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.
Social Media Specialist. Media Coordinator. Paid Search Manager.
Do any of these professional roles appeal to you?
If so, then you definitely have an interest in the field of digital and social media.
You also probably know that today's marketing industry is multifaceted and complex.
If you're dedicated to boosting your career in marketing communications with a
focus on digital and social media, you need to know about what matters in
today's dynamic field.
It's an understatement to suggest that data is critical to an organization's sales
and marketing work. It's vital. That said, I'm here to discuss what your relationship
with data needs to look like in order for you to be successful using data to make
Simply put, salespeople and marketers need to
treat data as a member of the team. Assuming, of course, you provide
members of your team with respect, kindness, emotional intelligence, and mentorship.
You also need to remember that data is not the same as analytics — data is the
raw metrics, and analytics is the analysis or the interpretation of data. They
should work together and inform one another, but they are different things. But
these two words are often used interchangeably. I’ve seen this seemly small mistake
negatively impact research projects, purchasing of enterprise SaaS technology,
and so on.
My marketing and sales work has always included the collection, analysis, and presentation
of data. But my understanding is limited when you compare it to what a marketing
analytics professional tackles every day. So, for the overview below, I’ve tapped
into the extensive knowledge and deep experience of
Michael Lynch. Michael has over 20 years of experience in marketing and business
analytics and is a professor of the
Data Marketing Communications at WVU's Reed College of Media.
Making the decision to start your journey toward a graduate degree in either Integrated
Marketing Communications or Data Marketing Communications can be challenging —
especially when you are working a full-time job, juggling your personal responsibilities,
and trying to maintain a social life. However, committing to graduate school does
not mean giving up on the other parts of your life. It does mean, though, that
you need to acknowledge the challenges that are about to come your way and
come up with a game plan to overcome them.
We talked with a few IMC and DMC students and got their perspective on how they went
about managing their time.
The marketing communications field continues to recognize the need for professional
communicators who can apply data, analysis, and creative thinking to marketing
campaigns. This recognition has led to more and more careers emerging for marketing
professionals who understand the importance of data-driven marketing in all facets of marketing communications.
With this in mind, here are 13 career options for marketing professionals who aren’t
afraid to harness the power of data and who understand the importance of creating
integrated marketing campaigns.
But first, let's define Data Marketing Communications. According to the professionals
at West Virginia University’s Reed College of Media, Data Marketing Communications (DMC) is an emerging discipline. DMC takes
data and applies intelligence and strategic analysis to provide professional communicators
with key insights to develop and refine marketing communication activities.
Bill Jones brings value to his students, consulting clients, and customers through
his combination of skills and experience in sales, sales management, engineering,
product development, team building, and innovation. Through WMTJ Consulting, Jones
consults on product development, industrial process improvement, sales, and marketing.
He develops and delivers in-house and manufacturer’s representative sales training
courses, which include role playing and negotiation strategies.
As an entrepreneur and an innovator, we're excited that we had the opportunity to
interview Jones on our weekly Marketing Communications Today Podcast. Here's what
he had to say.
Cyndi Greenglass: Can you talk about the state of B2B marketing?
When most people hear summer, they think about days spent at the pool and nights
under the stars. For me, summer hasn’t actually been like that since 2016. Since
the summer after my freshman year of college, I have worked full-time whenever
school is out, I even worked over Christmas vacation my sophomore year.
While some students may cringe at the idea of spending sunny days 9-5 in an office,
I loved my summer jobs. Each year I had a different internship, sending me back
home to Philadelphia and even to a shoe box apartment in New York City (that I
miss every day!). During these three-month experiences, I learned almost as much
as I did in a full semester in the classroom.
Larry Stultz, Ph.D., has been a part of the
Integrated Marketing Communications faculty community since 2007. He served
as department chair for the Bachelor of Arts in Advertising program at The Art
Institute of Atlanta, where he taught courses in conceptual thinking and campaign
development for twenty years. Prior to entering the teaching phase of his life,
he operated design and advertising firms in New Orleans and Atlanta with clients
in hospitality and tourism, commercial real estate, corporate communications, health
care, and social services.
As an expert professional in the field of marketing communications, we're excited
that we had the opportunity to interview Stultz on our weekly Marketing Communications
Today Podcast. Here's what he had to say.
Nathan Pieratt: How are you able to help
WVU IMC students understand conceptual thinking and strategy development?
At the beginning of your college journey, four years seems like a long time away.
That question of what “life is after undergrad” doesn’t need to have an answer.
You barely have to have an answer to what your major is for the first year and
a half. For my first two years of undergrad, I had no clue where my future was
going to take me.
During my sophomore year, the news of being on track to graduate a year early made
me realize just how close the “great unknown” was. I had a few options, pick up
another major or minor and continue my undergraduate education, get ready to start
looking at jobs or look at my options for graduate school.