Doomsday for the Traditional Marketer

The most common professions, in the United States, have a possibility of being permanently displaced. The Bureau of Labor Statistic’s May 2015 reports the top three jobs by number of employees are salespeople, cashiers and fast-food workers. The next largest occupational group includes office and administrative support staff, which make up 16 percent of total employment. Delivery drivers rank in the Top Ten largest U.S. employment fields.

Existent technology or innovations in the foreseeable future might make these occupations obsolete. Today, I complete complex purchases with the ease of the Internet without consulting a salesman. I prefer self-checkout kiosks to using a cashier. And without much creativity, I can image a time when my delivery order shows up on my doorstep from a driverless vehicle which Google predicts to be publicly available in 2020.

When I accepted a job at Cerner Corporation, I recall talking to my friends and family about the organization’s development efforts to automate healthcare record keeping. Once I caught myself talking to my friend that recently completed a Registered Medical Transcriptionist program. Six years ago, I overzealously explained to her Cerner software created to eliminate nurse transcription errors through medical device interoperability. To this day, I vividly recall her facial expression as she processed what it meant for the longevity of her transcriptionist career.

Individuals question how a machine could encapsulate a human’s capacity for deep understanding or creativity. Both are two qualities needed to be a successful corporate communication strategist. In 2013, research from Oxford Martin School’s Programme on the Impacts of Future Technology, forecasts “45 percent of American jobs are at high risk of being taken by computers within the next two decades.” Some may think this projection is improbably, but to disregard it entirely might result in career suicide.

I am willing to self-evaluate my work and the permanency of a career in marketing. Without doubt, work within the marketing and communications field constantly fluctuates. In the Journalism communication field if has never been more obvious.  The printed newspaper industry collapsed; revenues fell by two-thirds from $60 billion in the late-1990s to $20 billion in 2011. Today, digital marketing automation resides everywhere. Software enables marketing departments to more effectively commutate through multiple channels simultaneously. Auto generated reports once manually drafted measure marketing activities to increase operational efficiency and grow revenue faster.

Pictured provided by The Atlantic article titled, A World Without Work:

A World Without Work

Regardless of occupation, willingness to evolve is a requirement for employment survival. To ready for the technological transformational era, take the time to think about next wave of technology that might replace components of your job or your role completely. Inevitably, doomsday for the traditional marketer will come. The upside to all this change, you can now pursue the work you always wanted to.

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