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Impact on Employment

In: Digital Marketing

Author

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

The Internet revolutionized business and marketing, leading to new organizational structures and roles. The rise of AI will automate routine tasks, reducing manual roles, and increasing demand for AI strategists, data analysts, and creative content positions. Digital marketing’s evolution saw key milestones: Google AdWords in 2000, social media marketing in the mid-2000s, mobile marketing in the late 2000s, and AI-driven personalization today. Traditional marketing roles, like print media specialists, have shifted to digital roles, such as SEO specialists and social media managers. Job searching has become more digital, with online tools and platforms like LinkedIn playing crucial roles. Digital marketing tools have created new jobs but also replaced traditional roles, with AI and chatbots further reshaping the market. Digital marketing now requires interdisciplinary education, higher qualifications, and hands-on experience. Managers must focus on continuous learning, upskilling, and adapting to technological advancements. The future of marketing jobs lies in data-driven strategies and AI integration, emphasizing the need for specialized skills and adaptability.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Impact on Employment," Springer Texts in Business and Economics, in: Digital Marketing, chapter 34, pages 357-363, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_34
    DOI: 10.1007/978-3-031-69518-6_34
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