In this guest post, GM of financial services agency Yell, Helen Harris (pictured below), says with the advance of martech, marketeers need to be one step ahead of the game if they want to remain relevant…
According to the Australian Bureau of Statistics, 1.4 per cent or 268,000 of Australians aged 15 and over reported being retrenched from their last job. Add to that five million jobs — almost 40 per cent of Australian jobs that exist today — could disappear in the next 10 to 15 years because of technology, according to analysis by the Committee for Economic Development of Australia.
In 1965 Gordon Moore the co-founder of the Fairchild Semiconductor and Intel published a paper observing that as technological power doubles, the cost of technology is halved every two years. What has become known as ‘Moore’s Law’, essentially means that innovation in technology will continue to accelerate.
One of those disciplines most keenly impacted by the rise of technology is marketing. Martech is disrupting both agency and marketing roles, changing engagement models and career progression.
The ‘good old days’ are long gone
When I started out as an an agency account manager, the role was essentially a ‘dabbler’, meaning you were required to wear many hats in addition to managing client relationships, strategy and project management. You needed a good understanding of media, production and creative to have informed conversations. Over time however, the scope of the role began to shrink as specialists appeared, such as the strategic planner, who were much more focused and much more expensive.
Today, the impact of technology and the acceleration of change has seen a proliferation of these roles, focused on specific channels, all of which are increasingly siloed. Put in the context of a marketer and these changes are even more pronounced. The proliferation of data, personalisation and the emergent technologies such as virtual and augmented reality, machine learning, AI and the Internet of Things is placing greater pressures on those charged with growing the bottom line to be across all of these developments.
The world of ‘always there’ is here
In addition, consumer needs and the nature of service delivery has significantly evolved. Where marketers were once just asked to deliver big brand and sales driven campaigns, the emergence of multiple channels, technologies and increased personalisation mean that one big broadcast idea won’t fly anymore and that multiple test and learn applications of an overarching creative concept is becoming the norm.
With the advent of ‘always there’, technology-led models, marketers need to develop a more collaborative and continuous relationship with the consumer. To achieve this they need to adapt to the rapid evolution in martech to support the customer experiences consumers are increasingly demanding. The age of the multidisciplinary marketer is well and truly here.
Agility is the name of the game clearly, but it’s important to stress there isn’t a one size fits all approach. With this almost continuous change of both skills and application, having a plan on how to future proof your career is now a necessity. But the pace of change is now so rapid that many marketers career plans become redundant pretty quickly.
Instead, planning should be focused on the ability to adapt and embrace the new and build resilience to change. In essence, it’s empowering you to plan for things you can’t plan for, knowing that this is normal and actually can be exhilarating, if a little scary at times.
Being curious, looking for inspiration out of your network and immersing yourself in the latest tech trends is one way marketers can arm themselves an tackle digital disruption head-on. But it’s important to remember that technology is a tool. The one thing it can’t replicate is a marketer’s ability to provide insights through empathy, emotional intelligence and creativity (well at least for now).
As the statistics show, technology is already forcing changes in Australia’s employment market. For marketers to avoid joining the 40 per cent of jobs that will disappear in the next 15 years due to the technology revolution, decisive action needs to be taken now.
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]