Facebook’s advertising chief, David Fischer believes the skills needed to succeed in marketing today will continue to be vital for the marketer of the future as they strive to keep up to speed with the channels their audiences are moving towards.
Fischer, Facebook's vice president of advertising and global operations, spoke to The Drum as part of its Marketer of the Future series, where he offered his view on what the role of the marketer will become.
He cited the ongoing need to understand exceptional storytelling and said that the role will continue to have commonality with how it functions today, as long as marketers adapt to "the ways" and "the places" that storytelling is done and the channels where their consumers can be found.
“Look at the shift happening today ... Stories and that new format is becoming really important, creating short-form video content – which is really different from the traditional 30-second TV commercial that so many people are used-to as a currency and is the way that many people start with great storytelling around brands – that transfer of information will evolve," he said.
He also predicted that the use of augmented reality and virtual reality would be two growing technologies that marketers will need to have a greater understanding of if they want to create more compelling stories that engage consumers.
The rate of change in consumer behavior was what Fischer believed was proving most challenging for marketers, and keeping up to speed with technology and evolving new platforms.
“On the one hand it can be intimidating, and it can be scary, because when you are dealing with new platforms and new opportunities there may not be a playbook as to ‘here is exactly how to do it perfectly.’ The only thing worse than not jumping is sitting on the side-lines and not engaging consumers where they are," he continued.
"One of the things we sometimes say to our partners is ‘if you think change is hard then try irrelevance’ and that is one of the dynamics that we have to face; experimentation and risk are uncomfortable but they are a lot better than sitting on the side-lines and letting risk keep you the opportunity to connect with people and to build your brand and to build your businesses.”
Fischer concluded by advising marketers who are only now embarking on their careers or who have yet to begin to find a business or sector to work in that they love.
“Marketing is an incredible discipline, it an incredible career but there are lots of different parts of it; I know this is true for me and it’s true for everyone I’ve met, do your best in the environment you really love; whether it’s creative or on the media or planning side, figure out what you love and then learn that craft but always keep an eye on where consumer behavior is going because that is where you are going to want to reach people.”
Further entries to The Drum’s Marketer of the Future series can be found here.