Building a Digital Market via Websites and Email

Expected Duration
Lesson Objectives
Course Number
Expertise Level


According to recent research, over 90% of business-to-business customers carry out online research before they make a purchase decision. It’s clear that it’s important for every business to have an online presence. Today, when customers have a need or a problem to solve, the first step is to search for an answer online.
In this course, you’ll learn about how customers search for solutions to their needs and how businesses can match those searches with the right online presence.
You’ll also learn how an online presence can be designed to engage and connect with customers, building strong relationships to support your business, as well as how you can increase conversion by optimizing your website content for searches.
Finally, you’ll examine the role of email marketing, which continues to provide one of the highest returns on investment of any digital channel by examining the key elements of compelling email communications, including how they align to your customer’s journey, and how they can help you to achieve your business objectives.

This course was developed in partnership with the Digital Marketing Institute. (

For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:

Expected Duration (hours)

Lesson Objectives

Building a Digital Market via Websites and Email

  • discover the key concepts covered in this course
  • recognize the indications that online searching has become the predominant pathway driving consumer discovery and action
  • identify the critical benefits and advantages for businesses that use a website to engage with customers
  • identify the best practices of websites that consistently drive high volumes of online search traffic
  • identify the best practices for providing a quality online user experience for consumers
  • identify best practices for using the customer journey model to maximize valuable customer actions
  • Recognize the key challenges that successful email marketing campaigns need to address
  • identify the advantages of email marketing for engaging customers and driving conversions
  • match the characteristics of well-designed email marketing campaigns to the valuable outcomes they facilitate for customers and businesses
  • Knowledge Check: Reviewing Your Digital Market Skills
  • Course Number:

    Expertise Level