Marketers not concerned AI will take their jobs: Rocket Fuel
Artificial intelligence (AI) is not a threat to markets jobs, according to 78% of professionals surveyed by digital agency Rocket Fuel. Rather, 80% see it as a useful tool for marketers as they seek to exploit the growing amount of customer data to drive return on investment. However, many marketers are overwhelmed by the volume of data and are not able to fully take advantage of the opportunity.
The debate around AI threatening human jobs continues to get media attention. Many high profile individuals, including Professor Stephen Hawking, have put forward their opinions but what do marketers really think? We believe in that AI applied in marketing will directly benefit consumers by delivering a more personalised experience, but is this the common belief? We took the issue directly to the industry and asked marketers across Europe how they felt about the role of AI in the industry. More than three quarters (78%) told us that they are not threatened by data and technology replacing their jobs.

Instead of being seen as a threat, technology adoption is seen as a skill that is increasingly important to success according to 8 in 10 marketers. As technology continues to become ubiquitous in the lives of consumers, the volume of information that is created and available to marketers provides opportunities to deliver more targeted and tailored campaigns which deliver real, tangible return on investment (ROI). But only if it is actioned efficiently and effectively to meet the demands of the consumers.

Consumers move across a number of devices in their purchasing journeys, and operate without restrictions on timings. They also demand more speed, personalisation and accuracy of delivery in their online lives. As a result, marketing must be in the moment and on point. This is highlighted by data analysis and data management being cited as the top two skills needed by the successful marketer today.

Yet despite the array of data available at the fingertips of marketers, most are not utilising it to its full capabilities because the sheer volume is burgeoning and there is a major challenge in creating actionable insights from it.

Marketers deal with three main sources of data: first, second and third party.Analysis of this wealth of data can enable brands and skilled marketers to identify how, where and when to reach and influence customers to greatest effect, and get the best ROI.

Without effectively actioning first party data, much of retargeting spend is wasted on prospects that might not have substantive interest, who show behaviour that indicates purchase intent where none actually exists, or worse have already converted. The role of AI technology, in this case machine learning, is really critical for maximising the speed and accuracy of this delivery.

AI enables machines to learn which means the technology can automate processes, analyse information quickly and translate complex data into actionable insights for the marketer to act upon. AI can analyse data to include millions of attributes such as demographic, behavioural and contextual attributes. It’s not just location, time of day, current site, and current device that has a bearing on targeting. Recent events also need to be considered, such as ads clicked and websites visited that day, as well as long-term factors like browsing habits, purchasing behaviour, and interests. All of this is equally crucial in determining the likelihood a consumer will take the desired marketing action, supporting the marketer in reaching them at the moment they are most likely to buy.

Honing technology, data management and analysis skills can effectively utilise data in order to see the channel, device and objectives together, instead of in silos. This allows brands to have a comprehensive view of its customers and act on data that delivers relevant, unobtrusive content to drive business results.

AI is not a threat to marketers, it is an opportunity to finesse and deliver campaigns that hit customers in the moment and, critically, deliver tangible ROI to the business. In the next five years, we expect to see a swift uplift in the way these technologies are embraced and deployed by brands and agencies. Central to this will be technology adoption which will continue to grow in importance, enhancing campaigns and becoming a crucial characteristic of the successful marketer.