As depicted in Exhibit 21.9, conversion is the process of taking prospects down the digital marketing funnel. In summary, marketers convert disengaged prospects to visitors through noteworthy content that draws them to your website, they convert visitors to leads by making compelling offers, and they nurture leads to convert them into customers.
At each stage of this conversion process, marketers rely on different tactics, resources and processes, many of which are listed in Exhibit 21.9.
The website is the conversion engine. It is where all these elements come together and where marketers employ strategies and tactics to propel prospects down the conversion path.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.