The Impact of AI on Marketing Jobs
Marketing organization haven’t changed much in the last 40 years or so. But that’s about to change.
We live in a world of exponential change. As we have moved from the industrial age, to the information age, to the mobile age, we now are entering the age of artificial intelligence and automation.
Advancements in computing is making computers to reach human brain capacity by 2025. By 2050 the projected power of computing will reach the capacity of all humans on earth. Already today it is projected that soon, algorithms, automation and robots, will impact 1 billion human jobs in 2020.
It is safe to say that marketing organization are affected too.
But what will be the impact, and how can we prepare? That’s exactly the subjects of this blog post. In this blog post, I want to try to answer the following questions that relate to modern digital marketing organizations:
- What mega-trends are forcing modern digital marketing organizations to change?
- What will become the new reality for CMO’s?
- What is the impact of this on the tasks of people within a modern digital marketing organization?
- What should you do as a marketer to embrace this change?
How to avoid your marketing automation failure?
Many marketing organizations are looking into marketing automation.
Why? Because year after year they need to do more, with less.
By automating tasks, and by adding a number of intelligent marketing techniques, they think that their marketing operations will be easier to manage, and in the end their lead generation will run better.
But one should not jump into this technology too quickly.
What is the promise of marketing automation?
The promise of marketing automation sounds great.
- integrate your website with your e-mail engine
- automate the registration, confirmation and post-processing of webinars
- set-up lead nurturing campaigns
- get to know your prospects better and better through progressive profiling
- automation of e-mails (website, webinars, events, …)
- decrease manual segmentation, manual lead input, manual lead management, etc…
It cannot go wrong, or can it?
When considering marketing automation you should not jump into this technology without being ready, because you can fail at it.
In a great blog post on BrightCarbon, Joby Blume talks about what he considers the lessons learned after “his” marketing automation failure.
