Week 2: The Customer Journey and The Marketing Funnel
The Customer Journey and The Marketing Funnel INTRODUCTION
Digital marketing along with e-commerce activities form an integral part of a successful business establishment. It would start with awareness and end with loyalty, just like the customer journey, which includes all the steps the customer goes through while interacting with the company. The marketing funnel describes the steps that a customer follows until he makes a purchase.
To improve their visibility on search engine results pages, the digital marketing team would use methods such as SEO and SEM. The web design team creates the captivating design that matches the company’s brand. The content team creates everything from scratch for the wider campaign. The analytics team, meanwhile, analyzes customer behavior data to make campaigns better and deliver more personalized experiences.
If you want to know more about this course, the Professional Certificate in Digital Marketing and E-Commerce, visit Coursera!
Learning Objectives:
- Identify different roles and functions that digital marketing and e-commerce serve in an organization.
- Understand what the customer journey is and how journey maps can be used.
- Explain the concept of marketing funnel.
- How the different stages of a marketing funnel drive engagement, conversion, and loyalty.
- Understand why measurement at each stage of the marketing funnel is crucial.
TEST YOUR KNOWLEDGE: WHAT DIGITAL MARKETING AND E-COMMERCE DO FOR ORGANIZATIONS
1. Beyond an online presence, how can a company stand out from its competitors and reach potential customers?
- With digital marketing (Correct)
- With a larger focus on driving sales
- With e-commerce
- With a larger staffing department
Correct: Digital marketing helps a company make sure their target audience knows of their existence, understands how they can be of assistance to them, and what makes it stand out from their competition.
2. Fill in the blank: A successful digital marketing effort guides all of a company’s customer _____?
- Interactions (Correct)
- performance
- reviews
- sales
Correct: It is a complete package that holistically manages customer contact and helps businesses devise an effective strategy for reaching and engaging their targeted audience more efficiently.
3. Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process?
- Before and after a purchase
- During and after a purchase
- Before, during, and after a purchase (Correct)
- Before and during a purchase
Correct: Successful digital marketing allows companies to reach customers digitally before, during, and after a purchase. This synchronized strategy will help businesses grow in the online arena by improving customer engagement and conversions.
4. When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success?
- Popular news sites
- Target audience (Correct)
- Top social media platforms
- Video advertisements
Correct: A company should research and know who its targeted clientele is for a better approach to attract new customers. By this information, the company can make worthwhile objectives and determine specific metrics to measure such progress.
5. Which of the following examples are outcomes of a well-planned digital marketing strategy? Select three.
- Employee retention
- Awareness (Correct)
- Loyalty (Correct)
- Trust (Correct)
- Security
Correct: Digital marketing strategies ensure that people have knowledge, create trust and prepare them to become loyal customers of the business.
6. Which is an awareness tactic to reach potential customers?
- Showcasing positive customer feedback and reviews
- Improving a company’s rankings in search engine results by optimizing website content around specific search terms (Correct)
- Offering free samples, tools, or trial memberships that let potential customers test out a company’s services before committing
- Marketing advertisements based on products and pages potential customers visited
Correct: Search Engine Optimization (SEO) is improving a company’s rankings on search engine results pages through optimizing website content for specific search queries.
TEST YOUR KNOWLEDGE: THE MARKETING (AND SALES) FUNNEL
1. Fill in the blank: The path a customer takes from learning about a product to getting their questions answered to making a purchase, is _____.
- the touchpoint
- the customer pain point
- the customer journey (Correct)
- the retailer’s revenue map
Correct: It is the journey that customers tread from a phase wherein they discover a product to one where they need to get answers to questions they have raised before completing their purchases.
2. What is a customer journey map?
- A visualization of the touchpoints a typical customer encounters along their purchase journey. (Correct)
- A specific problem customers and potential customers want to solve.
- A record of each customer who abandoned their cart to shop at another brand.
- A marketing effort that encourages potential customers to make purchases.
Correct: A customer journey map is a visual representation of an average customer experience involving touch points through which he or she potentially passes. Companies thus have a direct means of understanding and improving customer experience.
3. Fill in the blank: A _____ is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.
- customer map
- marketing funnel (Correct)
- touchpoint
- purchase journey
Correct: Perhaps a marketing funnel can be defined as the graphical display of movement through which people go from knowing a brand to becoming a loyal customer.
4. Why is a marketing funnel wide at the top and narrow toward the bottom?
- Because a lot of potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. (Correct)
- Because most customers are familiar with a company’s brand, but only a handful of customers are actually knowledgeable about the products once they reach the bottom.
- Because customers have a lot of pain points that need to be resolved at the beginning of the funnel, but only some problems remain once they reach the bottom of the funnel.
- Because all customers intend to continue to be loyal and committed to a specific brand at the top of the funnel, but only a few actually convert to become repeat customers by the time they reach the bottom.
Correct: A marketing funnel is wide at its top to capture many potential customers. It narrows toward the bottom, as only a few of those entering the funnel will eventually convert into regular customers.
5. What are the stages of a marketing funnel? Select four.
- Promotion
- Loyalty (Correct)
- Conversion (Correct)
- Consideration (Correct)
- Awareness (Correct)
Correct: There are generally four stages in a marketing funnel: awareness, consideration, conversion, and finally, loyalty. All these stages make up the journey of a customer from the moment he or she discovers a brand to the point at which he or she becomes a loyal supporter.
TEST YOUR KNOWLEDGE: THE MARKETING FUNNEL
1. What is the awareness stage of the marketing funnel?
- When potential customers start exploring your business and finding out what makes you different from the competition
- When potential customers become leads
- When potential customers encounter your brand for the first time (Correct)
- When potential customers use the rewards program your company has to offer them
Correct: Awareness stage: when the prospect actually comes to your brand. Consideration: when they take the step of partaking in the actual investigations of what you do and evaluating your products.
2. What is the first step in making sure that your brand reaches the right audience?
- Conducting research (Correct)
- Getting a potential customer to remember your company
- Optimizing website content around specific keywords
- Forming promotional partnerships with other brands
Correct: An excellent research will ensure that the first step you take is for your brand to reach the correct audience. It will enable you to find your target audience and know the needs, preferences, and behaviors of this particular audience.
3. Which is an awareness tactic that businesses can use to reach customers?
- Read online reviews and actively browse websites
- Create ads for websites, social media, email, or video platforms (Correct)
- Offer free trials, promotions, or trial memberships
- Follow customer purchasing patterns
Correct: Frankly, an awareness tactic that is sufficiently effective for getting customers in the business has to do with the making of ads. There are different kinds of advertisements created; these may include advertorials for commercial websites, social networking and emailing, or even video platforms. However, they can help generate awareness and attract potential clients to the company out there.
4. What is the goal of the consideration stage of the marketing funnel?
- To diversify your brand’s social media presence in order to reach potential customers
- To improve awareness of a brand and its products or services
- To grow sales by creating brand awareness and customer loyalty
- To increase the chances that a potential customer will make a purchase (Correct)
Correct: The consideration phase is the “getting to know you” period, at which potential clients will average to getting acquainted with your business and knowing what makes it unique from that you have competition. The aim is to create a substantial level of trust and interest in such a way that it will be more likely that these people will end up purchasing.
5. Which is a consideration tactic aimed to educate potential customers about a company’s offerings?
- Form promotional partnerships with other brands or influencers
- Pay to place digital ads in higher traffic sites
- Improve potential customer rankings in search engine results
- Offer engaging, useful content like blog posts, newsletters, or webinars (Correct)
Correct: Engaging, educating, and informative materials-distributed blog posts, newsletters, events or webinars-are techniques for involving a potential customer to the product and educating them about the customer as well as the informed decision they are making.
6. Imagine that a business builds a strong top-of-funnel marketing strategy. They take advantage of multiple channels and create a consistent experience across all of them. What outcomes will this strategy boost? Select two.
- Awareness (Correct)
- Customer engagement (Correct)
- Marketing success
- Sales
- Customer referrals
Correct: It is the perspective where widening awareness and attracting consumers are paramount; drawing in potential customers into an introduction into your brand.
7. A digital marketer can measure the awareness of their ads by tracking what information? Select all that apply.
- Frequency (Correct)
- Reach (Correct)
- Impressions (Correct)
- Platforms
Correct: In a digital marketing campaign, an effective metric for determining the awareness of advertisement is measuring impressions, reach, and frequency. An impression is simply each time an advertisement is served on a screen, regardless of whether or not the click follows it.
TEST YOUR KNOWLEDGE: DRIVE SALES AND BUILD BRAND LOYALTY
1. What is the goal of the conversion stage?
- To nurture relationships with customers on an ongoing basis
- To balance customer acquisition with retention
- To improve the quality and value of the product
- To turn potential customers into buyers (Correct)
Correct: This is the contraction phase of the marketing funnel where potential customers are turned into buyers through their motivation towards a specific action, such as buying or subscribing to a service.
2. What tactics should a company use to set themselves apart at the conversion stage? Select all that apply.
- Send follow-up emails
- Ensure a smooth checkout process (Correct)
- Offer a clear returns policy (Correct)
- Provide accurate product descriptions (Correct)
Correct: To build trust and consequently spur conversions, a company must provide explicit and helpful content and experiences, including accurate product descriptions, a smooth and user-friendly checkout process, and a transparent returns policy.
3. How can a company build customer loyalty? Select all that apply.
- Market product-focused ads
- Use social media engagement to nurture relationships (Correct)
- Provide a great experience during and after a purchase (Correct)
- Offer a rewards program (Correct)
Correct: It helps build loyalty by delivering a unique sort of customer experience right from the time of purchase through after such purchases. You can even include effective loyalty programs, tailored offers, and continuous engagement via social media to strengthen and nurture relationships with customers.
4. What information should a digital marketer track in order to measure conversion? Select all that apply.
- Cost per conversion (Correct)
- Number of abandoned carts
- Time to conversion (Correct)
- Average order size (Correct)
Correct: To gauge conversion efficiency accurately and thereby judge how well his marketing efforts are translating into actual sales, a digital marketer needs to track the following metrics: time to conversion, cost per conversion, and average order size.
5. Why should a company measure loyalty? Select all that apply.
- It helps them to assess and refine strategies to keep customers. (Correct)
- It reveals where they can manage customer relationships more effectively. (Correct)
- It allows them to save money. (Correct)
- It shows how many customers will make repeat purchases.
Correct: Fidelity is one of the criteria against which a firm may measure itself in the doing of its business. It indicates ways of assessing and improving efforts toward retaining customers and reducing costs. Loyalty metrics can also point out areas toward which better customer relationship management could be directed. In other words, it is the only potentially true indicator of the overall extent to which a full marketing funnel serves customers and meets their needs.
6. What information should a digital marketer track in order to measure conversion? Select all that apply.
- Rate of repeat purchases
- Cost per conversion (Correct)
- Average number of touchpoints (Correct)
- Average order size (Correct)
Correct: A digital marketer would be tracking metrics assessing: total cost per conversion; average number of touchpoints by customers before converting; average order size. These are the metrics that would optimize measuring and checking conversion process effectiveness and efficiency.
7. Why does digital marketing first focus on reaching potential customers?
- Because achieving sales goals is the top priority
- Because it helps to set companies apart from their competitors (Correct)
- Because companies have an online presence
- Because it saves the company time and money
Correct: Measuring loyalty helps companies to distinguish themselves from their rivals; thus, measuring this can help businesses understand what brings customers back around so that they can improve their products and reinforce their value propositions.
FOUNDATION OF DIGITAL MARKETING & E-COMMERCE WEEKLY CHALLENGE 2
1. Why does digital marketing focus on reaching potential customers? (Select two)
- Because it helps increase the frequency of positive reviews
- Because it enables better sales forecasts
- Because it helps set a company apart from its competitors (Correct)
- Because it lets target audiences know that a company exists (Correct)
2. How can a digital marketing strategy get customers to come back for an additional purchase?
- By establishing a strong sales plan
- By building customer trust (Correct)
- By creating a print advertising campaign
- By offering a first-time customer discount
3. Why is the customer journey important for digital marketing?
- Because once the journey creates customer trust in the brand, it can never be lost
- Because understanding and improving the journey can transform a potential customer into a loyal customer (Correct)
- Because the journey can be marketed and sold to increase company revenue
- Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
4. Fill in the blank: Digital marketers use each interaction a customer has had with their brand along their purchase experience to create a _____, which helps companies understand how and why customers are interacting with their business.
- customer impact collage
- product impact graph
- customer journey map (Correct)
- product marketing summary
5. What is a marketing funnel?
- A reverse examination of people who leave the brand after a poor experience in their customer journey
- An advertising strategy aimed at narrowing people’s experience with the company’s product
- A visual representation of the process through which people go from first learning about a brand to becoming loyal customers (Correct)
- A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
6. How does a marketing funnel differ from a customer journey map?
- A marketing funnel is about what a company can do to reach more customers in the preliminary stage. A customer journey map is about how potential customers decide not to continue their purchasing journey.
- A marketing funnel is about what a company can do to move lots of customers from one stage to the next. A customer journey map is about how specific customers reach different points in their purchasing journey. (Correct)
- A marketing funnel is about what a company can do to discourage certain customers from moving from one stage to the next. A customer journey map is about how customers feel during each step of their product journey.
- A marketing funnel is about what a company can do to reach a specialized customer base as they graduate from one stage to the next. A customer journey map is about how customers generalize their experience with the company.
7. Fill in the blank: During the _____ stage of the marketing funnel, some potential customers will become leads.
- conversion
- awareness
- loyalty
- consideration (Correct)
8. Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.
- Measure (Correct)
- communicate
- outline
- highlight
9. Which are conversion tactics? Select all that apply.
- Rewards programs
- A clear returns policy (Correct)
- Product-focused ads (Correct)
- A smooth checkout process (Correct)
- Follow-up emails
10. What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
- Consideration
- Awareness
- Conversion
- Loyalty (Correct)
11. How can a digital marketing strategy build customer trust and loyalty in a company’s brand?
- By reaching customers through digital channels before, during, and after a purchase (CORRECT)
- By asking customers to complete surveys during their shopping experience
- By offering customers free promotions and membership trials after each purchase
- By using social media outlets to market discounts before customers make a purchase
Correct: Correct
12. Consider the following scenario:
A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others.
What is the path called that the customer takes from finding the product to recommending it?
- The company pain points
- The awareness tactic
- The customer journey (CORRECT)
- The strategic marketing plan
Correct: Correct
13. Why is a marketing funnel wide at the top and narrow at the bottom?
- Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. (CORRECT)
- A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
- A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom.
- A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
Correct: Correct
14. Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.
- Awareness (CORRECT)
- communication
- consideration
- conversion
Correct: Correct
15. Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.
- loyalty
- conversion (CORRECT)
- awareness
- consideration
Correct: Correct
16. Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.
- identifying new vendors
- increasing stakeholder engagement
- reaching potential customers (CORRECT)
- emailing former employees
Correct: Correct
17. A visual representation of the process through which people go from first learning about a brand to becoming loyal customers is called what? Select all that apply.
- A loyalty funnel
- A customer experience funnel
- A conversion funnel (CORRECT)
- A marketing funnel (CORRECT)
- A sales funnel (CORRECT)
Correct : Correct
Correct: CorrectCorrect: Correct
18. In the awareness stage, why is it important to measure impressions, reach, and frequency?
- Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
- The measurements from these three data points will determine a company’s overall success.
- Digital marketers will need to grow their department if all three measurements are positive.
- Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy. (CORRECT)
Correct: Correct
19. Consider the following scenario:
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. But instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?
- Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions. (CORRECT)
- Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
- Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
- Losing conversions count against the company, resulting in loss of trust among potential customers.
Correct: Correct
20. Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?
- By increasing sales for the bakery
- By expanding the marketing budget for the bakery
- By intercepting spam to the bakery’s email inbox
- By helping the bakery reach potential customers (CORRECT)
Correct: Correct
21. Consider the following scenario:
There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals. What is the second approach about?
- The company’s philosophy
- The company’s sales goals
- The brand’s marketing awareness
- The customer journey (CORRECT)
Correct: Correct
22. Why is it important to measure conversion in the marketing funnel?
- Because it raises customer awareness and attracts new customers
- Because this metric allows companies to boost sales and save money
- Because this measurement reveals the level of engagement customers have with a company’s rewards program
- Because it provides valuable insights into how customers interact with a company’s brand (CORRECT)
Correct: Correct
23. Fill in the blank: A successful digital marketing strategy helps to build _.
- more sales among one-time customers
- sales of a brand’s worst-performing products
- customer trust in a company’s brand (CORRECT)
- customer confidence in a competitor’s products
Correct: Correct
24. What tool helps digital marketers better understand how customers find a company and learn about a company?
- A guide to average customer spending habits
- A plan of customer benefits
- A record of customer internet searches
- A customer journey map (CORRECT)
Correct: Correct
25. Consider the following scenario:
Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?
- Provide Aisha with accurate product descriptions
- Ask Aisha to refer other customers
- Send Aisha a coupon for the item she just purchased
- Offer Aisha enrollment in the company’s rewards program (CORRECT)
Correct: Correct
26. Consider the following scenario:
Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?
- The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons. (CORRECT)
- The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
- The objective is to get customers to spend as much time as possible on a company website, so it might mean that longer time spent on a page will increase the chances that they will make more purchases.
- The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.
Correct: Correct
27. Successful businesses help customers achieve their goals instead of focusing on sales. What does this approach focus on?
- The company’s sales goals
- The customer journey (CORRECT)
- The brand’s marketing awareness
- The company’s philosophy
28. What does a customer journey map help marketers do?
- Increase sales instantly
- Ignore touchpoints
- Create user-friendly experiences (CORRECT)
- Lower their expenses.
29. What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?
- A customer journey funnel
- A marketing funnel (CORRECT)
- A loyalty funnel
- A customer experience funnel
30. Which outcomes take place at the top of the marketing funnel? Select two answers.
- Customer conversion
- Brand loyalty
- Awareness (CORRECT)
- Customer engagement (CORRECT)
31. Why should marketers measure cart abandonment?
- Losing conversions count against the company, resulting in loss of trust among potential customers.
- Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions. (CORRECT)
- Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
- Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
32. Why is it important to learn about your audience?
- It enables you to offer a first-time customer discount.
- It enables you to create a print ad campaign.
- It enables you to create a quick sales plan.
- It enables you to create tailored content for social media and set meaningful goals. (CORRECT)
33. What is the marketing funnel also known as?
- Sales funnel or conversion cylinder
- Marketing tube
- Sales tube
- Sales funnel or conversion funnel (CORRECT)
34. Which two stages are at the top of the marketing funnel? Select all that apply.
- Brand loyalty
- Customer conversion
- Customer engagement (CORRECT)
- Awareness (CORRECT)
35. Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?
- It speeds up the customer journey.
- It shows them how effective their ads are. (CORRECT)
- It determines a company's overall success.
- It lowers the cost of a campaign.
36. Which of these are conversion tactics? Select all that apply.
- A smooth checkout process (CORRECT)
- Follow-up emails
- A clear returns policy (CORRECT)
- Rewards programs.
- Product-focused ads (CORRECT)
37. Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?
- Because this metric allows companies to boost sales and save money
- Because it raises customer awareness and attracts new customers
- Because it provides valuable insights into how customers interact with a brand (CORRECT)
- Because this measurement reveals the level of engagement customers have with a company’s rewards program
38. What crucial information does digital marketing help a business communicate?
- That its competitor is a better option
- That the audience hasn't bought anything yet
- That it's the cheapest option and why the customer should buy it
- That it exists, how it can help, and what makes it different from the competition (CORRECT)
39. Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.
- loyalty
- sales targets
- short-term goals
- tailored content (CORRECT)
40. When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.
What is this process called?
- The strategic marketing plan
- The company pain points
- The customer journey (CORRECT)
- The awareness tactic
41. One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?
- Email or newsletter signups (CORRECT)
- The number of sales
- Rewards program usage
- Return customers
42. To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply.
- Follow-up emails.
- A smooth checkout process (CORRECT)
- Product-focused ads (CORRECT)
- A clear returns policy (CORRECT)
- Rewards programs
43. How does digital marketing help companies stand out from the competition?
- It increases stakeholder engagement before, during, and after a purchase.
- It identifies new vendors before, during, and after a purchase.
- It emails former employees before, during, and after a purchase.
- It reaches potential customers before, during, and after a purchase. (CORRECT)
44. What does a successful digital marketing strategy build?
- Confidence in a competitor’s products
- Low-performing products
- Trust in a brand (CORRECT)
- More sales among one-time customers
45. A marketing funnel is wide at the top and narrow at the bottom. What does this show?
- A company allows everyone to access their website at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
- Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. (CORRECT)
- A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
- A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom.
46. What are the stages of a simple marketing funnel? Select four answers.
- Loyalty (CORRECT)
- Awareness (CORRECT)
- Conversion (CORRECT)
- Satisfaction
47. What awareness tactic helps businesses reach new customers?
- Remove negative customer reviews
- Spend less time on SEO
- Offer free samples and trial memberships
- Build promotional partnerships with other brands or influencers (CORRECT)
48. How can digital marketers create a positive post-purchase experience and encourage customer loyalty?
- Send them coupons for an item they recently purchased
- Ask for a referral
- Provide accurate product descriptions
- Invite them to join a rewards program (CORRECT)
49. What funnel measurement helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
- Loyalty (CORRECT)
- Consideration
- Conversion
- Awareness
50. When potential customers first learn about a brand, they enter the top of the marketing funnel.
What is this stage called?
- Awareness (CORRECT)
- Consideration
- Conversion
- Communication
51. Fill in the blank: An effective top funnel marketing strategy uses _____ and creates a consistent experience across all of them.
- three channels
- social media
- multiple channels (CORRECT)
- fast channels
52. Consider the following scenario:
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.
Why is it important for online companies to measure these instances of cart abandonment?
- Losing conversions count against the company, resulting in loss of trust among potential customers.
- Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions. (CORRECT)
- Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
- Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
The Customer Journey and The Marketing Funnel INTRODUCTION CONCLUSION
The world of digital marketing and e-commerce is changing all the time, thereby changing the roles and responsibilities in the area. Having a good and clear understanding of these roles, the activities they do, and how they’re contributing to the success of an organization is critical in staying ahead of the curve.
The course actually taught comprehensively everything that could be taught about digital marketing-from the very basics like the customer journey and marketing funnel to more advanced topics like SEO strategy and implementation. This Coursera course is great for people who are either trying to learn more about digital marketing or looking into making a career out of it.