Report: AI proliferation sees rise of new marketing leadership roles

IBM's 2019 Marketing Trends Report flags rise of 'martecheter' as AI fundamentally changes the marketing function

Data and artificial intelligence are fundamentally changing how marketing is deployed as the industry sees the rise of the emotion economy and the emergence of both the ‘martecheter’ and director of marketing data, according to IBM Watson’s latest report.

IBM's 2019 Marketing Trends Report says artificial intelligence (AI) is continuing to gain usage among marketing professionals, leading to a new breed of marketer emerging, and deeper personalisation for consumers.

The report details nine emerging trends, top of which is the rise of the ‘martecheter’, or the marketer with technical know-how beyond the traditional skills of CMOs.

It's also predicting the emergence of the ‘director of marketing data’ as the new marketing role to drive human and technology connections. This will enable artificial intelligence and machine learning-based marketing tools to analyse data and customer behaviour, make recommendations and predictions, and become smarter based on the data fed into them, the report stated.

These roles are being fuelled by AI and machine learning, which will increasingly be utilised in order to make hyper-personalisation a reality. This will change how marketers make decisions and deploy campaigns as AI analyses and delivers deep personalised content with massive scale.

Martech and adtech are also expected to converge thanks to AI. By achieving better data connectivity between martech and adtech stacks, marketers will have real-time understanding of customers and ad spend.

As a result, the report also predicted digital marketing agencies will transform into 'consulgencies'. This is a reflection of the increase convergence of consultancy and agency capabilities, driven by a need to build out expertise in AI, data integration, customer experience analytics, mobile app and custom solution development.

At the same time, consumer data regulations such as Europe's GDPR will continue to drive transformation, as marketers focus on data hygiene, security, and privacy, leading to better targeting and higher quality interactions.

The emotion economy is driving change, too. The report noted consumers are more likely to engage with brands that are authentic, meaning the brand holds strong convictions and delivers on them, versus experience alone. Marketers will need to trigger emotions to stay ahead.

Such customer centricity will also lead to marketing transformations. This will be supported by more experimentation using contextualised understanding of aggregated customer data across other areas of the organisation, such as commerce and digital teams.

Through all of this, agility will be key. According to the report, organisations driven by culture change and agile mindsets will widen their lead, especially where AI-powered marketing technology enables the right set of tools to align and measure the proper objectives and metrics.

"As marketers ourselves, we felt it was critical to dissect the industry dynamics that are reshaping the profession to help our peers set a strong vision for their organisations," said IBM Watson marketing's marketing programs director,  Michael Trapani.

"By understanding the transformative trends – from team structure, to the advent of AI-powered marketing, to heightened expectations for the discipline – the findings in the 2019 Marketing Trends Report will be indispensable for marketers."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in