The skills of the future
The key drivers of labor market changes are digitization and advances in the development and deployment of AI applications (and, as a result, the automation of activities). Therefore, according to McKinsey’s 2016 study, especially low-impact mental activities that are more optimistic will be taken over by machines in the foreseeable future.
This includes above all the processing and the collection of data. Other activities that require strong communication and creativity will continue to be largely human-powered in the future.
For the digital advertising industry on the one hand, this means that employees have to react flexibly to these rapid developments. On the other hand, job profiles are becoming more and more blurred and the required range of competences is expanding, also because the focus is increasingly on the customer and his individual wishes. These developments increase the strength of communication but also the handling of data and knowledge about technologies. These skills should therefore bring talents.
And what does the practice look like?
An example from the world of digital advertising marketing is the job description of the Campaign Manager. Playout of digital ads is already extremely influenced by programmatic advertising, and its significance is growing unabated. This puts demands on the Campaign Manager that he did not have to meet so well a few years ago.
He must keep an eye on all developments in programmatic advertising, deal with them continuously and incorporate them into his daily work. The technology, which is evolving rapidly, he must be able to penetrate and use in detail. This requires constant training, often on one’s own initiative.
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At the same time, there are more and more overlaps with the profile of the account manager, who is traditionally responsible for customer communication. Today, the Campaign Manager must also be communicative and able to react sensitively to customers, since the proximity to the customer has increased significantly and customer demands have increased.
The account manager, on the other hand, needs much more technical know-how than he used to carry out his work. The same is true of the Online Marketing Manager, which can be found in almost all companies inside and outside the digital industry. Like a campaign manager, today he has to be familiar with programmatic advertising, surveying the market, and incorporating the latest insights and technologies into his work.
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This consistent focus on the needs of the customer as well as the end consumer also has an impact on other job profiles. Web and mobile developers, for example, are focusing on UX and UI and are developing from there. The same goes for graphic designers. They try to make their content interactive, including virtual and augmented reality. This allows the user a completely new user experience, as content can be experienced almost immediately. What counts is not the pure advertising message, but holistic communication, personalized and adapted in real time.
Collecting, using and evaluating data of various kinds is also essential in virtually all industries and areas today. For this, new professions have emerged and are developing, which are developing close to technological progress. An example is the Big Data Engineer. It brings together data and existing technologies and develops architectures that harness data. For the planning and implementation, but also to ensure the smooth operation and the timeliness of the data, he needs a comprehensive technical knowledge. As the technology or data streams change, the Big Data Engineer must be able to make adjustments.
So again: Continuing education, creativity and flexibility are essential to work in this profession. If the infrastructure is right, these are the best conditions for the Data Analyst to take action. It evaluates the data and uses it to make predictions about customer behavior, determines precisely tailored target groups or evaluates campaigns in real time in order to be able to make adjustments.
Since he acts as an interface and, for example, works closely with the Campaign Manager, Online Marketing Manager or the IT, here communication strength is required. In addition, responsibilities must be clearly defined in this context, as the boundaries between the job profiles are blurring.
Win and tie talents
The demands made on employees are therefore quite demanding and there are also dark sides in the digital economy: Deadline pressure, tight budgets and rapid developments that want to keep pace mean that the workload in many areas is high. On the other hand, the digital advertising industry also has much to offer. It is considered creative and progressive, and like no other sector, it combines change and development with opportunities for personal growth.
Many talents also appreciate the famous modern offices and an attractive work environment with above-average young colleagues and supervisors. Often, responsibility can be quickly taken over with appropriate deployment and processes actively shaped. If employers provide these points and are constantly expanding and upgrading, they have a good chance of succeeding in the “War for Talents”.
According to recent studies by splendid research and the TIME They are conservative values such as job security, an appreciative working atmosphere that promotes personal growth, and a salary that is most relevant to employees. So these are the basic requirements.
In the next step, employers should exploit the potential of the digital advertising industry to further increase their attractiveness. The rapid change in the digital economy leaves no room for rigid structures. Flexibility is the keyword, which is not just a requirement for workers. The work environment must enable dynamic work and create room for maneuver and freedom for employees to become creative. Another main focus should be on offering continuing education opportunities.
This creates a win-win situation: Employees receive the skills they need for their work and feel supported in their personal development – while employers ensure that their employees always stay up to date with the latest knowledge and thus contribute to Companies can compete and grow.
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About the author:
Ilhan Zengin is founder and CEO of ShowHeroes, one of Europe’s fastest growing video start-ups.
Together with Mario Tiedemann and Dennis Kirschner, Zengin founded ShowHeroes in 2016. Based in Berlin and Riga, the company offers publishers and advertisers a complete solution for content production, player technology and mobile first video marketing.