Stockholm, October 2, 2023 /PRNewswire/ — The rise of artificial intelligence is revolutionizing the marketing industry and redrawing the map of how marketers process data. In its second annual report, The State of Marketing Data 2024, Funnel delves into how marketers think about AI, what’s ahead for the marketing industry, and how marketers are racing to learn new skills to survive in a sea of AI. Drive transformation.
This year’s Funnel Report shows there’s a lot of uncertainty in the marketing industry. Nearly two-thirds of marketers are concerned that AI may replace their jobs within the next five years, and three-quarters say AI tools will impact their compensation or value.
In addition, Funnel’s report shows that marketers spend a lot of time on computing tasks, with approximately 63% of marketers saying they spend their time on tasks that can be automated. For example, some respondents spent up to 25 hours per month writing reports.
While AI tools can help marketers automatically clean and organize data, certain marketing roles, such as account management, analytics, product marketing and SEO, require strong data skills, according to Funnel’s findings. Data-savvy marketers who can identify anomalies, understand the entire context, and extract insights to make critical business decisions will be better able to leverage the potential of automation and artificial intelligence. The report shows that marketers are taking charge and racing to learn new skills to keep up with rapid developments, with as many as 85% of respondents saying they are updating their data skills thanks to artificial intelligence.
“Marketers don’t need to be afraid of AI. Instead, they should focus on upskilling and figuring out how to use automation and AI tools to increase productivity. As the data-based AI transformation evolves, solid data skills will remain their key The most powerful weapon. By automating menial and repetitive tasks and focusing on critical thinking, they can unleash their creative potential and continue to create value in an ever-changing environment.” commented Per Made, Chief Marketing Officer at Funnel.
Get more insights and read the full report here: Link.
About research
In our second annual study, we examine how marketers are adapting to an increasingly data-centric industry; for example, their biggest challenges are managing data, leveraging advanced AI tools, and improving their skills.
We hope these insights spark new ideas for marketers planning their 2024 strategies.
A total of 713 marketers completed the survey in May June 2023; They represent a variety of countries, company sizes, industries and roles (see attached demographics). Twenty percent of the respondents came from the funnel database, with the remainder coming from a panel of external marketers. Independent research firm Ravn Research conducted the study.
If you have questions about this study or would like more information, please contact Christopher Van Mossevelde at christopher@funnel.io.
For more information, please contact:
Carl RonandVice President of Brand and Communications
+46 (0) 768 836 266
carl.ronander@funnel.io
https://funnel.io/
About funnels
Funnels are marketing data hubs that provide marketers with meaningful, business-ready data. This means the data is clean, accurate and always up to date. The company’s mission is to help marketers become more data-driven. Funnel helps more than 2,000 clients grow their businesses, including digital leaders like Home Depot, Havas Media, Samsung and Adidas.
Funnels makes it easy to report on marketing performance. It allows marketers to collect data from all platforms in the customer journey: advertising, analytics, and CRM, transform the data using recommendations and customizable rules, explore the data to find new insights, and send it to a visualization application or data warehouse. Marketers need real-time insights wherever and whenever they need them. Please visit funnel.io for more information.
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