The Pulse of Higher Ed

Perspectives on Online and Professional Education
from UPCEA’s Research and Consulting Experts

Jobs of the Future…and the Present: What Will Happen in Marketing?

The marketing industry is experiencing significant changes, driven by the increasing integration of technology, data analytics, and artificial intelligence. As the field evolves, marketers are required to adapt to new roles, tools, and strategies that emphasize strategic thinking, customer experience, and specialized skills.

As of August 2024, the U.S. marketing sector is poised to grow significantly, with 1.7 million jobs currently in the market and a projected 16% increase by 2034. The rise of AI and automation, the shift to digital and omnichannel marketing, and the growing importance of data-driven decision-making are all reshaping the demands placed on marketing professionals. Higher education institutions have a unique opportunity to equip students with the skills needed to thrive in the jobs of the future in marketing.

Key takeaways for this sector:

  • Tasks related to data analysis and predictive analytics are becoming increasingly automated through AI and machine learning applications. Similarly, the use of AI and automation will streamline tasks such as customer segmentation, ad placement, and campaign optimization.
  • The marketing field will continue to be heavily influenced by digital technologies, with an increasing focus on digital marketing strategies, including social media, SEO, and online advertising.
  • Personalizing marketing efforts that meet the specific needs and preferences of individual consumers will be increasing expected as part of the customer experience.

 

Read the full Briefing on the future of Marketing occupations here.

 

This post is part of an occupational focus series from UPCEA and Lightcast. See prior Briefings on Legal Professions and Criminal Justice

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