Contents
Introduction to digital marketing in e-commerce
- marketing in e-commerce.
- From strategy to concrete marketing goals.
- Customer journey as a strategic guideline.
Awareness phase: From attention to interest
- Push formats and target group targeting.
- Reach and performance: marketing marketing.
- Reach in the zeitgeist: marketing marketing.
Consideration phase: Being found and providing answers
- Search engine marketing basics.
- The most important levers for search engine optimization (SEO) in e-commerce.
- Efficient use of SEA keyword campaigns (Google Ads).
- High-performance landing pages.
Acquisition phase: Actively support the conclusion of a purchase
- Develop target groups: Journey-spanning Google Ads campaign formats.
- Ready-to-buy target groups: Shopping campaigns.
- Surviving the competition: marketplace strategies.
- New sales channels: social commerce.
Retention and advocacy: supporting and inspiring customers
- Better use of customer data
- The power of marketing e-mail and/or marketing marketing.
- The challenge of recommendation management.
Important: Please bring relevant topics from your practice!
Learning environment
Your benefit
- You will gain an overview of the various marketing channels and their respective strengths.
- You understand the customer journey of your customers and can design your marketing activities along the customer journey.
- You will be able to evaluate the marketing channels with regard to your store and your business model and design your own marketing.
- You acquire a basic knowledge of search engine marketing and can use it to build or optimize the SEO framework for your store.
- You understand how you can permanently generate new prospects outside of search engines.
- You will receive valuable impetus to further develop customer relationships and exploit even more potential from existing customers.
Best-practice examples, practice phases and intensive exchange with the other participants will provide you with additional insights.
Methods
Trainer input with many case studies - best practice examples, practical exercises and exchange of experience. Work aids and checklists support successful implementation in practice.
Trainer input with many case studies - best practice examples, practical exercises and exchange of experience. Work aids and checklists support successful implementation in practice.
Recommended for
Specialists and managers from marketing and sales, marketing and sales managers, decision makers from SMEs who are planning or have already taken the step into e-commerce, business development managers, founders.
Further recommendations for "marketing"
Seminar evaluation for "marketingmarketing"
35054
Start dates and details
Thursday, 11.09.2025
09:00 am - 5:00 pm
Friday, 12.09.2025
09:00 am - 5:00 pm
Wednesday, 05.11.2025
09:00 am - 5:00 pm
Thursday, 06.11.2025
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
Thursday, 19.02.2026
09:00 am - 5:00 pm
Friday, 20.02.2026
09:00 am - 5:00 pm
The next booking ensures this course will take place- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
About us - The Haufe Akademie
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Whether on site, live online or in-house - our customised solutions, our claim to the highest level of consulting expertise and training tailored to your needs simplify the acquisition of skills for the working world of the future and sustainably facilitate professional development.
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Questions & Answers
In our Questions & Answers (FAQ) section, you will find all the answers and the most frequently asked questions about your selected topic.
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