The role of tomorrow’s Marketer

Opinion piece | | 4 min read

For years now, professionals have been worried about the effect the tech revolution will have on their jobs. If you compare the role of a Marketer to that of 10 years ago, there’s been a huge shift in their day-to-day with the inclusion of automation and data playing a large part in this change.

The life of a Marketer is fast-changing and it’s showing no signs of slowing down. In fact, in January it was reported that one in four jobs within Wales could be lost to robots by 2030. At a time where people are currently worried about whether their job will exist next year, we look at how the role of the Marketer will fare in this accelerating tech revolution.

Robots vs Humans

The age-old worry that “the robots will take our jobs” is more topical than ever. The rise of Automation and AI (Artificial Intelligence) along with the utilisation of data is enabling us to replace humans with robots to provide a more efficient user experience. It’s a sad state of affairs, but it’s the way of the world and very much a case of keep up or get left behind.

We’ve already started seeing cases of robots being utilised where humans once were. Chatbots are now favoured by customer service operators, with the likes of Pizza Express and H&M adopting AI generated robots to deal with customer queries. The likes of Google and Tesla continue to test self-driving cars, which will no doubt replace the millions of automotive jobs within the UK. And Amazon is seeking to nullify couriers with ‘Prime Air’, their drone-delivery system.

However, despite the surge of robots, Marketers can sleep easily knowing that as of this moment, they’re safe. In fact, with the tech revolution taking a further hold of day-to-day business, there’ll be more advertising channels available to Marketers everywhere. However, this will require the Marketer to revolutionise, and leave their old school tactics in the past.

The importance of understanding data

There’s a new digital channel popping up on every corner right now, and there’s no sign of this slowing down. As ever, it’s vital for companies to make sure they’re present in the same space as their audience, and with a multitude of channels available this is no small task for Marketers.

With all channels comes data, and nowadays Marketers are up to their ears in analytics. It’s gotten to the point where almost every digital interaction a user performs is recorded somewhere by someone.

Just recently Amazon launched ‘Amazon Go’, a grocery store that tracks every movement a user makes and every item they pick up, meaning they can walk out of the store without scanning everything, and be charged through the Amazon app.

It’s becoming increasingly likely that being able to read and understand data will be a crucial requirement for Marketers in the not too distant future. And so while this abundance of data may be accessible to marketers everywhere, the importance of understanding it and drawing out insights will separate who succeeds.

Automation & AI

Automation and AI are already important aspects of day-to-day marketing activity and they continue to get better. Despite 79% of ‘top-performing companies’ admitting to using Marketing Automation, and 85% feel as though they’re not using it to its full potential.

It’s clear that we’re not taking complete advantage of the tools available to us, but this isn’t to say Automation and AI won’t continue to advance. Fortunately for Marketers everywhere, rather than worrying about these technologies taking our jobs, we can instead look forward to the opportunities that will arise from them.

Capturing data will become more seamless, allowing more accurate profiling of customers. The customer experience will involve fewer humans and more bots – allowing for a more responsive and informative experience. And content will be served on a tailored basis – Automation will allow a personalised experience based on the data of users, which will ultimately enhance the user experience, and inevitably increase conversions.

If we look at the role of the Marketer 10 years ago, it’s safe to say things have changed quite drastically, so whilst we’re unlikely to lose our jobs, this new technology will require us to update our skill set if we want to keep up with the competition.

The role of creative

Whilst the average Marketer can expect to see a huge change in their day-to-day with the inclusion of AI and Automation, not much has yet changed for the creative-types.

We’re not yet seeing signs that the likes of Automation and AI can replace designers, but they can go a long way in assisting creatives in producing better work that is more tailored to their customer base. The likes of contextual, behavioural and psychographic data will go a distance in providing creatives with key information that is required in order to create a better user experience.

With data playing an increasingly vital role creative briefs will become more informed and therefore more structured, meaning there may be less creative freedom for designers to play around with. Whilst this may remove some of the sparkle from the perks of being a creative, it’s sure to enable data-driven design which we’re starting to see play a pivotal role in the creation of websites and adverts.

So it’s safe to say the role of the Marketer, whilst currently going through a phase of innovation, can expect more drastic change as we see the likes of AI and Automation become more predominant tools.

Those still applying old-school techniques will have to adapt in order to avoid being drowned out. Data will play a key role, and being able to understand it will be vital. The automation revolution is already very much upon us, but it won’t be long until it becomes the norm for all marketing processes.