How do we imagine the future of work for marketers and how can we be prepared?

By Lucia Pons

Marketing brain

We have watched a lot of movies; read books; and articles that try to predict the future or inspire ideas about what the future is going to be like. Flying cars, robots controlling the earth, or eating capsules and pills in place of meals have been common themes of controversy in the last 50 years, but the future is already here.

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Digitalization and globalization have changed the way we live and work. Even if they are not accessible to most of us, we already have flying cars, robots as smart as humans, and capsules to substitute meals.

Moreover, we are experiencing these changes at work. Who would have imagined 5 years ago that we would all be working from home or in a semi-hybrid model? Who would have imagined that there would be a platform able to recommend movies based on your preferences or an intelligent platform that performs better every day to choose the relevant ads for you? Who would have imagined the possibility of working from the U.S. market while you are based in Spain? 

Technology and internet access have changed the way we work faster than ever, and the environment we are living in is forcing us to move faster as well. Covid recently created the necessity of bringing all new technologies and resources used at work together, and in less than a month, powerful platforms started to emerge from all over the world to solve the problems we were facing. This is only the beginning.

Marketing departments are always forced to adapt to new trends, technologies, and strategies as we need to be moving as fast as the market does. As marketers, we need to go one step ahead and be capable of integrating all new technologies faster and more efficiently than our competitors.

From modern trends to strategies to new technologies, we will take a look at the changes that are coming, and what we can do to be prepared. The fact is that technology, in addition to creating amazing cars, is also making a huge impact in our workplaces. 

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New trends

You probably know at least a few people from the “new generation," or you may even be a member of GenZ reading this. People from more recent generations are a clear reflection of the future: digital natives, pragmatic, politically progressive, alternative. They have an open mind, are willing to travel, embrace diversity, and don't just follow the rules. 

And, as marketers, we need to be prepared to adapt to new people and new generations. Maybe your current company is not targeting recent generations, but your target audience, no matter who it is, is going to go through changes. 

Personalization is a common trend these days, and technology is letting us bring personalized content to other levels. Users don’t just expect to receive an email with their name; they expect you to know who they are, what their last search was, and that you send them specific content related to them. If not, they just find someone that does it, and I assure you that there is.

Businesses are going to become socially conscious. 77% of consumers prefer to purchase from companies committed to improving the world, and investors agree that a company’s efforts to help improve society and the environment contribute positively to stockholders’ return on investments and influence their investment decisions.

You don’t only need to be recycling at your office; your customers expect you to provide an amazing environment that takes care of the planet. This includes the customers, employees, suppliers, and the communities you are related to. 

77% of consumers prefer to purchase from companies committed to improving the world, and investors agree that a company’s efforts to help improve society and the environment contribute positively to stockholders’ return on investments and influence their investment decisions.

How to be prepared?

It’s time to change, not for today, not for tomorrow, but forever. It’s important to be prepared to change and to adapt quickly at work. The era of losing hours trying to create the best ad to impact your customers has ended. Now, dedicating a year to creating an amazing campaign is not an option anymore. 

Adaptability and fast change should be on your mind every day.

Always listen. Listening is more important than talking, especially if we are referring to marketing. It’s great to be an amazing blogger with thousands of followers, but, if you don’t listen to them, you’re probably going to lose them quickly. Listen to market gurus, follow good influencers, and be aware of new changes to easily integrate them into your work.

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New technologies

We could list amazing technology that is being developed right now, but in this post we will only focus on one: Artificial Intelligence (AI).

The growing adoption of AI in the workplace is a reality. AI won’t remove us from the workplace, but it will automate menial and repetitive tasks, which will free us up to do more complex operations. It will also enhance the effectiveness of employees in the workplace.

As marketers, you are probably aware of how platforms such as Google, Facebook, LinkedIn, Instagram, and more are performing their advertisements, with more precise targeting  which allows us to do a better job. 

Not only are the existing platforms helping us, but new platforms are positioning themselves to create a better environment for marketers and help us automate and improve our tasks.

Have you ever dreamt of not going through all your projects every morning? Or not going through each social media control platform to see how your posts are performing or if someone is mentioning your brand? We have. 

Marketing is an exhausting role that needs to be controlled by what the brand says and what users say, and it means trying to listen to the entire world, as we are all on the Internet. 

Platforms such as chatbots, Google or Gretel, were created to improve the productivity of employees.

AI for business handles repetitive tasks so you can focus on creative solutions, complex problem solving, and impactful work. With this technology, you can start bringing real value to the organization and focusing on what is most important.

How to find these new tools?

These tools will probably arrive for you, even if it’s through an article like this one or an ad. But, as we were saying before, always listen and keep an eye out for new technology. 

Be open to testing new platforms. Change is the only way of improving. Be open to dedicating some time to finding a platform that could help you improve your performance drastically.

AI won’t remove us from the workplace, but it will automate menial and repetitive tasks, which will free us up to do more complex operations.

Find Gretel!

While talking about trends and new technology for marketers, we couldn't skip the opportunity to talk about Gretel. We are building an intelligent marketing platform that brings you the information you need when you need it. We combine a powerful integration system, third-party applications, and smart technology to analyze what information is relevant to you and how it can be brought to you at the right moment. 

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