3 Predictions No Marketer Can Ignore - Marketing Careers
Many marketing experts have made predictions around what marketing careers will look like moving forward, giving insights into the probability of many minor roles becoming obsolete.
In light of technology developments and the work from home (WFH) adjustments many marketers have had to make, my predictions are:
1. Content writers will become editors: With machine learning and artificial intelligence, technology is writing content as good as, and in some cases better than, humans (content writers). For instance, machines are learning from content that already exists on the internet, and are able to write unique content based on algorithms that adjust to industry, focus and readers interests. What marketing professionals will need to do is edit the content as machines still are not 100% there. Rather than write unique content, marketers will need to be editing content that is close to being finished but still needs a human touch.
2. Marketing campaigns: Technology is already running marketing campaigns faster and smarter than a marketing professional can do. Where marketers are still required is in the area of setup and writing content based on various customer interactions. In the next 2 years, we will see the need for marketers in this equation be lessened and technology will not only identify what campaigns need to go out and when, but it will also develop the campaign and drip feed on 'real one-to-one customer engagement' marketing techniques.
3. Marketing management: Six figure salaries will become a thing of the past for marketing managers with technology solutions already replacing the function. Developing a marketing strategy has been replaced by Robotic Marketer technology and no longer requires a marketing manager to write, research or use experience to identify marketing campaigns with the highest predictability of success. Robotic Marketer automates the development of a marketing strategy using customer data, machine learning, artificial intelligence and big data. What this technology can do in 20 minutes, takes a marketer more than 50 hours to complete. The next function for a marketing manager is to 'manage marketing' but technology has already created AI-based marketing dashboards that not only give management a complete insight into all areas of marketing, but predicts and adapts marketing efforts to ensure marketing success. Companies are already using dashboards to disseminate tasks for the different disciplines around marketing and reporting accordingly - giving credence to the stance that traditional marketing management is a dying career.
We can't ignore the fact that technology is getting smarter, faster and more intuitive to the needs of customers. While WFH has given marketers lifestyle choices that working from an office may not have achieved, it has also made them more replaceable and leaders are seeking ways to improve their marketing function.
Careers in marketing that will last longer include data scientists, editors and creatives. At this point, no technology has been able to replace creative directors who are at the top of their game - but I may be eating my words with that one!
Image courtesy of Unsplash.com by Christopher Gower.