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Marketing Communications Today Blog

      

About Marketing Communications Today

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.


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EZ Insider: TikTok - What Marketing Communications Professionals Need to Know

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 the 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.

Read Full Article: EZ Insider: TikTok - What Marketing Communications Professionals Need to Know

2 Million Miles Later - Tales From a Life-Long Entrepreneur & Market Researcher

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. 

Read Full Article: 2 Million Miles Later - Tales From a Life-Long Entrepreneur & Market Researcher

Campaigning in the era of COVID, Cancel Culture and TikTok

What is the role of digital marketing communications and digital strategies in political campaigns?

Budgets and the entire focus of political campaigns have been largely impacted by COVID-19, how should candidates adapt during these times?

While we understand the importance of digital campaign strategies for presidential campaigns, what about smaller, local campaigns?

Read Full Article: Campaigning in the era of COVID, Cancel Culture and TikTok

4 Tips for Hosting Virtual Events

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 consumers. The WVU Marketing Communications "Virtual Events Guide" provides a comprehensive look at planning, promoting and executing successful virtual events.

Here are three tips for a better virtual event:

Read Full Article: 4 Tips for Hosting Virtual Events

Understanding Cancel Culture for Brands and Marketers

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 online.

Read Full Article: Understanding Cancel Culture for Brands and Marketers

Integrate Online: Career Boost Series Recap

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

Read Full Article: Integrate Online: Career Boost Series Recap

Career Support: Achieving Success in the Marketing Communications Industry

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 professional opportunity:

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.

Read Full Article: Career Support: Achieving Success in the Marketing Communications Industry

Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies

Crisis management expert, consultant, and author Edward Segal talks about the publication of his new book on crisis management — Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies (Nicholas Brealey).

Susan Jones: Tell us a little bit about why you chose to write this book.

Read Full Article: Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies

4 Tips to 'Create Your Own Career' in Marketing Communications

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.

Read Full Article: 4 Tips to 'Create Your Own Career' in Marketing Communications

Alumni Feature: An Inside Look at Marketing Communications Careers

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.

M.S. Integrated Marketing Communication and M.S. Data Marketing Communications

Read Full Article: Alumni Feature: An Inside Look at Marketing Communications Careers