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I work in digital marketing and really think my job will go in the next 10 years due to automation (if not in the next 5 years). I'm trying to stay a step ahea

I work in digital marketing and really think my job will go in the next 10 years due to automation (if not in the next 5 years). I'm trying to stay a step ahead and work "above the algorithm" - learning skills that will always be needed and can't be automated (creativity, team management, translating analytics into actionable insight). It's difficult to tell how quickly the need to adapt is and the best way to adapt to automation.

petra 9y ago
I've been thinking of getting into the field, so this is very interesting. Can you please explain a bit about how do you see digital marketing becoming automated ?
- benrmatthews 9y ago
  There are lots of tools out there that already have automation elements built in (e.g. social media scheduling, programmatic ads). This will only increase as AI gets integrated into the plethora of adtech and martech products. What will likely happen is that individual marketers will be able to do more with less, so marketing teams may well slim down to individuals who simply coordinate the tech involved. There are still parts through that need a human touch - such as creative work and translating data into insights/analysis for various stakeholders.
- jacobush 9y ago
  I'm guessing when they have your inputs and outputs matched in a hypercubed skinnerbox, "marketing" would seem as quaint as "alchemy" of yore. (If that is not clear enough - a scientific way to extract all your available economic margin by ways of manipulating you. Of course in a race with competitors to the bottom, knifing each other with the same algorithms. I should write a dystopic scifi book.)
- wastedhours 9y ago
  Creative and design may remain - but configuring and optimising CPC campaigns, content scheduling, automated comms (although the systems will have to be set up and reviewed), conversion tracking and targeting, converting assets to different formats, account managing agencies/clients etc... will all be up for grabs. I'd recommend looking into ways to create/review/optimise automations. That way you get to blend tech and marketing, and get to lead on integration of new technologies.

petra 9y ago

I've been thinking of getting into the field, so this is very interesting. Can you please explain a bit about how do you see digital marketing becoming automated ?

benrmatthews 9y ago
There are lots of tools out there that already have automation elements built in (e.g. social media scheduling, programmatic ads). This will only increase as AI gets integrated into the plethora of adtech and martech products. What will likely happen is that individual marketers will be able to do more with less, so marketing teams may well slim down to individuals who simply coordinate the tech involved. There are still parts through that need a human touch - such as creative work and translating data into insights/analysis for various stakeholders.
jacobush 9y ago
I'm guessing when they have your inputs and outputs matched in a hypercubed skinnerbox, "marketing" would seem as quaint as "alchemy" of yore. (If that is not clear enough - a scientific way to extract all your available economic margin by ways of manipulating you. Of course in a race with competitors to the bottom, knifing each other with the same algorithms. I should write a dystopic scifi book.)
wastedhours 9y ago
Creative and design may remain - but configuring and optimising CPC campaigns, content scheduling, automated comms (although the systems will have to be set up and reviewed), conversion tracking and targeting, converting assets to different formats, account managing agencies/clients etc... will all be up for grabs. I'd recommend looking into ways to create/review/optimise automations. That way you get to blend tech and marketing, and get to lead on integration of new technologies.