Gen Z is the future of digital marketing
We’re at a watershed moment with the emergence of generative AI on the verge of being integrated into virtually every industry. These new technologies are being scrutinised for their potential to take over jobs, including many in the e-commerce sector. Publishers and agencies are already using ChatGPT for digital marketing, including search engine optimisation, website development and copywriting.
So how do an emerging cohort of digital marketers feel about the introduction of these technologies into their future careers? Jia Rizvi spoke for Forbes to a number of young people who are embarking on a career in digital marketing.
A fear of being irrelevant
Young digital marketers are acutely aware of the rapid changes facing their industry. As generative AI takes over many aspects of digital marketing, from writing keyword blogs, to generating images and videos from text, to coding websites, many young digital marketers fear their careers will be upended by new technology.
The future of the digital marketing industry was already intimidating as a soon-to-be graduate, but with the advent of these AI platforms and their easy accessibility, I often worry that my career will no longer be relevant,” says Haley Pistole, strategic communications major at WSUV. Agencies are already experiencing structural changes thanks to the adoption of generative AI, including how digital marketers spend their time and experimenting with programmes like ChatGPT and DALL-E.
Be ready to adapt to change
They were also quick to point out that the ecommerce space is one that has had to deal with change since the inception of the internet. From search engine optimisation to omnichannel marketing and social media integration, the most successful digital marketers are those who embrace change, are early adopters of relevant new technologies and are always looking to the future.
“The industry is always changing,” says Haley Brown, strategic communications major. “I think we all need to be willing to learn and adapt to those changes.”
Course offerings that integrate current events and rapid advances into the curriculum will be important differentiators for university digital marketing programmes in the future. Yesterday’s digital marketing textbooks are outdated, and the future competitive landscape is being written by today’s experimenters. The strength of the next generation of digital marketers will be creativity and judgement.
Following a formulaic digital marketing strategy won’t be enough to differentiate, because automated intelligence can create systems around best practices that humans can’t compete with. The real differentiators will be human ingenuity and judgement. “I believe that humans will always be needed in the process because we have important characteristics that no robot can replicate,” says Faith Prom, Integrated Strategic Communications student. “Namely, creativity, experience, values and judgement.” Automated intelligence is a tool that can enhance the output of human creativity, which can make digital marketers infinitely more productive.
Embrace the opportunity
Although this new generation entering the workforce understands the risks to their career paths, many also understand the value of new technologies to the digital marketing ecosystem.
“I’m excited about the potential of AI to personalise marketing messages and improve the customer experience,” says Vera Nikolaychuk, a student of digital technology and culture. “I’m constantly exploring how technology and creativity can come together to create unique and engaging digital experiences that resonate with consumers in a meaningful way.”
While the future of e-commerce and many other industries hangs in the balance as we understand how new technologies will be used, it’s reassuring to know that our future marketers are thinking deeply about their limitations and opportunities.
“Marketing and advertising are among the most creative endeavours because they evoke emotional experiences and develop culture,” says strategic communications professor and agency owner Tina Mulqueen. “Experience and culture are uniquely human, so I’m not concerned that generative AI will replace human capital in this area. However, it can redefine how we use our time and serve as a powerful medium for human creativity.”
“Our young digital marketers are much more thoughtful about the risks and benefits of emerging technologies, thank goodness, because our relationship with these technologies in the future will be defined by them.”
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