As digital technology continues to transform essential business functions and the skills required to deliver them, the need for leadership that can straddle the divide between traditional marketing and IT is increasingly apparent. It seems self-evident that AI-based models will dominate in a world where data-centric marketing is consistently delivering better results for businesses. As this ascendency becomes more apparent, marketing jobs will gradually become more supportive roles, with marketers working with AI and big data applications to get the most out of them.
But the importance of this responsibility shouldn’t be understated. Without non-biased human input, guidance and management, and without skilled marketing strategists and creatives on hand to put insights to good use, big data is too abstract and AI too easily led astray to function as an effective marketing tool on its own.
The vast majority of marketing professionals in this year’s survey share the view that technical expertise is now either “vital” or “very important” as a qualification for digital marketers. But what exactly does that mean? The rise of AI, machine learning and IoT enables technology solutions for many marketing tasks formerly thought of as requiring human intervention. They will no doubt replace others as they evolve. Marketing directors need to work collaboratively with HR to ensure that the skills they seek are suited to the technology they are deploying. Even more importantly, they will need to ensure that both are aligned with the strategy they aim to deliver.
This is an extract from our 2020 Globalthe latest marketing trends within the industry across the jurisdictions we cover: the UK, Germany, MENA, Asia and Australia. Download the full report by completing the form below.