Three-quarters of marketers aren't scared of tech replacing their jobs, survey says
Marketers aren’t scared by the rise of automation and an increasing presence of tech in their daily working lives. In fact, 80% said they believe adoption is a necessity for success.
Rocket Fuel recently asked over 320 marketing professionals for their view on the industry, coming to conclusions from the data like the ones above.
While mainstream media is rife with headlines such as, “How to not lose your marketing job to a machine”, the data shows marketers may be far less worried about this than they’d appear to suggest. 78% told Rocket Fuel they that don't feel threatened by data and tech replacing their jobs.
Indeed, tech such as programmatic advertising has been a boost to the industry, and 83% of marketers said they think this has bumped up the value of display advertising.
How best to measure ROI?
There’s a bit of a problem, however. As tech adoption increases so too does the amount of data collected on consumers, and with it the confusion as to how best to use it, reaping and measuring ROI as they go.
Constantly learning what kind of users show interest in your products or act similarly to your existing customer base is paramount to keep growing that bottom line
Marketers do of course recognise that there’s an opportunity to do more with customer data - 95% in fact - and with increasing transparency in campaigns leading to a pressure to prove that campaigns are effective, some marketers are hitting a brick wall.
In fact, 60% of marketers told Rocket Fuel that it’s getting harder to choose the correct campaign success metrics.
We all know by now that consumers aren’t tied to just the one device, constantly switching between smartphones, PCs, smart watches, laptops, tablets, etc, throughout the day. So it does make sense to have a single customer view that’s addressable at all times, across all devices, Rocket Fuel argues.
This gives way to make advertising more relevant and ‘in the moment’, particularly at the times customers are most likely to make a purchase. Given the increasing pressure on budgets and ROI, brands should perhaps be looking to bring in some form of real time assessment of data.
Direct response data
Another worry marketers have is the use of direct response, or direct marketing, data in their brand campaigns. According to the survey, 18% aren’t using direct response data but 86% want to be. So what’s stopping them? Possibly time, budget and training, but the benefits to using this are highly commended by Rocket Fuel.
“Insights from direct response campaigns add value to brand strategy and creative. Constantly learning exactly who your customers actually are and moreover, what kind of users show interest in your products or act similarly to your existing customer base is paramount to keep growing that bottom line,” said David Gosen, managing director and SVP international, Rocket Fuel.
While tech is certainly seen to be helping the marketing industry, there seems to still be a bit of a skills gap when it comes to analysing and using the data. Perhaps it’s time to look at convincing your MD to increase their marketing tech budget or failing that, hiring a data scientist?
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