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SERIAL MARKETER WEEKLY
Issue 123: A Golden Age for Agency Bots
From Serial Marketer: "The Cutting Edge of Marketing”
serialmarketer.net
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Last week's column described how the pandemic will play into the foundational and growth stories of the next hot agencies. It led to a lot of fun responses, including some people filling me in on what it was like to produce some of the first groundbreaking digital work.

There's one angle that I wasn't thinking about that came up in several conversations recently: what role will AI play in the growth of the next great agencies?

One of my favorite projects I ever worked on was a study I orchestrated with the team at Sysomos (now under Meltwater). The result was a presentation still available, and not as dated as I'd expect (minus some "My Little Pony" references), "Marketers' Hopes and Fears for Artificial Intelligence."

The angle that most fascinated me was the role that AI was starting to play in the creative process. It was clear that AI wouldn't just replace jobs on the science side of the business but also the art. 

In this emerging era, some creative professionals will thrive thanks to their own experience and originality. Many others though will get ahead by feeding algorithms inputs adhering toclear brand guidelines and then serve as the arbiters of the best work resulting from that.

You can try out some version of this yourself with various next-gen technologies. Marpipe is a multivariate testing platform where you can generate tons of creative and perform experiments on what works best. Copysmith uses AI to generate text to use in ads, product descriptions, metatags, and other applications. Lately generates a ton of creative iterations of social posts to run across channels. Vestorly (a client) takes first- or third-party content and personalizes websites and emails with what's most relevant based on audience engagement. 

Beyond all of those, a growing share of examples of my favorite tech offerings on my ever-growing spreadsheet at mrktr.net/toptech are AI powered.

As for where I stand on how good or bad this is for the workforce, I'm cautiously optimistic -- and I'm more optimistic now than I was when working on the Sysomos research.

Some people will lose their jobs, or probably should given how these technologies, as they improve, will reduce the need to keep throwing head count at various problems. But marketing keeps growing more complex, and while that isn't great for marketers or consumers, it does mean that there are so many problems to solve and a plethora of ways to solve them. In a non-pandemic year, that translates to lots of employment.

That means the next Agency of the Decade is probably one that will look different in many ways. This decade, it'll still be led by people who know how to come up with and champion bold ideas, albeit ones supported by data and algorithms.

Maybe next decade, it'll be a shop that can recognize the boldest ideas that AI will generate.

And perhaps the decade after, we can hope Andrew Yang's vision of universal basic income takes hold so we have a backup plan if AI is doing all the work for us.

David

PS: While they're not sponsors, conversations with Marpipe and Copysmith led to them extending offers to the Serial Marketers community, and you as a reader benefit too. Marpipe is offering a 7-day trial and then $125 in ad credit through this link, while Copysmith is giving 35% off for 3 months with the code SERIALMARKETERS (premium subscribers to the community get even better deals; I can share more info if interested).  

PS 2: I'll take next week off for Thanksgiving and will come back December 2. That night, we have First Wednesday, and we have a few more exciting Salon speakers and Upstream events, so be sure to finish the year strong and make some connections that can give you a head start on your 2021 plans. 

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2021 Social Media Trends: What the Experts Say

Power up your marketing strategy and discover the top ten trends that will matter most next year. Download the #SocialMediaTrends2021  eBook, filled with expert advice from 70+ industry leaders. 
https://bit.ly/35etu4Q

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LEARN. TRY. SHARE.
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THE MECHANISMS BEHIND MEKANISM
Jason Harris has the honored distinction of being the first new contact I made in person, and I believe the only one, during the pandemic, after we met through a mutual friend. This is a terrific interview of his. I'm particularly drawn to his "Never Be Closing" advice. 
https://thehustle.co/jason-harris-q-and-a-trung-phan/

KASPAROV CHECKS QUEEN'S GAMBIT
I haven't loved the series as much as everyone else seems to, but this interview is so good that I will give it another shot.
https://slate.com/culture/2020/11/queens-gambit-garry-kasparov-interview-netflix-chess-adviser.html

Thanks to Michael BrowneMichael Marzano, Claudia Strauss, E.B. Moss, Candice Grobler, Keren Unrad, Jaimee KniffenChris GorgesDon Steele, and Rachel Pasqua for spreading the word about the newsletter recently.

Here's your own personalized link, with more referral rewards for sharing the newsletter. Visit https://referralhub.page/serialmarketer to see how you're doing. 

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Share via: Email | Twitter | Facebook | LinkedIn

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EVENTS
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Please send over any events you're hosting or attending, and I'll add them to the list. All events below are virtual, and all times are EDT.

SERIAL MARKETERS SPEEDUPS
December 3, 12pm
December 17, 12pm
Join the virtual 1:1 rapid-fire speed-meeting event to connect with fellow Serial Marketers, hosted on the Upstream app. 

SERIAL MARKETERS SALONS
Tuesdays, 3pm
RSVP on our private Meetup (request access if you're not there)
-12/1: Resume Brand Strategy with Ali Roth, Executive Resume Writer, Ali Roth Writes
-12/8: The Real Meaning of Community with Bilyana Freye, Co-Founder and CEO, Orbiit
-12/15: Member Holiday Extravanganza featuring guests from throughout the year

HOW TO USE ANIMATION AND PERSONALIZATION TO DELIGHT AND ENGAGE
November 19, 1pm
Adding animation in email can increase revenue by 109% So what happens if you combine personalization and animation into your emails? Join our three speakers, Zembula CEO, Robert Haydock, Regional Director of Business Development at Listrak, Arthur Tschopp, and Lee Martinez, Senior Web & Email Designer at Hawke Media in this webinar as they discuss animation in email and announce an exciting new animation feature of Zembula.
https://us02web.zoom.us/webinar/register/2616043374053/WN_OO-PjmGdRwWVKr39XV49pQ 

13TH ANNUAL LGBTQ MARKETING & ADVERTISING SYMPOSIUM
November 19
"Each year, CMI produces our signature LGBTQ Marketing & Advertising Symposium (now in our 13th year) for marketing/advertising/communications professionals. The event is held in collaboration with, and hosted by Google NYC."
https://cmi.info/lgbtq-learn/

THE FUTURE OF MARKETING ROI
December 2
1-2:30pm
Are you ready for the seismic changes to media consumption, advertising spending and identity changes accelerated by the pandemic? You will be. Presented by Research Wonks and DISQO.
https://www.disqo.com/events/advertising-measurement-next/

FIRST WEDNESDAY
December 2, 6pm
First Wednesday keeps going strong. We have dozens of people RSVPing for this fun NYC tradition led by Zack Rosenberg. Len Bilello might even by you a drink.
https://www.meetup.com/Serial-Marketers

SOCIALFRESH CONFERENCE 2020
December 8-10
Social Fresh is for social media marketers and business owners. Attendees return year after year for inspiring and actionable training, presented by the smartest folks in the industry. The experience is world-class, the marketing lessons are always fresh, and you’ll leave with a path to move your social media to the next level! Attendees include B2B and B2C companies, Fortune 500 brands, Agencies, Small Business Owners, Government, Finance, Higher Ed, Retail, and Nonprofit.
https://conference.socialfresh.com/social-fresh-2020-live-conference-pass/myn4m

SXSW ONLINE
March 16-20
I'm not sure if Stubb's delivers to me, but I'll be seeing if they can capture any of the magic with the online festival. "Register today to take advantage of the unique opportunities this event has to offer, including keynotes, Conference sessions, Music Festival showcases, Film Festival screenings, world-class networking, and the unexpected discoveries that are always a part of SXSW, all in a digital setting."
https://www.sxsw.com/attend/

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JOBS
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Keep checking out the #jobs channel in Serial Marketers for more. Here are some great opportunities shared there or sent to me directly.

(MAJOR MEDIA COMPANY)
NYC or remote
-Head of Media Studio
-Head of Creative Studio
I have a recruiter with two terrific job specs for a major NY-based media company. Check the Slack group's #jobs channel for more details and how to apply or get an intro.

EQUILIBRIA
Performance Marketing Leader
Remote
This is from my friends at Hunt Club. If you're a good candidate for this, let me know, and I can refer you. The job is not listed publicly. 

Hyper-growth mindset who thrives on iterating quickly with limited structure, the future Performance Marketing Manager has: 

  • 6-10 years of experience in eCommerce digital marketing
  • Demonstrated history of running and optimizing omnichannel campaigns to drive rapid new customer acquisition while growing average customer lifetime value
  • Experience in SEM, SEO, display, social, email, traditional/OOH, direct mail, etc. and should be comfortable managing budgets up to or in excess of $10M/year
Equilibria (“EQ”) is a premium, high-growth, direct-to-consumer CBD platform for women. We are dedicated to restoring balance to our community — physically and mentally — through our high-quality CBD products, personalized dosage support, and digital journey accompaniment. 

CARS.COM
VP Growth Marketing
This is from my friends at Hunt Club. If you're a good candidate for this, let me know, and I can refer you. The job is not listed publicly. 

With extensive media and performance marketing experience in an eCommerce or marketplace, the future VP of Growth Marketing has: 
  • 10+ years in a leadership role within marketing and/or growth with experience proliferating consumer-facing digital products and services
  • Strong ability to grow and coach internal “hands-on keys” marketing talent
  • Expertise in performance marketing – SEM, Paid Social, and SEO
Cars.com is a leading two-sided digital automotive marketplace that creates meaningful connections between buyers and sellers. Launched in 1998 and headquartered in Chicago, the company empowers consumers with resources and information to make informed buying decisions and enables advertising partners with innovative digital solutions and data-driven intelligence to increase inventory turn and gain market share. 

THE HONEY POT COMPANY
Chief Marketing Officer
This is from my friends at Hunt Club. If you're a good candidate for this, let me know, and I can refer you. The job is not listed publicly. 

Looking for: Proven success in developing and leading an end-to-end brand and marketing strategy in the consumer space, the future Chief Marketing Officer has: 

  • 10+ years of experience within CPG with D2C + Retail Experience (Ideally within Beauty, Health & Wellness, Food & Beverage)
  • Skillset of classically trained marketer: able to formalize brand pillars and brand architecture, owning product development from ideation through commercial distribution
  • Proven ability to scale a company from to exit within 2-4 years
  • Mentality of a go-getter, someone who can adapt easily, operate in a fast-paced environment, and roll up their sleeves to execute
  • The Honey Pot is a plant-based feminine care system, that provides women with a healthy alternative to feminine care that is free of chemicals, parabens, carcinogens, and sulfates. Our washes are gynecologist approved, clinically tested and pH balanced. Say hello to the future of feminine care.

CINTANA EDUCATION
Head of Global Digital Marketing
Remote
This is from my friends at Hunt Club. If you're a good candidate for this, let me know, and I can refer you. The job is not listed publicly. 

With 10-15 years of experience in the marketing arena, the future Head of Global Digital Marketing has:

  • Experience preferred in the B2C or services space (e.g. financial services, insurance, mortgages, etc.)
  • Ability to mentor, advise, and support affiliate universities with all aspects of digital marketing (inclusive of SEM, SEO, PPC, SMM, Content Marketing, Email Marketing, Influencer, and Affiliate Marketing)
  • Knowledge and calibre to lead customer acquisition through digital channels (inclusive of CRM configuration and analytics and sales force design and optimization)
  • Experience in developing, monitoring, and reporting on all relevant digital marketing budgets

CONEXIUM
Enterprise Account Executive
Dallas
This is from my friends at Hunt Club. If you're a good candidate for this, let me know, and I can refer you. The job is not listed publicly. 

Having demonstrated experience with strategic selling methodologies, the future Enterprise Account Executive has: 

  • Proven success in B2B Enterprise SaaS or Software business application sales exceeding a $1M+ quota - bringing in average deals of $200k
  • Has been able to drive sales cycles forward in their prior experience 
  • Can quickly articulate value prop and be an effective communicator
  • Experience navigating large/complex enterprise businesses and accessing the key stakeholders
  • Operates as a collaborator – does not have a lone wolf mentality
EIGHTFIVE PR
Graphic Designer
NYC / Remote
This is a great firm my friend Mark Lee shared in Serial Marketers: "We offer a unique opportunity for a graphic designer to help us develop and expand multiple brands as part of a startup studio. You’ll be working on multiple projects dependent on the needs of each client, with a focus on digital assets. This is a full-time contract position, with opportunity to transition into a permanent role on the client side."
https://angel.co/company/eightfive-pr/jobs/997608-graphic-designer

DUARTE
Digital Marketing Generalist
Remote
Via a friend who posted this in Slack -- find her there or I can make an intro: "This new Digital Marketer role will support long-term, sustainable revenue growth in our core markets by planning and deploying all inbound and outbound demand generation activities for Duarte and optimizing multi-channel campaigns for the best ROI. While this role will report into the Director of Marketing, it will collaborate with a range of teams within the company—including product, sales, customer success and operations—to understand business requirements, offer informed recommendations, and provide proactive and timely execution."
https://recruiting.paylocity.com/Recruiting/Jobs/Details/329725

Other job resources:

  • Ad Ops Online: Job listings for ad operations, programmatic account management, sales operations, and more.
  • Advisable: Get instant access to top marketing freelancers
  • AMA Job Board: Listings from the American Marketing Association (maybe you can also ask them anything)
  • Built in NYC: Jobs at a range of levels and functions, as long as you're okay working in this quaint, backwater hamlet.
  • CareerList: Here's a form for companies hiring and a form for job seekers; here's the public list with tabs for both 
  • Content Writing Jobs: Content marketers, enjoy
  • Creative Women of Color: List yourself in the database and find talent, via Women Who Create
  • ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
  • GLG: Get paid to share your topical expertise; it can lead to some interesting conversations at a potentially decent hourly rate
  • Grace Blue Transitions: A portal for hirers and seekers with resources from this exec recruiting firm
  • The Hired Guns: An array of jobs in marketing and related fields at brands, agencies, and media companies
  • Hue: Amplifying voices of people in color working in marketing
  • Hunterz: A way for connectors to get paid to introduce startups to large enterprises
  • Lead5: A paid service for executive roles, plus intel on changes with companies and PE investments; you can try a risk-free weeklong trial to see if it's any good for your needs
  • Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
  • NYC Ad Jobs & Networking: A popular Facebook group
  • One Club for Creativity: COVID-19 jobs Board
  • #OpenToWork: There's a channel in Serial Marketers where you can share what you're looking for
  • Pangea: Where you can hire college freelancers (and college students can get gigs)
  • Pocit: A platform connecting people of color with jobs in the tech industry
  • Remotists: Remote startup jobs, chronicled weekly
  • Startup.Jobs: There's a section for marketing jobs
  • Teal Job Tracker: A free Chrome extension to manage and enhance your job search
  • TechNY Daily: While more technical, there are also some sales and marketing jobs at NY startups.
  • VC Job Boards: AlephEniac Ventures, PearSequoiaUnion Square Ventures
  • VentureLoop: Free startup job listings; their paid option is $15/month and might surface more leads (but it might not).
  • Wanted: Wanted helps top talent in tech and marketing find a job at your desired pay. Plug in your salary, stay anonymous at first, and connect with companies that want to recruit you.
Do you run or enjoy other job listing sites? Let me know, and I'll share them.

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