"As Jenny's repeat guest, Alex brings battle-tested insights from his 18-year tenure at Meta, where he's witnessed digital marketing's complete transformation. He reveals his motivation for writing "Click Here" - the definitive guide to online marketing that fills a critical gap left by classic texts like Claude Hopkins' "Scientific Advertising." Alex argues that while technology evolves at breakneck speed, the core principles that drive marketing success remain surprisingly constant across decades."
"What You'll Learn: Alex's 18-year journey at Meta and his unique dual role in marketing and analytics The writing process and inspiration behind "Click Here: The Art and Science of Digital Marketing and Advertising" Why incrementality measurement is the key to marketing success The importance of North Star goals versus metrics How AI will enhance rather than replace marketing roles The timeless principles that have guided successful marketing for decades Team structures that work across different marketing eras"
An 18-year tenure at Meta combining marketing and analytics provides a long view of digital marketing's transformation and dual-role advantages. A modern manual updates classic principles like Claude Hopkins' Scientific Advertising for contemporary online channels. Incrementality measurement is presented as the key to assessing true marketing impact. Emphasis is placed on North Star goals instead of short-term metrics, and AI is framed as a tool that enhances marketers rather than replaces them. Timeless marketing principles persist across rapid technological shifts, and adaptable team structures help sustain performance across different marketing eras. Influencer marketing shows strong sales and retention benefits.
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