By: Ana Jekić, HR Associate, DIRECT MEDIA United Solutions
Changes bring about new occupations which prioritize mathematical and statistical skills, creative and critical thinking with algorithmic literacy, and solving complex issues
The fourth industrial revolution generates rapid development and fusion of the digital, biological, and physical worlds. Opportunities and possibilities are opening up for companies that steer new trends to make targeted investments while transforming the world we live in. Millennials and Generation Z, who are at the forefront of these changes, place importance on their companies having impact on the broader socio-economic ecosystem. A slew of studies shows they believe that professional success is not measured solely by financial indicators.
Companies that develop new technological solutions using AI and machine learning are gaining more and more influence on society and our future. Does that mean that technical knowledge and skills are becoming increasingly automated? Leading companies — Microsoft, IBM, Facebook — still recognize the role of human beings in this technologically advanced age. Software, programs, and devices that run on AI have entire teams behind the scenes.
No industry will skirt the technological development trend, but the nature and rate of these changes differ. There’s no waiting in the marketing industry. Changes define and bring about new occupations which prioritize mathematical and statistical skills, creative and critical thinking with algorithmic literacy, and solving complex issues Creative use of data is becoming imperative for building communication strategies that are centered around specific consumers. Research shows that 2.5 quintillion bytes of data are created every day, while the Internet of Things is upping the pace even more.
Data science departments are the new oil collecting and analyzing large chunks of data to dictate marketing trends. Upholding its position as the leading regional communications system, DIRECT MEDIA United Solutions immediately responded to these challenges by launching the Data Science Department. Guided by the slogan Creating Value from Data , the company put a spotlight on these key tasks: analyzing advertising data, creating new services related to data analysis, and creating new platforms for understanding and communicating with consumers.
Data drives the expansion of digital, multichannel, e-commerce marketing, chatbots, and blockchain developers, while communication is getting increasingly integrated. Digital content creators have a direct influence on decision-makers. The shifting of large segments of communication from offline to online channels creates the need to manage online risks such as identity theft or abuse and harassment on social media. These fast changes bring about new professions, as well as new forms of work organization and corporate culture.
As HR professionals, we need to stay informed and understand the workings of business. People are not easily replaceable. The exchange of experiences, knowledge, and feelings — the human encounter as such — indeed make a difference. It’s important to recognize, encourage, and facilitate the development of skills and abilities that are not automated or might not ever be so at all and which that use technology as a means for more efficient and effective delivery of solutions. In the high-tech world, it’s important to stay in touch , and we at DIRECT MEDIA United Solutions are well aware of that. That is why we encourage the development of skills and abilities that involve imagination, creative analysis and strategic thinking, development, motivation, and team leadership. We offer opportunities for people with no experience to grow professionally and find their place in our system. Together, we’re building a corporate culture rooted in the values of professionalism, passion for work, expertise, and trust. We strive to be more agile in our processes and organization because that is the only road to success.