Automation through technology is not a new phenomenon. Every generation can cite its own case study of how jobs have been replaced by people. However, historically, the segments of the workforce most likely to be disrupted, have been the blue collar workers, and office based work, has proven resilient against that change. Equally this is no longer the case. Increasingly, white collar work is being automated, and no one is immune. Fintech has seen the automation of large numbers of jobs in finance, where as the sector grows, Banks lay people off. In Law, a similar trend is starting to happen, whilst for Marketers, the profession is changing as technology and automation takes effect.

For marketing teams there are both opportunities and threats. The product suite now available mean they are able to organize and streamline workflows in ways not possible before. B2B marketers in the U.S. spent $7.68 billion on marketing technology systems in 2023, which is projected to grow to $10.11 billion by 2025. Additionally, 44% of SMB owners and marketing decision-makers would want to use AI and automation technology in the coming years. AI has already influenced the field of marketing, especially digital marketing, and has enabled marketers to harness the power of data to offer personalized experiences and run effective marketing campaigns. Looking ahead, the following trends are emerging:

• • Automated multi-channel campaigns: MarTech tools to automate the organization’s multi-channel marketing campaigns, analysing customer data, segment audiences and optimize campaign performance in real time across different channels.

• • This will lead to more effective targeting – proactively filtering and also recommending brands on the basis of other competitive solutions being used.

• • Interaction-based UI/UX – creating multi-faceted customer journeys, where depending on how people interact, their experience will vary.

Meanwhile, in a study by Acxiom of 200 marketing leaders, across the UK and USA, nearly all (99%) plan to update their setups next year. Over a third (35%) are prepared to abandon their current tools, while the rest aim to enhance or streamline their tech stacks which shows the rate of change in the sector. With 70 per cent of marketers managing six or more tools, martech stacks often become bloated and inefficient and this move to greater efficiency is seen as a critical priority, at a time when budgets are coming under greater scrutiny.

Similarly, recruitment in the marketing profession remains flat, with 2024 seeing marginally more vacancies than the prior year. Equally if there is some good news, it is that January 2025 saw more vacancies than the monthly average for 2024, and given the next phase of AI which is about to be implemented, marketers will have an increasingly large part to play in the operational side of ensuring marketing data is clean, to enable the insights that are possible. Businesses that lead the way are likely to win market share at the expense of those that don’t and during this arms race period, marketing teams may well be scaled up, to address what is becoming a critical issue.

If you are interested in identifying which companies are starting to scale up their marketing teams, then do get in touch. The analytics platform available to vacancysoft subscribers can create insights which show which companies are surging, right now, to ensure that when you are doing your business development, it is focused on the companies with the greatest need for your services.

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