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Ultimately, the objective phase is about setting clear objectives for your search marketing activity.
The purpose and activities of the objective phase combine to establish clear KPIs that will measure performance. As such, it is essential to keep this interplay in mind as you strategize. Your purposes and your activities should always be linked. If done correctly, your campaign metrics will come through this process as a natural output. If you know what your activities are and what the purpose of each is, the KPIs should naturally occur.
So, within a search marketing strategy, there are some common objectives that you’ll always see and these can be categorized in five different ways:
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 Twitter (X), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi,tech.
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:
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ABOUT THIS DIGITAL MARKETING MODULE
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.