DMI Expert study guide
DMI Expert · Work through your exam, one topic at a time.
DMI Expert is the advanced-tier credential in the Digital Marketing Institute catalogue, listed on the DMI site as the Expert Diploma In Digital Marketing / DMI + AMA Certified Digital Marketing Expert. DMI positions it for marketing professionals looking to drive business growth and commercial success in a senior role, which places it above the Pro and Specialist diplomas and alongside the Postgraduate Diploma and MSc options. The DMI Expert study guide has 4 sections and about 1,448 words.
01Strategy and Leadership
Strategy and leadership questions ask you to connect business goals to digital execution. The exam probes market and customer analysis (PESTLE, SWOT, journey mapping), objective setting (OKRs, SMART), business models, governance, budgeting, measurement, team design, and change management.
348 words, about 2 min02Search Marketing
Search marketing covers organic search and paid search as one demand system. Expect keyword and intent research, crawl/index/render fundamentals, on-page and content quality (E-E-A-T), Core Web Vitals (LCP, INP, CLS), structured data, local SEO, Google Ads auction mechanics, match types, negative keywords, RSA assets, Performance Max, conversion tracking, and budget control.
379 words, about 2 min03Social Media Marketing
Social media marketing tests channel strategy and execution: audience and platform selection, content pillars, native creative, community management, paid targeting, influencer and UGC governance, social listening, and measurement. The exam expects you to connect platform mechanics to business objectives rather than treat posting as the goal.
358 words, about 2 min04AI in Digital Marketing
AI in digital marketing tests practical judgement: where machine learning, generative AI, and automation create value; how to prepare data; how to evaluate outputs; and how to govern risk. Expect use cases across search, paid media, social, content, personalisation, and analytics, plus prompt design, retrieval-augmented generation (RAG), hallucination, bias, privacy, copyright, and human review.
363 words, about 2 min