Every passing day brings new stories about advancement in the realm of self-driving vehicles. Just this weekend, Ford announced that it had appointed the head of its autonomous vehicle unit to the CEO post (Automotive News, subscription required). Now that a pillar of the auto industry has made a major step to prying our fingers off the steering wheel, how should marketers respond?
Will marketing strategists become the horse grooms of the 21st century?
Nice work if you can get it
Grooming horses probably seemed like a nice job in the 19th century. After all, you got plenty of exercise and got to work with animals. What’s not to like?
Well, in a word, Buicks.
Just as one form of technology destroyed the jobs of hundreds of thousands of horse grooms, another may lay waste to the jobs of thousands of marketing and advertising strategists. As more and more digital marketing tools adopt optimization features, some of the core functions of the marketing strategist may begin to seem redundant. However, I think that smart strategists will regard these tools not the way that John Henry regarded the steam drill but rather the way the first taxicab driver regarded a Model T. That is, technology doesn’t take jobs away; rather, it makes them bigger.