As Automation Accelerates, Where Does The Strategist Fit In?

Further automation, more sophisticated algorithms: What's music to the ears of brands’ bottom lines and media efficiency is slowly encroaching on the role that actual humans play in the ad ecosystem.



Crunching the data and making sophisticated buying suggestions is one thing. Using the data to develop effective storylines and creative is quite another.
Nevertheless, automation and technological advances in programmatic efficiencies will have a noticeable effect on the scope of employment in the programmatic world.

RTBlog spoke with Centro CEO Shawn Riegsecker about how he envisions the evolving role of the digital media strategist.

“There are two major shifts happening here,” began Riegsecker. “First, as much of the workflow and execution process is being automated, strategists will evolve much more into higher-level strategic marketing consultants to their clients. The software will take over answering the question of ‘What should I buy?' -- which has been the predominant role of a strategist historically.

“The second shift, relative to programmatic infrastructure, is that many strategists who are more technically inclined will choose the path of becoming martech/adtech consultants, helping their clients understand how to properly choose and implement the right technology vendors to ensure success across all of their marketing efforts.”

This is particularly interesting in light of...

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