Top 4 Ways Digital Marketers Can Beat Competition Amidst Increasing Automation

marketing automation
The role of automation solutions, like artificial intelligence (AI) and machine learning, is increasingly expanding in marketing. 49% of the companies are already using marketing automation technologies to improve their targeting capabilities and operating efficiency. This has led to a looming fear among some digital marketers that the machines can take over their job.
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.” – Wikipedia
Some advancements in the field of marketing automation are seriously worth considering, but thinking that it would eliminate the human role, especially in strategic and creative tasks, is mostly short-sightedness.
There are many aspects to the issue of marketing automation and decreasing human role that we’ll be dealing with in this blog. Keep reading to know what marketing jobs will get affected the most and how you can stay competitive amidst the looming danger.

Digital Marketing Jobs Affected by Automation Solutions

Jobs that involve calculative, analytical or overall a methodical approach would get completely taken over by automation and AI. Even creative people like writers would need to adjust their style and method to escape the danger.

i. Content Generation

Of course, AI writing applications cannot write opinionated articles, columns, or blogs, but programs like Wordsmith are turning out useful in creating regular, data-focused content. It can pick up from a dataset and structure a ‘human sounding’ article. In 2016 alone, Wordsmith produced 1.5 billion copies of content and is expected to grow in popularity in the future.

ii. Online Advertising

AI and machine learning algorithm models are increasingly utilized in every stage of online advertising, including targeting, ad bidding (programmatic advertising), ad placement, retargeting of ads, etc. However, companies still need people to do creative parts such as writing, designing, and monitoring ads. Furthermore, organizations would always want people to understand how a marketing campaign is performing or impacting their bottom line.

iii. Email Marketing

More frequently than ever, automated email programs are now used to direct and manage large-scale email campaigns. These programs are also used to personalize these campaigns using data collected from contacts. A few of them also use AI that is used to direct potential customers in the right direction.
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Further Reading

What You Should Do to Stay Competitive

Automation solutions, like AI and machine learning, will eventually expand their role in marketing. With that, new software and tools will keep coming forth that digital marketers will be required to master for staying relevant and productive. Those who understand this fact, but still not ready to learn how to use such software will find themselves in trouble. And, those with the curiosity and determination of continually learning and updating their knowledge and skills will be able to use automation to their advantage and become more competitive.
Here’s what digital marketers can do to stay competitive in 2019 amidst continually evolving trends and automation:

1. Develop Your Strategy-Making Skills

Digital marketing technologies evolve according to the changing user behavior. This means that as a marketer, you have the ability to foresee the upcoming shift in user behavior and the resulting technological trend, and based on that, rework and implement a new strategy before others could act.
One thing that will define your strategic skills is your ability to work with analytics tools such as Google Analytics. Even though algorithm-based propensity models can make better predictions on customer behavior and actions; ultimately, it’s you who will decide in which direction to take the campaigns based on your understanding of the various factors, including budget, market, and specific goals.

2. Become More Creative

Machine learning algorithms and artificial intelligence will undoubtedly grow smarter, accurate and efficient with time. But, that will mostly help marketers by allowing them to shed off the regular, less-creative tasks. That way, they’ll be able to focus on more important strategic and creative works such as content creation and distribution, ad strategy, outreach, and communication, etc.
Digital marketers will need to reinvigorate their content creation and communication skills so that they can take advantage of (rather than become a victim of) the automation technology.

3. Keep Yourself Updated

This goes back to strengthening your strategic and analytical skills. As a digital marketer, you’ll be required to think about your service from a jobs-to-be-done perspective constantly. If you keep yourself aware and updated, you’ll improve your ability to recognize what new jobs your client would require to get done the most, right after a new shift in the market or its technology.
Read digital marketing blogs, especially the ones that are about your specific domain. Attend webinars whenever possible, and also keep discussing your doubts and issues with your co-employees to get a deeper understanding of the subject. Doing so will help you stay competitive and always ready for whatever comes the way.

4. Upskill to Stay Competitive

Most digital marketers are fairly up-to-date with technological knowledge. They are also already versatile, with a range of skills. All they need is to adjust their strategies and upskill to stay on top of the changes so that they can remain competitive.
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Sangeeta Kumar

Sangeeta has over 8 years experience in IT and 5 years experience as a digital marketer. She has hands-on experience in most digital channels including SEO, Social, PPC and Email marketing. Her job profile as an internet marketer required her to handle and train teams for deliverables. She has trained and pushed team members to learn digital marketing concepts which are novel yet beneficiary for businesses.

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