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Adapt or Die: How to Thrive Amid Digital-Marketing Chaos

Originally posted on entrepreneur.

The key is proactively adapting now and forever.

When it comes to marketing, far too many entrepreneurs settle into a comfortable rut where they’re doing the same thing and getting increasingly diminishing returns. This leads to less exposure and declining revenue. Often, this happens slowly over time, until it hits a crisis point where they finally realize they have to take massive action to get back on track.

Marketing is a constantly and rapidly evolving field, so as entrepreneurs, we need to keep up in order to remain competitive and profitable.

We have to adapt if we want to not only survive, but thrive.

Facebook’s devolution creates uncertainty

Facebook was once a dream come true for , but if you asked those same people today, you’d get a very different answer.

Shortly after Facebook launched pages for brands, marketers jumped on board and learned that they could quickly build an audience of highly engaged fans who would see nearly everything they posted. It didn’t take long before the  juggernaut started ratcheting organic reach down.

Today, marketers are lucky if 1% of their audience ever sees their posts, forcing them to rely on paid ads to reach the audience they had already earned.

But Facebook’s problems don’t end with the death of organic reach. Even their  platform has become increasingly plagued with problems The company has chosen to replace most of its customer service staff with , but the AI isn’t quite ready for that yet.

Marketers, who were forced into running paid ads to make up for the loss of organic reach, are now facing a new and ridiculous challenge: Facebook’s AI gets it so wrong so often that, despite completely complying with their terms of service, ads are rejected, pages and groups are deleted, and ad accounts are permanently shut down.

When this happens, there is no one to talk to and typically no way to appeal the decision. This has caused many marketers — even some who were once Facebook’s most vocal advocates — to completely change their opinion on it being a viable marketing platform.

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