What skills are needed for Web Marketers in the AI era?
Hello.
Recently, I have received many questions asking, "Won't AI replace marketers' jobs?" and I truly realize how high the level of interest is among everyone.
This time, I would like to summarize the "skills required for marketers in the AI era" into three points.
Will AI replace the role of marketers?
- The Ability to Redesign the Customer Journey
With the advent of AI, user information-gathering behavior has begun to change significantly.
One could say that traditional simple flow designs such as "Needs awareness → Comparison/Consideration → Manifestation" or "Search → Display → Click → Consideration → CV (Conversion)" are becoming obsolete.
Because of this, I believe that what is required of Web marketers is not just simple SEO or ad management, but the skill to rethink the entire user behavior journey.
For example:
- SNS for discovery → AI for preliminary research → Google for comparison → Adapting to the flow toward the official LP
- Learning on YouTube → Sharing experiences on Instagram → Checking key points with ChatGPT
- Awareness on SNS → Branded search → CV response via owned media
It is necessary to optimize information provision design media and acquisition channels by assuming in detail at what stage the user is seeking what information,
based on the premise of multi-path routes.
Thinking about user behavior
In the AI era, Web marketers are being tested not just on "ranking high on Google search" or "increasing CVs through ads," but on how to enter the branching points of information and judgment axes = the ability to redesign the marketing journey.
2. The "Editor" Mindset to Master AI Tools
This may apply to AI in general, not just Web marketing, but many AI tools assist with planning, structure, writing, images, and even video.
However, it is essential not to use the output content as is, but to have the ability to finish it into "content that meets the objective"—in other words, an editor's perspective.
I believe this is an era where "editing" rather than "generation" becomes a marketer's point of differentiation.
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Being a "Translator" of KPIs and Logic
Web marketing results are measured in the field by the number of CVs or CPA, but when communicating to management or other departments, translation skills to convert them into business language are indispensable.
For example:
- "Bounce rate decreased" → "Users are reaching the information they seek faster"
- "Branded searches increased" → "Brand awareness is established, and self-sustaining customer acquisition power is strengthening"
The role of the web marketer in translating marketing results into business language
In a diversifying user experience, it is about being able to verbalize the meaning and impact behind the numbers, rather than just talking about the numbers themselves.
I believe that is where the essential value as a marketer, which cannot be replaced by AI or tools, will come from.
Conclusion
AI is a tool that dramatically changes the work of Web marketers.
But at the same time, it is also an era where the "essence" of the marketer is being questioned.
At iYaku, we view this change as an opportunity, and we provide support for the development of marketers who work with AI and strategy planning.
If you have any questions or are interested, please feel free to contact us.
