I recently presented at an industry marketing event and, not surprisingly, spent 25 minutes on owned digital media and had five minutes to cover earned and paid. I was speaking to folks with small marketing teams or budgets and trying to give them ways to succeed despite their many barriers. It was headlined paid marketing commands more than 5 minutes of your time. Unfortunately, it was all I had!

After a little setup about how research and wise partnering can take you very far, I gave them six things to do in digital if they don’t have time for study.

No. 1 was paid search.

Digital Marketers Do This: Paid Search