them reasons to return.
  • 00:12:19
    Making current customers happy can increase trust
  • 00:12:22
    and keep them coming back for years to come.
  • 00:12:25
    Now, if we're thinking that this all
  • 00:12:26
    feels pretty similar to a customer journey map,
  • 00:12:29
    you'd be right.
  • 00:12:30
    Marketing funnels and journey maps are related concepts,
  • 00:12:33
    and they're best when used together.
  • 00:12:35
    Here's how they complement one another.
  • 00:12:38
    First, you know that a journey map traces a customer's path
  • 00:12:41
    to purchase along specific touchpoints.
  • 00:12:44
    But a marketing funnel is part of a business's plan for moving
  • 00:12:47
    customers along their journey.
  • 00:12:49
    A journey map adopts the customer's perspective,
  • 00:12:52
    but a funnel considers that same process
  • 00:12:54
    from the position of the business.
  • 00:12:57
    Second, the structure of a marketing funnel
  • 00:12:59
    is simpler than a journey map.
  • 00:13:01
    Customer journeys are complex because they
  • 00:13:04
    demonstrate how customers might interact with a brand.
  • 00:13:07
    Their paths to purchase are unique,
  • 00:13:09
    and they can repeat or loop back on themselves.
  • 00:13:12
    In contrast, the funnel is a linear model
  • 00:13:14
    that breaks this journey into broad stages.
  • 00:13:17
    It's not about how specific customers reach consideration
  • 00:13:21
    or conversion but what a company can
  • 00:13:23
    do to move lots of customers from one stage to the next.
  • 00:13:28
    Remember the weather app example?
  • 00:13:30
    Let's think about a few of the touchpoints
  • 00:13:32
    our hypothetical customer encountered
  • 00:13:34
    and how they might fit into a marketing funnel.
  • 00:13:37
    The customer was reminded of the app
  • 00:13:39
    by the online ad in search results,
  • 00:13:41
    making these awareness activities.
  • 00:13:44
    The trial membership could be a consideration offering,
  • 00:13:47
    since it helped the customer learn about the product.
  • 00:13:50
    But it was the reminder email that
  • 00:13:52
    finally got them to commit, so that's a conversion tactic.
  • 00:13:56
    Funnels like this one help businesses
  • 00:13:58
    focus their goals and marketing efforts,
  • 00:14:00
    making their path from awareness to loyalty as smooth
  • 00:14:03
    as possible.
  • 00:14:05
    They drive engagement and make it more appealing for customers
  • 00:14:08
    to do business with the company.
  • 00:14:10
    When used together, journey maps and marketing
  • 00:14:13
    funnels help marketers understand
  • 00:14:14
    and serve their customers better than either can alone.
  • 00:14:18
    Let's review.
  • 00:14:19
    Along with customer journey maps,
  • 00:14:21
    a marketing funnel is a powerful tool
  • 00:14:24
    that allows businesses to focus and coordinate
  • 00:14:26
    their marketing efforts.
  • 00:14:27
    To get the most out of a funnel, they
  • 00:14:29
    should try to optimize their work at each stage.
  • 00:14:32
    From awareness to consideration, conversion, and loyalty,
  • 00:14:37
    a carefully planned funnel can help businesses succeed online.
  • 00:14:41
    Coming up, we'll explore a few different versions
  • 00:14:43
    of the marketing funnel and discuss
  • 00:14:45
    how they evolve through commerce.
  • 00:14:47
    Meet you there.
  • 00:14:49
    [MUSIC PLAYING]
  • 00:14:54
    Hello again.
  • 00:14:55
    Earlier in the course, we went over
  • 00:14:57
    the concepts of the customer journey and the marketing
  • 00:14:59
    funnel.
  • 00:15:01
    Now, let's explore the funnel in a little more detail,
  • 00:15:04
    starting at the top with the awareness and consideration
  • 00:15:07
    stages.
  • 00:15:08
    We'll consider some of the things
  • 00:15:09
    teams can do to get attention from potential customers
  • 00:15:12
    and drive engagement effectively.
  • 00:15:15
    First, awareness.
  • 00:15:17
    You already know that awareness is
  • 00:15:19
    when a potential customer encounters
  • 00:15:20
    your brand for the first time.
  • 00:15:22
    This may seem like a simple idea, but how do you make sure
  • 00:15:26
    your brand gets in front of the right audience?
  • 00:15:28
    The first step is research.
  • 00:15:30
    Finding out who your customers are and where they are online
  • 00:15:33
    can help you focus your marketing efforts
  • 00:15:35
    in the right places.
  • 00:15:37
    Getting to know your particular audience
  • 00:15:39
    allows you to pick the channels that have the best
  • 00:15:42
    chance of reaching them.
  • 00:15:43
    There are a lot of different tactics
  • 00:15:45
    a business can use to reach customers.
  • 00:15:48
    One way is to improve their rankings in search engine
  • 00:15:51
    results.
  • 00:15:52
    They can do this by optimizing website content
  • 00:15:55
    around specific search terms or paying
  • 00:15:58
    to place digital ads on websites, social media, email,
  • 00:16:03
    or video platforms.
  • 00:16:05
    Forming promotional partnerships with other brands
  • 00:16:08
    or influencers can also help raise awareness.
  • 00:16:11
    You'll learn more about each of these tactics later
  • 00:16:14
    in the program.
  • 00:16:16
    For now, just remember that a strong top-of-funnel marketing
  • 00:16:19
    strategy takes advantage of multiple channels
  • 00:16:22
    and creates a consistent experience across all of them.
  • 00:16:26
    It's also important to keep in mind that awareness
  • 00:16:29
    isn't a one-time event.
  • 00:16:31
    Once someone knows about your business,
  • 00:16:33
    it can take days, weeks, or even longer for them
  • 00:16:36
    to get to the consideration stage.
  • 00:16:39
    So once you've reached a potential customer,
  • 00:16:41
    the goal is to get them to remember you.
  • 00:16:44
    Say your company sells refrigerators.
  • 00:16:46
    That's a big purchase and not one that you make everyday.
  • 00:16:49
    So even if a potential customer knows about your business,
  • 00:16:53
    they might wait until their old fridge breaks to start
  • 00:16:56
    thinking about a new one.
  • 00:16:57
    Maintaining a consistent online presence
  • 00:17:00
    can remind them that you exist when the time is right.
  • 00:17:03
    That way, they'll think of your business
  • 00:17:05
    when they do need your services.
  • 00:17:07
    Now let's move on to consideration.
  • 00:17:09
    You know that consideration is the getting-to-know-you stage.
  • 00:17:13
    It's when people start exploring your business
  • 00:17:16
    and finding out what makes you different from the competition.
  • 00:17:19
    During this stage, the goal is to increase the chances
  • 00:17:22
    that a potential customer will eventually make a purchase.
  • 00:17:26
    They might be reading online reviews
  • 00:17:28
    or actively browsing your website by now,
  • 00:17:30
    so you need to give them reasons to stick around
  • 00:17:33
    or to come back if they've already left.
  • 00:17:36
    At this stage, some potential customers will become leads.
  • 00:17:40
    A lead is a potential customer who
  • 00:17:42
    has interacted with the brand and shared
  • 00:17:44
    personal information, like an email address.
  • 00:17:48
    Let's take that refrigerator example again.
  • 00:17:51
    Imagine that customer goes to your website and checks
  • 00:17:53
    out a few different models, but they don't
  • 00:17:56
    make a decision right away.
  • 00:17:58
    Maybe they need more time to think about it
  • 00:18:00
    or want to compare different brands.
  • 00:18:02
    Or they could have just gotten distracted.
  • 00:18:04
    You can engage that person again by serving
  • 00:18:07
    them ads based on the products and pages they visited.
  • 00:18:11
    That makes it more likely they'll
  • 00:18:13
    return to make a purchase.
  • 00:18:15
    Once a potential customer is on your site,
  • 00:18:17
    you should aim to educate them about your offerings
  • 00:18:20
    and explain how specific products or services address
  • 00:18:23
    their pain points.
  • 00:18:25
    That can mean offering engaging, useful content,
  • 00:18:28
    like blog posts, newsletters, or webinars.
  • 00:18:31
    Free samples, tools, or trial memberships
  • 00:18:34
    can let potential customers test out your services
  • 00:18:37
    before committing.
  • 00:18:39
    The goal is to start building trust
  • 00:18:41
    in the quality of your products and give
  • 00:18:43
    customers what they need to make an informed choice.
  • 00:18:46
    To recap, the top of the funnel boosts awareness and customer
  • 00:18:50
    engagement.
  • 00:18:51
    At the awareness stage, marketers
  • 00:18:53
    use a variety of tools and channels
  • 00:18:55
    to connect with potential customers
  • 00:18:56
    and stay fresh in their minds.
  • 00:18:58
    During the consideration stage, they
  • 00:19:00
    should make it clear what they're offering
  • 00:19:02
    and how they can meet customers' needs.
  • 00:19:05
    When executed carefully, awareness and consideration
  • 00:19:08
    tactics can lead to more people eventually becoming customers.
  • 00:19:12
    Coming up, you'll learn more about marketing funnels
  • 00:19:14
    and discover some ways to measure awareness
  • 00:19:17
    and consideration success.
  • 00:19:19
    [MUSIC PLAYING]
  • 00:19:24
    So far, you've learned about some ways
  • 00:19:26
    to raise awareness and engage with potential customers.
  • 00:19:30
    You know that selecting the right channels
  • 00:19:32
    to reach a target audience is one
  • 00:19:34
    of the most important things businesses
  • 00:19:36
    can do to market products online.
  • 00:19:38
    But we haven't gotten to the most important part.
  • 00:19:41
    How do you know if the tactics you've chosen are working?
  • 00:19:45
    Are there ways to improve on what you're already doing?
  • 00:19:48
    Or do you need to start again with a whole new plan?
  • 00:19:51
    To answer all of these questions is measurement.
  • 00:19:55
    The fact is, no matter how much research you do
  • 00:19:58
    or how carefully you plan a marketing strategy, none of it
  • 00:20:01
    matters unless you can measure your success.
  • 00:20:04
    Measuring outcomes at each stage of the funnel
  • 00:20:07
    allows you to find out what you're doing right,
  • 00:20:09
    what you're doing wrong, and where you can improve.
  • 00:20:13
    In this video, we'll discuss some of the metrics companies
  • 00:20:16
    use to measure success at the top of the funnel.
  • 00:20:19
    A metric is a quantifiable measurement
  • 00:20:22
    used to track and assess progress toward an objective.
  • 00:20:25
    Marketing metrics can gauge different aspects
  • 00:20:28
    of campaign performance and effectiveness,
  • 00:20:30
    which can help businesses make improvements for the future.
  • 00:20:34
    For example, to measure awareness of their ads,
  • 00:20:37
    marketers use tools to track things like impressions, reach,
  • 00:20:41
    and frequency.
  • 00:20:43
    Impressions are the total number of times an ad appears
  • 00:20:46
    on people's screens.
  • 00:20:48
    That number includes users who encounter
  • 00:20:50
    the ad more than once.
  • 00:20:52
    So if an ad is encountered 200 times by 100 people,
  • 00:20:57
    the number of impressions is 200 since it's
  • 00:21:00
    been shown 200 times.
  • 00:21:01
    In contrast, reach is the total number of unique individuals
  • 00:21:06
    who encounter an ad across their different devices.
  • 00:21:09
    No matter how many times a person gets that ad,
  • 00:21:12
    they're only counted once.
  • 00:21:14
    So the reach of an ad that's encountered 200 times
  • 00:21:18
    by 100 people would be 100.
  • 00:21:21
    Frequency refers to how many times
  • 00:21:24
    each individual encounters the ad in a given time frame.
  • 00:21:28
    So if each of those 100 people gets the ad twice in a week,
  • 00:21:32
    the frequency would be 2.
  • 00:21:35
    These are just a few of the metrics
  • 00:21:36
    you can use to gauge awareness.
  • 00:21:39
    You'll learn more about tracking and analyzing
  • 00:21:41
    awareness measurements later on in the program.
  • 00:21:44
    The goal of the awareness stage is usually
  • 00:21:47
    to get ads in front of the right people at the right times.
  • 00:21:50
    By analyzing impressions, reach, and frequency,
  • 00:21:53
    marketers can find out how big of an impact
  • 00:21:56
    their ads are having.
  • 00:21:58
    If the numbers are below the company's goal for awareness,
  • 00:22:01
    they may decide to reevaluate their ad strategy.
  • 00:22:04
    But businesses can also have more specific awareness goals,
  • 00:22:08
    like getting a certain amount of visitors
  • 00:22:10
    to a page on a website.
  • 00:22:12
    Exactly what you choose to measure
  • 00:22:13
    depends on what you're trying to achieve.
  • 00:22:16
    That's why it's important to set goals
  • 00:22:17
    for each stage of the funnel.
  • 00:22:20
    At the consideration stage, there
  • 00:22:21
    are different ways to measure success,
  • 00:22:23
    but they all come down to one idea--
  • 00:22:26
    engagement.
  • 00:22:27
    How much, how often, and for how long
  • 00:22:30
    are potential customers engaging with your content?
  • 00:22:34
    Analytics tools can track things like how often customers search
  • 00:22:37
    for your business online, the number of first-time visitors
  • 00:22:41
    to a site, the number of pages per visitor,
  • 00:22:44
    and how long visitors spend on a page.
  • 00:22:47
    Signing up for emails or newsletters
  • 00:22:50
    is another good measurement of engagement.
  • 00:22:52
    And getting customer contact information
  • 00:22:55
    will make it easier to remind them you exist and demonstrate
  • 00:22:58
    your value later on.
  • 00:23:00
    It may seem more engagement is better,
  • 00:23:03
    but that isn't always the case.
  • 00:23:05
    If the goal is for customers to find what they need quickly,
  • 00:23:08
    but customers spend a long time completing tasks,
  • 00:23:11
    it may mean you need to reevaluate
  • 00:23:13
    the layout of your website.
  • 00:23:15
    Measuring website interactions can give you a lot of insights,
  • 00:23:19
    so knowing which numbers are important
  • 00:23:21
    and what they mean for your goals is crucial.
  • 00:23:24
    Even with clear goals and accurate information,
  • 00:23:27
    measuring awareness and engagement is often more
  • 00:23:29
    challenging than measuring bottom-of-the-funnel concerns
  • 00:23:32
    like sales.
  • 00:23:34
    Later in the program, you'll learn
  • 00:23:36
    how to interpret this kind of information
  • 00:23:38
    and how businesses use it to improve
  • 00:23:40
    their tactics for moving leads from consideration
  • 00:23:43
    to conversion.
  • 00:23:44
    Let's review.
  • 00:23:46
    Measuring awareness and engagement
  • 00:23:48
    is the most important thing brands can do to ensure success
  • 00:23:51
    at the top of the funnel.
  • 00:23:53
    Marketing teams use analytics tools to measure awareness
  • 00:23:56
    through numbers of impressions, reach, and frequency.
  • 00:24:00
    Consideration can be measured through website engagement,
  • 00:24:03
    including page visits, detailed views, and email signups.
  • 00:24:08
    Knowing what to measure in order to reach your goals
  • 00:24:10
    is an important part of marketing success.
  • 00:24:13
    Coming up, you'll learn more about the funnel
  • 00:24:15
    and what to do at the conversion and loyalty stages.
  • 00:24:19
    [MUSIC PLAYING]
  • 00:24:24
    Welcome back.
  • 00:24:26
    In the last lesson, we covered the awareness and consideration
  • 00:24:30
    stages of the marketing funnel.
  • 00:24:32
    We discussed some of the things businesses
  • 00:24:34
    should do and measure to raise awareness and boost customer
  • 00:24:38
    engagement.
  • 00:24:38
    Now let's get into the conversion and loyalty
  • 00:24:41
    stages of the funnel.
  • 00:24:43
    We'll consider what teams can do to drive sales and keep
  • 00:24:46
    customers coming back again and again.
  • 00:24:48
    You know that the conversion stage, also known
  • 00:24:51
    as the decision or purchase stage,
  • 00:24:53
    is when someone makes a purchase and becomes a customer.
  • 00:24:57
    Not everyone who considers a purchase will convert,
  • 00:25:00
    and potential customers make purchases
  • 00:25:02
    when they think that one company solution fits
  • 00:25:05
    their needs better than others.
  • 00:25:07
    So it's essential that they do everything
  • 00:25:09
    they can do to demonstrate and deliver value at this stage.
  • 00:25:13
    You want customers to trust you and feel confident
  • 00:25:15
    in their decision to buy your product.
  • 00:25:18
    The goal of the conversion stage is simple.
  • 00:25:20
    It's to turn potential customers into buyers.
  • 00:25:24
    But how different companies go about making that happen
  • 00:25:27
    depends on their products and audience.
  • 00:25:30
    It's also important to keep in mind that different customers
  • 00:25:32
    can get from consideration to conversion
  • 00:25:35
    through different touchpoints.
  • 00:25:37
    But it is possible to identify trends in customer behavior,
  • 00:25:40
    so you can personalize content and improve target areas.
  • 00:25:44
    You'll find more about identifying these trends later
  • 00:25:46
    in the program.
  • 00:25:48
    To set themselves apart at the conversion stage,
  • 00:25:50
    businesses should provide clear and useful content
  • 00:25:53
    and experiences.
  • 00:25:55
    That includes everything from accurate product descriptions
  • 00:25:58
    to a smooth checkout process and a clear returns policy.
  • 00:26:02
    Well-placed product-focused ads and a clearly organized website
  • 00:26:06
    can be persuasive too.
  • 00:26:08
    Whatever the methods, making it easy for
  • 00:26:10
    leads to find answers and take action
  • 00:26:12
    makes conversion more likely.
  • 00:26:14
    Now, some marketing funnels end after the customer makes
  • 00:26:17
    a purchase, but building and maintaining customer loyalty
  • 00:26:21
    can be just as important as converting them
  • 00:26:23
    in the first place.
  • 00:26:25
    Successful businesses balance customer acquisition
  • 00:26:28
    with retention because once you've made the effort
  • 00:26:32
    to build a relationship with a customer,
  • 00:26:34
    you want to keep that relationship going.
  • 00:26:36
    Customer loyalty depends foremost
  • 00:26:38
    on the quality and value of your product.
  • 00:26:41
    But even if a customer loves their purchase,
  • 00:26:44
    that's no guarantee they'll come back for more.
  • 00:26:47
    Building loyalty is about creating a great customer
  • 00:26:50
    experience during and after purchase.
  • 00:26:53
    Many companies use things like follow-up emails, rewards
  • 00:26:56
    programs, or social media engagement
  • 00:26:58
    to nurture relationships with customers on an ongoing basis.
  • 00:27:03
    Those interactions should always be purposeful and thoughtful.
  • 00:27:07
    For example, email coupons can encourage repeat purchases.
  • 00:27:11
    But sending a coupon for something a customer just
  • 00:27:14
    bought?
  • 00:27:15
    They probably won't be too happy about that.
  • 00:27:18
    When companies focus on creating a positive post-purchase
  • 00:27:21
    experience, they can drive future sales
  • 00:27:24
    and win customers who aren't just brand loyal but devoted
  • 00:27:27
    fans, and that's it.
  • 00:27:30
    Let's review.
  • 00:27:31
    At the bottom of the funnel, businesses
  • 00:27:33
    focus on converting potential customers
  • 00:27:35
    and encouraging those customers to return in the future.
  • 00:27:39
    During the conversion stage, they
  • 00:27:41
    demonstrate value through quality content
  • 00:27:43
    and experiences.
  • 00:27:45
    After a purchase, they build loyalty
  • 00:27:47
    by continuing to engage customers and build
  • 00:27:49
    relationships.
  • 00:27:51
    By optimizing these results at each stage,
  • 00:27:54
    businesses can thrive in a crowded online marketplace.
  • 00:27:58
    Coming up, you'll review what you learn about marketing
  • 00:28:01
    funnels so far and find out some things
  • 00:28:03
    businesses can do to measure success
  • 00:28:05
    at the bottom of the funnel.
  • 00:28:06
    Meet you there.
  • 00:28:08
    [MUSIC PLAYING]
  • 00:28:13
    By now, you've learned a lot about the marketing funnel
  • 00:28:16
    and how businesses use it to raise awareness, increase
  • 00:28:19
    consideration, encourage conversion, and build loyalty.
  • 00:28:24
    You know some of the things they measure
  • 00:28:25
    at the top of the funnel and understand
  • 00:28:27
    why tracking this information is key to success.
  • 00:28:31
    In this video, we'll explore some ways to measure success
  • 00:28:34
    at the bottom of the funnel in the conversion and loyalty
  • 00:28:37
    stages.
  • 00:28:38
    Let's go.
  • 00:28:39
    The most basic thing you can measure at the conversion stage
  • 00:28:42
    is the number of conversions.
  • 00:28:45
    A conversion happens when a potential customer
  • 00:28:47
    takes a desired action, in this case, when
  • 00:28:51
    they make a purchase.
  • 00:28:52
    Seem simple, right?
  • 00:28:54
    The number of conversions is crucial information,
  • 00:28:57
    but it's not the only thing you can measure at this stage.
  • 00:29:01
    Tracking time to conversion, cost
  • 00:29:04
    per conversion, the average number of touchpoints
  • 00:29:07
    before conversion, or the average order size
  • 00:29:10
    can provide valuable insights into how customers
  • 00:29:12
    interact with your brand.
  • 00:29:14
    These insights also allow you to address drop-off issues,
  • 00:29:18
    like abandoned carts.
  • 00:29:20
    Cart abandonment is when a customer
  • 00:29:22
    adds an item to their cart but doesn't complete the purchase.
  • 00:29:27
    Believe it or not, it's estimated that nearly 70%
  • 00:29:30
    of online carts are abandoned.
  • 00:29:32
    So finding out where customers drop off in the checkout
  • 00:29:35
    process can help you improve procedures and increase
  • 00:29:38
    your conversions.
  • 00:29:40
    OK, it's time for the last stage of the funnel--
  • 00:29:42
    loyalty.
  • 00:29:44
    How a business chooses to measure loyalty
  • 00:29:46
    depends on their target audience and particular goals.
  • 00:29:50
    Some common things to measure include
  • 00:29:52
    the rate of repeat purchases, the length
  • 00:29:55
    of time between purchases, the number of orders per customer,
  • 00:30:00
    and the rate of account activation after signup.
  • 00:30:03
    The level of engagement with rewards programs
  • 00:30:06
    is also another indicator of customer loyalty over time.
  • 00:30:11
    Loyalty metrics allow businesses to assess and refine strategies
  • 00:30:14
    to keep customers, boost sales, and save money.
  • 00:30:18
    But they also reveal where they can manage customer
  • 00:30:21
    relationships more effectively.
  • 00:30:23
    In the end, customer loyalty is the truest test
  • 00:30:26
    of how well the entire funnel serves customers and meets
  • 00:30:29
    their needs.
  • 00:30:30
    We'll get further into how conversion and loyalty
  • 00:30:33
    measurements are used later in the program.
  • 00:30:35
    For now, just remember, beyond completed purchases,
  • 00:30:39
    conversion measurements also track behaviors, like time
  • 00:30:42
    to conversion and order size.
  • 00:30:44
    These measurements provide valuable information
  • 00:30:47
    that can enable teams to curb drop-offs and increase sales.
  • 00:30:51
    Loyalty measurements track things like account activation,
  • 00:30:55
    time between purchases, and orders per customer.
  • 00:30:58
    By measuring loyalty, businesses can improve retention rates
  • 00:31:02
    and build revenue over time.
  • 00:31:05
    And there you go.
  • 00:31:06
    Measuring results throughout the funnel
  • 00:31:07
    is the best tool brands can use to optimize
  • 00:31:10
    their effort at each stage.
  • 00:31:12
    And a well-planned funnel means they
  • 00:31:14
    can nurture leads effectively throughout their purchase
  • 00:31:16
    journeys.
  • 00:31:17
    Coming up, you will explore some ideas
  • 00:31:19
    of where the e-commerce industry might be headed in the future.
  • 00:31:23
    MIRIAM: Congratulations on finishing this video
  • 00:31:26
    from the Google Digital Marketing and E-commerce
  • 00:31:28
    Certificate.
  • 00:31:29
    Access the full experience on Coursera, including job search
  • 00:31:32
    help, and start earning the official certificate
  • 00:31:35
    by clicking the icon or the link in the description.
  • 00:31:38
    Watch the next video in the course by clicking here
  • 00:31:40
    and subscribe to our channel for more lessons
Tags
  • Digital Marketing
  • E-commerce
  • Marketing Funnel
  • Customer Journey
  • Online Presence
  • Customer Engagement
  • Marketing Metrics