What step comes after there is a digital marketing strategy in place

course 1 – foundation of digital marketing & e-commerce

Week 3: Digital Marketing and E-commerce Strategy

Google Digital Marketing & E-commerce Professional Certificate

Coursera Answers Study Guide

Digital Marketing and E-commerce Strategy INTRODUCTION

The google digital marketing & e-commerce professional certificate program, offered through Coursera, provides a comprehensive overview of what step comes after there is a digital marketing strategy in place for Digital Marketing and E-commerce Strategy. The course covers topics such as setting goals and objectives, selecting channels, creating content plans and campaigns, leveraging SEO/SEM, displaying advertisements, running social media campaigns, and executing email marketing strategies.

Through this certificate program, participants will gain the skills necessary to understand the fundamentals of digital marketing and learn how to create strategies that drive results for businesses. By understanding the tools available in the digital marketing space and learning how to utilize them effectively through strategy implementation and planning, participants can increase their business’s visibility online and reach new customers more efficiently with higher ROI than traditional marketing strategies.

Learning Objectives

  • Identify leading brands and elements that make brands successful.
  • Understand the elements and goals of a digital marketing and e-commerce strategy.
  • Understand the elements of advertisements, advertising goals, and advertising channels.
  • Define the difference between marketing and business goals and how they work together to help a business succeed.

TEST YOUR KNOWLEDGE: THE VALUE OF BRANDS FOR DIGITAL MARKETING

1. Which of the following describes a brand?

  • The services a business provides its customers
  • The people that work for a business or organization
  • The things a business sells, like clothing, software, or entertainment
  • The perception the public has about a business or organization (Correct)

Correct: A brand is how a business or organization is perceived by the public. The things a business sells, like clothing, software, or entertainment, are products a brand can offer.

2. Which of the following are examples of factors that can influence a brand? Select all that apply.

  • Culture (Correct)
  • Design elements (Correct)
  • Products sold
  • Values (Correct)

Correct: Some factors that can influence a brand include values, culture, and design elements.

3. Which of the following statements are true about the relationship between branding and marketing? Select all that apply.

  • A company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. (Correct)
  • A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of a brand. (Correct)
  • A brand is the only thing needed to drive sales and sell products and services to customers, but many companies use digital marketing when it is unnecessary.
  • A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales.  (Correct)

Correct: It is true that a brand is the foundation of a successful marketing strategy, but digital marketing can also affect the public perception of a brand. Additionally, a company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales.

4. Which of the following is the value consumers attribute to one brand’s offerings when compared with similar products from another brand?

  • Brand equity (Correct)
  • Brand identity
  • Brand positioning
  • Brand personality

Correct: Brand equity is the value consumers attribute to one brand’s offerings when compared with similar products from another brand. When a brand has positive equity, it means consumers feel good about the brand.

5. Which of the following describes the concept of brand equity?

  • How much customers are willing to pay for a brand that is on sale over a brand they know and trust
  • How much customers are willing to pay for a new brand with interesting packaging over a brand they know and trust
  • How much customers are willing to pay for a brand they do not already know to try something new
  • How much more customers are willing to pay for the brand they know and trust over another brand that makes an identical product (Correct)

Correct: Brand equity is how much more customers are willing to pay for the brand they know and trust over another brand that makes an identical product. The trust people have in the familiar brand adds to its overall value.

TEST YOUR KNOWLEDGE: BUILD A DIGITAL MARKETING AND E-COMMERCE STRATEGY

1. What is a digital marketing strategy?

  • A research framework for answering questions about customers
  • A social media post that reaches new customers
  • A plan for achieving specific goals through online channels (Correct)
  • A method for prioritizing a brand’s overall business objectives

Correct: A good digital marketing strategy should support and advance a brand’s business objectives.

2. What step comes after there is a digital marketing strategy in place?

  • Set marketing-specific goals
  • Create customer personas
  • Conduct research about competitors
  • Create content to run campaigns (Correct)

Correct: Marketers need effective content to run a campaign. That includes everything from email templates to video animations and ad copy.

3. How does a marketing goal compare to a business goal?

  • A marketing goal defines a brand’s business goals.
  • A marketing goal is bigger and long-term.
  • A marketing goal affects an entire company.
  • A marketing goal is smaller and more targeted. (Correct)

Correct: A marketing goal is smaller, targeted, and specific to marketing activities. A business goal is a big, long-term aim that may affect an entire company.

4. Which of the following are examples of marketing goals? Select two.

  • Enhancing brand awareness (Correct)
  • Improving customer service
  • Raising productivity
  • Increasing email conversions (Correct)

Correct: Increasing email conversions and enhancing brand awareness are examples of marketing goals. These are targeted goals that tie directly to marketing objectives, not larger business goals.

5. To connect marketing goals to business goals, what qualities must the goals share? Select two.

  • They are both measurable. (Correct)
  • They are both short-term.
  • They are both specific. (Correct)
  • They are both long-term.

Correct: Both the business goals and marketing goals need to be specific and measurable. A well-defined goal clarifies what must be done and how to know if the goal has been reached.

TEST YOUR KNOWLEDGE: REACH CUSTOMERS ONLINE

1. What is earned media?

  • Promoted links that appear at the top of a search page
  • Digital content that a brand fully controls
  • Positive digital exposure generated through personal or public recommendations (Correct)
  • Digital promotion that a brand pays to put online

Correct: Companies do not create or own earned media, and they cannot pay for it directly. Earned media is generated by customers in response to things like product quality, customer service, and successful marketing campaigns.

2. Which of the following factors does a search engine use to rank results? Select all that apply.

  • Quality (Correct)
  • Relevance (Correct)
  • Internet speed
  • Computer type

Correct: Search engines explore—or crawl—across the internet to index the content from billions of web pages. When users search for a term, the search engine algorithm ranks the results based on factors including relevance and quality. Marketers can use search engine optimization to potentially provide visibility to a website’s content.

3. What search engine optimization (SEO) practice includes identifying common search terms and phrases consumers use to find products or services online?

  • Adopting a user-friendly website structure
  • Purchasing paid media ads
  • Creating quality content
  • Conducting keyword research (Correct)

Correct: Search engine optimization is a process that helps content gain visibility in search engine results. Basic SEO practices include conducting keyword research, creating quality content, and applying a usable website structure.

4. What is search engine marketing (SEM)?

  • The set of practices designed to increase the quantity and quality of traffic to a website
  • The process of generating traffic to a website through paid ads that appear in search engine results (Correct)
  • The process of generating traffic to a website from results that users receive when they perform a search
  • The set of practices designed to keep content useful and usable for customers

Correct: Search engine marketing (SEM) is the process of generating traffic to a website through paid ads that appear in search engine results. SEM is also known as paid search.

5. Which paid advertising model charges a business every time someone clicks on their ad?

  • Maximum-bid ads
  • Pay-per-click ads (Correct)
  • Minimum-bid ads
  • Third-party ads

Correct: With pay-per-click ads, a business only pays when someone actually clicks on their ad. The amount a business pays is known as the cost-per-click.

6. Fill in the blank: Remarketing is an important part of digital marketing because it allows a brand to _____.

  • recapture the attention of people who are already interested in the brand (Correct)
  • encourage website visitors to make a purchase before they leave the website
  • be more visible to potential customers through search engine listings
  • drive website traffic to the brand’s social media channels

Correct: The top of the funnel boosts awareness and customer engagement.

7. What is search engine optimization (SEO)?

  • A set of practices designed to increase the quantity and quality of traffic to a website (Correct)
  • A website structure that makes it easier for search engines and customers to navigate
  • The content and relevance of a keyword or title search
  • The pages of results produced when someone performs a search

Correct: Search engine optimization (SEO) is a set of practices designed to increase the quantity and quality of traffic to a website.

TEST YOUR KNOWLEDGE: ENGAGE CUSTOMERS THROUGH SOCIAL MEDIA AND EMAIL MARKETING

1. Tracking and analyzing social media conversations and mentions related to a brand is an example of which pillar of social media marketing?

  • Analytics and reporting
  • Paid social media
  • Planning and publishing
  • Social listening and engagement (Correct)

Correct: Tracking and analyzing social media conversations and mentions related to a brand is an example of social listening and engagement. This is one of the five pillars of social media marketing.

2. Which of the following are advantages of using paid social media ads? Select all that apply.

  • Remarketing products (Correct)
  • Serving ads to highly specific customer groups (Correct)
  • Customizing email content for individual subscribers
  • Expanding a brand’s reach (Correct)

Correct:  The advantages of using paid social media ads include: expanding a brand’s reach, remarketing products, and serving ads to highly specific customer groups.

3. What is email marketing?

  • Focusing on a company’s brand or reputation to increase credibility and loyalty
  • Sending messages to a list of existing subscribers to share information, drive sales, or create community (Correct)
  • Creating and publishing content for platforms like Instagram or Twitter to drive engagement and promote a brand or product
  • Making a plan for achieving specific goals through online channels to support and advance business objectives

Correct: Email marketing is when a brand sends messages to a list of existing subscribers to share information, drive sales, or create community. When it is done well, email marketing helps brands build and maintain relationships with potential and existing customers.

4. Fill in the blank: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called _____.

  • paid social media
  • email personalization
  • email segmentation (Correct)
  • spam

Correct: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called email segmentation.

5. Which of the following are examples of email personalization? Select all that apply.

  • Sending unwanted emails out in bulk to a mass recipient list
  • Following up on previous interactions (Correct)
  • Sending messages that match where customers are in the marketing funnel (Correct)
  • Addressing each recipient directly (Correct)

Correct: Email personalization includes: addressing each recipient directly, sending messages that match where customers are in the marketing funnel, and following up on previous interactions.

6. What are the five pillars of social media marketing? Select five.

  • Planning and publishing (Correct)
  • Paid social media (Correct)
  • Listening and engagement (Correct)
  • Budgeting and promoting
  • Strategy (Correct)
  • Analytics and reporting (Correct)

Correct: The five pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

Google Digital Marketing & E-commerce Professional Certificate

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FOUNDATION OF DIGITAL MARKETING & E-COMMERCE WEEKLY CHALLENGE 3

1. Imagine two identical products: one is a name brand and the other is a store brand. Which term describes how much more customers are willing to pay for the name brand than the store brand?

  • Financial worth
  • Company worth
  • Asset value
  • Brand equity (Correct)

2. Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

  • Customers will not remember who the company is. (Correct)
  • Customers will remain loyal to the company.
  • Customers will not seek out a company’s competitors.
  • Customers will prefer the company to its competitors.

3. Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers  and _____ before picking your channels.

  • set meaningful goals (Correct)
  • create marketing content
  • manage customer relationships
  • allocate a budget

4. What is a marketing goal?

  • A small, targeted objective that is specific to marketing activities (Correct)
  • A tactic that results in increased productivity for a business
  • A big, long-term aim that has the potential to affect an entire company
  • A set of objectives that remain consistent in the long term

5. A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

  • We want to increase our company profits.
  • We want to increase the number of customers that purchase our software, and we want to create year-over-year growth for our product in new markets.
  • We want to increase year-over-year revenue by selling more units of our software product to more customers in new market segments.
  • We want to increase our number of active customers by 25% over the next year. To do that, we will add three new features that make it easier for customers to access files on the cloud. (Correct)

6. Which of the following are examples of paid media? Select all that apply.

  • Blog content
  • Shopping ads (Correct)
  • Video ads (Correct)
  • Website content

7. Fill in the blank: Organic exposure from search engine optimization (SEO) _____.

  • promotes a website at the top of a search results page
  • lasts longer than paid search (Correct)
  • produces results more quickly than paid search
  • lasts for less time than paid search

8. As part of a marketing project, a company clarifies who their audience is and which social platforms to use. Which one of the five pillars of social media marketing does this represent?

  • Listening and engagement
  • Analytics and reporting
  • Planning and publishing
  • Strategy (Correct)
  • Paid social media

9. A brand wants to build and maintain relationships with potential and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

  • Social media marketing
  • Keyword research
  • Email marketing (Correct)
  • Paid search

10.What is the difference between email segmentation and personalization?

  • Personalization is sending emails to subscribers to share information about a brand; segmentation is sending unwanted emails in bulk to a mass recipient list.
  • Segmentation is sending emails to subscribers to share information about a brand; personalization is sending unwanted emails in bulk to a mass recipient list.
  • Personalization is dividing email subscriber groups based on criteria; segmentation is customizing email content for individual subscribers.
  • Segmentation is dividing email subscriber groups based on criteria; personalization is customizing email content for individual subscribers. (Correct)

11. Consider the following scenario:

To build better relationships with their email subscribers, a business updates how they send email: They address recipients directly, send event promotions, and follow up on previous interactions. They also decide to send emails to groups of subscribers based on location.

What email marketing techniques is this business using?

  • Paid social media and spam
  • Customization and personalization
  • Spam and customization
  • Personalization and segmentation (Correct)

12. A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

  • To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities.
  • To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.
  • To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.
  • To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities. (Correct)

13. Which of the following best describes brand equity?

  • The value customers attribute to a brand’s offerings when compared with similar products from another brand (CORRECT)
  • The number of customers that purchase a brand’s primary asset, like a product or service 
  • How a company is perceived by the public
  • How a company communicates its values and culture

Correct: Correct 

14. Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

  • A company’s brand identity changes with its marketing strategy.
  • A company’s marketing strategy defines its brand identity.
  • A company’s brand is the foundation for its marketing strategy. (CORRECT)
  • A company’s marketing strategy can help a business build its brand. (CORRECT)

Correct: Correct

Correct: Correct

15. Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _ before picking your channels.

  • manage customer relationships
  • allocate a budget
  • set meaningful goals (CORRECT)
  • create marketing content

Correct: Correct

16.  What is a business goal?

  • A tactic that improves the impact of a business in the short-term
  • A tactic that improves the customer perception of a brand
  • A small, targeted objective that is specific to outreach activities
  • A big, long-term aim that has the potential to affect an entire company (CORRECT)

Correct: Correct

17. Which of the following are examples of owned media? Select all that apply.

  • Paid social media ads
  • Video ads
  • Ebooks (CORRECT)
  • Whitepapers (CORRECT)

Correct: Correct

Correct: Correct

18. How does paid search compare to search engine optimization (SEO)?

  • Paid search produces results that last longer.
  • Paid search produces results that decrease website traffic.
  • Paid search produces results more quickly. (CORRECT)
  • Paid search produces results more slowly.

Correct: Correct

19.  As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent? 

  • Strategy
  • Listening and engagement
  • Paid social media
  • Planning and publishing 
  • Analytics and reporting (CORRECT)

Correct: Correct

20.  Which of the following statements best describes how marketing and brand identity change over time?

  • Marketing efforts change; brand identity is permanent. (CORRECT)
  • Marketing efforts are permanent; brand identity changes. 
  • Marketing efforts and brand identity are both permanent. 
  • Marketing efforts and brand identity are both likely to change.

Correct: Correct

21. Which of the following are examples of earned media? Select all that apply.

  • Social media accounts
  • Paid search ads
  • Positive press coverage (CORRECT)
  • Written reviews (CORRECT)

Correct: Correct

Correct: Correct

22. An independent food truck vendor wants to grow their customer base. Which of the following is a specific business goal for this company? 

  • We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay. 
  • We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders.
  • We want to increase our number of customers by 50% over the next 12 months. To do that, we will add two popular specials as standard menu items and introduce an efficient mobile payment kiosk. (CORRECT)
  • We want to increase the number of meals we sell. 

Correct: Correct

23. What are the disadvantages of paid search? Select two.

  • Paid search does not work well with organic search.
  • Paid search results take a long time to create an impact.
  • Paid search can have higher entry costs to start. (CORRECT)
  • Paid search results disappear when a business stops paying for them. (CORRECT)

Correct: Correct

Correct: Correct

24. Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

  • Segmentation
  • Brand building
  • Social listening
  • Personalization (CORRECT)

Correct: Correct

25. To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

  • Serve ads to highly specific customer groups
  • Follow up on previous interactions (CORRECT)
  • Send promotions for special events (CORRECT)
  • Address each recipient directly (CORRECT)
  • Send messages that match where customers are in the marketing funnel (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

Correct: Correct

26. Fill in the blank: When setting a digital marketing strategy, it’s important to _____ and set meaningful goals before picking your channels.

  • plan ad campaigns
  • Research your audience (CORRECT)
  • create digital marketing content
  • run digital ad campaigns

Correct: Correct 

27. Which of the following best describes email marketing?

  • Sending emails to many recipients regardless of their interests 
  • Sending emails with claims that are too good to be true
  • Sending unwanted emails out in bulk to a mass recipient list
  • Sending emails to a list of existing subscribers with relevant, helpful content (CORRECT)

Correct: Correct 

28. A brand decides to use email marketing as part of their digital marketing strategy. What will email marketing help this business do? Select all that apply.

  • Analyze performance
  • Drive sales (CORRECT)
  • Share information (CORRECT)
  • Create community (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

29. Which of the following best describes a brand? 

  • How a company communicates its values and culture
  • How a company is perceived by the public (CORRECT)
  • How much customers are willing to pay for a company’s products
  • How a company markets its primary asset, like a product or service

Correct: Correct 

30. How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

  • Analyze marketing campaign analytics and reporting
  • Decide how to allocate the budget (CORRECT)
  • Review existing media to identify gaps (CORRECT)
  • Figure out which channels to focus on and what content to run (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

31. Imagine that a fashion company wants to reach new customers. They write the following goal: 

“We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.”

What type of goal is this? 

  • Customer goal
  • Revenue goal
  • Marketing goal
  • Business goal (CORRECT)

Correct: Correct

32. Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent? 

  • Analytics and reporting
  • Strategy
  • Planning and publishing 
  • Paid social media
  • Listening and engagement (CORRECT)

Correct: Correct

Digital Marketing and E-commerce Strategy CONCLUSION

In this course, you explored the relationship between digital marketing and branding and how businesses can leverage both to be successful. You investigated the elements of a digital marketing strategy, including goal setting, channel selection, and content planning.

Then you learned about commonly used channels and platforms, like search engine optimization (SEO), search engine marketing (SEM), display advertising, social media marketing, and email marketing. Now that you have completed this course, you should better understand how to create an effective digital marketing strategy for your business. Check out Coursera for more!