Today's digital marketing demands require embracing new tech and innovation such as programmatic marketing (PPC, etc.) requiring manual intervention to find the right parameters, SEM analytics needing knowledgeable interpretation, location-based promotions needing the right offer at the right time, and video marketing requiring a solid understanding of the audience.

Social and video marketing, analytics, organic SEO,  ads, programmatic marketing, in-store mobile offers, content marketing and other digital techniques are all changing the profession, but the basis for long-term success is unchanged: Human marketers must be determined to adapt.