WVU Marketing Communications Today

Digital Anthropologist: The New Role for Marketers

May 12, 2022

Steve Gershik


Marketing is no longer about simply bringing in new customers. Marketers are also responsible for managing customers to profitability. Our guest Steve Gershik explains why customer management is the new horizon, and how we all need to develop the tools and skills to understand our customers deeply. We must become digital anthropologists, examining customer behaviors and signals to infer the steps needed to serve customers and expand their value. Join us for a lively conversation, beginning with Steve’s notion of the “funnel beyond the funnel” and the surprising origins of the AIDA concept.

About our Guest:

Steve Gershik is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals.

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.

West Virginia University Marketing Communications 

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