Marketers see wins from machine learning and the rise of bots as ad tech capabilities increase. But there’s a catch. Many marketers are apprehensive of their job security given technology and algorithms are making up a large part of the marketing remit now.
Robots have already taken over a number of jobs, however in a fun little infographic the BBC believes marketers are one of the least likely job professions to be overtaken.
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But even if the robots do spill over into marketing roles, we’re pretty equipped here in Australia to deal with it. At least, that’s the findings from a new study from programmatic company Rocket Fuel and industry organisation ADMA (Association of Data-Driven Marketing and Advertising). The study collated the opinions of 100 different marketing professionals on where artificial intelligence (AI) was heading.
Some 80 per cent reckon AI will improve effectiveness and 74 per cent believe it will make their jobs easier. On top of that, nearly all marketers (92 per cent) say the rise of AI is inevitable.
But why are we so reliant on AI?
“As a whole, digital marketing and the media in general has become so complex – people are so multi-dimensional,” said JJ Eastwood, managing director in Australia at Rocket Fuel. Indeed, given the TV set is apparently dead, or at least on its way out, there’s a whole other range of ways marketers get their message out.
“Piecing all of that together and making marketing decisions on exactly when is the right moment to communicate with these people, that’s what’s become really complex,” said Eastwood. “That’s been coupled with the technology and is now able to interpret these vast amounts of data and build models and make decisions.”
Jodie Sangster, CEO of ADMA, said the challenge is the myriad of messages marketers try to disseminate.
“The role now, whether it’s automation or artificial intelligence, allows us to have different types of communication going to different types of audiences so we can have that relevance,” she said. “It’s something we couldn’t do on a manual basis. It’s essential moving forward.”
But she said we’re so obsessed thinking it’s going to take jobs away. That’s not going to be the case. Eastwood reiterated that while much of Rocket Fuel is automated, they haven’t seen the depletion of jobs.
When asking whether media agencies should be worried, as it could cut out the middle man, Sangster said they have to adapt with it.
“There are going to be parts of, whether it’s media agencies or any other agency, where with artificial intelligence and automation, part of their role will be replaced,” she said.
“But that should inspire them to find a wider remit of value they can bring to the customers.
“That’s a given. We’re going in this direction. It’s about preparation, not concern.”
*This article is republished with permission from B&T