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You're correct that there certainly a lot of snake-oil merchants out there. But they're not just limited "new" media channels. Just as many slimeballs in the traditional world.

I'm going to get crucified for this, but paid advertising is somewhat analogous to software engineering/developers. There are many languages/platforms/technologies out there. Some old, some cutting edge. Each one most likely has it's own syntax/terminology, patterns, approaches etc.

So when hiring a full stack engineer, you look for someone who cuts pretty deep across a few key areas, but can also roll up their sleeves across the stack if need be. Example: Ruby Expert, Getting into Angular, and knows how to provision AWS if need be.

Same thing with full stack marketer. If you know Google Adwords, Content Marketing and a bit of PR are your core, then optimize your hire for that.

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