Search Marketing - Course

Strategy and Planning

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Digital Marketing - Study Notes:


You’ll want to go and create the media plans for different channels based on the budgets that you’ve agreed. When you assimilate these together they may change slightly, but you would expect them to remain the same if you budget it correctly.

You’ll then assign resources to each aspect of the plan. Do this first by thinking of who the best people would be to help you get to the goals you’re looking to achieve. Rather than starting with a budget and fitting it in that way, if you start with the best possible team you can trim things accordingly at a later date if you need to.

From there, you’ll attach a proposed budget for each activity which, if you’ve done things correctly with your media plan, you’ve looked at the resources that you’ll need from a personnel and technology standpoint. This should flow naturally and the output of all of this should be one overarching search marketing plan which, as we know, may fluctuate over time but this is something everyone can buy into for the next 12 months.

Before we start looking at each individual channel in isolation, we should think about what our overarching strategy is going to be for this search marketing plan. This is a pivotal part of ensuring that all search marketing channels work in tandem to achieve optimal results. You’ll want to do this for all five search marketing channels. It’s search engine optimization, content marketing, paid search, display, and video advertising. Once you have those objectives, you can turn those into a brief, and a brief into a strategy by starting with a brief and identifying the clear platforms that are going to drive you towards a successful outcome.

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Clark Boyd

Clark Boyd is the VP of Strategy at Croud, a global digital marketing agency with clients including Netflix,, DKNY, and the Guardian. Clark has eight years of search marketing experience setting strategies for American Express, ASOS, and General Motors.

Clark Boyd

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

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Strategy and Planning
Clark Boyd Clark Boyd
Skills Expert

This module covers the key steps for planning and implementing a search marketing strategy for your organization. It addresses the key components in an effective search marketing strategy and outlines best practices for planning and research. It also covers how to execute a strategy and evaluate the performance of a search marketing campaign.

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