I’ve been working in the digital marketing / social media space for a hot minute - developing digital marketing strategies, building consumer campaigns, analyzing web+social data, leading creative teams to produce content, etc... It seems like the industry is fragmenting into different specializations – performance marketing (paid digital + media buying), UX (web content design + user testing), social media community management (posting + customer service on channels) - and those jack-of-all-trades roles are a relic of the past. I’m wondering if there is anyone else in the digital marketing field (or other fields, really) who is experiencing this? Would love to hear your experience / career path and learn how you’ve grown your career in an industry that is reshaping. #marketing #contentmarketing #digitalmarketing #digital #paidmedia #socialmedia #social
Sounds like you're in content marketing / brand marketing. I combined those with PR and now run corporate marketing for a publicly traded company. Started off like you, and spent a long time in startups doing all things digital marketing and more
Interested to hear more about what your career path was like if you care to share.
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I think the fragmentation started long time ago around early 2010 when digital paid media channels started booming. I started a social media community manager at a no budget start up but noticed it's almost impossible to scale without paid media. Went into e-commerce doing all sorts of paid campaigns including search, social, affiliate, email. Now back to a funded start up focusing on SEO. The paid landscape is definitely evolving with emerging platforms such as TikTok but the more I do paid, the more i feel like it's the same process over and over again (budgeting, creative reviews, campaign launch, analytics, etc) and I grew tired of it. Depending on how I find interest in my current organic / content efforts, i guess I'll have to decide which path to go soon 😁