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Is digital marketing becoming labor-intensive?
The way agencies, and in-house marketing departments, utilize their digital natives often raises some legitimate questions. The core of it all is the number of people it now takes to deliver one piece of communication.
Digital marketing rose to dominance accompanied by a whole new set of titles for the youngsters taking over the helm. With a manifesto of data and analytics in hand, that all sounded fine and progressive.
Years passed. More seats in offices were added to accommodate the holders of the ever-increasing titles, the novelty started to wear off, and cracks in the sparkling façade started to show. The numerous new job descriptions were often mismatched with candidates who are themselves not sure of their own responsibilities. With hiring managers frequently missing the mark, line managers eager to beef up their teams with affordable fresh graduates, and the natives being overly confident, the results often fail to reflect the brave new world.
The prevailing discord between titles and their corresponding responsibilities further complicates the issue. While the digital revolution promised smaller teams could do more when armed with data and analytics, the fact of the matter is that teams are hatching vacancies non-stop. Cross-learning seems to be drifting farther away all the time. Instead of small teams powered by numbers, we are observing less-efficient larger teams who are rarely on the same page.
The path of creating new titles with make-shift descriptions is unlikely to remedy this dilemma. Production is part of marketing but that does not make marketing a production line. Somewhere along the line, establishments and agencies should focus on developing clear communication strategies and harmonious knowledgeable teams.
