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, Data Marketing Communications and Digital 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.
With the COVID-19 pandemic postponing and cancelling many of my summer plans,
which typically consist of traveling, concerts and outdoor festivals, I have joined
51% of Americans who have reported a massive increase in social media use.
While I have been on Twitter, Snapchat, Facebook and Instagram for a years now, I
am now part officially part of the TikTok community.
Before joining the platform, I didn't really understand what it was or why anyone
would want to spend hours on the platform — now I understand why a little
too well. I have found myself "just going to browse" and accidentally scrolling
and watching for over a half hour at a time.
Now that I am a TikTok expert - here is my personal account of why everyone should
consider TikTok for their social media strategy from a
marketing communications student and Gen Z perspective.
Rex Repass, a native West Virginian, is President of Research America Inc. In this
blog and podcast, Rex tells us about his life-long interest in the effects of media
and marketing on consumer decision making – from the cars they drive to the candidates
they support. He has an interesting story to share from his first market research
venture in the early 1980s to now leading a Top 50 research firm in the U.S.
Matt Cummings: What about some of the more challenging topics that you've
been asked to research?
Rex Repass: A lot of that has to do with the corporate reputation, organizational
reputation work that we've done. Good companies have challenges all the time. It
may be a product recall. It might be something that has happened with the company
in terms of a problem that has occurred or an employee situation or a negative
that takes place. Fortunately, we've been able to help companies repair their image
and their reputation by really understanding stakeholders and what stakeholders
think and how they feel about the issues and what the brand strengths and equities
are of that company. When they're damaged by a crisis of some kind, we can go in
and help them repair over time by doing thorough and transparent research and then
sharing that with the marcom team to help them repair and build forward after a
negative situation that's happened to an organization.
In a digital world, consumers expect to be connected with brands and organizations
24/7. Hosting virtual events offers an engaging opportunity to build relationships
with consumers, deliver content and establish brand credibility.
In 2020, virtual events' importance is more evident than ever in the face of COVID-19
and social distancing guidelines. Virtual events are no longer just a creative
strategy to reach audiences but a socially responsible way to connect and support
WVU Marketing Communications "Virtual Events Guide" provides a comprehensive look at planning, promoting and executing successful virtual
The rise of “Cancel Culture” is an extremely hot topic on the internet right now,
but what really is it? Should it be a concern for marketers and brands? The short
answer is yes, and here is why.
What is Cancel Culture?
The term “Cancel Culture” refers to a public, mass withdraw of support, typically
in response to perceived poor behavior or wrong doings, of a person, a product,
a brand or an organization. Individuals who take part in a “Cancel Culture” demonstration
typically broadcast their views and reasoning for “cancelling” someone or something
Integrate Online: Career Boost was a three-week virtual event series hosted by WVU Marketing Communications Online
Graduate Programs. Session included workshops focused on building your portfolio
site, improving personal LinkedIn pages and how to begin a freelancing career or
start your own business.
Missed a sessions? Here is a recap of what our guest speakers discussed:
Original session hosted on 6/23 featuring Erin Fields & Nathan Pieratt
The Marketing Communications field can be an extremely competitive job marketplace,
especially in the face of COVID-19. For job seekers, there is a lot to consider
when preparing to begin the search for a new opportunity.
WVU Marketing Communications Online Graduate Programs has created a webpage of resources
to help students, alumni and other members of the network organize and perfect
their application resources. Here are some tips on how to secure an exciting new
The job seeker toolkit includes every document or piece of content an individual
needs to fulfill a basic application. These should be working documents that provide
a framework for the ability to be customized for each application. While not all
applications will require all these documents, having them prepared will ensure
you can deliver requested content quickly and with confidence if asked.
How do agency leaders start their business? How do freelancers make their ‘side gig’
a full-time career? Learn from experts who have created their own careers as they
discuss what it takes to become your own boss and sustain an independent business
in the marketing communications field.
1. Foster Positive Relationships
Marketing communications is all about relationships. Each day practitioners conduct client relations, media relations, consumer
relations and more. When meeting someone new in the industry or a prospective
client, it is crucial to make a good first impression. Even if this connection
does not lead to a contract or new opportunity, it can lead to a positive referral
or collaboration down the road.
Marketing communication is an extremely diverse industry, encompassing all aspects
of branding, promotions and relationship building. For those entering the job market,
searching for a new opportunity or simply trying to understand where a marketing
communications degree can take them in their career, it can be difficult to understand
what a day in the life of the overwhelming number of career options looks like.
The WVU Marketing Communications network has students, alumni, faculty and professionals
working in all aspects of the industry across a variety of specialities. Three
WVU Marketing Communications alumni share a look in to their career and tips for
those interested in pursuing similar opportunities.