Will Influencers And Machine Learning Make Marketers Redundant?
Updated: Feb 9, 2024
Written by: Sarah No, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Is the future for a marketer actually so bleak? The rise of AI and machine learning is enough to make any marketer feel that their future is somewhat dismal. Coupled with the forever growing trend of more authentic, raw, user-generated content, not to mention social proofing by influencers, you really have to wonder where that leaves marketers who are on the ground doing execution.
15 years ago when I graduated from university it was prime time to get into digital marketing. With technical prowess and a wealth of technologies at our fingertips, the possibilities for a career in marketing were endless.
Now, marketers all over the world are beginning to wonder whether they need to become a cyborg in order to remain useful in a time where the power of AI and machine learning has skyrocketed and will continue to do so.
How AI and machine learning are changing marketing
Tools powered by AI and machine learning are helping brands to stay in communication with their customers in much more efficient and personalised ways. Much to the surprise of many brands, a survey found that 20% of consumers[1] are willing to pay a 20% premium for personalised products or services powered by machine learning, and 83% of consumers in the U.S. and U.K.[2] are willing to have trusted retailers use their personal data in order to receive products and offers that are personalised and targeted.
Moreover, there is a suite of new machine learning algorithms that facilitate advertisers to bid on ad inventory more effectively, track and optimise social advertising campaigns and make creative and copywriting recommendations — all by a machine.
Raw content
Traditionally, brands have maintained control of branding and content, acting like a bible, in fear of straying “off-brand”. Now, brands are moving their budgets to influencer marketing where micro-influencers or digital creators are given responsibility for developing the content that will ultimately win over audiences, increasing brand awareness and sales.
This leaves brands at higher risk of deviating from the brand tone of voice, visuals, and quality, yet brands understand that this is a trade-off worthwhile as it gives social proof for their product.
In addition, due to social media platforms opening up their APIs there are now a plethora of tools that help sourcing influencers seamlessness and effectively by accessing performance data.
So where does this leave marketers?
Contrary to what these facts might say, however, marketers now find themselves in a position where more than ever they need to be stepping up and making the most of the wealth of tools at their disposal.
Although execution may be easier, there is potential for human error if there is action without insight - an age-old problem in marketing.
Global digital ad spend is about 52% of ad spend across all mediums such as TV, radio, and paper. That represents a market of around $600 billion US, with the influencer marketing industry being worth around $13.8 billion for 2021.
The fact is that if brands choose to splash around in these waters, no amount of automation will ever replace the power of human-centered thinking and proper strategy.
Marketers, your jobs are safe… for now!
Sarah No, Executive Contributor Brainz Magazine
Sarah No is a digital strategist and the owner of Brighter Co, a digital agency that helps small businesses and entrepreneurs reach their business goals. An expert in social media marketing, social advertising, eCommerce website development, and more, Sarah is passionate about developing marketing strategies for clients that are going to yield growth. Sarah's values include positive thinking, integrity, and kindness, and she wishes to see more of these values in business.
