How has the role of digital marketers changed over the years?

According to Brian Halligan, the marketer's role has dramatically transformed from being arts-and-craftsy 20 years ago (focused on PR, trade shows, and advertising) to becoming far more technology-driven with greater influence on the business process. Today's digital marketers must manage multiple layers of the funnel, working both on and off their website. They need to build communities across platforms like Google, Facebook, and Instagram to attract strangers, convert them to visitors, and guide them through increasingly complex buying journeys. The modern marketer has become more crucial to companies than even five years ago, as they now orchestrate the entire customer journey from acquisition through engagement to repeat purchases.