Week 1: Introduction to Attract and Engage Customers with Digital Marketing
Introduction to Attract and Engage Customers with Digital Marketing INTRODUCTION
All the aforementioned one’s background was right until October 2023.
This course by Coursera is a part of the Google Digital Marketing & E-commerce Professional Certificate program titled as Introduction to Attract and Engage Customers with Digital Marketing. In this course, learners will take a look at the four main stages of the marketing funnel: awareness, consideration, conversion, and loyalty. With the help of understanding these model stages, a marketer can devise proper strategy marketing plans to attract new customers as well as convert them into customers and holding those customers in the future.
Moreover, the course discusses how customer personas ideally shape an effective digital marketing campaign. By creating detailed personas, marketers can recognize target consumers’ goals, pain points, platform preferences, and more to create relevant messaging that connects with various audiences.
Learning Outcomes
Identify customer personas and then define your target audience.
Understand the why and value of a marketing funnel.
Discover ways to create brand awareness among potential customers.
Generate interest and consideration in your business.
Learn methods to enhance your conversion rate.
Apply strategies to keep most of the paying customers loyal.
TEST YOUR KNOWLEDGE: CREATE CUSTOMER PERSONAS FOR YOUR TARGET AUDIENCE
1. What are the main components of a customer persona? Select all that apply.
- The personal characteristics the persona represents (Correct)
- The barriers that keep the persona from achieving their goals (Correct)
- The entire set of demographic data for the persona
- The goals the persona wants to achieve (Correct)
Correct: Besides stating the objective that the persona intends to achieve, it is equally important to include demographics-going beyond age to location, job title, income level, as well as education barriers-mediating them toward goal achievement. Obstacles may include exhausting constraints such as time, budget, ignorance, or any other conditions that become roadblocks to progress, which gives meaning to customizing marketing strategies to overcome such gap areas.
2. Why would you create customer personas? Select all that apply.
- To better understand the customer’s perspective (Correct)
- To develop the budget
- To make it easier to create customized content (Correct)
- To create effective ad targeting (Correct)
Correct: Customer-specific ads are very effective, as they ensure that your ads get to potential customers who were targeted for them. Well thought-out customer personas will reveal the most important important targeting options, such as interests, topics, and locations. Understanding this perspective allows marketers to build in more personalization and relevance into the content, hence increasing the chances of engaging the target audience and driving the desired actions or behavior.
3. What are ways to collect customer data? Select all that apply.
- Assume based on prior experiences
- Analyze web data (Correct)
- Review previous customer data (Correct)
- Conduct customer interviews (Correct)
Correct: Customer interviews include asking customers directly, most often face to face, about their experiences with a product or service. Apart from interviews, other sources of customer data include past customer data, web analytics, social listening, and surveys. All these approaches contribute to the overall representation of customer behavior and preferences.
4. Fill in the blank: _____ are information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location.
- Demographics (Correct)
- Barriers
- Quotes
- Goals
Correct: Demographics are an essential aspect of the customer persona, exploring how variables such as age, sex, income, and location affect the customer. The different ways of collecting this include interviewing customers, web analytics, and information from past customers through interaction and transactions. It helps create more effective, target-marketing strategies.
5. Which of the following are some steps to take when creating a google ad? select all that apply.
- Choose the campaign type (Correct)
- Schedule an appointment with a Google representative
- Choose a bidding strategy (Correct)
- Set a budget (Correct)
Correct!
TEST YOUR KNOWLEDGE: AWARENESS AND CONSIDERATION STAGES OF THE MARKETING FUNNEL
1. What best describes the awareness stage of the marketing funnel?
- When a potential customer talks to their friends about the product or service after making a purchase
- When a potential customer first learns of a product or service (Correct)
- When the marketer builds interest about the product or service
- When the marketer makes it easier for the customer to make a purchase
Correct: The customer is not currently aware of the existence of the product/service in the awareness state. The goal of the marketer at this stage is to introduce the customer to the brand and create a positive first impression. Typically, this can be done through various types of strategies, including content marketing, social media advertisements, and search engine optimization techniques, which would ultimately put the potential customers in contact with and make them aware of what the brand has to offer.
2. Which of the following are strategies and tactics to increase awareness among potential customers? Select all that apply.
- Remarketing ads
- Display advertising (Correct)
- Search engine marketing (Correct)
- Social media advertising (Correct)
- Email marketing
Correct: There are many phases of the marketing funnel in which social media advertising can be utilized effectively, with the stage best suited being creation. This enables marketers to show their advertisements while the consumers spend time on outside sites thereby finally being exposed to the brand. Such activity serves to increase brand visibility and involvement among a wider audience for later nurturing down the funnel.
3. Which of the following could be a difference between the awareness and consideration marketing funnel stages?
- The awareness stage strategies need management approval.
- The consideration stage may be more in-depth and persuasive. (Correct)
- Awareness stage strategies are easier to do than consideration strategies.
- Consideration stage strategies cost more than awareness strategies.
Correct: These are the methodologies of marketing that a professional applies independently at different stages of the funnel. By consideration, the potential customer is already aware of the brand, and at this stage, the customers are provided more in-depth and persuasive information to establish quality of the product/service. Case studies and product demos, testimonials, and comparison to showcase brand value will help convince the potential customer to take that next step to becoming a customer.
4. Which of the following are strategies and tactics to build consideration among potential customers? Select all that apply.
- Display testimonials (Correct)
- Send remarketing ads (Correct)
- Offer a rewards program
- Do email marketing (Correct)
- Increase website speed
Correct: It is the act of sending mail to probable customers who have previously known about the brand to send promotional or informative messages. This strategy assists the customers in developing healthy relationships to encourage future business. Other strategies, particularly in this stage, include raising testimonials which generate trust or sending remarketing ads to clients who have featured in the brand but eventually converted.
TEST YOUR KNOWLEDGE: CONVERSION AND LOYALTY
1. What best describes the conversion stage of the marketing funnel?
- The process to reduce costs and meet the budget
- The process to get a potential customer to take a desired action (Correct)
- The process to make a potential customer first aware of a brand
- The process to build interest among a potential customer
Correct: A conversion is movement toward an action that you want from a potential customer, such as signing up for an appointment, heading to the store or making a purchase online. It represents a step nearer to becoming a paying customer or engaging in activity with the brand.
2. Which of the following are strategies and tactics to increase the conversion rate of potential customers? Select all that apply.
- Offer a money back guarantee (Correct)
- Experiment with A/B tests (Correct)
- Ignore abandoned carts
- Increase website speed (Correct)
Correct: Conversion rates are directly proportional to the download speed of these web pages and thus faster loads translate into improved turnover rates and customer engagement. Strategies that may enhance a website’s speed include compressing image sizes, improving scripts and styles, and employing caching technologies. Other top solutions to improve conversion rates include offering a money-back guarantee to enhance trust, A/B testing for user experience optimization, and recovering abandoned carts using remarketing tactics or reminder emails.
3. What best describes the loyalty stage of the marketing funnel?
- When customers become repeat customers and brand advocates (Correct)
- When customers first become aware of a brand
- When customers’ interest initially builds in a brand
- When customers click on an online ad for a brand
Correct: Most likely, some of them will become advocates for our brand, willing to recommend their families and friends or post those experiences on social media. These “voices of the brand” can help build credibility to capture the attention of new customers with word-of-mouth recommendations or testimonial authenticity.
4. Which of the following are strategies and tactics to increase the loyalty of paying customers? Select all that apply.
- Offer a rewards program (Correct)
- Increase site speed
- Encourage reviews (Correct)
- Optimize the checkout process
- Provide freebies (Correct)
Correct: Kadagiti giveaways, kasla items a stickers, magnets, t-shirts, wenno daddum pa a branded merchandise, mabalin nga kasla freebie. Other strategies would include loyalty schemes such as reward points for repeated business and other ways to entice customers into reviewing, thereby building reputation and also drawing in new customers.
Introduction to Attract and Engage Customers with Digital Marketing Weekly Challenge 1
1. Which component of a customer persona represents what is preventing the customer from achieving their goal?
- Characteristics
- Skills
- Hobbies
- Barriers (Correct)
2. Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location.
- Occupations
- Demographics (Correct)
- Skills
- Influences
3. Consider the following customer persona:
Someone that would like to shop at a health-conscious grocery store, but is concerned about having time to cook meals after work.
What component of the customer persona is missing?
- Who
- Goal
- Cost
- Barrier (Correct)
4. Which of the following statements is true regarding a marketing funnel?
- The marketing funnel is a framework that may be different depending on the business. (Correct)
- The marketing funnel considers the seller’s journey.
- The marketing funnel helps decrease the conversion rate.
- There is only one type of marketing funnel.
5. Which of the following best describes the consideration stage of the marketing funnel?
- The process to get a potential customer to take a desired action
- When customers become repeat customers and brand advocates
- When a potential customer first becomes aware of the product or service
- The process to build a potential customer’s interest in your product or service (Correct)
Correct: Email personalization includes: addressing each recipient directly, sending messages that match where customers are in the marketing funnel, and following up on previous interactions.
6. Which statements best describe strategies and tactics? Select two.
- Strategies are actions taken to make the plan happen.
- Tactics support the plan to achieve the marketing goal and tend to be more general ideas.
- Strategies support the plan to achieve the marketing goal and tend to be more general ideas. (Correct)
- Tactics are actions taken to make the plan happen. (Correct)
7. As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?
- Consideration
- Conversion
- Loyalty
- Awareness (Correct)
8. As a digital marketer, you encourage customers to leave a review and share their experience with the business. This strategy falls under which marketing funnel stage?
- Consideration
- Awareness
- Loyalty (Correct)
- Conversion
Correct: Correct
9. As a digital marketer, you update the product page checkout button color after a successful A/B test. This strategy falls under which marketing funnel stage?
- Conversion (Correct)
- Consideration
- Awareness
- Loyalty
10. As a digital marketer, you remarket ads to potential customers who recently visited the company website. This strategy falls under which marketing funnel stage?
- Awareness
- Conversion
- Consideration (Correct)
- Loyalty
Correct: Correct
11. Which component of a customer persona includes characteristics and demographics?
- Barriers
- Goals
- Who (Correct)
- Skills
Correct: Correct
12. Which of the following is true regarding customer personas? Select all that apply.
- You keep them readily available to reference when working on marketing materials. (Correct)
- You typically only complete one persona per business.
- They are also called the buyer persona or marketing persona. (Correct)
- They generally do not require customer research.
13. Consider the following customer persona:
A 38-year-old woman who exercises regularly and would like to shop at a health-conscious grocery store.
What component of the customer persona is missing?
- Who
- Goal
- Barrier (Correct)
- Cost
14. Which of the following are benefits of the marketing funnel? Select all that apply.
- It considers the buyer’s journey. (Correct)
- It may increase the conversion rate. (Correct)
- It considers the seller’s journey.
- It optimizes the company’s marketing strategy. (Correct)
Correct: Correct
Correct: Correct
Correct:Correct
15. As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?
- Loyalty (Correct)
- Consideration
- Conversion
- Awareness
16. As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage?
- Loyalty
- Awareness
- Consideration
- Conversion (Correct)
Correct: Correct
17. As a digital marketer, you create an automated email sequence educating potential customers about your products. The email sequence will go out to people who sign up through the website. This strategy falls under which marketing funnel stage?
- Awareness
- Loyalty
- Consideration (Correct)
- Conversion
Correct: Correct
18. Which component of a customer persona represents what the customer wants to achieve?
- Barriers
- Skills
- Characteristics
- Goals (CORRECT)
Correct: Correct
19. Fill in the blank: _ are information specific to the customer such as age, gender identity, family size, occupation, and location.
- Occupations
- Skills
- Influences
- Demographics (CORRECT)
Correct: Correct
20. Which of the following best describes the conversion stage of the marketing funnel?
- When customers become repeat customers and brand advocates
- The process to build a potential customer’s interest in your product or service
- The process to get a potential customer to take a desired action (CORRECT)
- When a potential customer first becomes aware of the product or service
Correct: Correct
21. Fill in the blank: Strategies support the plan to achieve the marketing goal and tend to be general ideas. _ are actions taken to make the plan happen.
- Methods
- Tactics (CORRECT)
- Schemes
- Techniques
Correct: Correct
22. As a digital marketer, you place ads on social media platforms to reach potential customers who are not familiar with your brand. This strategy falls under which marketing funnel stage?
- Conversion
- Consideration
- Awareness (CORRECT)
- Loyalty
Correct: Correct
23. As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?
- Loyalty (CORRECT)
- Awareness
- Conversion
- Consideration
Correct: Correct
24. As a digital marketer, you work on elements of the product page and checkout process that speed up the pages’ load time. This strategy falls under which marketing funnel stage?
- Loyalty
- Conversion (CORRECT)
- Awareness
- Consideration
Correct: Correct
25. As a digital marketer, you promote recent customer testimonials on social media, the company website, and email list. You use the testimonials to build interest in potential customers. This strategy falls under which marketing funnel stage?
- Consideration (CORRECT)
- Awareness
- Conversion
- Loyalty
Correct: Correct
26. Which of the following is true regarding customer personas? Select all that apply.
- They generally do not require customer research.
- You typically only complete one persona per business.
- They are also called the buyer persona or marketing persona. (CORRECT)
- You keep them readily available to reference when working on marketing materials. (CORRECT)
Correct: Correct
Correct: Correct
27. Which of the following best describes the loyalty stage of the marketing funnel?
- The process to build a potential customer’s interest in your product or service
- The process to get a potential customer to take a desired action
- When customers become repeat customers and brand advocates (CORRECT)
- When a potential customer first becomes aware of the product or service
Correct: Correct
28. Which statements best describe strategies and tactics? Select two.
- Tactics support the plan to achieve the marketing goal and tend to be more general ideas.
- Strategies are actions taken to make the plan happen.
- Strategies support the plan to achieve the marketing goal and tend to be more general ideas. (CORRECT)
- Tactics are actions taken to make the plan happen. (CORRECT)
Correct: Correct
Correct: Correct
29. Consider the following customer persona:
A 38-year-old woman who exercises regularly and is concerned that she does not have enough time to cook meals after work.
What component of the customer persona is missing?
- Goal (CORRECT)
- Barrier
- Who
- Cost
Correct: Correct
30. Which strategies can collect research for customer personas? Select all that apply.
- Record previous personal experiences
- Analyze web data (CORRECT)
- Send out surveys (CORRECT)
- Conduct customer interviews (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
31. Fill in the blank: _ support the plan to achieve the marketing goal and tend to be general ideas. Tactics are actions taken to make the plan happen.
- Strategies (CORRECT)
- Techniques
- Methods
- Schemes
Correct: Correct
32. As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage?
- Consideration
- Loyalty (CORRECT)
- Awareness
- Conversion
Correct: Correct
33. What is the correct order of the marketing funnel?
- Consideration, awareness, conversion, loyalty
- Awareness, consideration, loyalty, conversion
- Consideration, conversion, loyalty, awareness
- Awareness, consideration, conversion, loyalty (CORRECT)
Correct: Correct
34. As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?
- Conversion
- Awareness (CORRECT)
- Loyalty
- Consideration
Correct: Correct
35. As a digital marketer, you focus on search engine optimization and creating content to reach potential customers not familiar with your brand. This strategy falls under which marketing funnel stage?
- Conversion
- Consideration
- Awareness (CORRECT)
- Loyalty
Correct: Correct
36. When you create a customer persona, you want to identify your customer’s barriers. What does this refer to?
- The pain points that prevent the customer from achieving their goal (CORRECT)
- Who your customer is and what they are interested in
- The customer’s characteristics and demographics
- What the customer wants to achieve
37. What do demographics refer to?
- Barriers that prevent the customer from achieving their goal
- Goals a customer wants to achieve
- Surveys sent to customers
- Customer information such as age and occupation (CORRECT)
38. You’re creating a customer persona and collect the following information:
A 45-year-old man who regularly watches movies online and would like a wider variety of movies to choose from.
What question should you ask to complete this customer persona?
- What are the customer’s interests?
- What is the customer’s goal?
- What prevents the customer from achieving their goal? (CORRECT)
- What is the customer’s budget?
39. Which of the following refers to the marketing funnel?
- The consideration stage is at the top of the funnel.
- It shows how customers move from first learning about a business to purchasing something. (CORRECT)
- It encourages businesses to focus on what drives sales at the bottom of the funnel.
- Every business uses the same marketing funnel to show the customer journey.
40. Which of the following best describes the consideration stage of the marketing funnel?
- The process to build a potential customer’s interest in your product or service
- The process to get a potential customer to take a desired action (CORRECT)
- When a potential customer first becomes aware of the product or service
- When customers become repeat customers and brand advocates
41. Which of the following strategies helps to turn customers into loyal brand followers?
- Offer a money-back guarantee or free trial
- Use search engine marketing to increase visibility
- Encourage customers to leave a positive review (CORRECT)
- Change the color of the purchase button
42. A marketer plans to build interest in a new product. Which strategy will help them during the consideration stage?
- Ask customers to leave a positive review on social media
- Offer a money-back guarantee or free trial
- Create a rewards program and email customers about it
- Host a webinar to educate customers and promote the product (CORRECT)
43. Which of the following best describes a customer who is in the consideration stage?
- They already know about the product, and they want to learn more. (CORRECT)
- They don’t know anything about the product.
- They post positive reviews about the product online.
- They share how great the product is with friends on social media.
44. What is the difference between strategies and tactics?
- Strategies are the steps to reach a goal, and tactics are an action plan.
- Strategies support the plan to achieve a marketing goal, and tactics are the action taken to make the plan happen. (CORRECT)
- Tactics support the plan to achieve the marketing goal, and strategies are the action taken to make the plan happen.
- Tactics are general ideas, and strategies are specific ideas.
45. You want to include an influencer in your awareness strategy. Which strategy should you consider?
- Encourage customers to add lifestyle photos to their product reviews.
- Experiment with A/B tests and share it with your followers in video, photo, or text format.
- Pay someone to use your product and share their experience with their followers in video, photo, or text format. (CORRECT)
- Use display ads on websites your potential customers are visiting.
46. Which of the following strategies helps to turn customers into loyal brand followers?
- Offer a money-back guarantee or free trial
- Recommend another product or add-ons to the current product (CORRECT)
- Improve the checkout process by adding a new button
- Change the product or service page copy
47. As a digital marketer, you create an automated email sequence for potential customers. The email sequence will go out to people who sign up through the website. The emails will provide more information about your products and a discount code for their first purchase. This strategy falls under which marketing funnel stage?
- Conversion
- Awareness
- Loyalty
- Consideration (CORRECT)
48. Which component of a customer persona represents what is preventing the customer from achieving their goal?
- Skills
- Hobbies
- Barriers (CORRECT)
- Characteristics
49. A marketer conducts customer interviews and sends out surveys to customers. What does this research enable them to do?
- Post an ad on social media
- Create a marketing funnel
- Create a customer persona (CORRECT)
- Increase the marketing budget
50. Which of the following best describes a customer who is in the conversion stage?
- They are aware that the product exists.
- They are ready to begin the online checkout process. (CORRECT)
- They don’t know anything about the product.
- They are learning about the product.
51. Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
- Change the purchase button from “add to cart” to “buy now” (CORRECT)
- Advertise on social media
- Send follow-up emails about the loyalty program
- Share a downloadable e-book with customers
52. As a digital marketer, you send out ads to potential customers who recently visited the company website, but did not purchase anything. This strategy falls under which marketing funnel stage?
- Loyalty
- Awareness
- Conversion
- Consideration (CORRECT)
53. Which of the following is a benefit of creating a customer persona and identifying who your customer is?
- It guarantees that they will buy from you.
- It makes it easier to create generalized content.
- It makes it easier to create customized content for them. (CORRECT)
- It helps you understand the business’s perspective.
54. You’re creating a customer persona and you collect the following information: A 45-year-old man who regularly watches movies online and does not think he has a wide enough selection of movies to choose from. What question should you ask to complete this customer persona?
- What are the customer’s skills?
- What is the customer’s goal? (CORRECT)
- What are the customer’s interests?
- What is the customer’s budget?
55. What are the four stages of the marketing funnel?
- Awareness, consideration, conversion, sale
- Awareness, consideration, conversion, loyalty (CORRECT)
- Awareness, influence, conversion, loyalty
- Awareness, consideration, conversion, competition
56. Which of the following best describes a customer who is in the loyalty stage?
- They are comparing prices and asking for recommendations.
- They want to know more about the product.
- They are learning about the product.
- They share how great the product is with family and friends. (CORRECT)
57. Which of the following are considered strategies or tactics to build brand awareness? Select all that apply.
- Free trials
- Social media advertising (CORRECT)
- Search engine optimization (CORRECT)
- Display ads (CORRECT)
58. As a digital marketer, you share recent customer testimonials on social media, the company website, and email. You use the testimonials to build trust and interest in your product or service. At which stage of the marketing funnel is this strategy used?
- Awareness
- Loyalty
- Consideration (CORRECT)
- Conversion
59. What is the first thing you should do when collecting information for your customer persona?
- Email customers asking them for information
- Review customer data (CORRECT)
- Identify customer pain points
- Visit social media
60. Fill in the blank: Search engine marketing increases a website’s visibility in a search engine through_____.
- photos, video, or text
- social media platforms
- paid advertisement (CORRECT)
- partnerships
61. Which of the following strategies helps to turn customers into loyal brand followers?
- Pay an influencer to promote the business
- Improve the checkout process
- Change the product or service page copy
- Create a rewards program (CORRECT)
62. Which of the following are benefits of the marketing funnel? Select all that apply.
- It considers the seller’s journey.
- It may increase the conversion rate. (CORRECT)
- It considers the buyer’s journey. (CORRECT)
- It optimizes the company’s marketing strategy. (CORRECT)
63. As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage?
- Loyalty (CORRECT)
- Consideration
- Awareness
- Conversion
64. Which of the following strategies motivates a potential customer to make a purchase in the conversion stage?
- Ask customers to write a review and share a picture on social media
- Send follow-up emails to remind customers about abandoned carts (CORRECT)
- Recommend add-ons to the current product
- Create a loyalty program and email customers about it
65. You’re creating a customer persona and you collect the following information: A person wants to exercise but does not think they have time to get to the gym. What question should you ask to complete this customer persona?
- What are the customer’s barriers? (CORRECT)
- What is the customer’s budget?
- What is the customer’s goal?
- Who is the customer?
Introduction to Attract and Engage Customers with Digital Marketing conclusion
Congrats on finishing the first part of the course in marketing funnel! In this course, you learned about the different stages of a marketing funnel and how to formulate strategies leading a consumer from becoming aware to conversion. Customer personas were also discussed and how they would help you understand the target consumers’ goals, pain points, and preferred online platforms.
In the next segment, you’re going to go deeper into creating effective content for each step in the marketing funnel. Continue your educational trek with Coursera to learn more about the art of using marketing funnels!