Fast Company Predicts the Future

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In an article titled “Six Jobs That Won’t Exist in 2016,” Fastcompany.com makes some particularly noteworthy predictions about the future of marketing and advertising. Included in this endangered vocation list are: TV Schedulers, Advertising Creatives, bloggers, and American high tech jobs. That’s a pretty dire 10 year forecast don’t you think? www.marketing.fm takes a closer look at some of the reasoning behind the predictions:

1) Advertising Creatives: Fastcompany.com suggests the decline in demand for advertising creative expertise based on the assumption that the creative marketing role will be replaced by “talented amateurs making ads for fun and posting them online.” Without a doubt, the Fastcompany author is taking this idea from the recent buzz surrounding Mastercard’s “Priceless” campaign.

The Mastercard commercials are a priceless idea but I don’t think it will lead to the demise of the creative professionals. Perhaps a more likely scenario will be the decline of importance of advertising creative or rather, the demand and emphasis for high production, :30 advertisements. This argument is best articulated by Joseph Jaffe in his book, “Life After the 30-Second Spot.” There will always be the demand for creative advertising online, out of home, interactive, digital, etc. The 1970’s-1980’s “hey-day” of the :30 copywriters may be long gone but alternatively, one might predict that by 2016, there will be an entirely new frontier and canvas for creativity.

2) TV Schedulers: These jobs may be gone before ten years from now given the success and popularity of DVR, Video on Demand, and most importantly, Internet Video. Say goodbye to the program grid. These technologies will be improved and widespread by 2016 and the consumer will be able to make his own TV schedule. I can’t wait.

3) American High-Tech Jobs: India and China will have a surplus of highly trained technology workers who will work for a fraction of the going rate in America. The U.S. federal government has recognized this and is offering major federal aid incentives to anyone pursuing a career in software engineering. It’s unclear yet what the real implications are for the American economy but it will undoubtedly be great for Asian markets.

4) Bloggers: Weblogs will always be around (and it’s not because I’m biased). We are living in a time when more and more aspects of life are becoming digitized. I would predict that everyone will eventually have a home page on the Internet with a brief CV and story of his/her life (and of course an area for comments and updates).

The Fast Company predictions are meant to be shocking and somewhat extremist. Regardless, they are certainly worthy of consideration. Please let me know if you agree or disagree my post.

[tags] marketing, marketing.fm, mastercard, priceless, mastercard priceles, joseph jaffe, jaffe juice, Fast Company, advertising, end of advertising, bloggers, 30 second spot, tv advertising [/tags]

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