Marketing Communications Today is a resource for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Fueled by the academic innovation coming out of WVU’s own Integrated Marketing
Communications and Data Marketing Communications programs, these articles
will provide both aspiring learners and seasoned marketing professionals
with better insights into what’s now and what’s next in marketing and communications.
Jacelyn started her talk by stating that she believes that AI can be all about
connections. She prefers to call it “Augmented Intelligence,” because the word
artificial may be off-putting to some. The word augmented implies a helpful presence
rather than something that separates humans and machines. She provided several
examples of how IBM has encouraged collaboration between AI and humans with impressive
and unique results.
It’s an increasingly-competitive world, and it seems to get more competitive all
the time. It can be tough to stand out and differentiate yourself from other professionals
in the field of marketing communications. So, what can you do to truly set yourself
Many young professionals find that an advanced degree or certification can have a
profound impact on their job searches. Recognizing the ambition and efforts of
our students, the WVU Reed College of Media examined how we could assist.
For young practitioners, academic credentials can be extremely helpful in differentiating
themselves, and the more specialized a credential, the greater impact it can have
in the most competitive searches.
Amy Teller, Marketing Consultant at Orangesplash Technologies Inc., discusses the
ethical uncertainties in strategic marketing with the evolution of digital technologies.
Digital technologies have transformed the media landscape and are integral to
virtually every industry and field, and marketing is no exception. Today, marketers
must integrate both the creative aspects of the discipline with more technical
Data-driven marketing strategies have become fundamental to the new marketing model.
Emerging technologies have accelerated the speed, reach, and relevancy of marketing
campaigns and inadvertently opened a virtual Pandora's box of ethical uncertainties
that cause us to call into question issues of privacy versus convenience.
Matt Cummings: How has digital technology changed the landscape of
Bailee Miller wanted two things: to explore the field of marketing communications
at a deeper level and to do so
while continuing to work. That's when she discovered West Virginia University's
Integrated Marketing Communications graduate program.
Here's what she had to say about how WVU's Integrated Marketing Communications master's
program encouraged her to specialize in an incredibly competitive field without
sacrificing her time in the workplace.
My name is
Bailee Miller, and I’m originally from Roanoke, West Virginia, a
small community outside of the town of Weston.
Kristin Meeks is a consultant that specializes in the integration of
digital and traditional marketing practices. Meeks is the owner of
WV Social Media, located in Parkersburg, West Virginia, and the founder
of the Social Media Marketing Made Simple Training Academy. Her specialty is
helping clients and academy members find the strategy behind their social media
practices. WV Social Media serves clients from coast to coast, assessing their
social media needs, facilitating marketing training and most importantly helping
marketers plan and execute strategic marketing practices. Meeks teaches Content
Marketing for the WVU Reed College of Media
Integrated Marketing Communications online graduate program.
Kristen Meeks: There is a sense of urg
ency to get content out. This happens every day, where someone sends me something
saying, “Oh, we need to do something with this.” And I say, “Let's slow down. Let's
be more strategic and make sure that it looks and feels like our brand, and then
also let's make sure it's the right message for that target demographic.” That
to me is the most important part, and I feel like people struggle with that because
they just feel this sense of urgency to get the content out as quick as possible
whether it's from a boss or a client. It’s not always the best approach. It's about
getting that content and making it work for your brand and work for your campaign,
and also have a good call to action in there.
After years of increases,
social media spending declined in 2019.
The CMO Survey saw a drop in social media spending to 11 percent of marketing budgets
from a high of 14 percent in 2018. Why? The authors suggest, “… despite massive
financial investments, social media is rated as contributing only moderate value
to company performance (3.3 on a scale where 7=very highly and 1=not at all).”
If you’re not confident in social media’s return on investment (ROI), it will only
get harder to securefunding for
social media budgets. How can you improve this confidence? Ensure you have
a strong measurement plan in place to better prove social media’s impact on the
On May 23, West Virginia University’s M.S. in
Data Marketing Communications program held an online information session
that included a panel of alumni and faculty who offered insight from their experience
with the program and provided advice to students who are considering beginning
data-driven marketing graduate program at WVU.
David Hazelton has over 30 years of professional experience in design,
branding, and marketing. As design director for ProShares, David is responsible
for brand consistency across all channels of the company’s marketing, advertising,
and corporate communications.
Prior to joining ProShares, David spent over a decade in boutique agencies. During
that time, he used his branding and marketing talents to enhance the brand image
of clients like OSHA, the National Institute of Mental Health, the National Heart
Lung and Blood Institute, and the U.S. Department of Agriculture.