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The tutorial discusses the increasing challenges in SEO, social media, and other marketing channels, including the declining effectiveness of emails and traditional advertising methods. As competition rises, achieving the same return on investment (ROI) becomes more difficult across all platforms, from inbound to outbound marketing. The speaker emphasizes the need for businesses to adapt to these changes and explore new strategies to counterbalance declining returns in various channels. They suggest focusing resources on conversational marketing and other promising avenues to enhance effectiveness in an evolving landscape.