Part Two (See part One)
Here we’re going to get into some of the best strategies to improve yourself as a marketer in 2025 and beyond.
We’re in the age of AI, and that is changing the skill sets that people need to succeed in marketing and advertising, and in related areas of a business.
Here’s some of what we’re seeing as companies adjust…
Building Soft Skills
For one thing, we see that marketers are actively working to improve their soft skills, to offer more to employers.
Above and beyond technical skill levels, people looking for talent tend to value things like volunteering and participating in mentorship programs, or continuing education or conferences. Career professionals can also brush up on skills like active listening, and teamwork, in order to stay more valuable.
Honing AI Skills
At the same time, digital marketers should know how to utilize the best AI tools for the job.
That might consist of using AI for market research, targeting changes to existing campaigns, or optimizing some sort of workflow. Some AI is processed-based, and some is generative or creative. Marketers who know how to do both kinds of work with AI are going to be a step ahead.
Take Advantage of New Search Paradigms
What do we mean? Well, social search is increasing, and the use of voice is another major trend when it comes to search.
However, there’s also the brand-new AI search capability that replaces the old way of typing keywords into a text box.
Instead, you’re asking a question directly to the large language model, which is combing the entire web on your behalf, looking for just the right answer.
This is a major paradigm, and something for marketers to consider as they go about their work.
Generative Engine Optimization
Here’s a new strategy called generative engine optimization that has to do with the use of AI and companies.
Suppose you have a capable tool or resource that was set up to deliver more of what your company wants to offer to a customer base. It could be a chatbot or a recommendation engine. It could be a smart forum or some other kind of setup. But how do you know that it’s targeted correctly for your audience?
Unless you engage in generative engine optimization, you don’t. That process of fine-tuning AI tools is critical to their success, and so these skills are also going to be valuable to employers.
Dress Up Older Content
Here’s one mistake that a lot of companies make.
They see old content on legacy systems, and they think it’s ineffective, so they go out and start everything new, all over again.
You don’t have to do that, and in some cases, it actually hurts the business. What are the odds that the new campaign is going to be targeted as well as the original one? That’s especially true if a lot of work went into the original campaigns.
What marketers can work on is adjusting that old content to a new reality. That might mean adding substance, or converting content into a new format, something that’s easier to digest and understand.
And that’s a different job than creating marketing materials from scratch.
So it’s something to think about as you move forward.
Human and AI Advertising
Which is better for marketing – humans or artificial intelligence?
If you ask a lot of season experts, the answer is: both.
AI is often meant to be assistive technology. It’s not meant to completely replace humans. Many processes, like marketing, work better when humans are involved with the technology and operating with collaboration.
For example, an LLM might be good at providing an outline or skeleton for a piece of content, but not for deciding how to set it up, what to include, or where to put it on a company website.
So there’s a collaborative process there that’s helpful for both parties.
We’ll continue to bring you more of what we’re seeing in digital marketing this year and beyond.
