01 Aug Are Marketing Jobs Being Threatened by Technology?
Technology is now evolving on a daily basis, so much so that even millennials are hard pressed to keep up with all the developments. Last year, South Korea, home to industry giant Samsung where 5G was pioneered, gave businesses access to this new capability. The general public launch followed last spring. Technologies such as Artificial Intelligence, IoT (Internet of Things), Big Data and others are also continuously developing.
We are living in an era when marketing professionals are divided between those who call themselves digital marketers and those who simply choose to stick with their conventional methods. However, it is now becoming obvious that the distinction between the two is disappearing, and that the second group will sooner or later be faced with the harsh reality of our modern world.
If, as a Marketing Director, you are questioning the real value that these technologies can contribute to your daily tasks, the end of your career may be closer than you anticipated. In 2019, no marketer should be without some amount of knowledge about digital marketing. It has become part of the DNA and cannot be ignored. The days when you could say “Well… it can wait” are behind us.
If you are unaware of terms such as optimizing the customer experience or email automation, I have really bad news to share with you. Today’s marketer must stay abreast of new marketing tendencies, or risk being forgotten while the competition celebrates your lack of technology savvy.
You have to rethink your model to put technology at the center of your activity. This way it will all make sense and you will be able view technology as an ally, instead of a threat. Indeed, for some, technology can be scary. You don’t have to be a fan of the famous series Black Mirror to become somewhat weary; others are also worried about being replaced by machines.
Rather, even the most skeptical among you should learn to appreciate and use these technologies in order to take advantage of them and to hone their capabilities. In a study conducted by Deloitte, David Phillips compared futuristic companies to an automotive assembly line, where the machines are in the middle and humans are working around them to ensure that they are running smoothly, therefore contributing their expertise.
For example, robots can automate repetitive tasks that do not add value, allowing the human worker to feel more useful and more efficient as he or she focuses on much more interesting tasks. This does not mean that the machines are not capable of being smart; quite to the contrary, they can also behave intelligently, thanks to Machine Learning and the speed at which they are able to process information.
Marketing Automation is another tool allowing marketers to be more efficient and to refine their systems. There is no real reason to fear these developments. In fact, marketing experts should focus on how to make the best of these technologies to save time and energy, both of which can then be redirected towards more creative and complex tasks, rather than wasted on repetitive work. That being said, humans are equipped with an extraordinary capacity to be creative and to use good judgment, something machines will never have. As a result, humans are essential to ensure that the robots are working properly, just as technology is a key asset of the modern day marketer.
Is it because Marketing has become too complex for a human worker?
Marketing Automation goes beyond email campaigns. A large variety of tools are offered on the market that can communicate with each other and become more powerful with each new add-on. Take for example Customer Relationship Management (CRM) systems, such as Salesforce; Marketing Campaign Management and Tracking software, such as Pardot (for B2B business); Social Media Management applications or Production and Creative Management platforms.
Used efficiently, Marketing Automation can help generate high-quality leads, shorten the sales cycle, demonstrate an empowered marketing strategy and grow Marketing’s return on investment. Marketing is cross-linked to client experience optimization, so make sure you can make it unique with the help of Pardot!
In summary, technology alone is not enough. We need human workers to support and moderate the automation, and still humans are necessary to ensure that any automated customizations feel more “human-like”. It no longer suffices to use a simple (Greetings, First Name!) statement. On the other hand, we all know that humans are unable to compete with a machine’s ability to process data quickly or artificial intelligence, just as supercomputers have finally succeeded in defeating Kasparov at the game of chess!
By Hamza Ahmed-Fouatih, B2B Marketing Specialist