With looming end of the 3rd party cookies and other issues (increasing users’ data sensitivity, political pressure, steadily falling ROI, increasing automation,…) – are search, video or display ads doomed to shrink in their importance? And in 2020, is programmatic paid advertising a clever career choice in the light of all this?
This is an article from someone that appears to solely be working in SEO and content marketing. I honestly think he is biased. He has some valuable points in regards to coming challenges in digital marketing, but so far digital marketing and PPC has found a way to evolve with the changing landscape and I seriously doubt that is going to stop anytime soon. Nor do I think that google is going to let their largest revenue stream just die bc no one clicks on them. They will evolve the SERP so advertisers still have a reason want that real estate. I’ve been in PPC for 10 years. I can guarantee shoppers are still clicking on ads.
That said, if you’re considering getting into digital marketing, I would encourage you to learn more than one discipline. When I was coming up in the industry, companies had their marketing departments siloed (branding/advertising vs ecomm) but that’s largely gone away. To be successful in the long run, you’ll be better served by learning SEM, Social, programmatic, etc… the industry is finally shaping marketing teams to reflect the consumer journey so that there’s an integrated strategy.