Scale 1: Turning Clicks into Customers

Digital marketing is the key to attracting new customers and building long-term brand loyalty in today’s online economy. This Specialization from Google is designed for beginners who want to develop job-ready skills in customer engagement, social media, e-commerce, and relationship management.

You’ll explore the full customer journey—from awareness and consideration to conversion and retention. You’ll learn how to build customer personas, design targeted marketing campaigns, and optimize digital touchpoints that drive real business results.

Google experts will guide you through this Specialization by providing hands-on activities that simulate relevant tasks, sharing examples from their day-to-day work, and helping you enhance your digital customer engagement skills to prepare for your career.

Key skills include:

• Digital marketing and social media strategy

• Email marketing, search marketing, and analytics

• Customer engagement and relationship management

• E-commerce store optimization and order fulfillment

• Loyalty programs and customer retention strategies

Upon completion, you’ll be able to attract new audiences, strengthen customer relationships, and apply proven techniques to increase conversions and build brand loyalty.

Applied Learning Project

You’ll complete hands-on projects that mirror real-world digital marketing tasks. You’ll create customer personas, design engaging social media campaigns, set email marketing goals, and develop loyalty strategies. Each project will help you build a portfolio of work that demonstrates your ability to attract, convert, and retain customers using industry-standard tools.