Time to rewatch Mad Men.
Because marketing is back to the 1960s. 🍸
Rand Fishkin saw it coming over a year ago,
and his piece is even more relevant today.
Marketing is undergoing a massive reshuffle.
In many ways, it’s going back to the old glory days.
Yet a lot of “modern” marketers are still in denial.
They can’t accept the shift.
I started my career nearly 10 years ago, right in the peak of the technical marketing era.
Back then, ROAS was the mantra.
But now…
Attribution is dead.
Clicks are dead.
Keywords in search are dead too.
That hyper-granular campaign structure I mastered for years? Irrelevant now.
Targeting specific user groups or positioning single products is now virtually impossible.
Broad Ai-driven campaigns like Google Performance Max are greatly over-performing any traditional campaign.
If you disagree with this statement, sorry but you're in denial too.
So where does this leave us?
Back to what the Mad Men did best!
Bold creative ideas.
Broad reach.
Simple, yet effective lift experiments.
That’s going to be the new (old) mantra of the Ai age.
Because everything else, the tech stack, the targeting, the mechanics, has already become a commodity.
