Digital market is going back to 20th century
Rand Fishkin on the evolution of digital marketing: Well, marketing friends, we gotta have a serious talk. Because the way we’ve done marketing for the last twenty years is ending. I’m serious. I believe that Rand in 2010 would have told you that digital marketing was all about being able to track every view and every click, so that when conversions happened, we could perfectly attribute them, is wrong today. Back then, we could say: “Oh, this piece of content, this advertisement, this PR investment, this word-of-mouth effort is worthwhile because it turned into this trackable, perfectly attributable series of events in our analytics.” It doesn’t work this way anymore. That’s because clicks are dying and attribution is dying. There’s only one way forward. ...