A Pegasystems survey of managers from 11 countries indicates that content developers and data analysts will be the most sought-after roles in five years
Artificial Intelligence and content personalization will be the priorities for Marketing work in the next five years, according to a survey by Pegasystems (Pega), a software company that eliminates complexity in business. The survey, in conjunction with the research company iResearch, which interviewed 750 Marketing managers from 11 countries, indicated that investment in digital transformation for the sector should increase by up to 40% in the period, which will bring about a major transformation for Marketing and professionals in the area, with technology increasingly present in one-to-one communication and mapping of the consumer journey.
For 67% of respondents, personalized marketing will be a singapore whatsapp data priority in the next five years, the period considered for the survey. To achieve efficiency in this individual communication, technologies powered by AI (artificial intelligence) that can understand, empathize and even anticipate customer needs in a perfectly synchronized and contextualized way will increasingly be relevant. “The successful businesses of tomorrow will be those that not only leverage the power of technology to understand their customers, but also leverage technology to build connections and create greater value through these relationships,” said Tara DeZao, director of product marketing for MarTech & AdTech at Pega.
The research also points out that one-to-one communications are on the rise, with improved conversion rates. The study also predicts that in the future, AI will decide what messages to send to a customer based on their past actions, real-time signals and contextual data, including how other similar shoppers have responded. This will increase customer loyalty and spending, while improving conversion rates.
Another point highlighted is mapping the consumer journey. For 60% of respondents, Customer Lifetime Value (CLV) will be essential in measuring actions over the next five years. To impact CLV, organizations need to stop assuming that all buyers follow a single journey and recognize that there is a proliferation of them and that each buyer has a unique journey. Organizations already seem to be allocating their resources with this in mind: 70% say that the majority of their budget for new technologies will be allocated to intelligent automation, while 66% also cite AI and 60% cite Web 3.0 as future investment priorities.
New skills
With digital transformation in vogue for marketing managers, marketing professionals will also need to develop certain skills that will become more valuable over the next five years. For a quarter of respondents, digital and computing skills, as well as proficiency in data management and analysis, will be essential as companies embrace technology and focus on delivering better customer experiences and maximizing CLV.
Respondents evaluated the main roles they will seek in the next five years. Content developers were the most mentioned, with 73% of respondents highlighting these professionals. Followed by data analysts, cited by 65%, user experience, by 59%, and SEO specialists, by 47%. In fifth place in the ranking was the customer strategist and in sixth place, software developers.
“Marketers are driving growth like never before,” said Liz Miller, vice president and principal analyst at Constellation Research. “Data, intelligence and automation are essential to empowering marketers to lead this growth charge without compromising their ability to tell our brands’ stories to our customers.”