Is the Role of the Traditional Marketer Dead?
Marketing has seen a significant shift over the years – from the types of mediums used, to the intricacies of content developed. Advancements in technological automation and the rise of marketing artificial intelligence have raised several questions about the future of marketing and the professionals that manage the science.
Is the role of the traditional marketer on the verge of becoming obsolete? Or is it on the verge of becoming more essential than ever?
Read on to find out.
Tech Boom and the Rise of AI
Today, artificial intelligence is all around us. Seen in the introduction of chatbots, social media apps as well as content marketing. There is a growing number of companies that have already begun the shift into the digital space with the adoption of AI, thanks to the analytical nature of software and its ability to learn from large sets of data (usually unavailable to the traditional marketer).
Growing competition and changing behaviors have made it a nightmare to capitalize on opportunities available; limiting them to go to market faster. This has resulted in the rise of the ‘digital transformation’ of the marketing function, where automating traditional marketing tasks such as market research and advertising a heaven-sent solution to enhancing efficiency in workforce and resource management.
With a significant reduction in what was once considered core to the marketing role, it begs to question, have we been replaced?
A New Face To A Traditional Role
The short answer – no.
While customers have access to a larger pool of information, they have also become incredibly particular in what they consume – resulting in a lack of interest in the claims of advertisements and the talk of salespeople. Combine this with the ever-changing nature of the market and you’re left with uncertainty on what’s the best way forward.
Digitization of the traditional marketing role helps professionals play smarter not harder. Technology accounts for these pressure points and equips marketers with the information and tools to pivot to changing market conditions faster.
With artificial intelligence, marketers are able to make informed decisions in regard to marketing campaigns and appropriate channels, including paid search, key messaging, content, social media, and email marketing. It enables them to create new workflows, optimize marketing spend, establish cadences around content creation, drive predictive analysis, and develop powerful marketing strategies. In other words, it acts as a ‘smart’ marketing colleague that’s here to support, not replace.
Notable Mention in Marketing Technology
For example, when looking at the creation of marketing strategies. What traditionally would take marketing consultants months to develop, with marketing strategy technologies like Robotic Marketer, businesses are able to plan and execute within days. Old-fashion marketing models are increasingly ineffective, and businesses that stick to outdated strategies are likely to fail in the future.
Not having a plan is bad enough but having a poorly planned one is foolishness.
It’s been said that your most powerful weapon is rendered useless if it cannot be fired in the right place and at the right time. While developing a marketing strategy is a step in the right direction, it is of no value when not deployed when the iron is hot. The ability to respond rapidly and effectively to shifting trends and capitalize on available opportunities in a timely manner is a gift given to those with only the knowledge and means to do so. Robotic Marketer fills this gap, ensuring you always stay ahead of competition.
Robotic Marketer uses artificial intelligence and machine learning to deep dive into big data to transform sales and revenue goals into an actionable marketing strategy. No longer do tedious hours need to be wasted on creating a marketing strategy. By embracing these advancements in technology, marketers can produce higher standard, more data-driven, and results-orientated marketing plans that take into account what works and what doesn’t.
Utilizing Robotic Marketer allows you to spend more time executing your marketing strategy as opposed to putting it together. Although a marketing consultant is still needed to input data into the platform, AI is nothing without the right information. The quality, preciseness, and depth of information provided will significantly improve the result of the process.
Some may worry that the reliance on technology takes away from the creativity of the marketing process, but this is the golden opportunity for the practitioner to show their skill. With all the repetitive and data-ridden work out of the way, marketers have more time to explore innovative ways to execute the marketing strategy.
The Way Forward
A traditional approach to marketing is no longer feasible for the future of the marketing function. While people don’t necessarily dislike advertisements, they’re sick of seeing ones that may be irrelevant to them. With the help of technology, advertisements can now be perfectly targeted to specific customers, allowing people to see ads that actually relate to their current needs.
Marketing in the past relied on one-way communication and dissemination of information. Today, technology has enhanced our connection with the market, ensuring that there are conversations always happening both ways. As such, relationship building, and customer experience is integral to the new-age marketing strategy – something that can’t be automated or replaced.
The future of the marketing practice relies on constant adaptation. The modern marketing executive or manager understands that technology’s influence on marketing is here to stay, and instead of fearing obsoletion should consider how this tool can be leveraged to gain a competitive advantage and boost engagement.
Author – Anna D’Souza
Image source: Shutterstock (1674506680)