This article by Cedric Chin is well worth a read, whether you’re a marketer or not: To Get Good, Go After The Metagame
Excerpt:
The best marketers play the metagame of marketing.
The metagame of marketing emerges from the fact that all marketing channels decline in efficiency over time. To hear the veterans tell it, Google Adwords in the early 2000s was like shooting fish in a barrel. By the 2010s, Adwords had become prohibitively difficult and expensive — its costs driven up by mainstream adoption and increased competition.
Similar stories have played out in the Facebook-owned ad ecosystem (think: Facebook, then Instagram, then Instagram stories).
The best marketers are therefore the ones who advance the best practices the fastest to keep ahead of the mainstream, or are able to identify and develop playbooks for new channels before the old ones become too inefficient to fight in. The quicker they identify new channels and the longer they keep their playbooks secret, the better the marketing game becomes for them.
Written by 
