Hello, and welcome to the Google Digital Marketing and E-commerce Certificate.

I'm so excited
that you're here!My name is Joi, and I'm a Product Marketing Manager at Google. I'll be your
instructor for the first course of this certificate program. The demand for digital marketing and
e-commerce specialists is growing at an incredible rate. In about a decade, the global
e-commerce market grew by over 600%. And as more of the world starts doing business
online,more people with varied backgrounds and experiences are entering the field, which
means e-commerce is adapting to serve new markets and different cultures. With so much
global growth, digital marketing and e-commerce offer high-paying jobs-with or without a college
degree. But while the demand for digital marketing and e-commerce skills is higher than
ever,employers are struggling to find candidates with the right experience That's exactly what
this program is designed to do-to give you the knowledge and skills to start or advance your
career in digital marketing or e-commerce. It doesn't matter if you're beginning a new career
journey or already working in a similar role. By the end of this program, you'll be ready to find a
job in these high-growth, high-impact fields. If you've ever bought anything online, you're familiar
with e-commerce from the customer side. But what do digital marketing and e-commerce
specialists actually do? 01:32 01:49 Well, think about the last time you purchased something
online-big or small- it doesn't matter what it was. How did you end up buying that particular
product? Maybe you needed something specific, like a new lamp or a piece of software, and
you searched online to find just the right one.Or maybe it was something you didn't know you
needed until you learned about it from a friend or an online ad. Digital marketing and
e-commerce specialists probably played a role in helping you get what you needed. Whether it's
through social media outreach or making sure the checkout process runs smoothly, they're
always thinking about better ways to connect you, the customer, with the solutions and products
you need. And in doing so, they help businesses of all sizes succeed and grow in the online
marketplace. One of the best things about digital marketing and e-commerce is that there are so
many different career paths you can take, each with their own set of skills and responsibilities.
So no matter what your background is, you'll probably find that you already have some relevant
experience.For example, I work full-time in digital marketing and have experience running
e-commerce stores outside of work. I studied public relations in college and eventually interned
at Google, which turned into a full-time position. I also spent years helping my family run their
online store, which eventually led me to start my own e-commerce beauty business. If you're not
sure what direction you want to take,that's okay! This program will give you an overview of
different types of available jobs. It will also let you explore certain specialized skill sets to help
you figure out where you want to take your career. The program includes several courses where
you'll cover topics like attracting customers through search engines and online ads, engaging
customers on social media, and creating email campaigns. You'll also learn about measuring
and analyzing results, managing customer relationships, optimizing an e-commerce store, and
preparing for jobs.Completing a Google Career Certificate like this one will help you develop
skills and learn how to use tools that will make you ready for ajob in a fast-growing, high-paying
field. You don't need any prior experience or knowledge in digital marketing or e-commerce
because this certificate is going to start with the basics and build on the skills you already have.
I'll be by your side throughout this first course, making sure that you're learning the foundational
knowledge needed to succeed in the field. You'll also have a supportive network of peers taking
the certificate at the same time as you. This program is also really flexible. You can complete all
of the courses in this certificate on your own terms and at your own pace-all online. In addition,
the Google Career Certificates were designed by industry professionals with decades of
experience here at Google.04:34 04:48 Welcome to the Google Digital Marketing &
E-commerce Certificate Foundations of Digital Marketing and E-commerce Transcript Notes
You'll have a different expert from Google to guide you through each course in this certificate.
We'll share our knowledge in videos, help you practice with hands on activities, and take you
through real scenarios that you might encounter on the job. You'll make customer personas,
write marketing emails, use analytics tools, build a portfolio- even create a mock e-commerce
store. The certificates are designed to prepare you for a job in 3-6 months if you work on the
certificate part time. And once you graduate, you can connect with over 150 employers who are
interested in hiring Google Career Certificates graduates. Whether you're looking to switch
careers, start a new career, level up your skills, or build a business, the Google Career
Certificates can open doors to new opportunities. We've gathered some amazing instructors to
support you on your journey, and like to introduce themselves now. >> Hello, hello, my name is
AK. I'm a Sales Excellence Lead here at Google. I'll be teaching you about attracting and
engaging customers. We will cover topics like the marketing funnel, search engine optimization,
and search engine marketing. >> Hey there, I'm Cindy. 05:47 I'm a Product Marketing Manager
for Google Ads. I'll be your instructor for social media marketing and advertising, which is about
incorporating social media into your marketing campaigns. >> Hi, my name is Miriam, and I'm a
Product Marketing Manager for Google Ads. I'll be taking you through what goes into an email
marketing campaign from start to finish. I'll teach you all about preparing, crafting, and sending
emails to optimize your business's brand. I can't wait to get started! 06:06>> Hello there, I'm
Michael, and I'm a Senior Account Executive on Google's mid-market growth team, which
partners with businesses on their Google advertising strategies. I'll be your instructor for
marketing analytics. I'll teach you how analytics tools are used in performance marketing. You'll
learn how to monitor key metrics for marketing campaigns and e-commerce. >> Hi, my name is
Cindy. I'm a Sales Excellence Lead at Google. I'll be guiding you through the course on
e-commerce and selling online.Together, we'll explore how e-commerce stores work and how to
engage customers. >> Hello, I'm Mike, and I'm a Global Performance Curriculum manager here
at Google. I'll be your instructor for the final course of the program. There,we'll discuss how to
build customer loyalty and other e-commerce topics. >> And my name is Erica. I'm a People
Consultant at Google. 06:33 06:52Myjob is to help managers, leaders, and Google employees
grow in their roles to help our organization reach their goals. I'll be guiding you on how to
prepare for your upcoming job search and land a career in digital marketing and e-commerce.
>> And of course, you already know I'll be guiding you through course one. This is such a great
time to grow your career in digital marketing and e-commerce. Sound exciting? Let's get started.
07:07 07:23 This is just video 1 and there are more so many like 20 videos etc etc to send so
wait until I say This video title is Welcome to the google digital marketing and ecommerce
certificate
Hello and welcome! This program has been specifically designed so every type of learner can
be successful completing the seven courses for the Google Digital Marketing & E-commerce
Career Certificate. These courses will help you prepare for an entry-level digital marketing
coordinator or e-commerce specialist role. No prior experience in marketing or e-commerce is
required.
Become job-ready
Why are skills in digital marketing and e-commerce in such high demand? One reason is that
the world is undergoing a digital transformation. A growing number of people get their news and
information online and through digital subscriptions instead of from television, radio, or printed
publications. As a result, marketing professionals recognize that they must connect with
potential customers using digital media. Similarly, for some businesses, revenue from online
sales can equal or even exceed revenue from in-store purchases. Businesses must grow their
online sales competitively and retain both types of customers.

During each course in the program, you will complete activities that include practice in tools that
many marketing and e-commerce specialists use every day. In doing so, you’ll gain experience
to effectively engage customers along each stage of their customer journey. By the end of this
program, you’ll understand how to work on search engine optimization projects, digital
marketing campaigns, e-commerce strategies, customer loyalty programs, and more.

Course progress
The entire program has seven courses. Foundations of Digital Marketing and E-commerce is the
first course in the series.

Seven icons show courses sequentially from left to right with course 1 highlighted.
Course flow
Foundations of Digital Marketing and E-commerce—(current course) Learn about the fields of
digital marketing and e-commerce and the skills needed for associate-level roles.

Attract and Engage Customers with Digital Marketing—Apply the marketing funnel concept to
stages of the customer journey, including engagement, conversion, and loyalty. Learn methods
for search engine optimization so potential customers find your products or services.

From Likes to Leads: Interact with Customers Online—Learn how to create marketing content
and ads on social media platforms and evaluate their effectiveness using social media analytics
data.

Think Outside the Inbox: Email Marketing—Learn how to execute email campaigns, use mailing
lists, and automate customer communication and workflows.

Assess for Success: Marketing Analytics and Measurement—Learn how to collect, monitor,
analyze, and present data from marketing campaigns using analytics and presentation tools.

Make the Sale: Build, Launch, and Manage E-commerce Stores—Learn the process to create a
new e-commerce store and drive traffic to the online business through advertising campaigns.

Satisfaction Guaranteed: Develop Customer Loyalty Online—Learn strategies to build customer

loyalty in e-commerce and use specific tools to help develop and maintain client relationships.
This course also closes out the program with professional development topics to help you
prepare for a job search.

What to expect
Each course offers a series of lessons with many types of learning opportunities. These include:

Videos for instructors to teach new concepts and demonstrate the use of tools

Readings to introduce new ideas and build on the concepts from the videos

Connect with other learners: If you have a question, chances are, you’re not alone. Visit
Coursera’s private Digital Marketing & E-commerce Community to expand your network,
discuss career journeys, and share experiences. Check out the quick start guide.

Self reviews to practice tasks and check your results for accuracy or correctness

In-video quizzes to help your comprehension of content presented in videos

Practice quizzes to prepare you for graded quizzes

Graded quizzes to measure your progress, give you valuable feedback, and satisfy program
completion to obtain a certificate—Following program guidelines, you can take a graded quiz
multiple times to achieve a passing score of 80% or higher.

Tips for success

It is strongly recommended to take these courses—and go through the items in each lesson—in
the order they appear because new information and concepts build on previous knowledge.

Participate in all learning opportunities to gain as much knowledge and experience as possible.

If something is confusing, don’t hesitate to replay a video, review a reading, or repeat a

self-review activity.

Use the additional resources that are referenced throughout the program. They are designed to
support your learning.

When you encounter useful links in a course, remember to bookmark them so you can refer to
the information later for study or review.

Understand and follow the Coursera Code of Conduct to ensure that the learning community
remains a welcoming, friendly, and supportive place for all members.

Course 1 content
This course has regular assignments. You can complete them at your own pace; however, the
assignments are designed to help you finish the program in six months or fewer. Refer to the
information below about progression for this course. Congratulations on choosing to take this
first step to build your skills for a career in digital marketing and e-commerce. Enjoy the journey!

Module 1: Introduction to Foundations of digital marketing and e-commerce

You’ll find out what’s in store for Course 1 and the whole certificate program. You’ll also learn
about the Coursera platform, procedures, and content types, and meet other learners in the
program. Then, you’ll learn about digital marketing and e-commerce basics, the tasks that
people who work in these fields do, and the transferable skills you might already have. Finally,
you’ll get some tips for embarking on careers in this field.

Module 2: The customer journey and the marketing funnel

You will learn what digital marketing and e-commerce roles and departments do within
organizations and how they create value. You’ll also be introduced to marketing concepts, like
the customer journey and the marketing funnel, that form the basis for much of what these roles
do.

Module 3: Digital marketing and e-commerce strategy

You will explore the relationship between digital marketing and branding, and how businesses
can leverage both to be successful. You’ll investigate the elements of a digital marketing
strategy, including goal setting, channel selection, and content planning. Then you’ll learn about
commonly used channels and platforms, like search engine optimization (SEO), search engine
marketing (SEM), display advertising, social media marketing, and email marketing.

Module 4: Measure performance success

You will learn the importance of measuring results and common metrics to track. You’ll also
examine how digital marketers and e-commerce specialists use data to assess and improve
performance and tell stories with data. You’ll end the course by participating in optional content
if you’re interested in preparing for a job search.
This is a reading just after the first video, and its title is Program and Course 1 Overview.
00:04 Now that you have some idea of what to expect in this program as a whole. I'd like to tell
you a little more about what's in store for you in this course. We'll start with the basics, exploring
what e-commerce and digital marketing are and what people in these industries do on a
day-to-day basis. We'll also cover some of the core skills for success in digital marketing and
e-commerce roles, including some you might already have, and how this program will help you
build them. Then we'll explore the current landscape ofjob opportunities. You'll learn about some
of the opportunities available for entry-level job seekers and the responsibilities that go with
them. This information should get you thinking about your interests and how they can help you
find a fulfilling career path. Later on in the course, we'll explore some tools for engaging
potential customers and driving online sales.We'll find out what goes into creating digital
marketing strategies and discover some tactics they can use to reach customers like digital ads,
email, and social media. Lastly, we'll cover why it's important to measure and interpret the
results of those tactics and how businesses use those insights to improve their overall
strategies. We'll also provide a few more career tips to keep in mind as you continue on to the
next course. That's all coming at you down the road. Right now, we're going to go over some
resources that will help you get the most out of this program. I'm so excited for you to start this
journey. Let's get right to it. this is the next video after this reading and its title is introduction to
course 1As a learner, you can complete this course only. However, to obtain a certificate, you
must complete all the courses in the program. This reading describes what is required to obtain
a certificate and best practices for you to have a good learning experience on the platform.

Course completion to obtain a certificate

To receive your official Google Digital Marketing and E-commerce Certificate, you must:

Pass all graded assignments in all 7 courses of the certificate program. Each graded
assignment is part of a cumulative graded score for the course, and the passing grade for each
course is 80%.

AND one of the following:

Pay the course certificate fee,

Be approved for Coursera Financial Aid, or

Complete the certificate through an educational institution, employer, or agency that's

sponsoring your participation.

Healthy habits for course completion

Here is a list of best practices that will help you complete the courses in the program in a timely
manner:

Plan your time: Setting regular study times and sticking with them each week can help you
make learning a part of your routine. Use a calendar or timetable to create a schedule, and list
what you plan to do each day in order to break your work down into achievable goals. Create a
quiet place to watch the videos, review the readings, and complete the activities so you can
really focus on the material.

Work at your own pace: Everyone learns differently, so this program has been designed to let
you work at your own pace. Although your personalized deadlines start when you enroll, they
are just a guide. Feel free to move through the program at the speed that works best for you.
There is no penalty for late assignments; to earn your certificate, all you have to do is complete
all of the work. If you prefer, you can extend your deadlines by returning to Overview in the
navigation panel to click Switch Sessions. If you already missed previous deadlines, click Reset
my deadlines instead.

Be curious: If you find an idea that gets you excited, act on it! Ask questions, search for more
details online, check out the links that interest you. The little things you do to support your
learning along the way will take your knowledge even further, open more doors in this
high-growth field, and help you qualify for jobs.

Take notes: Notes are useful-to-remember information that you think might be important in the
future, especially as you’re preparing to enter a new job field. In addition, taking notes is an
effective way to make connections between topics and gain a better understanding of those
topics.

Review exemplars: Exemplars are completed assignments that fully meet an activity's criteria;
many activities in this program have exemplars that you can compare to your own work.
Although there are often many different ways to complete an assignment, exemplars offer you
guidance and inspiration about how to complete the activity.

Connect with other learners: If you have a question, chances are, you’re not alone. Visit
Coursera’s private Google Digital Marketing and E-commerce Community to expand your
network, discuss career journeys, and share experiences. You can also check out the quick start
guide.

Build your Career Identity: Your career identity is the unique value you bring to the workforce.
Watch this video to learn about the key components of career identity and write your own career
identity statement. Discovering and defining your own career identity makes you better
equipped to choose a career path that aligns with your strengths, values, and goals and is more
effective in your chosen profession.

Update your profile: Consider updating your profile on Coursera. This link appears in the menu
when you click on your name at the top-right corner of this screen. When classmates find you in
the Community, they can click on your name to view your profile and get to know you more.

Documents, spreadsheets, and presentations for course activities

To complete certain activities in the program, you will need to use digital documents,
spreadsheets, or presentations. Marketing professionals use these software tools to collaborate
within their teams and organizations. If you need more information about using a particular tool,
refer to these resources:

Microsoft Word: Help and learning: Microsoft Support page for Word

Google Docs: Help Center page for Google Docs

Microsoft Excel: Help and learning: Microsoft Support page for Excel

Google Sheets: Help Center page for Google Sheets

Microsoft PowerPoint: Help and learning: Microsoft Support page for PowerPoint
How to use Google Slides: Help Center page for Google Slides

Course glossary
This course will cover a lot of terms and concepts, some of which you may already know and
some of which will be new. To remind yourself about what a term means, or to help you review
concepts for graded quizzes, refer to the Glossary for this course.

Course feedback
Providing feedback on videos, readings, and other materials is easy. With the resource open in
your browser, look for the thumbs-up and thumbs-down symbols.

Click thumbs-up for materials that are helpful.

Click thumbs-down for materials that are not helpful.

If you want to flag a specific issue with an item, click the flag icon, select a category, and enter
an explanation in the text box. This feedback goes back to the course development team and
isn’t visible to other learners. All feedback received helps to create even better certificate
programs in the future.

For technical help on the platform, visit the Learner Help Center.
and now this is a reading just after this video and this is a reading named helpful resources to
get started its title is helpful resources to get started just after the video introduction to course 1
This glossary includes every term defined in the certificate. For each course, there will be
glossary with terms specific to that course. For now, feel free to review the terms to gain an
understanding what you will learn throughout the certificate.

To use the template for this course item, click the link below and select “Use Template.”

Link to glossary: Digital Marketing & E-commerce Certificate Glossary

OR

If you don’t have a Google account, you can download the template directly from the attachment
below.

Digital Marketing & E-commerce Certificate Glossary

docx
Now this is also a reading. Its title is Digital Marketing and E-Commerce certificate
Glossary.During this certificate program, you will be asked to complete a few short surveys.
These are part of a research study to understand how effectively the certificate meets your
career training needs. Read further for a summary of what each survey will cover.

Your survey participation is optional but extremely helpful in making this program as effective as
possible. All data is kept confidential and is aggregated for review. Your name is separated from
your data when it is stored.

There are no right or wrong answers, and your responses or personal data:

Won’t affect your program experience, scores, or ability to receive a certificate or job offer

Won’t be shared outside of our research team unless you give permission to share your contact
information with hiring partners

Thanks for your consideration and time!

Entry survey
Up next, you will have an opportunity to submit a brief survey to help us understand why you
enrolled in this certificate program. If you don’t fill out the survey now, you will receive an
invitation to fill it out after completing your first video or assignment.

The survey will ask about your experiences leading up to this program and the goals you hope
to achieve. This is critical information to ensure we can meet the needs of learners like you and
continue offering this program in the future.

Individual course feedback

After you complete the last graded assignment within an individual course, if you are asked to
complete a survey, it will revisit previous questions and ask what you have learned up to that
point in the program. Again, filling out this information is voluntary but extremely beneficial to the
program and future learners.

Certificate completion survey

After you complete the last graded assignment in the final, seventh course of the certificate
program, you will be asked to complete a survey that revisits some earlier questions and asks
what you have learned throughout the duration of the program. This survey also asks if you
would like to share your contact information with prospective employers. Filling out the survey
and sharing your contact information with prospective employers is completely optional and will
not affect your course experience, scores, or ability to receive a certificate or job offer in any
way.

and now this is again a reading its title is overview of program surveyDid you know that the first
sale made completely
online happened in 1994? A man named Dan Kohn
sold a CD for $12.48 over an encrypted website he built himself. These days, it's a lot easier to
sell things online-whether you're an individual, a small business, or a massive retailer.
E-commerce has come a long way since the 90s,
growing into a global, multi- billion dollar industry.
That's because e-commerce is generally cheaper, more
convenient, and more accessible than storefront sales.
And, as the online marketplace has grown, also
launched entirely new industries, and career paths,
like digital marketing. In this video, we'll start exploring e-commerce and digital marketing and
how they create value for businesses. Let's start with some definitions.
E-commerce is a broad term that refers to the buying
and selling of goods and services online.Most e-commerce purchases fall into one of the
following four categories: physical products, like
books or home goods; digital products, like ebooks or online courses; services, like vacations or
doctors appointments; and software, like word processing or photo editing programs.
The ability to buy or sell just about anything, big or
small, through computers, tablets, and phones has
completely transformed the way we do business. For one thing, you don't need a physical
storefront to start an e-commerce business.
Many retailers maintain physical stores alongside
e-commerce websites, but others are completely online.
Without the cost of maintaining a store, it became
easier than ever to start a business, which meant more
people around the world began entering the online
marketplace.01:45 But it also meant that the e-commerce market got
crowded really quickly. To set themselves apart, and get customers attention, businesses
brought their ads online too, which is how we got digital marketing.
Digital marketing is the practice of reaching consumers
online through digital channels with the aim of
turning them into customers. A digital channel is any
communication method or platform a business can use
to reach their target audience online.
01:58
02:13
02:27
They are things like websites, search engines, email,
or social media platforms. If the aim of e-commerce
is to sell products online, then digital marketing helps businesses make that happen. But there's
more to it than that.
Digital marketing also helps businesses build trust,
inspire loyalty, and better serve their customers.
In that way, it's similar to traditional marketing like
print advertising, or billboards, but it has a few added
advantages for both businesses, and consumers.First, digital marketing is cost- effective.
Advertising
budgets go a lot further online than they do on
television, radio, and print media. That's because digital
marketers can be very specific about serving the right
ads, to the right audiences, at the right moments.
But there's also the potential for customers to spread the word through platforms like social
media. At the same time, digital marketing can reach more people than traditional campaigns,
which rely on local
platforms like newspapers, and radio stations.
It creates brand recognition in new-sometimes
even global-markets, which can drive sales and
make products and services accessible for a variety of different people. Digital marketing can
also produce faster results.03:31 If a customer encounters a product they want in a print
newspaper ad, they may or may not remember to buy that product later on. But digital ads allow
customers to take action in the moment, which can increase the chances that'll make a
purchase.
03:45 It also allows businesses to build relationships with
customers through direct communication. Channels like email and social media allow a level of
personalization that traditional marketing just can't compete with.
You'll learn more about the advantages, and challenges
of digital marketing, and e-commerce later in this
course. For the moment, let's review what we've
learned. Over the last few decades, e-commerce
and digital marketing have fundamentally changed
business.While the goal of e-commerce is to generate sales,
digital marketing helps businesses do just that by
connecting with customers and building relationships.
Up next, we'll find out about some of the major
roles and responsibilities in digital marketing and
e-commerce.
now this is a video and its title is what are digital marketing and e-commerceSo far, you've
learned what digital marketing is, what
e-commerce is, and how they relate to one another.
Now, let's explore some of the things people who work
in these fields do on a day-to-day basis.
The first thing you should know is that the digital
marketing and e-commerce industry is kind of like an engine-there's a ton of moving pieces and
a lot going on inside.
Different parts of the engine do different jobs, but at the
end of the day, they all work together to keep things
running smoothly and efficiently.
Now, at a big organization, you might specialize in one or two different areas, while at smaller
companies you could be responsible for a little bit of everything. With so many different jobs to
do, there's no single set of
responsibilities that applies to everyone. That's part of what makes this industry so exciting- no
matter what your strengths are, there's probably a role
to fit them. It also means you'll have tons of options
when deciding where to take your career.
I'm a small business owner, so I take responsibility for a lot of activities, like strategizing and
executing marketing campaigns, website management, and
product development. But I'm also able to outsource
some of the activities I'm less experienced at, like
customer service and order fulfillment.
We all have our particular interests and strengths, and
identifying yours can help you figure out what you want to do. So, if you like writing, you might
enjoy working on marketing emails or blog articles. If you're more visual,you could end up
working with image assets or website layouts.If you have a talent for organization, you might
enjoy managing an e-commerce store. Or, if you're more of a numbers person, you might spend
your days working on pricing strategies or analyzing data to spot trends and customer
engagement.
This program will help you prepare for a variety of jobs
in the digital marketing and e-commerce space, with
titles like digital marketing coordinator or e-commerce
analyst.
Even though those roles might seem really distinct,
there can be a lot of similarities between them
depending on where you work.
Because the responsibilities of digital marketing and
e-commerce specialists often overlap, they tend to
share some of the same skills and use the same digital
channels, like social media, email, and ads.So no matter what your title is, you might find
yourself
doing audience research, planning, creating or
publishing content, updating product descriptions, or
analyzing data to understand the results of your efforts.
And your goals might include everything from reaching and engaging potential customers
online, building trust,demonstrating value, driving sales, or creating a great
customer experience.
Of course, there are many more types of roles within
digital marketing and e-commerce, and you'll learn
more about specific job titles and their responsibilities
later on in this course.
But no matter what kind of role you're aiming for, it
helps to understand how their goals and responsibilities
fit together- from raising brand awareness to driving
sales to managing inventory. Fortunately, that's exactly
what this program is designed to help you learn.Coming up, we'll explore some core skills for
digital
marketing and e-commerce, and some ways you might
have practiced them already.
And now again this is a video and its title is...What do digital marketing and e-commerce
specialists
do?00:05 Hi, I'm Joi Wade, and I'm an associate product
marketing manager here at google, and that basically
means that I work on digital marketing campaigns. I
grew up in a family of entrepreneurs, so my parents are small business owners and then my
older siblings are also small business owners.
So, I grew up always helping them with all aspects of
running a business, I was the person who was like, hey
maybe we should have a website, maybe we should
have social media pages, and email list.
So, that was really important for them because they
started their business way before a lot of the marketing
channels we have today existed. So, it was them
learning about digital marketing, and me kind of being
gen Z and growing up in that digital space.
I actually started a you tube channel back in 2011 and
that, that was kind of my start of falling in love with
content, and digital content creation.I was making a lot of lifestyle content, that was the age of
the beauty guru, and a lot of women doing makeup tutorials for some reason, I thought I could
do makeup
well I could not. But, I think that's [LAUGH] the beauty of
youtube, it's all about experimenting and finding your
voice.
And those humble beginnings led to me eventually
getting a career in digital marketing. After you graduate
the program, looking for a job, is going to be super
important and there's a ton of entry level digital
marketing roles out there.
Think about the skills that you got from the course as
well as any other previous job experiences you have
and marry those with things that you see employers are
looking for.
If you're starting to get overwhelmed in the course, I
want you to know that you can do it, it's a lot of work to get through this course, but nothing gets
done without hard work.
01:32
01:41I think you'll really see a payoff at the end, and you'll thank yourself when you finally have
your career in digital marketing. [SOUND]
01:32
01:41
01:51And now, this is again a video and its title is...Joi -Career Path To Digital MarketingOne of
the things I like most about working in this
industry is that there are so many different career
paths you can take depending on your interests and
experience.
As you progress through this and the other courses in
the program, you'll learn about lots of different skill sets
that are in high demand. But even if you're totally new
to the industry, chances are that you already have some
skills and experiences that will help you succeed.
In this video, we'll explore a few skills and qualities
that can set you up for success in digital marketing
and e-commerce: curiosity, an analytical mindset, and
storytelling. You don't have to be an expert in every
single one.
Remember, there are many different types ofjobs in
this industry, but I'm willing to bet that you have at least some experience with all of them. First,
curiosity. People who are curious ask questions, seek out answers, and
try new things.Some people are naturally curious, but it's also a skill you can build and that can
be important for working in this industry. That's because a big part of digital marketing and
e-commerce is being curious about people, what they want, how they think, and what motivates
them to take action.
Curiosity is also important because the industry can
change so quickly. Exploring and keeping up with
emerging trends will help you succeed as it continues to grow and evolve. Taking this course is
a great example of curiosity.
The fact that you're here means you're curious about
working in digital marketing and e-commerce, and that you're actively seeking out answers.
Being curious and asking questions isn't the only useful skill. Using an
analytical mindset to solve problems can be a big help
too.01:44
Digital marketers and e-commerce specialists use
analytical thinking all the time. That doesn't mean we're all data scientists. I know I'm not, but we
do collect and organize information to spot patterns, uncover trends,and solve problems. Having
an analytical mindset isn't about technical skills.
It's a way of thinking. If you ever made a big decision like planning a trip or buying a car, you've
probably practiced analytical thinking.
If you compared things like cost, size, features, and
safety ratings and picked a car based on which of those
things were most important to you, that's analytical
thinking. Most of us analyze situations without even
realizing it.02:28 If you like solving puzzles and brain teasers, you're
analyzing them to find solutions. Being a sports fan is another great example. Tracking statistics
to know how your favorite teams are doing and predict how they
might do in the future is similar to how digital marketers
gain insights from data.
Once you've analyzed data for insights, you need to be able to communicate them effectively to
an audience.One of the ways we do that is through data storytelling.We use stories to turn dry
numbers and statistics into
engaging presentations and reports.
Digital marketing and e-commerce specialists use
data storytelling to share insights with clients and
co-workers all the time. But it also helps businesses
communicate value to customers in a way that's
accessible, engaging, and most importantly,
memorable.Stories allow them to connect with customers and set
themselves apart from the competition. Everybody tells stories. Whether you've kept a blog or
you're just really good at telling jokes, we all tell stories in our daily lives,and not all storytelling is
verbal.
Digital marketing and e-commerce use visual
storytelling too. If you have experience with the
drawing, design, or photography, you have the skills to
create visual narratives for digital marketing campaigns.
You'll learn more about some of the ways digital
marketing and e-commerce specialists use storytelling
later in this course. These are just a few examples of
skills that can help you progress your career. There are
many others like adaptability or leadership.
One skill I had before becoming a marketer that has really helped me is creativity. Sometimes
you need to figure out how to set yourself apart from competitors.It's up to marketers to highlight
a brand's unique
qualities and get customers attention in creative ways.As you learn more about the different
roles and
responsibilities in digital marketing and e-commerce, I hope you'll think of other ways you can
bring your skills and experiences to the table.
By considering your strengths as you go through the
program, you'll be better equipped to convey them to
potential employers. The industry will change and grow as new technologies develop and you
may need to learn new software or technologies.
But with transferable skills like curiosity, an analytical mindset, and storytelling, you'll be sure to
grow along with it. Coming up, you'll find out about some more
specialized skills you might need and that this program
will help you develop.
And now this is again a video and its title is...Transferable skills for digital marketing and
e-commerce00:03 Hi. I'm Prisha, and I'm an Account Strategist. As an
Account Strategist, I help businesses grow by educating
them on Google Ads. Some of my favorite aspects of
digital marketing is how collaborative it is, and I really
enjoy working with loads of different people.
I love being able to make a difference and really
putting out the best possible content there is for my clients, users, or for anyone out there.
When entering marketing, it's so okay to not have as much experience as you think you need.
I came into marketing with zero experience, and my biggest advice is to be really open-minded
and not to fear rejection because you'll be applying for so many different things, and it's okay to
not get the role at the start because you'll work towards it in the future.My YouTube channel was
something I decided to do
when I was 16, and I started it because I wanted to raise
awareness of my chronic condition to help make a
difference to the community and to show others that anyone with a chronic condition or a visible
difference can achieve their dreams or their goals.
I started to also talk about makeup but also travel vlogs
and educational blogs, and then I leaned into more
apprenticeship/career-related content just to raise
awareness of that too.
I was able to learn what my followers or what my
community love most about my channel and keep that
going so that I'm able to grow even further.From my YouTube channel and running my own
social media, I learned so many different things I could bring in into my day-to-day role during
my apprenticeship; for example, one being the importance of being consistent with your
campaign so when you're running multiple
different companies, having that consistent messaging
is so important, and I did that through my YouTube
channel, Instagram, and Tik Tok just to ensure that
people understood my brand and my story on different
faces.
When I was 18 years old, I decided to achieve an
apprenticeship over university.
As at school, I knew my passion was digital marketing and I was going to study economics, but I
realized that,with my passion lying in digital marketing, why not start my career early, and I knew
I really enjoyed it from my
work experience on my YouTube channel.When I was interviewing for these different roles- one,
the apprenticeship and my full-time role at Google
-I really wanted to show the importance of passion
and how excitement goes a long way, and if you're
passionate about something, that will carry you forward
through any role or through any interview.
So something I tried during the apprenticeship when I had no experience, was I am passionate
about digital marketing, and I've done XYZ to really show that
through my YouTube channel and through different
things, so I think through anything if you can show your passion and really excited about
something that will go a long way.
When starting out in digital marketing or any career,
it can be really nerve-wracking, and you can have
imposter syndrome and you can really feel like you're not meant to be here, and that's
something that I faced in the apprenticeship but also transitioning to a full-time role.
And now this is again a video and its title is Prisha - My path to working in digital marketingThe
skills you will gain from completing the Google Digital Marketing and E-commerce certificate are
used in many entry-level digital marketing and e-commerce roles. This reading provides an
overview of the topics in the certificate program and matches them to sample job requirements.

Comparison of core skills in different roles

Similar skills are required for roles in digital marketing and e-commerce. However, these skills
are often applied in different ways. The following table gives you an idea of how job
responsibilities might differ slightly between entry-level roles in digital marketing and
e-commerce.

Areas of focus

Digital Marketing Coordinator responsibilities

E-commerce Analyst responsibilities

Business objectives

Identify campaign business objectives

Ensure customer interactions align with business objectives

Search engine optimization (SEO)

Follow SEO best practices

Use SEO to maximize traffic to website

Social media marketing

Draft social media copy and obtain approvals

Ensure social media ads increase traffic to website

Email marketing

Execute and monitor email campaigns

Ensure email ads generate desired results on website

Marketing analytics

Analyze data from marketing campaigns

Analyze data from website or mobile app

Content design and copywriting

Assign content development and track progress

Edit content on website

Loyalty programs

Monitor activities of returning customers

Execute and monitor loyalty programs

Key takeaway
Many career counselors recommend that you customize your resume for each job you apply for
so that your experience and skills align as closely as possible with the job description. By the
end of this program, you’ll be able to customize your resume based on the skills you learn for
either digital marketing or e-commerce roles.
And now this is a reading and it contains a table like structure but because it is a copy text it
doesn't look like that and when you when I agree to start making you the notes then you make a
table like structure from this as it is in the notes when you give me the notes and when I agree
to proceed
And it's title is
Core Skills of Digital Marketing and E-Commerce Specialists00:03 Hi, my name is Melba, and I
am a Product Marketing
Manager at Google. I help communicate the what,
the why, and the when of the products that we are
developing, both internally to cross-functional teams
and externally to our defined target audiences.
I would say my trajectory has been very
unconventional. When I was 16, I actually had to drop out of high school to get a job and help
out my mother financially.
I grew up in a single parent household, and if I'm honest,
when I was 16, I never really thought that going to
college, let alone getting a job at a place like Google,
would be possible for me.
It's interesting the way that things ended up working out
because after getting a job, I eventually found myself
dealing with a very incredible, powerful Latina leader.
The very first time I saw a Latina leader, I was blown
away because it's not something that I used to see often.And when I did, I realized if she could
do it, so can
I. I went home that exact same day, and I started
researching a career in marketing. And so, I really had to start from the ground up. I started to
go take classes to get my GED.
After I got my GED, I went and I got my undergraduate
degree while maintaining a full-time job. As part of
my education and continued learning, I took several
online classes, and I also did a lot of courses that were
available for free online.
One of the biggest reasons that I did this is because I
found that, oftentimes, I needed to sit with the materials
and be able to do it at my own pace.
For me, this was instrumental because since I did drop
out of high school when I was in college, I actually found that everybody else was at a more
advanced pace than I was.I didn't have a lot of the foundational knowledge that
they did, and so because of this, I often had to go back,take some online classes, take some
additional courses,and really gain that foundational knowledge in order to be able to set myself
up for success in the future.
I knew I made the right decision of pursuing a career in marketing when I launched my very first
campaign.My first campaign was actually targeting underserved populations.
As a Latina, it's really important that in the work that l do, I am able to give back to my
community and really make sure that their voice is being recognized.
In addition to the work that I do at Google, I also
founded a company called Mujeres on the Rise, and
Mujeres on the Rise is a community that helps Latinas
rise through resources, community, and coaching.02:44 Again, being from a marginalized
community myself, I
realized that there are so many barriers that are keeping us from pursuing what we want. And a
lot of times those barriers are our own internal voices that are telling us
that we're not capable of doing what we want to do.
As part of the work that I do, I really started this
community to share what I've learned along the way
and help others do the same. I used to believe that
where I was in life would forever dictate where I would
be in the future.
Having made so much progress from where I initially
started, I know that's not necessarily true. You can
change the direction of your life, but it all starts with
one decision. You have to take that first step without
necessarily thinking about the super-long journey that
might be ahead of you.
Just take one step, one day at a time, and eventually,
you'll look back and realize how far you've come.
And now, again it is a video and its title is...Melba - My path to working in e-commerceMy name
is Andrew, and I am a Partner Operations
Program Manager for ad support teams at Google. As a Partner Operations Program Manager, I
work with our ad support teams who are providing direct support to our advertising customers.
When I was graduating high school, I didn't really know
what I wanted to do with my life, or I guess, what I
wanted to be when I grew up, so to speak.
So I was fortunate enough to attend the United States Naval Academy for four years, where I
graduated with a college degree, but also with a background in leadership to enter the navy as
an officer and lead sailors.
The team that I joined was the submarine community,and left Annapolis to go to Charleston,
South Carolina,where I entered our nuclear power training program.It's a pretty grueling six
months of theoretical nuclear engineering and then six months of hands-on reactor training.It
being a very difficult program, unfortunately, it didn't
quite work out for me, and nuclear engineering is
something that still challenges me a bit to this day.
Iended up getting out of the navy a little bit earlier than I expected to, and so I had to reassess
where I was and what I was doing and really figure out what I wanted to do after the navy- much
sooner than I had originally anticipated.
When I left the navy, I was fortunate enough to have a friend who was actually working at
Google at the time and understood a bit more of my background and
helped me to really understand where I might be able to
leverage my skills outside of the navy and as I entered
the civilian world.
So I put together my first resume and started applying to
jobs, but it really took me a couple of months to figure
out how to apply for jobs well. or what industry I wanted to be in, and I spent probably five or six
months applying to jobs that interested me or jobs that looked like they could be a fit. It was a bit
taxing.
You know, you apply for a job and you wait and you wait and you wait and and then you finally
get that rejection letter and you just hope that one day somebody kind of takes a chance on you.
So when I started connecting with a few more of my peers to understand what they were having
success with, that's when the light bulb clicked for me that I
needed to do a better job of telling companies why they
should hire me and why I would be a good fit at their
company.
I think I learned that the most important thing for me
was going to be not just telling people about my military
experience, but telling people about how my militaryexperience makes me a good fit for the role
that they
have open.
Really trying to translate some of the skills that I did
have, even if they weren't directly related in experience- translating how those skills would make
me a good hire or would make me a successful member of their teams.
Once I started making a better effort to tell my own story
and own my experiences, I started to see more success
when I was actually interviewing. I think it's important
to always be looking for new opportunities to learn.
I didn't have a formal background in digital marketing,and yet I still was able to get into this
industry and find success by being willing to learn, keeping an open mind when approaching
new opportunities, and asking a lot of questions
02:45
02:58
For anybody who's transitioning out of military service,my number one recommendation would
be to talk with people who are in the civilian world already.
Whether that's other military folks who have
transitioned previously, or just friends, family,
acquaintances who are already in the industry or in the area that you want to be in— whether
that's asking for informational interviews to get to know more about a role or more about an
industry or asking for somebody to look over your resume to give you feedback about
what's confusing or what could be clearer or how do you
better describe some of your experience.
Don't be afraid to ask for help from people who are already in the role who had that experience
and can share some of that knowledge with you as somebody who'sjust joined the team.
And this is again a video and its title is...Andrew - My path to working in digital marketing and
e-commerceHi there. My name is Erika, and I'm a people consultant here at Google, known
elsewhere in the industry as an HR business partner. I help employees, leaders, and
managers solve problems and focus on their career
goals.
I also provide guidance along the way, and I'll be doing
the same thing for you in this program. My journey
to working in HR wasn't a straight line. Early in my
career I held several roles in other industries, including
restaurant-server and cashier. I even handled auto
insurance claims for awhile.
These jobs might seem really different, but they all
taught me something about myself and what I wanted to do. When I realized I had a passion for
helping others in the area of learning and development, my path
became really clear.Now, I'm excited to share my knowledge with you as
you embark on the next stage of your own career. I'll be
popping in occasionally to introduce career resources
and discuss job searching and interview tips to help you
on your journey.
00:56 In this video, we'll cover some things you should know
about the job landscape and a few things you can start to do right now that will help you
advance your career.Digital marketing and e-commerce are some of the
fastest growing industries out there today.
Right now, there are thousands of open roles around
the world and millions of people are already working in similar positions. Many of those jobs
didn't even exist five or 10 years ago, and even more will develop as new technologies emerge.
01:24 If you search any job board, you'll find digital marketing
and e-commerce roles at organizations of all sizes in
just about every industry, not just retail and consumer
goods.
01:10With opportunities in so many fields, people in these
roles can make an impact in a lot of different areas, from education to healthcare, and finance. It
also means you can pursue jobs and industries you care about.
Love fashion, technology, entertainment, all those
industries need digital marketing and e-commerce
specialists. At the same time, try to keep an open mind when searching for jobs. Your next role
probably won't be your last.
Even if you don't start out in your ideal industry, it can still help you build the career you want. In
addition to targeting certain industries, you might also find you
prefer some aspects of digital marketing or e-commerce
more than others, and that's great.
The strongest candidates have a broad knowledge of the fundamentals and a deep
understanding of one or two specific areas. As you move through the program,pay close
attention to the topics and courses that
engage you the most. Reflect on your strengths think about what you want to do with them.
You might not have the answer yet, but these questions
will help you target roles that align with your career
interests later. Even if you're not quite ready for a job
search, there are things you can do during this program
to improve your prospects later on.
For example, it's never too early to explore job
descriptions for open roles. As you consider your skills
and the parts of the program you like best, search job
boards for roles in those areas. Make note of terms and
skills that come up frequently.
For example, you might find that certain roles often
mention data analysis and reporting. This information will help you learn industry terminology
and find out where you might want to expand your skills.
Once you have an idea of the roles you want to target,
you can start to identify past samples of work that
demonstrate relevant experience. Have you written anessay or a story, designed a website,
managed a budget
or organized information in a spreadsheet?
03:36 You'll build a portfolio later in the program. Keep
track of these items in case you want to include them.
If you don't have any samples yet, that's okay too.
You'll create some as you complete the activities in the
upcoming courses.
By the end of this program, you'll have concrete
examples of work that can help you demonstrate your experience to potential employers.
Another way you can put what you're learning into action is by starting to shape your public
persona as a digital marketing or e-commerce specialists.
In other words, by building your personal brand. You
can demonstrate your knowledge and skills through
your social media accounts or personal website and
might even end up with a few samples of work for your portfolio. Finally, be sure to keep up with
this program bit by bit until you reach the end.
04:05By completing this series of courses, you're investing in yourself, your skills, and your
future. You're doing it right now. Just keep going. Good luck, and I'll check in with you again
near the end of this course.
04:23
And now, this is again a video and its title is...Launching your digital marketing or e-commerce
careerSo far, you've learned about some of the skills and responsibilities, digital marketing and
e commerce specialists might have and you've discovered a little about the job landscape.
Now, let's go a little deeper and explore two of the
main paths you can pursue in your career, in-house and
agency positions. Some marketing roles are in-house,
meaning you work for a single company to market and
sell their products.
For example, I'm an in-house product marketing
manager at Google, so I work on creating compelling
video and social content for the Think With Google
brand. But if you'd like a little more variety working on different projects across multiple
industries, an agency role might be a good fit.00:44 Agencies partner with companies that don't
have in
house marketing teams to fill their digital marketing
and advertising needs. There are pros and cons to both agency and in-house work and which
one is right for you depends on what you want out of your career.
Of course you don't have to commit to one forever, in this program will help you prepare for both
paths. But there are some differences you should keep in mind as you consider your options. As
an in-house employee,
you get to know one company and its products
extremely well.
You also gain deep knowledge and expertise in a specific
industry. So, if you work for a cosmetics company,
your experience will translate most directly to a similar
company.On the other hand, if you're the sort of person who likes working on a lot of different
projects, working with one company on one type of product might not be for you.And if you do
want to move to a different type of business, your specialized experience can make it harder to
break into a new sector.
Now, if you work for an agency, you're unlikely to get bored, because agency work is project
based, you get to collaborate on a variety of initiatives and multiple industries.
By working with different clients, you can develop a
broad and flexible expertise that will serve you at a
variety of companies. But that doesn't mean you can't
specialize.
02:04 Agencies tend to focus on a few different areas within
marketing, like social media or brand building, so
you can get to know certain skill sets very well. But
there can be downsides too. The same variability that keeps agency work interesting, can also
make things unpredictable.Sometimes, clients can surprise you with unexpected
requests or ask you to do things in an unfamiliar way.
The hours can be longer too, especially toward the end
of a project. Of course, every workplace is different
and they won't all have the same advantages and
disadvantages.
Whichever path you choose, whether it's the deep
knowledge and stability of an in-house role or the broad
knowledge and flexibility of agency work, you'll gain
valuable experience that can lead you to the next great
opportunity.
And now, again, this is a video and its title is...Agency roles vs. in-house roles
and bro now wait for very few minutes I am almost there and you give me notes when I agree to
you and there are only few videos left wait until I agree to start creating the notesIn another
reading, you were introduced to examples of job responsibilities in digital marketing coordinator
and e-commerce analyst roles. This reading summarizes other associate or entry-level roles
and responsibilities in digital marketing and e-commerce. At the end of the reading, you’ll find
advice on how you can potentially progress from a starting role to roles with further growth
opportunities.

Associate-level roles in digital marketing

Below are some examples of responsibilities for associate-level roles in digital marketing. These
lists aren't comprehensive but are intended to showcase a variety of responsibilities in each
role.

Digital marketing coordinator*

Coordinate marketing activities and initiatives

Identify target audiences through research

Run campaigns
Monitor metrics to evaluate trends

* Also described in another video and reading

Marketing associate

Prepare reports on marketing and sales metrics

Collect and analyze customer behavior metrics, such as web traffic and search rankings

Coordinate with marketing teams to generate digital advertising materials

Assist with ongoing marketing campaigns

Search Engine Optimization (SEO) specialist

Develop optimization strategies to improve search rankings

Implement keywords for SEO

Monitor metrics to understand SEO performance

Update links for optimization of search rankings

Search Engine Marketing (SEM) specialist

Identify customer personas to enable marketing to identified audiences

Perform research on keywords for SEO and Pay Per Click (PPC) ads

Monitor metrics to optimize paid search performance

Identify and monitor key performance indicators (KPIs) for SEM

Social media specialist

Develop, implement, and manage a social media marketing strategy

Collaborate with sales and marketing teams on social media campaigns

Create content to build customer connections and increase brand awareness

Monitor metrics in social media campaigns for customer engagement and content optimization
insights

Email marketing specialist

Create email marketing campaigns to promote products or services

Create an archive of emails for lead generation

Purge non-deliverable and unsubscribed email addresses

Use metrics to monitor the performance of email campaigns

Associate-level roles in e-commerce

Below are some examples of responsibilities for associate-level roles in e-commerce. These
lists aren't comprehensive but are intended to showcase a variety of responsibilities in each
role.

E-commerce analyst*

Implement e-commerce strategies to support business goals

Set e-commerce goals and key performance indicators (KPIs) for key attributes like audience,
acquisition, behavior, and conversions

Monitor and analyze e-commerce metrics

Leverage e-commerce data for operational insights

* Also described in another reading

E-commerce specialist

Develop and run campaigns to increase digital sales as part of an overall digital marketing
strategy

Optimize paid advertising campaigns using SEO and other tools

Manage an online marketing presence, including social media platforms

Monitor metrics for spikes in website traffic or sales

Advance to roles that further your growth

Starting an entry-level role in marketing or e-commerce is exciting, but after you gain practical
experience and hands-on work using tools in that role, you might be eager to advance your
career.

If you’re ready for a new role, below are a few possibilities and a sampling of responsibilities for
each.

Digital marketing manager

Plan and execute digital marketing, including SEO/SEM, email, social media, and display
advertising campaigns

Measure and report performance and return on investment (ROI) for digital marketing

Plan, execute, and evaluate A/B tests and experiments

Evaluate and improve the end-to-end customer experience across multiple channels and
customer touchpoints

Social media strategist

Manage and oversee social media content

Measure the success of social media campaigns

Monitor and analyze metrics to recommend effective content optimization solutions

Network with industry professionals and influencers using social media

Account manager

Build and maintain client relationships

Ensure the timely and successful delivery of advertising solutions based on customer needs and
objectives

Clearly communicate the progress of initiatives to internal and external stakeholders

Forecast and monitor key account metrics

E-commerce product manager

Conduct market research

Develop a product strategy for an e-commerce business based on analytics

Define website and mobile app functionality, and deliver an optimal user experience for both

Understand business objectives and coordinate efforts to increase sales

Key takeaways
Career progression is very individualized. Sometimes it can take less than a year to be ready to
advance to the next level; often it can take a few years. Here are three signs that you could be
ready to progress to the next level.

You consistently meet or exceed job-related performance goals.

You’re assigned tasks associated with a higher-level role.

You recently asked for more work while performing your job.

Keep in mind that your career can advance at a speed that is right for you. Always be ready and
open to new opportunities by demonstrating a positive attitude and a growth mindset in
whatever role you’re in!
And now this is a reading and it's title is Roles and Responsibilities in Digital Marketing and
E-Commerce00:03 I'm Zuri, and I'm an Associate Product Marketing
Manager at Google. I got into digital marketing in an
unconventional way. A part of my story is growing up
and not necessarily knowing about digital marketing or
marketing as a whole, in general.
How I got into it specifically is through an amazing
internship with Google-the BOLD internship. Before I got into digital marketing, a few of the jobs
that I had were not relevant to digital marketing at all. My first job actually was at Chick-fil-A.
In my hometown, I served as a waiter and took orders,served our customers, and made their
food and their beverage. And that in itself had a lot of transferable skills to what I see now as a
digital marketer.
Whether it's putting the customer or consumer first,
or whether it's managing your time diligently and
effectively. At its core, in my opinion, it teaches you how
to interact with people.
00:40
01:00I am confident that if you look hard enough, you can
find transferable skills and key characteristics that are
transferable to an entry-level digital marketing role. The
specific team that I work on within Google Ads is the
Brand Architecture team.
We think strategically about what is important to call out in the copy and the text that is in
Google Ads. We have to keep in mind the advertiser who will interact
and who will see the copy and the text shown within the
ad's portfolio.
As an entry-level marketer, I work with a lot of teams to make sure the customer voice is heard.
The majority of my day, I'm being resourceful, looking through different documents, different
presentations, and decks to gather the information that I need to do my job,and that's the first
half of it.The second half is pulling that information that I have
gathered and going to talk to specific Googlers to
ensure that one, I understand what I read, but also two,
in understanding what I read, that I'm appropriately
applying it to the task at hand.
In addition to that, doing different trainings throughout
the day and throughout my role that relate to and help me become a better Googler and help
me execute my role more effectively. What I like most about working in digital marketing has to
be creativity.
I'm able to operate as a creative, as a strategic thinker,
and also as a problem-solver with the end goal and
mind of helping and promoting our brand to customers
who love and use our products and services.
And that's a key characteristic to have as a digital
marketer- to know and understand customer behavior,to understand persona, and to be able to
play to that. If you work and interact with people, if you promote and spread awareness about a
brand or a product, you have a place I digital marketing
And now this is a video and its title is...Zuri -A day in the life of an entry-level digital
marketer[MUSIC] My name is Jebb Rickets, and I'm an Account
Manager on Big Box Retail at Google. An Account
Manager basically works with companies that have
already invested in Google to spend more money with
Google.
So think of large retail companies- could be
apparel, could be electronics, could be groceries, or
a supercenter. When I first started at Google, I was
working with small to medium-sized businesses, both
e-commerce and lead generation.
But on the e-commerce side, we worked with
anything and everything. It could be apparel, it could
be knickknacks- one of my favorite clients sold
custom-made cards. So we had everything from small-ticket items to items that might cost
$1,000,$2,000, $3,000.A lot of companies continue to go online even if
they have a brick-and-mortar presence. I think for
e-commerce, it really depends on if you're omnichannel or not. Do you have a storefront
property? And how can you expand your storefront by also selling online?
And then if you don't have a storefront property, how do you increase your brand awareness to
get people to go to your website versus going to a competitor website or to a brick-and-mortar
business? I love with e-commerce that we can see the impact of what we're actually selling and
working on.
So through data analysis, all the analytics piece, we can
determine- we ran a campaign for $10 million, and it
brought us $30 million in profit.And that's an awesome feeling that you oftentimes
don't get with other media channels-think about
television— it's very hard to prove whether or not that
brought in money for the company. So I love seeing that bottom line and top line success with
what we're able to do through digital marketing.
Usually we'll have weekly projects- we're working on
a presentation deck for a new product that we think
our clients should use. Or we're doing data calculations
on a campaign that was just run, and we're trying to
determine that final return on ad spend.
The common task for entry level e-commerce people
depends on what client they're working with. At a small
company, you know, you might be on Excel or Google
Sheets, calculating what your spend has been for the
past few weeks.And then trying to calculate again that
return-on-investment piece and then thinking about what new strategies can we come up with to
improve that. So maybe that's having meetings with internal stakeholders that say, "Hey, we
should do XYZ if we want to increase performance over time."
For a larger company, it can be a little bit more difficult
to know the day-to-day, because a lot of times it's
reactive. You get an email from the in client who says,
"We need you to look into this, and we need you to look
into that."
So you often have to jump around on a lot of small tasks
while tackling a larger project, such as, "We want to
adopt $100 million campaign over the course of a year."And that takes several weeks to months
to pitch an idea like that.To be a successful account manager, you need both hard and soft
skills. The hard skills would be the data analysis piece-you know, can you look at the data
and determine what needs to be done to improve the project or what we can take from the
project after it's been ran.
Soft skills could be as simple as just being personable in a conversation where you know, you're
talking about the small stuff, small chatting, and then going into very deep, complex situations
with that customer. It's really about building trust and earning that rapport early on.
I let my clients know I'm open to them. If they have any issues or problems, they should email
me, they should call me, and I'll be able to answer those questions.And then when it comes to
my time for a huge pitch,
they already know me, they trust me, they've seen me answer all these tough questions. And
now I have this new product idea that they love, just because we've
been working together for the past several weeks or
several months.
My number one piece of advice, which is simply: Be
patient, but be hungry. There's so much to learn about
digital marketing. There's so much to learn about an
individual client.
Take time to hear that client's needs, as well as take time to learn about the products that you're
working on or that you're selling. There's so much to learn and you have to be open to it, you
have to be hungry for it,
and you have to be patient enough to learn it because it
does take time.
03:25
03:34
And now this is again a video and its title is...Jebb - A day in the life of an entry-level
e-commerce
account managerWhich is the correct term: e-commerce, ecommerce, eCommerce, or just
ecomm for short? The name and spelling of e-commerce has evolved over the last 30 years,
and so have the technologies and job skills required to work in this field. This reading provides a
summary of e-commerce's evolution by describing the history of the term and by laying out the
four distinct models within e-commerce that have emerged over the years.

Like most everything on the internet, e-commerce — although it hasn't been around that long —
has evolved and changed a lot. What started as electronic commerce, quickly progressed into
e-commerce, ecommerce, or eCommerce. But how can you know which one to use? In this
course, you'll see e-commerce used. That's, in part, because Google Trends — a website that
analyzes popularity of top search queries in Google Search — shows most people prefer using
e-commerce, as opposed to ecommerce or eCommerce. Since the word is a combination of two
words, the use of the hyphen makes that more clear. Now, let's talk about the four distinct
models within e-commerce:

Business-to-consumer (B2C)

Consumer-to-consumer (C2C)

Business-to-business (B2B)

Consumer-to-business (C2B)

Note: When a government entity does business online, substituting business with administration
results in additional e-commerce models like business-to-administration (B2A) and
consumer-to-administration (C2A). An example of B2A is a company selling software solutions
for a government entity that does permitting. An example of C2A is a company that allows
consumers to interact directly with a government service, such as paying their utility bills.

Business-to-consumer (B2C) e-commerce

Business-to-consumer (B2C) is the most common form of e-commerce. This is the online
process of businesses selling products or services directly to consumers. Some credit the U.S.
company Pizza Hut for the first e-commerce transaction (selling a pizza online). However,
historians also recognize that before that pizza sale, Dan Kohn sold a CD album to a friend in
Philadelphia on August 11, 1994. That friend sent his credit card information to pay for the
album and shipping costs using encryption technology. Others couldn’t steal his credit card
information because it was encrypted!

Today, B2C e-commerce generates billions of dollars in revenue annually, with encrypted
transactions as everyday occurrences. With B2C marketing, you have opportunities to apply
your digital marketing skills in very specific ways. For example, you can become a specialist in
experiential marketing or social media marketing, or even a subset of social media marketing
called influencer marketing.

Experiential marketing, also known as engagement marketing, encourages consumers to not

only purchase a brand or product but to experience it. Experiential marketing campaigns draw
out emotional responses from their audiences.

Social media marketing creates content for different social media platforms to drive engagement
and promote a business or product.

Influencer marketing enlists influential people to endorse or mention a brand or product to their
followers on social media.

Consumer-to-consumer (C2C) e-commerce

With consumer-to-consumer (C2C) e-commerce, individuals sell products or services to other
individuals. In other words, consumers buy items from each other. Boston Computer Exchange
created the first platform for C2C e-commerce in 1982. An online community of people used this
platform to sell their used computers to other users. However, the best-known early C2C
e-commerce platform is eBay, founded in 1995.

Today, C2C e-commerce still occurs on platforms like eBay and Etsy. Business-to-consumer
platforms like Amazon also host C2C sales. Social media platforms like Facebook also entered
C2C e-commerce with Facebook Marketplace. Digital marketing for a C2C business prioritizes
skills in search engine optimization (SEO), content creation, and social media since most C2C
consumers find each other through blogs and social media posts. Their shared interests lead to
C2C transactions to buy and sell items.

Business-to-business (B2B) e-commerce

Business-to-business (B2B) e-commerce enables businesses to sell products and services to
other businesses. The rise of services, particularly software services, accelerated B2B
e-commerce. This type of service is known as Software-as-a-Service (SaaS). One example of a
SaaS company is Salesforce, founded in 1999. SaaS companies, like Salesforce, provide other
companies subscription access to business-critical services over the internet. For example,
Salesforce provides customer relationship management (CRM) software that unifies sales,
marketing, and services for a personalized customer journey.

Today, digital marketers for B2B companies use many of the same skills as digital marketers for
B2C companies. However, B2B marketing campaigns require more precise identification of their
target audiences. Selling to businesses requires a focus on communicating an immediate value
to potential customers. Therefore, digital marketing for B2B companies tends to be more
strategic. There may be fewer opportunities to specialize in one type of marketing, like social
media marketing, and a greater emphasis on marketing analytics and data.

Consumer-to-business (C2B) e-commerce

The popularity of small business ownership helped establish another model for e-commerce,
C2B. With C2B e-commerce, consumers sell their products or services to businesses.
Specialized platforms also fill a need for these online transactions. For example, Upwork,
founded in 2015, connects freelancers to businesses that may need their skills and services.

Consumers who are influencers may also fall into this category of e-commerce because they
may sell their services to promote a company’s products. With social media continuing to
expand its influence on consumer decisions, the C2B e-commerce model will likely grow as well.

Key takeaway
This exploration of e-commerce models demonstrates that e-commerce has evolved and will
continue to change rapidly. Knowing how to apply and gain new digital marketing skills is vital in
advancing your career in this industry.
And now this is a reading and its title is...E-commerce, ecommerce, or eCommerce?Congrats
on completing the first section of this course!I hope you're feeling confident and excited about
the future. I know I am. How about a short review before you finish up and move on to the next
part of the
course?
First, you learned about how to navigate this program
and got some tips to help you get the most out of it.
Then, you learned about the digital marketing and
e-commerce industries and how they've changed the
way we buy and sell things.
You discovered what digital marketing and e-commerce
specialists do on a day-to-day basis and how they add
value to businesses. After that, you explored some
transferable skills that will help you in your career
journey, as well as some specialized skills you'll develop
in this program.Then, you got into more depth with the types of roles
and responsibilities you might have working in these
fields. You surveyed the landscape of available jobs and
learned some tips for career development.
You examined the differences between agency and
in-house work so you can start thinking about which
one is right for you. Finally, you met some Google
employees and learned about what they do and how
they got where they are today.
I hope everything you've learned so far is helping you
build confidence about your career journey, but if
you feel like you need a refresher before moving on,remember you can always go back and
review any content you're unsure about.
By picking up the basics, you're laying the foundation for the rest of your e-commerce and digital
marketing education. When you're ready, I'll meet you in the next section of the course.
Bro, again this is a video and its title is Wrap-Up.
Bro, now we are very close to the end. I think we just have two videos more. But you still wait
until I order you to give me the notes.Terms and definitions from Course 1, Module 1
Agency: An outside partner that fulfills a company’s digital marketing and advertising needs

Business-to-business (B2B): Refers to when businesses sell products or services to other

businesses (when businesses purchase from each other)

Business-to-consumer (B2C): Refers to when businesses sell products or services to

consumers (when consumers purchase from businesses)

Consumer-to-business (C2B): Refers to when individuals (consumers) sell products or services

to businesses (when businesses purchase from consumers)

Consumer-to-consumer (C2C): Refers to when individuals (consumers) sell products or services

to other consumers (when consumers purchase from each other)

Digital channel: Any communication method or platform a business can use to reach their target
audience online

Digital marketing: The practice of reaching consumers online through digital channels with the
aim of turning them into customers

E-commerce: The buying and selling of goods or services using the internet

Engagement marketing: (refer to experiential marketing)

Experiential marketing: The process of encouraging consumers to not only purchase a brand or
product, but to experience it

Influencer marketing: The process of enlisting influential people to endorse or mention a brand
or product to their followers on social media

In-house: Within a single company

Social media marketing: The process of creating content for different social media platforms to
drive engagement and promote a business or product

Transferable skills: Skills from other areas that can help someone progress a career in
marketing
And this is the last reading, and its title is Glossary Terms from Module 1
and but still wait and I will again test you that how you should prepare the notes

So as we completed everything and I gave title for every transcript or reading and I specifically
mentioned that this is a video or this is a reading too and I have gave titles to every single of
them and from the starting onwards from the first reading from the first and first video and first
reading you analyze every single word in the text and give me a perfect notes that I can read
whenever I want no matter how big the text is but just give me the notes with important outlines
and important doesn't mean you are giving it in a very few words even if it is big I will make it
like a pdf and I will read it like a book so and mention that this like from here to here it is from
video one or here to here it is from the reading like that and at that place you also mention the
readings title or etc etc now give me the notes from starting onwards bro now don't give me
hand I kept my blood and sweat