Digital Marketing - Study Notes:
Early movers
What makes working in search marketing exciting is that the industry changes frequently. If you’re on top of these changes, you can meet them as an opportunity instead of seeing them as a challenge. For example, if a new tool or advertising format becomes available, search strategists should work to quickly trial the new capability and compare results against current benchmarks.
Remember, the early mover has an advantage in search marketing. Make sure you’re up to date with all the industry news, attend events, and have those internal strategy discussions. It is important to foster a passion for what you do because that comes through in the results.
New developments
New developments can affect every aspect of your campaigns. New tools and new competitors enter the market all the time, and they can affect the cost of paid media campaigns. But as long as you’re aware of where those new opportunities lie, you can spot gaps in the market and find opportunities to improve your performance.
Back to TopMatthew Santos
Matthew Santos is the Vice President of Products & Strategy at Neil Patel Accel. He initially built the four major product offerings they provide to customers, and continues to oversee three of those: SEO, CRO, and Email Marketing. He has been in the industry for almost 10 years, primarily focused on Earned Media digital tactics.
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.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Brooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
