With the continuing acceleration of technological advancements, it is increasingly vital for marketers to be able to distill through overhype to drive innovation and steer the organization toward impactful real-world applications for the long run, says Josephine Tan, vice-president, APAC Digital Hub at Diageo.
Marketers will need to have digital literacy skills as they need to be comfortable with complex data sets, able to extract insights, and leverage these insights to drive effective marketing campaigns, says Balaji Sampath, senior vice-president, marketing at Infosys.
As AI transforms the marketing function, becoming well-versed in AI tools is critical for career success. Future-fit marketers must blend organic thinking and emotional intelligence with AI capabilities to create business solutions that address challenges more efficiently and effectively, says Ian Malcolm, President & CEO at Lumency.
Adrian Terron, head of corporate brand & marketing strategy at Tata Sons, cites data skills and the ability to combine these with more human insights generated by qualitative, consumer neuroscience and ethnography studies, while understanding AI was also unsurprisingly mentioned by many jurors.
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