In digital marketing, web-marketing, and online-marketing — Search engine optimization (SEO) and search engine marketing (SEM) is a world of a 1,000 pieces. A professional can be asked to know one of these pieces, Google AdWords for example, which can encompass 1,000 pieces itself, but when we are outlining a digital marketing strategy, we need a plan that encompasses more than just one tool.
A good digital marketing strategy is based on available primary and secondary research that is available, along with the specific target audience that you will be speaking to. More importantly, you need to understand 1) the objectives of your organization and 2) the objectives of your organization’s leadership — withÂ this information we can define the goals, which any great marketing professional is measured by.
Still, to my point, the digital marketing professional needs to know the many moving pieces, such as Branding, Interactive and Traditional Marketing, Remarketing, Retargeting, HTML, Advanced Analytics, SEO, Link-Building, Video and Display Advertising, Map, SMS, and Mobile Advertising across multiple channels with campaign, long-tail, & keyword theory.
My recommendation is that you continue to expand the depth and breath of your knowledge base; by attending seminars, keeping yourself updated on product and industry changes, and reading digital marketing websites, such as SEOMOZ, SEOBook, and Mashable, to add to your arsenal, for the tactics you have available, for yourself and for your organization.