From Generalist to Specialist

In the past, when automation in platforms like Google and Meta was still minimal (several years ago), it was important to be highly specialized. Specialists were largely responsible for results in channels such as SEA, SEO, Display, and Social, and they were trained to become experts in a single channel.

More recently, marketers were trained to handle a broader range of tasks. They needed knowledge across the board, from search engine optimization (SEO) to content marketing and paid ads like Google Ads. This meant they didn’t have deep expertise in all channels, but since platforms like Meta and Google automated much of the work, this wasn’t always necessary. Staff became multi-deployable, which is valuable in a tight labor market. At Draft, we believe specialists have always been important. They still make a significant difference in campaigns and channels.

With the rise of AI, the need for these generalist skills will diminish (but not disappear). AI can handle tasks like managing ad campaigns, analyzing simple data, and even automatically generating ad copy more efficiently than humans. As a result, online marketers are pushed to specialize in areas where human creativity and strategic thinking remain indispensable. Creativity and out-of-the-box thinking ensure maximum leverage of AI tools. This requires deep knowledge of systems and a clear understanding of cause and effect within them. It’s also crucial to link data and content effectively to media channels. This way, you can steer towards better returns in usual channels while using AI to your advantage.

The Role of Creativity for Online Marketers

While AI automates more operational tasks, creativity becomes increasingly important. Creativity is a uniquely human trait that is hard to replicate by machines. The ability to develop innovative campaign ideas, create engaging content, and tell compelling brand stories will be key to online marketers’ success.

AI can assist in identifying trends and generating data-driven insights, but marketers must translate this information into creative strategies and campaigns that resonate with their audiences. AI relieves operational burdens, freeing marketers to use their imagination and help brands stand out in a digital environment crowded with competitors.

This issue has been visible for some time, as ad quality steadily declines. Especially in digital ads, hyperpersonalization is common and there’s heavy focus on digital metrics like VTR. However, these metrics don’t show whether an ad truly connects with the consumer. Consider using pretesting for digital media to improve relevance.

Conclusion: How AI Will Change Online Marketers

The role of online marketers is evolving rapidly in the AI era. From generalists, they become specialists with deep knowledge of AI systems and the creative skills to leverage these tools effectively. While AI automates more operational work, creativity will distinguish successful marketers. The online marketers of the future will not only understand and use AI but also integrate creativity into their workflows.

Want help applying AI in your organization? get in touch with us .

In the fast-paced world of digital marketing, few areas evolve as quickly as social media. The role of a social media manager has changed dramatically over the past years. Where Facebook and Instagram, both under the Meta umbrella, once dominated, today’s social media managers face a very different landscape. Let’s explore the key shifts that have transformed this role into what it is now.

The Expansion of the Social Media Platform Portfolio

The era in which Facebook and Instagram were the largest social media platforms is behind us. The rise of platforms like Snapchat, TikTok, as well as Pinterest, X (formerly Twitter), and LinkedIn, has changed the playing field. For social media managers, this means they must expand their focus and expertise to include these new platforms. The diversification of platform choices requires a broader understanding of the different target audiences, content styles, and algorithms that characterize each platform. The significant growth of these other platforms is also reflected in this research.

Content Strategies for Different Platforms

One of the most striking changes in the role of social media managers is the need to understand which content performs best on each platform. TikTok, for example, thrives on short, user-generated videos that quickly capture users’ attention. In contrast, Facebook and Instagram tend to focus more on visual storytelling. These differences require social media managers to master multiple content strategies to be effective across various platforms. Content is one of the key drivers of success in social media. There is only a very short time to grab the user’s attention, and users always have the option to skip content. This is different from online video platforms like YouTube or KIJK.

The Increasing Technical Requirements for Social Media Managers

The technical side of social media marketing is becoming increasingly important. One of the challenges social media managers now face is the growing complexity of tracking and, consequently, analysis. With privacy regulations and algorithm updates, it is becoming harder to measure and optimize campaign effectiveness. Social media managers therefore need to develop a deeper understanding of how tracking works and how to interpret this data to make strategic decisions. Here are some questions you might want to ask your social media manager:

• How does server side tagging work? You can read about the difference with client side tagging here.
• What is the impact of iOS updates on the measurability of Meta campaigns?
• Why is using a conversion lift study interesting for us?

From Performance Campaigns to Awareness Channels

In the past, social media marketing primarily focused on performance campaigns aimed at generating leads, conversions, and ROI. However, platforms like TikTok and Snapchat have opened doors to new opportunities as awareness channels. These platforms are especially suited for increasing brand awareness and engaging audiences in a more creative and informal way. As a result, social media managers need to adapt their skills and training to understand how to effectively use these platforms for brand promotion.

Owned and Paid

Although social media managers are often trained as either paid or owned managers, it is important to understand that consumers see little to no difference between owned and paid advertisements. Therefore, try to ensure that both align seamlessly with each other.

Training of Draft Digital Social Media Managers

At Draft, we strongly believe in social media, provided the channel is used correctly. A decisive factor in this success is the quality of the social media manager, making training even more important. Broader knowledge beyond just social media is required. At Draft, we understand the importance of this process and adopt a holistic approach to effectively train and develop our social media managers. Here are some key steps and considerations we take to achieve this:

1. Thorough Platform Knowledge: At Draft, we build a strong foundation by ensuring our social media managers have deep knowledge of all major social media platforms, including the latest features and updates. We enable social specialists to spend enough time diving deeper into these platforms. Additionally, spending time with account managers from Meta, TikTok, and others helps, as they have insight into new beta features that drive innovation.
2. Technical Training: We recognize the growing importance of technical knowledge and therefore offer comprehensive training focused on understanding tracking, analytics, and the technical aspects of social media advertising. Our social media managers take courses on using tools such as Google Analytics 4 and the Conversion API.
3. Owned or Paid: To build a strong foundation, we encourage our social media managers to specialize first in owned media (organic content, community management) or paid media (advertising campaigns) before embracing the full breadth of the field. This helps them develop deep expertise. This way, you truly add value. Of course, there are also social strategists who can define the entire social direction.
4. Test & Learn Culture: At Draft, we place great value on practical experience. Our social media managers are encouraged to manage real campaigns, create content, and experiment with different strategies. We believe that learning from real situations is the key to sharpening their skills and effectively responding to market changes.
5. Continuous Education: We understand that social media never stands still. Therefore, we encourage our social media managers to stay up-to-date with trends and developments by participating in webinars, conferences, and following leading social media blogs and publications.

At Draft, we are committed to developing well-trained social media managers who are equipped to excel in the ever-changing world of social media marketing. This way, we can also add performance value to your brand. We achieve this within just a few weeks. Want to learn more? Then get in touch with us .

And so it happened; a really great group came to the office in the Hallen last Friday to attend the training. It was a pleasure to welcome you, Ingelise Driehuis.

During the training, we try to make clear that there are many tasks we now perform repeatedly. Often, these are tasks that take a lot of energy. These are tasks that you might be able to automate using AI.

And what time do you free up then? For the strategic projects where you make an impact and that also give you energy.

Want to join a fun AI training like this one too?

Get in touch with us!