Advertising and marketing professionals develop and coordinate advertising strategies and campaigns, determine the market for new goods
and services, and identify and develop market opportunities for new and existing goods and services (ILO, 2018)



Sales, Marketing and Public Relations Professionals

Sales, marketing and public relations professionals plan, develop, coordinate and implement programmes of information dissemination to promote organizations, goods and services; and represent companies in selling a range of technical, industrial, medical, pharmaceutical and ICT goods and services (ILO, 2018).

Occupations in this minor group are classified into the following unit groups:

  • Advertising and Marketing Professionals
  • Public Relations Professionals
  • Technical and Medical Sales Professionals (excluding ICT)
  • Information and Communications Technology Sales Professionals
  • Advertising specialist
  • Marketing specialist
  • Market research analyst

Background Information

Advertising is all about that most human of skills: salesmanship. The ability to know your audience and sell specific to them has been the basis of the rise of the internet giants and social media that has provided companies with a plethora of individualized and aggregate data on our preferences that, effectively require, machine learning technologies to disaggregate them and discover robust connections that can then be used by retailers (AI Is Changing Marketing As We Know It, And That’s A Good Thing , 2017). 

An active way to interact with people through emails has also been able to be automated, via software, that can compose persuasive and numerous emails writing compelling email subject lines for large retail companies (How AI Is Changing the World of Advertising Forever, 2017).

The ability of advertisers to create effective marketing and advertising  strategies  (Harvard Business Report, 2013) largely depends on projecting the product on  the best and largest  mediums, time slots etc. Online companies (g 2 crowd, n.d.)using data mining tools , analysing billions of data points from consumption patterns based on location to  demographics to identify  the most efficient and effective advertising campaign leaving only the content creation to advertisers (The Globe and Maiil, 2017)


The marketing platform Persado, with the backing of Goldman Sachs, is continually developing its software from cognitive to emotional impact on consumers (The Next Web, 2017). The company now creates individual profiles not only in terms of factual information about the consumers, but it also tracks comments and reactions and then customizes language to suit that particular state of mind within seconds

Chatbots have become infamous on twitter as the fake accounts that incite and reproduce fake news but in the commercial realm this software is used for multiple reasons, including customer service and more importantly advertising and marketing.
Ebay with ShopBot on Messanger or Sephora’s chatbot Kik can provide individualized offers based on the conversation with the client on the other end or share beauty tips with customers after they are asked, thus making them much more effective sales-machines.

Categories: Skill Level 4