Automation is a blessing that often appears in the form of a curse. Robots are coming for our jobs, but automation also frees up parts of the workforce. Where talent is scarce, this is most welcome. However, current estimates are that nearly half of the workforce will need reskilling. This may also apply to marketing in particular.

Marketing automation is one of the key challenges CMOs are facing today. Like it does in other industries, digital technology enables the current wave of marketing automation. Marketing technology, or martech for short, is quickly evolving into a new discipline. Some companies even split up the CMO role to create dedicated martech leadership positions.

Besides programmatic advertising, and in close connection to it, automated content creation is an important piece of the new marketing puzzle. It’s driving personalisation to a whole new level.