That’s extremely true. I can completely relate to how performance marketing have changed over the 10 years I spent at Google. And that’s the main reason why performance marketing agencies are struggling so much for the past years.
Just a few months ago I was mentoring an agency folk for mastering performance marketing; and was told that he only manage 1-2 campaigns, for 1 business line, for 1 region. Altogether at the agency there’s maybe 30 or more people focusing on 1 single company’s performance marketing (and they have no idea what they are doing).
Aligned with what we think and profess at Paramark. Strong analytics and strong creativity need to go hand in hand.
At scale though, there is a question around how you setup your org. When you're managing 10s of millions on meta, Google, Tiktok, etc. there are enough nuances where you need some amount of dedicated capacity for managing the in platform weirdness and features.
The ration of media buyers to creative will keep getting more extreme though.
Yeah this is a great insight and very similar to the view I had last year where I called the end to the t-shaped marketer https://read.earlystagegrowth.com/p/the-death-of-the-t-shaped-marketer
For me, the future upside is that everyone becomes a growth artisan – someone who can grow something from start to finish end to end.
That’s extremely true. I can completely relate to how performance marketing have changed over the 10 years I spent at Google. And that’s the main reason why performance marketing agencies are struggling so much for the past years.
Just a few months ago I was mentoring an agency folk for mastering performance marketing; and was told that he only manage 1-2 campaigns, for 1 business line, for 1 region. Altogether at the agency there’s maybe 30 or more people focusing on 1 single company’s performance marketing (and they have no idea what they are doing).
Aligned with what we think and profess at Paramark. Strong analytics and strong creativity need to go hand in hand.
At scale though, there is a question around how you setup your org. When you're managing 10s of millions on meta, Google, Tiktok, etc. there are enough nuances where you need some amount of dedicated capacity for managing the in platform weirdness and features.
The ration of media buyers to creative will keep getting more extreme though.