The future of digital marketing lies with Gen Z
We are experiencing a watershed moment with the emergence of generative AI on the precipice of consolidation across nearly every industry. These new technologies are being scrutinized as potentially displacing many jobs in the e-commerce sector. Publishers and agencies are already using ChatGPT for digital marketing such as search engine optimization, website development, and copywriting.
So how does the emerging population of digital marketers feel about the introduction of these technologies into their future careers? I spoke to many young people who are starting their digital marketing careers. Let's see what they have to say.
fear of being irrelevant
Young digital marketers are very aware of the rapid changes facing the industry. Generative AI can perform many aspects of digital marketing, from creating blogs with keywords, generating images and videos from text, to coding websites, so many young digital marketers are excited about the new technology. I'm worried that my career will be ruined.
“As I was about to graduate, the future of the digital marketing industry was already scary, but the advent and easy access to these AI platforms has made me realize that my career is no longer irrelevant. ” says Haley Pistole of Strategic. She majored in communications at WSUV.
Agencies are already experiencing structural changes with the introduction of generative AI, including how digital marketers spend their time and experiment with programs like ChatGPT and DALL-E.
Get ready to adapt to change
They were also quick to point out that the field of e-commerce is one that has had to deal with change since the birth of the Internet. From search engine optimization to omnichannel marketing and social media integration, the most successful digital marketers embrace change, are early adopters of relevant new technologies, and always stay ahead of the curve. This is the person who is looking forward to it.
“The industry is always changing,” says Hayley Brown, a strategic communications major. “I think we all need to be prepared to learn and adapt to these changes.”
Course offerings that incorporate current events and rapid advances into the curriculum will be a key differentiator for university digital marketing programs well into the future. Yesterday's digital marketing textbooks are outdated, and tomorrow's competitive landscape is being written by today's experimenters.
Creativity and judgment are the strengths of the next generation of digital marketers.
Following a cookie-cutter digital marketing strategy is not enough to differentiate yourself from your competitors. Because automated intelligence can build systems based on best practices that humans cannot match. The real differentiator will be human ingenuity and insight.
“We believe that humans will always be needed in the process because they have important characteristics that cannot be replicated by robots,” says Faith Prom, an integrated strategic communications major. “That means creativity, experience, values, and judgment.”
Automated intelligence is a tool that improves the output of human creativity and can make digital marketers infinitely more productive.
accept the chance
This new generation entering the workforce understands the risks to their career trajectory, but many also understand the value of new technologies to the digital marketing ecosystem.
“I’m excited about the potential of AI to personalize marketing messages and improve the customer experience,” says Vera Nikolaychuk, a digital technology and culture major. “I am always exploring how technology and creativity can be combined to create unique and engaging digital experiences that resonate with consumers in meaningful ways.”
The future of e-commerce and many other industries is at stake as we understand how new technologies will be leveraged, while future marketers think deeply about their limitations and opportunities. It's reassuring to know that you are there.
“Marketing and advertising is one of the most creative endeavors in terms of how we evoke emotional experiences and evolve culture,” says Tina, professor of strategic communications and agency owner. Mulqueen says. “I’m not worried about generative AI displacing human capital in this space because experience and culture are uniquely human. But it will redefine how we spend our time and It can serve as a powerful medium for human creativity.”
“Thankfully, our young digital marketers are much more cautious about the risks and benefits of emerging technologies, because their relationship with these technologies into the future will be defined by them.”
