New research from LinkedIn shows automation is set to infiltrate Australia’s marketing workforce like never before in 2020.
The 2020 Emerging Jobs Report uses data from the 10 million LinkedIn users in Australia to discern the booming jobs of the near future.
With the ‘tech boom’ well and truly in place, it is no surprise to see job roles such as cybersecurity specialist and data engineer make the top 15 emerging jobs list.
But the research also shows Australia’s marketing professionals are set to be impacted by digital disruption in 2020, as employers search for workers able to bridge the gap between digital innovation and customers.
“AI is spreading to all organisational areas, from IT to finance and marketing,” the LinkedIn report states.
“AI may not be deeply integrated into everything yet, but the trajectory is becoming clear.”
Specific to marketing, the role of marketing automation specialist finished in third spot on the list, below AI specialist and cybersecurity specialist.
The role is somewhat of an evolution from social media marketing.
A good marketing automation specialist can collect data from numerous different sources, including social media, and utilise it for pitches and business strategies.
“A marketing automation specialist is a great example of an emerging job that requires both technical and creative skills,” the report states.
“Marketing automation specialists are expected to use traditional marketing acumen, combined with digital technology, to generate and nurture leads, analyse workflow and identify tactics for improvement.”
In terms of skills, Marketo and Salesforce Marketing Cloud are a must, as is email marketing, digital marketing and CRM marketing.
Also relevant to the marketing space, the role of growth manager was ninth on the list.
Such a role could form part of any marketing team, says LinkedIn, with the core focus “to use growth hacking techniques to get more buyers”.
Again, it requires workers able to understand and interpret large datasets and use business development and marketing skills to bring these insights to consumers.
