“Automation”, the word has become the buzzword in digital marketing communities recently. From social media and lead generation to email campaigns and PPC ads, digital marketing activities are becoming more programmed day by day.
In our day to day life, manual jobs are repeatedly being threatened by technology. But this reduced requirement of human participation is not inaccessible to traditional labor industries. As automation starts to permeate the online landscape, a similar type of concern come to our mind.
If you are in the field of digital marketing, you may be confused about what kind of effect automation could have on your career. It is true that automated technology is taking over nearly every facet of the online world and will continue to affect specific roles and jobs. But do you know which areas it will affect and how?
Let us find out how automation is changing engagement and customer experience in all aspects of Digital Marketing whether it is SEO, SEM, Email Marketing, Programmatic Advertising, or any other aspect.
Automation has increased the Competition level in job sector
With the adoption of computers in offices in 1970, the increasing use of this tech through 1990, and then the use of the internet around the year, 2000, digital marketing has already seen a lot of shifts.
And with today’s chatbots and self-serve kiosks popping everywhere, there are plenty of reasons for people in specific sectors to wonder whether their present job will exist in the coming years.
For marketers, the worry is almost the same. Automated outreach services are fast becoming more and more advanced just Like Artificial Intelligence-based programs like Siri, which works on voice recognition.
During the past and currently, there has been some debate on whether computers are responsible for stealing jobs or jobs just changed in nature, letting present employees move into similar but perhaps more engaging positions as they step away from monotonous work.
For marketers, there have been various shifts towards automation, shifts that do not necessarily see massive job losses as part of the outcome.
How Artificial Intelligence Will Bring Changes in the Marketing Jobs
Today Artificial Intelligence and machine learning are leading technologies in marketing, and they can be used for all types of activities. Marketers can use them to:
- Understand their audiences
- Streamline the content production process
- Personalize offerings
- Research more deeply
- Apply data fast to business decisions
- Collect and analyze huge amounts of data
Just like most of the technological changes in the past, AI will create a demand for new skills instead of taking jobs outright. We will still need people behind the marketing, no matter what. For example, we require people to wrote AI conversation programs and check chatbot conversations. Also, check the chatbot conversion game with the best digital marketing strategies.
Perhaps more significantly, we require people who can understand and communicate about huge amounts of data being examined- that is, they will explain, communicate, and apply the data to a business strategy. That is where predictive analysis might take over some statistics or math-related professions in some ways. But mostly just through calculation. These kinds of AI applications require people to guide them and understand them.
According to studies, nearly half of the 3500 marketers who were surveyed are using AI now, and this number should increase in the coming future.
AI can be useful for predictive analysis like lead scoring, which saves the time of the marketing and sales team, letting more accurate targeting efforts. For analysis and data gathering, AI is just going to provide people time to do other things as it calculates and assesses different aspects of the sales and conversion procedures.
How Will Automation Change the Customer Experience?
AI is already changing the customer experience in several ways. Messenger applications like WhatsApp are now extensively used for customer service. Chatbots can be employed worldwide to helps answer general questions or even customize experiences for buyers. They can assist customers to look for products and suggest them to buy. Although they are not yet advanced enough to provide detailed answers or handle conflict, they can take care of simple customer service queries that can eat up a lot of time. Walmart has robots to select products and add to the shopping carts, and this robotic picking is available at big warehouses like Amazon too.
Which Jobs are going to suffer?
As per the CB Insights, there are around 10 million U.S. jobs at risk with computerization. A few of them which are at risk are a warehouse, service, and retail workers. Some factories have already experienced some after-effects, and a few years ago, around 60,000 employees of Foxconn, the manufacturer of iPhone were swapped with robots.
Definitely, robots are taking over several facets of retail, as is eCommerce, so those who are already in the retail sector but not adept at digital marketing or ready to find any alternative solutions have jobs that are more at risk than those of online marketers when it comes to jobs. In the finance sector, AI is increasingly being used to make investment decisions.
Artificial Intelligence has already taken over some content generation and curation jobs, with programs like Wordsmith which helps to create automated content.
Artificial Intelligence is being used to direct and manage large-scale email campaigns as well as personalize them more directly using data collected from the contacts. There are several automated email programs out there, and a few of them utilize AI to help direct potential customers in the right way.
Automated ads are rapidly becoming the norm as platforms like Google Ads and Facebook increasingly turn to AI power for analytics, targeting, and data collection. Even at a small scale, this could save a company several dollars a year in manpower, so it is worth noting that this kind of software could replace professions.
But it also takes people to learn how to design, write, and check ads. In addition, people are still required to assist a given organization to understand how a specific ad or campaign is affecting their bottom line. Training may be another reason why organizations will want an individual who is well-versed in a certain kind of software.
What is your view on this?
If you consider automation as a threat and you are not ready to learn how to use this type of software, them, yes, your job is in danger. But, if you are continuously learning, as most digital experts should be, you will be able to use automation to your benefit and become more competitive in the market.
Technology keeps on evolving, and companies need to pay attention to current learning opportunities to avoid laying off those who do not appear as proficient at tech and applying new levels of technology.
Those who can adapt and train their teams effectively as well as understand how to leverage new tools like Artificial Intelligence will be more competitive. But we must be prepared for such changes, and this needs careful planning.
Training and Appointing
With automation becoming popular, it is difficult to hire those with online marketing skills as people simply are not being trained at traditional universities. Traditional marketing degrees are not placing the type of importance on technology that they need to so that marketers can be competitive in the sector.
Research has shown that about 40% of marketing job openings now need digital skills. There are more and more online jobs every year, and they are highly paid marketing jobs. Marketing agencies look for people who can handle statistics, analytics, and other kinds of big data. They must not only be able to manipulate big data, but they must also know how to use the right tools to do so in marketing and other areas too. In addition, they must be ready to learn to use these kinds of tools, even if they are not proficient in data analysis or math themselves.
Learning new skills is never a bad idea
We may not have too much to think about with regards to the number of jobs being “lost” in online marketing for two main reasons:
Online marketers are already dependent on technological knowledge and need to adjust their tactics and upskill to stay on top of changes and developments to keep themselves and their clients competitive.
Job descriptions are not as static or classified as they may have been during the past, and this is something that works to the benefit of marketers. While you may not have all the experience or skills listed, you possibly have most of them and a definite willingness to learn.
What is a bit scarier and something that all marketers must be cautious about is the speed at which technology trends are emerging and changing?
You must be active about staying updated on trends that exploit automation to improve a customer’s journey, generate high-quality leads, and multitask, and this is the case no matter whatever is their background or specialty.
Actively staying on top of the trends and updating your skills not just makes you stand out in your respective field, but it will impress people with whom you work. So, regardless of whether automation is “taking over” a specific job or not, the best online marketers make online learning and training the main concern.