May 24, 2021

eBook: Getting Your Search Marketing Campaign Up and Running

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byClark Boyd

Posted on May 24, 2021

In this eBook - first published by DMI in June 2018 and fully updated in May 2021-  Clark Boyd goes into detail on how to get your search marketing campaign into operation.

The search marketing industry is typically split into two camps: organic search and paid search. It is helpful to consider the starting point of any search before we split the discipline in this way, however. Consumers do not think in terms of organic and paid search listings.

This landscape is changing at an unprecedented pace and this is driven by consumer behaviors and preferences.

Typing a query into a desktop computer and selecting from the text-based responses is no longer the most common way to search. People increasingly reach for their mobile devices when looking for information and they speak to artificial intelligence (AI)-powered digital assistants in conversational tones.

This content is available to Power Members only.

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Clark Boyd photo
Clark Boyd

Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.

Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing. 

Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly) Twitter, LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.