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Strategy. Top to bottom. Digital Advertising, specifically media buying, relies on so much outside the traditional circle of responsibilities.
Content and landing page are more important and will continue to be. So I’ve been expanding into owning the funnel. Which demands more responsibility and more money. But I found that it’s inevitable. If you want results, you will more than likely have to start pushing content creators or web dev to really match your expectations.
If your campaign results suck, that’s hard to keep pinning on other people, even when it’s true. Eventually, the client will get push back from them or figure you/ads isn’t for them, etc. A loss for you either way.
I’m painting a negative picture there, but tldr is build a moat on top of your expertise. Prepare for when a rug gets pulled. My advice is top down digital marketing strategy expert. Be the General. Command the soldiers. But bigger responsibility. So get paid more money.
