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The Download on Digital Marketing Communications

Mel (Moraes) Wilson, Digital Marketing Manager at UPMC

The average person spends nearly seven hours a day online, 49 hours a week or 2,555 hours a year. Imagine having seven hours a day to reach and continuously expose a highly segmented audience to your brand – don't just imagine, do it. In a technology-driven world, digital marketing communications is the key for consumers and brands to be connected 24/7.

What is "Digital Marketing Communications?"

Digital Marketing Communications is a strategy that uses interactive channels to build a community around a brand or organization. It's about setting the trends, not just following them. 

It's personal – digital media is not only used to inform, but to connect and share. Social media rules the digital landscape and creating effective, platform-specific is critical to break above the noise of an oversaturated media landscape. Digital marketers must understand how consumers use media in their everyday lives to organically insert brands into the conversation and create buzz around content that aligns with an individual's values and interests. Digital messaging must be strategically crafted to be relevant, shareable and timely. 

It's everywhere – In this technological age, we are constantly connected and constantly consuming. Whether it is alerts on your smartwatch, surfing the web on a tablet, asking your voice assistant for the latest news or checking your email on a laptop, digital media is always with us. 

It's always changing - Digital marketers must understand SEO, organic and paid search, social media marketing, content marketing, multi-channel marketing, mobile marketing and so much more in order to effectively manage all channels of digital consumption. With seemingly endless messaging channels, there is also an immense amount of data available about consumers and their behavior. Digital marketers must also reflect on data to understand consumer demands and stay ahead of the competition. 

Digital marketing communications is one of the fastest evolving industries. It's overwhelming and exciting, but those who pursue it are ready to challenge themselves to be trendsetters, analysists, strategists and great creative leaders. 

What Does a Typical Day Look Like as a Digital Marketer?

The job of a digital marketing communications professional varies greatly from day to day. Since these individuals must be so diverse in their knowledge, digital marketers are looked to as leaders for creative and challenging projects from start to finish.

"At any given time, I am taking the lead on 15-20 different campaigns and projects for my clinical service lines. We have a comprehensive "wheel" process for all of our digital campaigns which starts with marketing intelligence and analytics, then makes its way to digital strategy (my team) for recommendations and execution with both internal team members and third-party agencies — the recommendations phase is when my team gets to flex our creativity and show the clinical marketing client everything that can be done on digital in a much more cost-effective manner than TV and radio. Once the campaign has launched, we are monitoring in real-time through our analytics platforms and making optimizations as we go to ensure the most efficient and successful delivery of our campaign spend. In the end, we do a final evaluation post-campaign, and make a practice of looking back at campaign results in great detail to forecast budget allocation and content creation for the rest of the year." –  Mel (Moraes) Wilson, Digital Marketing Manager at UPMC

"My days are always spent in close collaboration, both with clients and an integrated group of colleagues. I may provide input on a client's social media policy, advise on campaign optimizations based on new data, meet with a developer to set up an issue-specific landing page, and write a recommendation for promoting a CEO's live video — all before lunch." –  Lindsey Neary, VP of Digital and Corporate Communications at Edelman and M.S. IMC.

What Will I Learn from the (coming soon) M.S. Digital Marketing Communications Program?

"It's critical to keep in mind where the world is going and build courses that get your students ready for emerging trends vs. existing trends." –  Suhki Sahni, Senior Director of Communications at Capital One and WVU Reed College of Media Alum. 

The WVU Marketing Communications program is constantly evolving with the addition of the (coming soon) M.S. Digital Marketing Communications Program. With a team of practitioner faculty and insights from alumni industry leaders, the program has been developed. It is being taught by those driving the field itself. The program is comprised of 10 courses that focus on providing the students the knowledge they need to understand a vast industry and become innovators themselves. Courses cover the essential foundations for navigating the evolving field along with three focus areas that are crucial to achieving success in the industry:

  • Applications and Technology
  • Content and Production
  • Strategy and Campaign Planning

Skill-based certifications that will provide knowledge of technologies and digital platforms that are specifically requested by employers and used by professionals every day. The final course wraps up all of the knowledge from the curriculum with a Digital Marketing Communications Campaigns course, allowing them to develop a professional-quality end-to-end campaign for their portfolio.

Why Pursue Graduate Education?

Hear from our alumni about how WVU Marketing Communications programs have enhanced their careers and helped them develop the skills they needed to become industry leaders:

"Earning my master's degree underscored the value a digital skillset brings to broader communications programs. Armed with that knowledge, I moved to a larger firm where I've had an incredible opportunity for career exploration and growth" –  Lindsey Neary, VP of Digital and Corporate Communications at Edelman and M.S. IMC.

"Digital marketing is a constantly evolving field, and IMC gave me my first glimpse at that concept many times in what we studied. Having to adapt processes on the fly to keep up with Google's algorithm, and more, made me feel that the edge that I was seeking by finishing a master's degree had absolutely paid off. It's no secret that digital experts are more in demand than ever before; that said, having my master's degree has truly helped to set me apart and qualify me at a higher level than other candidates." –  Mel (Moraes) Wilson, Digital Marketing Manager at UPMC

Ten courses, one-year, completely online - unlimited possibilities to advance your career. Learn more today and be the first to know when applications launch in mid-March 2020.



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