Is digital marketing dying? I’m in paid search and I feel as if it gets more automated by the day

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Nope, not with the increasing diversification coming from the iOS 14 fall out. Media planning is alive and well. But if you’re just doing FB or Google platforms I’d recommend diversifying your skill set like learning Amazon search or basic programmatic to stay competitive. Bonus points for learning how they all work together rather than silo’d

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Advertising yeah. But coding is a good skill to have too

I found my niche being the one who knows what to automate and what not to automate, and at what scale to automate things (progressive testing). Do that and you’re golden for another ~5-8 years. I’m doing it for SEO, paid search, and email.

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1) Learn about A/B testing best practices, 2) get confortable with analyzing large spreadsheets and/or querying SQL tables, but most importantly, 3) train yourself for pattern identification to come up with hypotheses from the data and then build small experiments. For example in paid search: test bidding strategies, SKAGs vs non skags, match type, and ad copy vs other SERP Top Ads for your keywords (ie. You might find that the top 4 ads for a particular ads use copy focused on listicles like “Top X [product]” and yours is “Quick [product]”). That way you can propose manual experiments based on your hypotheses which would otherwise be ignored through blanket automations. Once you get results from a particular experiment with statsig, leverage automation for scale.

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Paid media is for sure getting more and more automated. Fortunately for us, we can prove that a manually optimized campaign saves clients money and brings in higher relevant leads than they would using an automated campaign. Google makes it harder but I think there’s still room for the human touch.

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Automation is a way for ad platforms to improve THEIR ROI not YOURS

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Like others have said, diversify the channels you’re familiar with & focus on how to make Omni-channel, strategic decisions. If you’re in B2B, learn about marketing automation & operations.

Automation of manual/tedious tasks like campaign creation & bidding will continue to happen, but as a whole - the world is becoming more digital. As a result - digital marketing will continue to grow, but it’ll look different than what we’ve been used to for the past 5-10 years

There are 45,000 people at Inbound right now. Feels to me like DM is thriving

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Ah have fun! Wish I could be there.

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