During a recent business leaders’ conference in London, Saatchi & Saatchi Worldwide CEO Kevin Roberts declared marketing dead, stating that “the further up in a company you go the stupider you become. And the further away from new things.”
While I agree with his latter sentiment, the U.S. Bureau of Labor Statistics expects marketing payrolls to swell by at least 13 percent between 2010 and 2020. Perhaps what Roberts meant to say is that the old ways of marketing are dead, as evidenced by the dramatic shift in desired skills from today’s marketer. Recruiters are ditching mass media and direct mail acumen for candidates with SEO, analytics, mobile, social media and content savvy.
This week, I asked more than 30 marketing and recruiting specialists what new marketing job titles they expect will become popular in the next decade. Here are five of the most common new roles they envision.
"You don't [market to today’s customer] by just vomiting sales pitches on them, you do it by listening to how the product has helped them,” argues Josh King, director of business development at Peacock Virtual Solutions.
This role has two parts: listening and promoting. Companies can no longer dictate their brand identity to the customer. To that end, the crowdsourcing specialist would monitor conversations happening on the Web about the brand and develop messaging that responds to customers’ voiced expectations. On the promotion side, the crowdsourcing specialist would send out calls to action–such as inviting customers to compete to create the best video about the brand, and perhaps tying the theme to something trending on Twitter.
Vice President of Marketing Data Analytics
According to Demandbase Vice President of Marketing and Demand Operations Jennifer Pockell-Wilson, “Accountability wasn't present [in marketing] before–it's required now because we can measure every aspect of a campaign. You can't judge success by ROI on a specific campaign anymore because traffic, brand awareness and consumers come from multiple sources that interact together.”
This role would decide when, why and how marketing data should be tracked. This includes data collected through marketing automation, website analytics, social media, email campaigns, mobile, SEO, content marketing, PPC and other channels. The goals: improve marketing performance and predictive modeling, and continually refine the company’s definition of the ideal customer. This information would be shared with brand and campaign strategists who design promotions.
ROI and Marketing Budget Officer
Marketing budgets are shifting from quarterly allotments for print, direct mail and media advertising to constantly-shifting spending from one channel to another. Return on Investment (ROI) data is often instantly available–from paid search ad spending, for example–so marketing can be more nimble with resource allocation. The budget officer would track ROI from all promotion channels and adjust spending based on those results.
“The idea is to get marketing tactics out there quickly, track results, then continue with ones that work and dump ones that don’t,” says crowdSPRING co-founder Mike Samson. “The idea is to try a bunch of things and learn through constant trial and error.”
Marketing Integration Planner
Marketing consultant Jocelyn Saurini observes that "people don't call directly in from an infomercial or click a banner and immediately buy items. They search for reviews, they interact with brands, they pay attention to trending topics."
This position would identify ways to deliver a single marketing message, campaign or branding effort across multiple digital channels. For example, using a pay-per-click advertising campaign to promote a viral video, or using SEO keyword analysis to help craft a press release. This person might also use tools such as Demand Metric’s Marketing Channel Ranking Tool to prioritize message delivery channels based on lead quality, cost and other indicators.
“The industry needs to emulate, then stimulate, consumers' nonlinear, multi-screen, in-control purchase behavior,” notes Protagonist Partner Tom Cotton.
Content Marketing Czar
Three Ships Media CEO and founder Zach Clayton believes that “the people who are able to create a lot of value in the marketing organization of the future think in terms of content, not channels, and in terms of insight, not data.”
This position would plan the development of websites, blogs, videos, infographics, webinars, social media and other content vehicles. The individual would decide how that content would be promoted and cross-promoted, then track its performance. Finally, the content marketing leader would look for externally-created content about the company on the Web and find ways to leverage it for SEO and other marketing purposes.
What's Your Take?
It’s doubtful every marketing department will need all of these positions. The point here is to show the future of marketing through the most highly-desired skills and emerging job titles.
“All the top-down, brand-driven marketing disciplines aren't dead, they just must be balanced now with the consumer-centric disciplines that require brands to ‘let go of the steering wheel and let the consumers drive,’" says Cotton.
What new job titles do you expect to see in 10 years? What’s missing from this list? Please leave your thoughts in the comments.
A special thanks to these other experts who provided valuable input for this article:
Brandi Kurtyka, president, brandikurtyka.com
Brooke Browne, marketing and communications, Smartbridge
Denise Beeson, adjunct instructor, Small Business Management and Marketing Departments at Santa Rosa Junior College
Donna Farrugia, executive director, The Creative Group
Ford Kanzler, managing partner, Marketing/PR Savvy
Grant Tilus, inbound marketing specialist, Rasmussen College
Henry Addo, executive recruiter and resource manager, Profiles Placement Agency
Jann Mirchandani, owner, Marketing Cafe
Jerry Rackley, vice president of marketing and product development, Demand Metric and adjunct faculty member in marketing at Oklahoma State University
Jocelyn Saurini, marketing consultant, Red Blue Voice
Joyce Wilden, president, BUZZ Biz Public Relations
Kari DePhillips, owner, The Content Factory
Kate Rojek, marketing associate, Profiles Placement Agency
Kentaro Roy, president and founder, Kentaro Web Design + SEO
Lisa Nirell, chief energy officer, Energize Growth LLC and author of "EnergizeGrowth NOW: The Marketing Guide to a Wealthy Company."
Rachel Korzenny, technology industry team agent, Aquent
Richard C. Kelleher, M.B.A., world’s first marketing sociologist
Rob Ciampa, vice president of sales and marketing, Pixability
RuthAnn Wiesner, CEO and owner, RAW Marketing LLC
Sabrina Powers, public relations administrator, SecureState
Sandi Webster, principal, Consultants 2 Go
Sandra Matty, social media manager and marketing Lead, VisionIT
Sunny Mui, product design and marketing manager, Globial
Tim Riesterer, chief strategy and marketing officer, Corporate Visions
Whitney Keyes, professor of strategic communications and global brand management, Seattle University
Zach Clayton, CEO and founder, Three Ships Media
Zach Heller, founder, zachhellermarketing.com
Photos courtesy of Pietro & Silvia, IndoBisnis.Org, BassboatRadio and Willi Heidelbach.