What are digital marketing and e-commerce?

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty. E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

What do digital marketing and e-commerce specialists do?

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

Why start a career in digital marketing and e-commerce?

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

Which jobs will this certificate help me prepare for?

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

What tools and platforms are taught in the curriculum?

Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.

What background is required?

No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!

Why enroll in the Google Digital Marketing and E-commerce Certificate?

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

Do I need to take the course in a certain order?

We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

When will I have access to the lectures and assignments?

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

From Likes to Leads: Interact with Customers Online

本课程是 Google Digital Marketing & E-commerce 专业证书的一部分

位教师：Google Career Certificates

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5个模块

深入了解一个主题并学习基础知识。

4,017 条评论

初级等级

无需具备相关经验

灵活的计划

2 周在 10 小时一周

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99%

大多数学生喜欢此课程

您将学到什么

Define social media marketing and describe its purpose
Identify core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, advertising
Define the goals of a social media campaign
Write, design, and repurpose engaging content for social media

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24 项作业

授课语言：英语（English）

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本课程是 Google Digital Marketing & E-commerce 专业证书专项课程的一部分

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该课程共有5个模块

From Likes to Leads: Interact with Customers Online is the third of eight courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand. In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising - Determine how to choose social media platforms for a campaign - Understand how to boost engagement on social media - Learn how to write, design, and repurpose engaging content for social media - Recognize how to use the data gathered from social media analytics as a decision-making tool - Learn best practices for presenting a social media report - Achieve specific marketing goals through the use of paid social media

单元详情

You will study the importance of social media marketing in promoting a business or product. Next, you’ll explore common social media platforms used in digital marketing and how to choose the best platform for a campaign. Then, you’ll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

涵盖的内容

8个视频3篇阅读材料2个作业1个插件

8个视频总计30分钟

Introduction to Course 3 3分钟
Welcome to module 11分钟
The benefits of social media marketing5分钟
Cindy - A day in the life of a product marketing manager2分钟
The five core pillars of social media marketing7分钟
Earned, owned, and paid social media4分钟
The social media marketing funnel 6分钟
Wrap-up 2分钟

3篇阅读材料总计18分钟

Course 3 overview8分钟
Helpful resources to get started8分钟
Glossary terms from module 12分钟

2个作业总计60分钟

Module 1 challenge 50分钟
Test your knowledge: Understand social media marketing10分钟

1个插件总计30分钟

Identify: The core pillars of social media marketing30分钟

You will focus on the first two core pillars of social media marketing: strategy, and planning and publishing. You’ll also learn how to accomplish business goals with a social media marketing campaign and how to identify a target audience while building a brand identity on social media. Then, you’ll learn the differences between paid, owned, earned, and organic social media marketing. Then, you’ll determine how to publish content at the right time and with the right frequency.

涵盖的内容

9个视频11篇阅读材料5个作业

9个视频总计36分钟

Welcome to module 21分钟
Define the goals of your social media strategy 5分钟
Identify your social media target audience 4分钟
Choose social media platforms for your campaign 5分钟
Types of content on social media6分钟
Anna - Use earned, owned, and paid media in social media marketing campaigns4分钟
Determine the frequency and timing of posts5分钟
Use a social media calendar 4分钟
Wrap-up2分钟

11篇阅读材料总计70分钟

Popular social media platforms8分钟
Set up a professional social media profile8分钟
Build your brand identity on social media8分钟
How to acquire earned media4分钟
Case study: How Name Glo acquires earned media8分钟
Real-time marketing8分钟
Create a social media calendar8分钟
Activity Exemplar: Create a social media calendar4分钟
Social media management tools8分钟
Compose and publish posts using Hootsuite 4分钟
Glossary terms from module 22分钟

5个作业总计123分钟

Module 2 challenge 50分钟
Create brand positioning statements21分钟
Test your knowledge: Social media marketing strategies12分钟
Activity: Create a social media calendar30分钟
Test your knowledge: Plan and publish content10分钟

You will focus on the third core pillar of social media marketing: listening and engagement. You’ll learn the importance of social listening and how to use popular social listening tools. Then, you’ll explore ways to develop relationships with customers and build brand authority.

涵盖的内容

12个视频12篇阅读材料7个作业

12个视频总计49分钟

Welcome to module 32分钟
The importance of social listening 4分钟
Social listening strategies5分钟
Social media engagement 5分钟
How to use YouTube to grow your audience3分钟
Camille - Respond to social media comments4分钟
Increase your followers on Twitter5分钟
Write for social media5分钟
Develop your brand voice on social media 5分钟
Repurpose content on social media 5分钟
Catherine - Engage a social media audience through storytelling4分钟
Wrap-up 2分钟

12篇阅读材料总计94分钟

Case study: How EatMoveRest improves content with social listening20分钟
Popular social listening tools8分钟
Activity Exemplar: Use social listening to gain insights4分钟
Respond to social media users8分钟
Activity Exemplar: Respond to customer comments4分钟
Influencer marketing8分钟
Social marketing on mobile8分钟
Case study: How BLK & Bold found its brand voice8分钟
Design engaging content for social media8分钟
Make social media posts accessible8分钟
What is Canva?8分钟
Glossary terms from module 32分钟

7个作业总计324分钟

Module 3 challenge 50分钟
Activity: Use social listening to gain insights30分钟
Test your knowledge: Social listening10分钟
Activity: Respond to customer comments30分钟
Test your knowledge: Engage customers10分钟
Activity: Design a social media post180分钟
Test your knowledge: Compose engaging content14分钟

You will focus on the fourth core pillar of social media marketing: analytics and reporting. You’ll explore the importance of social media analytics and describe different analytics segments. Next, you’ll learn about popular analytics tools and understand how to use the data gathered to make decisions and improvements. Then, you’ll examine the importance of social media reports and practice creating one.

涵盖的内容

8个视频6篇阅读材料5个作业

8个视频总计31分钟

Welcome to module 4 2分钟
Understand social media analytics5分钟
Metrics to track with social media analytics 6分钟
Use social media data to drive marketing strategy 4分钟
Jon - How data and social media analytics informs decision-making and strategy2分钟
Understand social media reports6分钟
Present a social media report4分钟
Wrap-up 2分钟

6篇阅读材料总计34分钟

Popular social media analytics tools8分钟
Social testing8分钟
Activity Exemplar: Analyze social media performance4分钟
Social media reports8分钟
Activity Exemplar: Report on social media performance4分钟
Glossary terms from module 42分钟

5个作业总计130分钟

Module 4 challenge 50分钟
Activity: Analyze social media performance30分钟
Test your knowledge: Social media analytics10分钟
Activity: Report on social media performance30分钟
Test your knowledge: Social media marketing reports and presentations10分钟

You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn about the benefits of paid advertising on social media and how to choose the best platforms for your ads. You’ll also explore ad formats and content types for different social media platforms and measure the impact of an ad campaign on a social media platform. You’ll end the course by describing common types of social testing and how to run a social test.

涵盖的内容

10个视频9篇阅读材料5个作业1个插件

10个视频总计37分钟

Welcome to module 5 1分钟
Benefits of paid social media4分钟
Integrate paid social media into your strategy4分钟
Develop a paid social media strategy 5分钟
Remarketing on social media 5分钟
Components of a paid social media budget 4分钟
The cost of advertising on social media 4分钟
Sabrina - Conflict resolution and responding to criticism4分钟
Wrap-up 2分钟
Course wrap-up 3分钟

9篇阅读材料总计44分钟

Ad formats on social media8分钟
Choose social media platforms for your ads8分钟
Create an effective call to action in your social ad4分钟
Activity Exemplar: Develop a social media ad campaign4分钟
Social media ad bidding8分钟
Glossary terms from module 52分钟
Reflect and connect with your peers4分钟
Course 3 glossary2分钟
Get started on Course 44分钟

5个作业总计110分钟

Module 5 challenge 50分钟
Test your knowledge: Paid ads on social media10分钟
Activity: Develop a social media ad campaign30分钟
Test your knowledge: Target your social advertising10分钟
Test your knowledge: Manage a social advertising budget10分钟

1个插件总计30分钟

Identify: Social media strategy30分钟

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已于 Jun 16, 2024审阅

Thank you Cindy for an incredible dive into the world of Social Media Marketing. This course has covered all the corners of SMM and even more. I highly appreciate your effort! Thanks again!

已于 Sep 2, 2022审阅

I have learned and I gain this knowledge with a completion course certificate From Like to leads: Interact with customers online. i have passion about digital marketing and e-commerce.

已于 Oct 1, 2022审阅

It is a very useful course. I learned a lot from this course. It has really practical content and complete training. Thanks to Google and everyone who organized this course.

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