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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 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:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Strategy and Planning
    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.