Google Digital Marketing and E-Commerce

Certificate
Module 2: Customer Journey & Marketing Funnel

Video 1: Welcome to Week 2

Recap of Week 1:

●​ Understanding digital marketing & e-commerce.

●​ Key career opportunities and required skills.

Week 2 Focus:

●​ How digital marketing and e-commerce create business and customer value.
●​ Utilizing digital channels for engagement.
●​ Measuring marketing success.

Key Insight:

Core principles like brand awareness, trust, and customer loyalty remain essential despite
industry changes.

Video 2: How Digital Marketing and E-Commerce Create Value

●​ Digital marketing is not just about selling, but about building customer trust and
loyalty.
●​ Successful strategies include:
○​ Identifying the right audience.
○​ Using tailored content for different channels.
○​ Measuring campaign performance.

Example:

A running shoe company initially failed but succeeded after researching its audience and
refining its digital strategy.
Takeaway:

Businesses must stand out in the crowded digital space and focus on long-term
relationships.

Reading 1: Advantages and Challenges of Digital Marketing

Advantages:

1.​ Cost-Effective – Better audience targeting reduces wasteful spending.

2.​ Adaptability – Digital tools allow real-time adjustments.
3.​ Precise Targeting – Data analytics enable businesses to reach the right customers.

Challenges:

1.​ Content Overload – Quality content is essential to stand out.

2.​ Evolving Technology – Marketers must stay updated.
3.​ High Competition – Gaining visibility is difficult in a crowded market.

Key Takeaway:

While digital marketing offers efficiency and adaptability, companies must address content
saturation, technological demands, and competition.

Video 3: Jen – Diversity in Digital Marketing

Jen’s Role:

●​ Shopping Specialist at Google, helping retailers optimize marketing strategies.

Diversity in E-commerce:

●​ The industry has historically lacked diversity.

●​ Diverse teams help brands connect with a broader audience.

DEI (Diversity, Equity, Inclusion) Definitions:

●​ Diversity – Ensuring equal opportunities for all.

●​ Equity – Fair compensation for equal skills.
●​ Inclusion – Creating a sense of belonging and valuing all perspectives.

Creating an Inclusive Workplace:

 ●​ Listening to diverse voices in meetings.
●​ Encouraging quieter colleagues to share insights.
●​ Action over words – Meaningful DEI efforts should lead to real change.

Reading 2: Inclusive Marketing

Definition:

Inclusive marketing improves representation and belonging in marketing campaigns.

Why It Matters:

●​ Marketing impacts how people view themselves and others.

●​ Avoids reinforcing stereotypes and underrepresentation.

Avoiding Stereotypes:

●​ Understand audience demographics and past exclusions.

●​ Consider age, race, gender, ability, culture, and location.

Example:

1 billion people live with disabilities – if marketing doesn’t consider their needs, they may
not engage with the brand.

Takeaway:

A broad perspective helps brands connect deeply with customers.

Video 4: Janice – Inclusive Marketing

Janice’s Role:

Product Marketing Manager at Google’s Grow with Google team.

Importance of Representation:

●​ Not just the right thing to do—it’s a smart business move.

●​ Customers feel more loyal to brands they see themselves in.

Best Practices in Inclusive Marketing:

1.​ Avoid harmful stereotypes.

 2.​ Ensure representation in ads and materials.
3.​ Identify who is missing from the campaign’s messaging.

Key Insight:

Deep audience understanding leads to authentic and effective marketing.

Video 5: Xiomara – Inclusive Marketing

Xiomara’s Role:

●​ Product Marketing Manager and Inclusive Marketing Consultant.

What an Inclusive Marketing Consultant Does:

●​ Reviews campaigns for inclusivity.

●​ Ensures marketing is accessible to all audiences.

Personal Background Impact:

●​ First-generation college student from an immigrant family.

●​ Helps shape authentic marketing stories.

Inclusive Marketing Strategies:

●​ Show a diverse range of people (race, age, geography, ability).

●​ Ensure accessibility (e.g., captions for videos).
●​ Inclusion starts early in the marketing process.

Overcoming Bias:

●​ Challenge personal biases by seeking new perspectives.

●​ Use research to create authentic and meaningful campaigns.

Video 6: The Customer Journey and Journey Maps

●​ Understanding customer needs and pain points is essential.

●​ Customer journey: The process from discovering a product to making a purchase.
●​ Example: Searching for a weather app → reading reviews → trial subscription →
customer support interaction → final purchase.

Key Concepts:
 ●​ Touchpoints: Every interaction with a brand (ads, reviews, website, customer
support).
●​ Customer journey map: A visual representation of customer touchpoints.

Business Use:

Companies use journey maps to improve customer experience and address pain points.

Reading 3: What is a Touchpoint?

●​ Touchpoints: Any interaction between a customer and a brand before, during, and
after a purchase.
●​ Customer-centric approach: Focus on how touchpoints fulfill customer needs
rather than just business metrics.

Video 7: The Marketing Funnel

Marketing Funnel Stages:

1.​ Awareness – First interaction with a brand.

2.​ Consideration – Researching and comparing options.
3.​ Conversion – Making a purchase.
4.​ Loyalty – Repeat business and long-term relationships.

Difference Between Journey Map and Funnel:

●​ Journey map = customer perspective (non-linear).

●​ Funnel = business perspective (structured).

Reading 4: The Traditional Marketing Funnel to the Digital Marketing Funnel

●​ Traditional sales funnel (AIDA Model):​

1.​ Awareness – Customers recognize a brand.

2.​ Interest – Research and comparison.
3.​ Decision – Choosing one brand.
4.​ Action – Making a purchase.
●​ Digital marketing funnel: Adds Remarketing & Retention to focus on long-term
engagement.​
Video 8: The Top of the Funnel – Awareness and Consideration

●​ The top of the funnel is about building brand awareness and attracting potential
customers.
●​ Businesses use strategies like:
○​ Social media marketing
○​ Search engine optimization (SEO)
○​ Content marketing
●​ The goal is to create interest and engagement that moves potential customers further
down the funnel.

Reading 5: Case Study – How MERSEA Structures Its Marketing Funnel

MERSEA’s Approach:

●​ Uses targeted ads, email marketing, and remarketing to increase conversions.

●​ Focuses on awareness, engagement, and repeat purchases.

Results:

●​ MERSEA increased online sales from 10% to 45%.

●​ Around 50% of customers became repeat buyers due to their marketing funnel
strategy.

Video 9: Measuring Success at the Top of the Funnel

Key Metrics for Awareness and Engagement:

●​ Impressions – Total times an ad appears.

●​ Reach – Unique individuals who see the ad.
●​ Frequency – How often each person sees the ad.

Consideration Metrics:

●​ Website visits
●​ Time spent on site
●​ Email sign-ups

By tracking these metrics, marketers can optimize strategies and refine tactics at each stage
of the funnel.
Video 10: The Bottom of the Funnel – Conversion and Loyalty

Conversion Stage:

●​ Customers evaluate their options and decide whether to purchase.

●​ Strategies to improve conversion:
○​ Clear product descriptions
○​ Smooth checkout process
○​ Strong call-to-action (CTA)

Loyalty Stage:

●​ Businesses must retain customers by providing a great post-purchase experience.

●​ Loyalty tactics include:
○​ Personalized emails
○​ Loyalty programs
○​ Engagement on social media

Video 11: Measuring Success at the Bottom of the Funnel

Conversion Metrics:

●​ Time to conversion – How long it takes a customer to purchase.

●​ Cost per conversion – Marketing spend per acquired customer.
●​ Cart abandonment rate – Identifying drop-off points.

Loyalty Metrics:

●​ Repeat purchase rate – Tracks customer retention.

●​ Orders per customer – Measures purchase frequency.

By tracking behaviors like time to conversion and cart abandonment, businesses can refine
marketing strategies.

Reading 6: The Future of E-Commerce

●​ E-commerce growth – Constantly evolving with new trends.

●​ Immersive experiences – VR, AR, AI, chatbots enhancing shopping.
●​ Innovations in delivery – Drones & self-driving vehicles for last-mile delivery.
Key Takeaway:

E-commerce will continue shaping daily life and shopping habits.

Video 12: Wrap Up

Key Learnings from Module 2:

●​ Digital marketing isn’t just about ads; it influences the entire customer journey.
●​ Customer Journey Maps & Marketing Funnels help businesses understand
customer behavior.
●​ Top of Funnel – Focus on awareness and engagement.
●​ Bottom of Funnel – Focus on conversions and loyalty.

Next Steps:

●​ Learn about building a digital marketing strategy.

●​ Explore marketing tools and tactics.

Reading 7: Glossary Terms from Module 2

Key Terms:

●​ Awareness Stage – When a customer first learns about a product/service.

●​ Consideration Stage – When interest builds for a product/service.
●​ Conversion – Completion of a business-related activity (e.g., a sale).
●​ Loyalty Stage – When customers become repeat buyers or brand advocates.
●​ Marketing Funnel – The process of turning leads into loyal customers.
●​ Omnichannel Marketing – Synchronizing content across multiple digital platforms.