With customer needs growing, marketers are expected to deliver excellence across dozens of services, but this just isn’t possible for any singular human or even most teams. Between social media, analytics, data science, search engine optimization and other increasingly digital skill sets, modern marketers must wear more hats than any one head can balance. The industry now needs more than just human intelligence to provide value.
When job requirements exceed human capability, it makes sense to look to technology for solutions. Artificial intelligence (AI), in particular, can fill these gaps by automating the right skills and freeing up time for others, leading to the rise of the “citizen marketing scientist” — marketers equipped with the tools and abilities they need in this evolving industry.
If your company is experiencing this skills gap, rest assured you’re not alone. It can feel like an uphill battle to continue hiring and training to rise above every obstacle emerging on the horizon, threatening your company’s momentum.
Here’s what to do about the marketing skills gap and how AI can help.
1. Understanding The Skills Gap
The first step to tackling the skills gap, with AI or otherwise, is understanding what it is and how it affects your company.
When Boston Consulting Group partnered with Google to conduct a study about the skill gap’s effect on digital marketers, the results were striking. 1,100 digital marketers were asked to rank themselves from zero to 100 on a Digital Capabilities Index, and the average digital marketer ranked themselves at 57.
Why? With the pace for agencies set by Silicon Valley’s constant innovation, new tools, skills, specialties and requirements are surfacing every year. The challenge of meeting this pace has caused a gap, which is hurting agencies and brands.
The post Using AI To Close The Skills Gap In Marketing appeared first on Statii News.
source http://news.statii.co.uk/using-ai-to-close-the-skills-gap-in-marketing/
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