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What Skills Do Modern Marketers Need in an Automated Economy?

What Skills Do Modern Marketers Need in an Automated Economy?

Gordon Wyner

As the field of marketing evolves, marketers must consider how to acquire skills for an automated world and collaborative business environment

Marketers face some new and daunting challenges in planning a career. The marketing landscape has changed so rapidly and extensively that many of the traditional guideposts for the future simply don’t exist. The good news is that there are powerful new developments in marketing that present opportunities for practitioners at different levels. Navigating a career path in marketing requires careful consideration of what skills and capabilities to acquire and personal decisions about what context in which to apply them.

How marketers make career choices depends on having useful information about the options. In the past they could rely on industry practice and stable job expectations for career progression. Now there’s sparse history and more challenges in identifying people and relevant information to assist the search for a career.

Shifting Marketing Environment


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Gordon Wyner is research director at the Marketing Science Institute.