Marketing & the knowledge worker


Marketing as a knowledge worker

This idea of being a knowledge worker is something that cannot be avoided as digital capitalism is on the rise. In fact, digital capitalism is in such full swing that those who are not knowledge workers, deep knowledge thinkers to be exact, are in for a rude awakening. But what is a knowledge worker anyways? Knowledge is the most important resource of our society and culture partly because it is intangible and endless. Without knowledge, our ideas are seemingly useless. More important than this knowledge is how we communicate our ideas within our technoculture. Being a knowledge worker means using the most powerful processor on the planet: our brains. The truth behind digital capitalism is that nothing can ever be more powerful than the human brain, not even the robots that are being built right before our eyes. Surely these robots are a part of this disruptive innovation going on in the world around us, but the easiest way to avoid this disruptive innovation is to get educated. It’s more important to be competent and reliable, a ‘smart worker’ if you will, than a hard labourer. This can take many shapes, but for a marketer, reliability is vital. People are only going to trust someone who is reliable. For example, Nike is not afraid to spend millions of dollars making its product top of the line because that is the brand they have created for themselves. We trust Nike because Nike is reliable, rarely do they fall short of expectation (Armstrong, 2015). “Influence trumps authority” (Armstrong, 2015). At the end of the day, no one is going to have all the power, so it is influence that drives a marketing campaign. When you think of the occupation of marketing, some of the first words that may come to mind are communication, trust, innovation, and creativity, adjectives that robots cannot replicate as easily as humans. Traditionally, marketing is all about the consumer, the who, what, when, where, why, and how they are going to react to different stimuli. This will always be the case whether it’s robots or humans at the stake of the consumer. The reason I bring this up is because nothing can compare to human-to-human interaction. A voice-automated service just puts the consumer as a number, when the consumer is the most vital part of a company’s success. Marketers have such a huge advantage because of this, if they use this to their advantage they can become the most highly influential people of the company: the people the consumer can trust.

It’s all about creativity

This is huge for a knowledge worker to understand. By simply going with the flow of the past, the marketer is limiting himself or herself entirely. The marketer must be innovative, by simply following the past they are not being a deep knowledge thinker, but rather a knowledge technician. That’s where robots cause disruptive innovation, they can follow the past because they can be programmed to do so. As a deep knowledge thinker you are breaking through the barrier of digital capitalism. According to Schumpeter (2013), “Technology is creating ever more markets in which innovators, investors and consumers—not workers—get the lion’s share of the gains.” There is no room for the weak and a marketer who does not understand that competence and creativity will dominate will likely fail. That is to say the person is not an innovator, using convergence to his or her advantage and letting a robot take over a task that once had value. Most people are convinced that advertising is the end all be all for a company’s success, when the fact of the matter is that marketers are at the very will of the consumer, their fate is determined by the central force driving the company. If an idea is not creative, innovative, influential, and unforgettable, then it will not survive to maturity. Marketers need to think into the future, see patterns in consumer behavior, and not wait until the disruption is so distinct that recovery is nearly impossible (Holtshouse, 2009). Humans have the most competitive advantage in the world: the ability to harness knowledge. The intelligent and creative worker will prosper.

So what should you do?

The innovation and digital capitalism isn’t something that should make you afraid, it should motivate you to stretch the limits and the boundaries of your mind. This rise of digital capitalism is expected to produce some of the most creative and innovative ideas that people would have never even imagined could be possible. Competency will be the deciding factor of whether or not a market will succeed or not. Reliability will follow suit if that marketer is indeed competent. At the end of the day, the consumer will only buy your products and services if they believe that what you are marketing will better their lives, as consumer expectations increase so must the power of the marketer. Marketers must be innovators. Standing on the sidelines will not cut it as digital capitalism comes into full-swing. Good ideas aren’t always good enough, it’s how these ideas are innovated and converged into the technoculture that is being established (Forbes, 2014).


Armstrong, D. (2015). How marketers will win. Retrieved February 15, 2016, from 

De Balincourt, J. (2013, February). Big Globe Painting. Retrieved February 15, 2016, from JULES DE BALINCOURT (Originally photographed 2012)

Holtshouse, D. (2009, September). The future of knowledge workers. KMWorld, 12.

Innovation vs. Marketing. (2014, January 22). Retrieved February 15, 2016, from

Innovation vs. Marketing. (2014, January 22). Retrieved February 15, 2016, from


Marketing & the knowledge worker

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