When I started my career in high-tech public relations in 1994, I had no idea how quickly and profoundly my perspective on marketing as a profession would change. I started dabbling in the web in 1995 and by 1996 I was optimizing websites. I spent the next decade trying to convince my PR and marketing cohorts that the internet was going to change our profession forever, with limited success. Since then, I've come to realize the expanding realm of digital has impacted all aspects of marketing and we will see the most significant changes in job titles in the next five years.
There are a host of factors that are driving the coming changes, including technology, evolving communication techniques, and media consumption preferences. Trying to keep up with rapidly evolving tools, platforms, and internet memes can be exhausting. One way to stay above the fray is to manage your career toward a strategy and management role. Know enough to be dangerous, but leave the details to others. Unfortunately, the "others" job titles will be evolving as much as yours, so there will also be a need to continually recruit, retool, and grow the team around you.