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Last month, MarketerHire customers hired a lot of growth marketers, per usual — but growth marketer hiring was actually down, month over month.

The paid social and paid search surge

Two other roles saw surging demand: paid social media marketers and paid search marketers. It seems companies are trying to adjust their performance marketing strategies in light of Facebook’s new, less granular ad attribution.

Ultimately, though, “the age of proper attribution, if it ever existed, is coming to a close,” according to Tracey Wallace, director of marketing at MarketerHire.

The age of proper attribution, if it ever existed, is coming to a close.

Owned audience investment begins to tick up

So brands are also investing in building “owned audiences” (not that you can ever really own an audience).

They’re hiring content marketers, email marketers and social media managers to lead the charge — and brand marketers to make sure all the different channels tell a cohesive story.