A humanoid robot face with blue eyes against a digital backdrop, symbolizing AI in digital marketing.

In the dynamic and increasingly competitive landscape of digital marketing, the demand for highly experienced and qualified talent is soaring. However, the reality is that there’s a widening gap between the supply and demand for such talent. In an era of international talent scarcity, finding a sustainable solution is no longer an option – it’s a necessity. The answer may lie in a strategic and symbiotic blend of artificial intelligence (AI) and human expertise.


AI – The Digital Marketer’s Best Ally

AI technology has been the transformative force driving efficiency and effectiveness in digital marketing. It can automate predictable, mundane tasks, allowing marketers to focus their creativity and intuition on more strategic aspects of their work. For instance, AI can swiftly analyze voluminous data sets, identify patterns, and deliver insights. This process, if done manually, would be laborious and time-consuming.

By automating predictable tasks, AI essentially expands the capacity of the existing talent pool. Highly experienced and qualified marketers can now manage and deliver more projects swiftly, alleviating the strain caused by the current talent scarcity.


Human Talent – Navigating the Unpredictable

While AI has demonstrated immense capabilities, it isn’t without limitations. It thrives on predictability and struggles with tasks requiring emotional intelligence, nuanced understanding, or creative intuition – tasks at which humans excel.


In the face of an exception or an unpredictable scenario, human talent comes into play. A seasoned marketer can navigate unforeseen challenges, adapt strategies in real time, and add a personal touch that resonates with the audience. This human intervention in the face of exceptions contributes to a richer and more innovative marketing landscape.


A Harmonious Symbiosis

The marriage of AI and human talent in digital marketing does not entail the replacement of one with the other. Instead, it implies a harmonious symbiosis where each complements the other’s strengths. AI focuses on automating predictability, while human talent humanizes exceptions. This combination ensures that digital marketing campaigns are not just data-driven and efficient but also empathetic and creative.


Looking Ahead

In the foreseeable future, the international talent scarcity in digital marketing will persist. But through strategic adoption of AI, businesses can maximize their existing talent, elevate their marketing strategies, and maintain a competitive edge. This approach does not simply aim to navigate the talent scarcity crisis. It also aspires to redefine digital marketing norms by automating predictability and humanizing exceptions.

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of Offernet.net, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.