An Urgent Warning To Marketers
As I mentioned in the previous article, Marketing is among the top three career choices of Gen. Z according to Glassdoor, and a career choice of 60% of young people aged 16-21 according to a recent study by The Chartered Institute of Marketing.
This, as the proliferation of AI tools is multiplying rapidly, with marketing being a major segment. Popular tactical functions like Email Marketing, Social Media Marketing, Search Engine Marketing, Content Creation and Web Design are increasingly being facilitated by AI.
If you're an aspiring Marketer focused on learning the latest tactics, you are in danger. Recent graduates and entry-level Marketers will soon be forced to advance their skills more quickly than previous generations. As AI raises the bar, future Marketers will be valued for their soft skills and their experience in strategy, leadership, and management.
Of course, to lead operations, it's expected that you must also understand how the "sausage is made" so you can manage the "sausage making." But, with fewer people actually "making the sausage" in the future, the role of the Marketing operator changes, and fewer will be needed. Consider that average, run-of-the-mill Copywriters, Graphic Designers, Videographers, Coders, and Ad managers are already feeling the pressure.
According to a June 2023 LinkedIn / Ipsos B2B Benchmark analysis, some of the Marketing skills currently in greatest demand are:
Creative Strategy
Problem-Solving
Innovative Thinking
Entrepreneurial Mindset
Consensus-building
Forecasting
Risk Assessment
The time has come to elevate our skill sets. We must complement our tactical expertise with complex human skills and higher-level business acumen in order to survive. Instead of being certified on the next tool or tactic, develop your Strategy, Creativity, Vision, Storytelling, Empathy, Emotion and Innovation abilities. These types of proficiencies will keep you in demand as a Marketer.
I don't want you or your teammates to get left behind.
