Digital Marketing - Study Notes:
The importance of communication
There are a lot of moving parts within a search marketing strategy. We have different channels and platforms, but we also have a broad range of personnel that are required to deliver on specific roles. If you don’t communicate those responsibilities clearly at the outset, it can become difficult down the road when it comes to things like deadlines, for example.
The importance of roles
It’s therefore essential that every person, across all channels, knows exactly what is required of them and which work steams they are accountable for. A simple way to do this is to list out the campaign activities, map that against the people that are involved in the campaign and share that with the group. This means that, on a weekly basis, everyone knows what is required of them, and when. The impact of that is that you will improve the effectiveness of your campaigns, and your deadlines will be met.
Say, for example, for each activity one person is responsible. That means they should be executing the plan. It could be more than one person, of course. If it’s executing an account restructure you may have data analysts and search managers working together, but the key point is that you must have at least one person who’s responsible for getting the job done. They are accountable, and part of their role is to oversee the framework for escalating issues to higher-level stakeholders, when necessary. It depends on the framework that you have, but it’s someone who can report to senior levels, communicating what is going to happen, and when.
There will normally be stakeholders at the senior level of your framework who should be informed of account status changes. They don’t necessarily need be involved in account buildouts within Google Ads, for example, but if you are deviating from your target ROAS or ROI these are people who need to be informed. And they need to be informed quite quickly because it can affect other areas of the business.
Back to TopClark 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.
