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Will the Future Still Have a Place for the Intuitive Marketer?


Marketing Horizons: Will the Future Still Have a Place for the Intuitive Marketer?

With the rising demand for marketing accountability, and the emphasis being placed on data-driven decision-making, is the intuitive marketer under threat of extinction? Our guest, Susan K. Jones, says that AI and science will allow the intuitive marketer of the future not only to survive but to thrive. Listen in as we discuss how smarter AI and tech will lead to smarter “informed intuition” for marketers everywhere. Susan is the author, co-author, or editor of more than 30 books. Academically, she is a tenured full professor of marketing at Ferris State University in Big Rapids MI, and she is also a marketing practitioner with a background in banking, collectibles, insurance, and business-to-business.

Three Takeaways

  • Data still needs interpretation. All of the data in the world still needs a skilled marketer to put into context.
  • Can AI do the job of creating the “big idea” required in awareness advertising? So far, no.
  • Neuroscience, AI, and related tools continue to provide insights and capabilities, so students and new entrants to the field of marketing should look to leverage these skills.

About our Guest

Susan K. Jones

Susan K. Jones is a full, tenured Professor of Marketing at Ferris State University in Big Rapids, MI, where she is entering her 33rd year of teaching. Susan's practitioner background includes work at agencies and companies in fields including banking, collectibles, insurance, and business-to-business. Originally a specialist in creative direct marketing, she has broadened her work, research, and teaching into digital marketing and social media. The author, co-author or editor of more than 30 books, Susan is an active volunteer focusing on education and child advocacy. She serves as a trustee of The Ferris Foundation. She holds bachelor's and master's degrees in advertising from Northwestern University. Married to husband Bill, Susan has two married sons and five grandchildren. She lives in Ada, MI.

Meet the Hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!