Walsh X Talk - DBA Candidate Amie Gutierrez

Summary

The speaker reflects on their journey in marketing, starting with a sales and marketing class in high school in 1994. They highlight the evolution from traditional marketing methods to the current era dominated by AI and machine learning, which personalizes consumer experiences. The speaker emphasizes the importance of adapting to new technologies in marketing education, incorporating AI, machine learning, and data-driven strategies to prepare students for the future. They share their teaching approach, which includes mandatory use of AI tools to enhance creativity and understanding of marketing concepts, and discuss the need to balance technological advancements with ethical considerations, such as sustainability, social responsibility, and data privacy.

Takeaways

• 🎓 The speaker's first marketing experience was in a sales and marketing class in high school, with no digital marketing or social media involved.
• 📅 In 1994, online advertising was in its infancy, with banner ads appearing for the first time on websites.
• 🎉 The speaker's first marketing job in 1998 involved event marketing, using traditional methods like VHS and BCRs, with no significant online content creation.
• 🚀 The emergence of AI and machine learning in 2024 has revolutionized marketing, allowing for personalized consumer engagement and creating challenges and opportunities for education in the field.
• 📚 Educators need to upskill students with new technologies like AI, machine learning, and predictive modeling to prepare them for the modern marketing landscape.
• 💼 Getting a job in marketing today is not as easy as it was in the '90s, requiring more specialized skills and knowledge.
• 💌 The speaker's experience with email marketing at match.com involved manually sifting through attendee data, a task that is now streamlined with AI and automation.
• 🤖 Incorporating AI in the classroom is mandatory for the speaker's students, despite some resistance due to concerns about creativity and reliance on technology.
• 💡 The use of AI in assignments helps students understand the power of technology in enhancing, not replacing, their creative abilities.
• 🌐 The future of marketing with AI includes optimizing ad spend, enhancing customer experience, and creating hyper-personalized content.
• 🛡️ Teaching marketing also involves ethical considerations, sustainability, social responsibility, and the importance of data privacy, with technologies like blockchain offering solutions.

Q & A

What was the speaker's first experience with marketing?

The speaker's first experience with marketing was in a sales and marketing class at a technical school in high school, which was more focused on sales than marketing. There was no digital marketing or social media marketing involved.

What was the state of online advertising in 1994 according to the speaker?

In 1994, online advertising was in its infancy, with banner ads appearing for the first time on websites.

When did the speaker start working in marketing and what was the nature of the work?

The speaker started working in marketing in 1998 at the age of 18, focusing on event marketing and using traditional methods such as VHS tapes and BCRs.

How has the emergence of AI and machine learning changed the marketing landscape according to the speaker?

The emergence of AI and machine learning has significantly shifted the marketing landscape, enabling the creation of personalized content and targeted marketing that feels exclusive to the individual consumer.

What challenges and opportunities does the speaker see for educators in the new era of marketing?

The speaker sees challenges and opportunities for educators to upskill students with new technologies like AI, machine learning, and predictive modeling, ensuring they are prepared for the new era of marketing.

What was the speaker's second marketing position and what did it involve?

The speaker's second marketing position was for match.com, where they were involved in running 'match live' events, which included speed dating and creating campaigns to engage the target population.

How did the speaker describe their experience with email marketing before it was formally recognized as such?

The speaker described manually sifting through data of past attendees to send personalized emails, which was time-consuming and lacked the automation and reporting tools available today.

What is the speaker's approach to incorporating AI in their marketing classes?

The speaker requires students to create an open AI chatbot account and use it with every assignment. They demonstrate the value of AI by showing how it can enhance creativity and efficiency in marketing tasks.

What resistance does the speaker encounter from students regarding the use of AI in marketing?

Some students resist the use of AI, fearing it will diminish personal creativity or make them 'dumb.' The speaker addresses these concerns by showing the benefits of AI in enhancing, rather than replacing, their work.

How does the speaker envision the future of AI in marketing for professionals and students?

The speaker envisions AI playing a crucial role in marketing, from optimizing ad spend to creating hyper-personalized content and enhancing customer experience, making it essential for professionals and students to understand and incorporate it.

What additional aspects does the speaker believe should be incorporated into teaching marketing with the evolution of new media and technologies?

The speaker believes that teaching marketing should also include ethical considerations, sustainability, social responsibility, data privacy, and the potential of technologies like blockchain to give consumers more control over their data.

Outlines

00:00

📚 Early Marketing Experiences and the Evolution of Digital Marketing

The speaker reflects on their first encounter with marketing during a high school sales and marketing class in 1994, noting the absence of digital marketing and social media. They describe the early days of online advertising with the appearance of banner ads and recount their first marketing job in 1998, which involved event marketing and traditional methods like VHS tapes. The speaker emphasizes the significant shift in marketing with the emergence of AI and machine learning in 2024, which allows for personalized marketing experiences. They also discuss the challenges and opportunities for educators to upskill students in this new era, incorporating technology and new media into marketing education.

05:01

🚀 Integrating AI in Marketing Education: Challenges and Opportunities

The speaker discusses the necessity of integrating AI and machine learning into marketing education to prepare students for the future. They share their experience of teaching students to use AI tools like chatbots for assignments, facing initial resistance due to misconceptions about AI hindering creativity. The speaker outlines their approach to demonstrating the value of AI in enhancing, rather than replacing, creativity. They express passion for teaching and the joy of witnessing students' realizations and 'light bulb' moments, emphasizing the importance of combining creativity with AI, data science, and machine learning to produce dynamic and competitive marketing professionals.

10:01

🌐 The Future of Marketing: Embracing AI and New Technologies

The speaker talks about the importance of embracing AI, machine learning, and other new technologies in marketing education. They highlight the benefits of using AI tools in their classes, which has led to more engaged and proud students with a better understanding of marketing concepts. The speaker also touches on the need to teach ethical marketing, sustainability, social responsibility, and data privacy, mentioning the potential of blockchain for enhancing data privacy. They envision a future where consumers have more control over their data, which can be sold directly to brands for more customized advertising. The speaker concludes by expressing excitement about the possibilities that AI brings to marketing and the importance of adapting to these changes in the field.

Keywords

💡Sales and Marketing Class

A sales and marketing class is an educational course designed to teach students the principles and practices of selling products and services, as well as promoting them. In the video's context, the speaker's first experience with marketing was in such a class at a technical school, emphasizing the importance of early exposure to foundational marketing concepts.

💡Digital Marketing

Digital marketing refers to the use of digital channels and platforms to promote products, services, or brands. The script mentions the absence of digital marketing in the speaker's early marketing education, highlighting the evolution of marketing from traditional to digital platforms over time.

💡Social Media Marketing

Social media marketing is the process of promoting products or services through social media platforms. The video script notes the non-existence of social media marketing in the speaker's early career, contrasting with today's marketing landscape where it plays a crucial role.

💡Event Marketing

Event marketing is a strategy that involves promoting a product, service, or brand through events. The speaker describes using event marketing in 1998, leveraging music and large conventions to create energy and build momentum, showing the importance of creating engaging experiences for consumers.

💡AI and Machine Learning

AI (Artificial Intelligence) and machine learning are technologies that enable computers to learn from data and make decisions or predictions. The script discusses the significant shift in marketing due to AI and machine learning, allowing for personalized marketing strategies that make consumers feel like content is tailored specifically for them.

💡Data-Driven Marketing

Data-driven marketing is an approach that relies on the analysis of consumer data to inform marketing strategies. The video emphasizes the importance of incorporating data-driven marketing in education to prepare students for a future where understanding consumer data is key to marketing success.

💡Email Marketing

Email marketing involves sending messages electronically to promote products or services. The speaker recounts their experience with email marketing before it was formally termed as such, manually sifting through data to send personalized emails, illustrating the evolution from manual to automated marketing processes.

💡Personalization

Personalization in marketing refers to tailoring content, offers, or experiences to individual consumer preferences or behaviors. The script highlights the capability of modern marketing to deliver hyper-personalized content, thanks to advancements in AI and machine learning.

💡Educational Upskilling

Educational upskilling is the process of enhancing or adding new skills to one's existing knowledge base. The video script discusses the need for upskilling in the field of marketing education to prepare students for the new era of AI and technology-driven marketing strategies.

💡Ethical Marketing

Ethical marketing involves promoting products or services in a manner that adheres to ethical standards and social responsibility. The speaker stresses the importance of teaching ethics, sustainability, and social responsibility in marketing, reflecting the need for marketers to consider the broader impact of their actions.

💡Data Privacy

Data privacy refers to the protection of consumer data from unauthorized access or misuse. The script mentions the importance of teaching data privacy in marketing, especially with the advent of new technologies like blockchain that can enhance privacy while allowing consumers more control over their data.

Highlights

Initial exposure to marketing was in a sales and marketing class at a technical school in 1994, with a focus on sales rather than digital marketing.

In 1994, social media was limited to in-person interactions, and marketing involved calling people on home phones.

The speaker's first marketing job in 1998 involved event marketing with traditional methods like VHS tapes.

AI and machine learning are revolutionizing marketing by enabling personalized consumer experiences.

Educators face the challenge of upskilling students to meet the demands of modern marketing, including AI and data-driven strategies.

The job market in marketing has evolved significantly since the 1990s, requiring new skills and approaches.

The speaker's experience at match.com involved early forms of email marketing and manually sifting through attendee data.

Incorporating AI in the classroom, such as with OpenAI chatbot accounts, is mandatory for students to enhance their marketing skills.

Some students resist using AI, fearing it will diminish personal creativity or make them 'dumb'.

AI can enhance the teaching process by creating tailored prompts for students to improve their work.

The integration of AI in marketing education helps students grasp complex concepts more effectively.

Ethical marketing, sustainability, and social responsibility are essential components of modern marketing education.

Data privacy is a critical issue in marketing, with technologies like blockchain offering potential solutions.

The future of marketing with AI includes hyper-personalized content, voice search, smart speakers, and live streaming.

Walsh College is embracing AI and machine learning in their marketing programs to prepare students for the future.

Students are more engaged and proud of their work when they incorporate AI into their marketing projects.

Personal data control and selling data directly to brands could be a future trend in marketing, as the speaker exemplifies with Amazon.

Transcripts

so my first experience with marketing

was in a sales and marketing class at a

vot technical school in high school it

was more of a sales class there wasn't

much marketing there was definitely

there was no digital marketing there was

no social media marketing there was no

social media social media was

um was lunch was it was outside with

everyone it was it was just a social

social times when you had to call people

on your home phone um while I'm dating

myself so that was in

1994

um although it was going on outside my

world in 1994 uh online advertising

although in its infancy it was happening

there were banner ads that appeared for

the first time on websites um which

makes sense the first time I worked in

marketing was

1998 I was 18 years old I believe um and

I worked in event

marketing we used things like

Tina Turner's U music like simply the

best for large conventions to you know

build momentum to get everybody hyped to

really create energy in the room but

again um the amount of online content

that was be being created was slim to

none um a lot of traditional we had we

were using VHS so like you know

bcrs um to Market we were literally

selling those so there wasn't a lot of

marketing like it is like there is today

and I think that's pretty special um in

2024 we have a significant shift again

happening with the emergence of AI and

machine learning that have just made our

the possibility of marketing

to a specific consumer or making Eng

engaging content for someone that it

feels like it's just for them

can you imagine getting a an email or

getting a push notification that feels

like it literally is just for you like

you were just talking about this with

someone well that's what we have the

capability of doing with AI and machine

learning and it's only getting

better um this also this creates a a

significant Challenge and opportunity

for educators and higher education um to

be able to look at the skills that we've

always Incorporated that we've always

given our students and then see what we

need to do to upskill them to get them

ready for this new era um in marketing

in this new

world incorporating things uh

incorporating technology and New Media

um from artificial intelligence to

machine learning predictive modeling um

datadriven marketing is really important

to be able to give students the skills

that they need when they graduate that

they're able to be successful and become

the leaders so they need to be to be to

get a job in marketing it's not easy um

it was a lot easier in the '90s let me

tell you that it was a lot easier it

just was if you were in the right place

at the right time well I know it

happened with me I wasn't even looking

for a job in marketing which is pretty

it's pretty amazing my second um

position in marketing was for

match.com um

so match.com used to have a division um

called match live if you've ever heard

of speed dating but I yeah like when

seed dating was first coming coming out

like I did that I mean I didn't do that

but I was running it so we would come up

with oh gosh this is really going to age

me we would come up with cool little

like campaigns like sex in the city or

you know try to make it like fun and hip

and um different something that would

engage well my target um my target

population was uh anyone in the 20s like

so it could be 21 all the way up to 29

um and later it changed and it also we

also added uh the 40s so anywhere from

40 on up on up so anyways um I was doing

email marketing before there was a term

called email marketing and I had all of

this data all of these past attendees

that I had to sift through manually when

our numbers were down so we might be

having we might have like a a really

cool like a Blue Martini type of event

or something going on and instead of

being able to pull a report or to be

able to um even like we didn't have ad

hoc reporting so I would literally go

back into um past events I can still

remember the screens um they were not

pretty so going back and looking through

different attendees and then seeing who

normally would show up who paid and who

went from there I would literally send

out these email these personalized

emails um I would spend hours hours

crafting like what I I thought was the

most dynamic and personal email that if

I got it I would think they really want

me to go like they really need me to go

when I did I really needed them to go I

needed so many men and so many women to

make these events happen that's the kind

of events we were we were hosting um and

you needed a diverse group

so if I think about

now the fact that students marketers

don't have to do that they don't have to

go back into the go back to these these

systems and going to these screens and

another screen to another screen to

another screen to find data to be able

to attract that

specific person or that specific the

specific segment um that they need or

that they want to attract I mean even

thinking about it gets me confused it

gets me tongue t Tongue Tied as you can

hear because I'm literally thinking

about all the steps that we used to have

to take to come to the same thing now

that would take I mean at most if you're

learning a system 15 minutes with AI now

taking that and teaching that to our

students creating something that's

really special that they find engaging

that's a challenge some of the ways that

I'm doing that in my class um is with

incorporating so it's not an option it's

mandatory students have to create an

account an open AI chat gbt account free

one but they have to and they have to

use it with each and every assignment so

I do get some resistance from students

um that do not see the value or that

feel that it is going to take away

personal creativity or

that they're not going to be that's

going to make them dumb to be quite

honest that's what I've literally heard

time and time again it's going to make

us dumb if we're using this it's not

usually I don't hear a lot of that but I

do hear it so some of the ways that I

will go through and I'll I'll show

students that they're wrong that they

truly are is well first you're not going

to just copy and paste an assignment

right into

chbt um you're going to take whatever

you have your rough draft your rough

draft and we're going to create a really

a really specific prompt and I'll show

them how to do that and I'll so we'll be

doing this and we'll have one group over

here creating one prompt and then over

here another group creating a different

prompt um and we'll we'll compare our

results afterwards and again it's just a

it's just a really rough draft and

sometimes we get sometimes they get very

similar content where they're like see

it didn't do it it didn't do it and then

I will show them what I was doing behind

the scenes at the same time which was

creating a third prompt which just going

a little bit further adding a little bit

more detail um and then that's when

things start start happening like that's

when the magic happens if you will and I

see the little light bulbs going off

which is by the way like the most

special time for me it's like that's

when I know what I want to do for the

rest of my life is is this I want to

teach I want to be in that classroom and

I want to be like showing students that

at every level of their careers students

who have zero experience in marketing

and students who don't even want to go

into marketing but they have to take my

class because it's a requirement it's

part of their program

um that they have an appreciation by the

time that they're done so incorporating

AI um in the future for marketing

Professionals for marketing students it

is going to entail some things that are

that might be uncomfortable from the

past I'll be honest I don't love

statistics I don't love math I don't I

surely don't I I I I'm not good at

calcul

but I know that all these things not

maybe not as heavy obviously um as what

students might think but it's going to

be important to know some aspects of

this right if you want to if we want to

create students who graduate from our

programs that are competitive in the

market that that they could be proud and

we could be proud of them we're going to

have to incorporate it so how do we do

that and that's something we have to

figure out together right so what I love

about marketing is that we can take a

little bit of me we can take a little

bit of you a little bit of you we can

combine that all together like for all

of our creative genius um that we have

and we can make something really special

and then we bring in other departments

too like the data science and the AI and

um the machine learning and we

incorporate that all together and I

think that we're going to make our

students more Dynamic definitely more

competitive we can polish them up and

give them the skills that they need um

because the future of AI is everything

from optimizing ad spend to enhancing

customer experience

creating personalized content that's

like hyper personalized content creation

and um

cation as well as incorporating voice

search and smart speakers um video

marketing live streaming uh it could go

on and on and on

but that those are all the challenges

that we have like how do we teach all of

that I think we have a pretty good plan

in place which is that we're embracing

at Walsh College we're embracing

technology we're embracing artificial

intelligence we're embracing machine

learning and we're also not afraid to

embrace that in our marketing programs

which is pretty special in my opinion um

and it creates some pretty powerful

presentations as well when my students

are able to incorporate and level up so

to speak quicker and faster I'm noticing

that they're more engaged they are more

proud of the content that they're

creating and then they also have a

better understanding of marketing

concept which is really tough to teach

prior to the integration of chat GPT

into my classes when the student comes

in and and they have these preconceived

notions of what marketing is and most of

it's like sales it is um multi-level

marketing even it's these pitchy things

that does not enccompass what marketing

is especially not marketing today um and

then I see the transformation that

happens again and I and I do I give a

lot of credit to AI I give a lot of

credit it's CHT we're using all sorts of

different systems and we're trying them

together we we're using them together

um which it makes the experience for my

students and myself that much more

rewarding and I think it could make us

even that much more competitive um there

are other things that we need to

incorporate in teaching marketing with

the changes or the evolution of New

Media and Technologies um there's

respons ability so we have to teach them

to be ethical marketers to think about

sustainability and social responsibility

and what that means for corporations

what that means for their own personal

Brands

um data privacy we have to teach them

about the importance of data privacy

right so we have new technologies that

can help with that

blockchain um although it's known

for cryptocurrency it also can can be

pretty profound in marketing to help

with data privacy to help

with to not only help with data privacy

but then also help to well let me put it

this way imagine a world where the

consumer has more control over their own

data and they can sell that directly to

Brands something which I've been taking

advantage of for about two years with

Amazon Amazon shopping so for a mere $12

a month which definitely pays for my

subscription to Amazon my Amazon rme um

I sell yes I do receipts every month so

I scan them um pretty much anything

other than um restaurant like receipts

other than that I upload them every

month they have to be within the last 30

days um but I also sell my all of my

interactions or basically my Beta so

like all of my internet searches

everything else like that yeah I know

can you imagine it's a little scary

sometimes when I think about that but I

do I sell all of that that's only $2 a

month but I like it because I imagine in

my head

that that's going to create more

customized um ads more customized um

targeted content that comes my way and

then for me that takes the time and the

energy that I normally do you know like

the energy and the time that it takes to

go and search for like exactly what I'm

looking for if it is just presented in

front of me well that is just a

miraculous day I love that thank you