Complete Online Marketing Exam Summary
1. Introduction to Online Marketing Models (Week 1.1)
Key Topics:
- Digital Strategy: The foundation of online marketing is developing a digital strategy that
aligns with the overall business goals. A strategy defines KPIs (Key Performance Indicators)
such as ROI (Return on Investment), conversion rates, and visitor engagement metrics to
measure success.
- Online Marketing Funnel:
1. Obtain Visitors: Driving traffic through SEO, SEA, social media, and content marketing.
2. Captivate: Engaging visitors with relevant and up-to-date content, good website
usability, and online support.
3. Consideration: Helping customers evaluate products with detailed product information,
pricing, comparisons, and reviews.
4. Decide: Offering a smooth user experience that encourages purchasing with trust
signals (like security certifications), a simple checkout process, and customer support.
5. Pay: Completing transactions with seamless payment systems and offering various
payment methods.
6. Bind: Focusing on post-purchase engagement and customer retention through email
marketing, loyalty programs, and quality customer service.
2. STDC Model (See, Think, Do, Care) – Week 1.2
The STDC Model, developed by Google, maps out how businesses can engage with potential
customers at each stage of the customer journey:
- See Phase:
- Goal: Brand awareness among a broad audience who may not know about your brand
yet.
- Channels: SEO, display ads, YouTube, social media (organic and paid), influencer
marketing.
- KPIs: Impressions, brand searches, website visits, social media followers.
- Think Phase:
- Goal: Help customers who are beginning to consider your product. They're researching
and gathering information to make a decision.
- Channels: Google Ads, social media ads, SEO, influencer marketing, remarketing.
- KPIs: Website traffic, CTR on ads, lead generation, information requests.
, - Do Phase:
- Goal: Capture customers with purchase intent.
- Channels: SEA, social media ads, affiliate marketing, email marketing, remarketing.
- KPIs: Conversions, ROAS, cost per conversion.
- Care Phase:
- Goal: Retain customers and increase their lifetime value.
- Channels: Email marketing, social media engagement, customer service, loyalty
programs.
- KPIs: Customer retention rate, repeat purchases, CLV.
3. Owned, Earned, Paid, and Shared Media (Week 1.2)
To effectively distribute content and engage customers, online marketing utilizes the
following media types:
1. Owned Media: Company-controlled assets such as websites, blogs, and email lists.
2. Earned Media: Organic publicity like customer reviews, social media mentions.
3. Paid Media: Paid advertising channels like Google Ads, display ads, and social media ads.
4. Shared Media: Community-driven content sharing on social platforms like retweets,
shares, and comments.
4. Online Marketing Introduction – Part 1 (Week 1.3)
Benefits of Online Marketing:
- Global Reach: Allows businesses to reach a large, international audience.
- Cost-Effective: Online marketing can be more affordable, especially with SEO and organic
social media.
- Measurability: Online marketing is highly measurable, with tools like Google Analytics
tracking engagement, conversions, and ROI.
- Interactivity: Enables two-way communication with customers via social media, forums,
and comments.
Conversion and Conversion Rate:
- A conversion is when a visitor completes a desired action on your website, such as making
a purchase or signing up for a newsletter.
- Conversion Rate is the percentage of visitors who complete the desired action out of the
total number of visitors.
