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."

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