Marketing Communications Today is a collection of resources for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Learn industry insights through the Marketing Communications Today blog,
podcast, as well as Integrate Online.
The use of digital advertising has been on the rise and has seen continuous growth
despite these unprecedented times. How do you stand out in a crowded digital space?
Storytelling. Join Sukhi Sahni, head of corporate communications at Capital One
as she discusses how to sell stories in a digital world.
Amy Teller: Could you start us off today by describing, in your own words,
what is digital storytelling?
Sukhi Sahni: I think at the heart of storytelling is how humans connect,
right? So, if you think about how you connect with your families, your friends,
every conversation, if there's a story that's a part of it, we tend to remember
that story. You might not remember the occasion, you might not remember the people
in the room, but if there was a story that was told in an impactful way, you tend
to relate to that. So, I think at the very essence of storytelling is just the
way humans connect, and what's more important these days is that we are connecting
in a lot of different ways and a lot of different channels.
Last year WVU Marketing Communications produced a piece predicting the biggest marketing
trends to come in 2020, before the year took a dramatic turn. In light of many
unforeseen events, the biggest trends of the year drastically changed. COVID-19
and other events pushed marketing communications professionals to test their creative
capabilities and ability to pivot, forever changing the industry.
In light of another unpredictable year ahead, the WVU Marketing
Communications graduate programs hosted a Twitter Chat discussing "Predicting 2021
Marketing Trends" to encourage staff, faculty, alumni and students to consider
what will be the next biggest thing in the industry.
On November 17, Twitter launched a new feature called “Twitter Fleets.” The new feature
mimics the popular Stories feature that is available on Snapchat, Instagram, Facebook
and most recently LinkedIn.
Twitter positioned the rationale for Fleets by stating the brand hoped to empower
users to share content or thoughts that typically would be left in drafts. Users
can share text and image posts that are only visible for 24-hours. Beta testing
of the feature prior to launch in the U.S. showcased that users were more likely
to “join the conversation” when they knew their post would only be available for
Much like Instagram Stories, user’s Fleets are only visible to their followers. For
those with public profiles, anyone who has access to see a user’s public page will
be able to view their Fleets. Reactions are also available for Fleets. Individuals
who view a user’s Fleet can reply with just a simple emoji or DM a full text message.
Amanda Sains is the head of marketing at Joolies Organic Medjool Dates in Venice,
CA. She was part of the brand launch at the trade show Natural Products Expo West
in 2019 with only packaging prototypes and a stand-out booth design. Now, about
a year and a half later this July, the brand is distributed nationally in over
1,500 doors with many different products including Dates and Date Syrups and flavors.
Join Amanda as she discusses brand management and her experiences in launching
Karen Freberg: Tell us a little bit about your role and how did you get to become the head of marketing
Amanda Sains: When I joined, it was the two founders, the CEO, and then myself. We had 500 acres
in the Coachella Valley, and we had a lot of dates, but we didn't have a logo or a package
yet. Together as a team, we created the brand that you see today. The name Joolies
came from our founder, David Kohl, and his family being date farmers. They just
wanted a really fun and cute way, to refer to as medjool dates, it's a little
bit of a mouthful, but Joolies is kind of a cute thing.
The holiday tradition of Black Friday shopping typically comes with crowded stores,
camping out in close quarters and a high-touch environment. In the face of COVID-19,
this holiday and shopping season will face challenges in logistics and marketing.
Here are some trends to watch for as we move towards the holidays.
As COVID-19 propels society into a new digital revolution, the entire world is seeking
new ways to create connections and innovate at a distance. The future of a "touchless"
or "low-touch" world is becoming increasingly more necessary as we settle into
the "new normal."
Rodney Williams, COO of
LISNR, provides insight into how technology is empowering connection, safeguarding
society, and creating new opportunities for business managers and marketers.
Cyndi Greenglass: Tell me how a touchless world, a touchless environment
for us is going to empower marketers.
Rodney Williams: I think number one for marketers and when we think about
especially contactless payments and mobile payments, it's evolving a very tactile
manual process of paying with money and making it digital. The moment you make
something digital, you open up that platform for marketers because it becomes another
way to communicate. Imagine being able to communicate with a consumer at the purchase
intent or the moment of making that purchase decision. We haven't necessarily had
that level of control as marketers to determine or influence that purchase in store,
but in today's touchless environment, when things are going to be more digital
than ever before, this will give marketers that opportunity.
Social media is traditionally thought as source of entertainment and platform for
informal connection with friends and family. However, in the field of marketing
communications, it is also an important industry tool. Social media provides a
platform for networking, idea sharing and a source of industry news.
WVU Marketing Communications
Brand Ambassadors Alexis Rogers and Marissa Bailey share tips on how they
leverage their professional social media channels.
What is a product insight? How do we find insights? In today’s conversation, Hannah
Gordon, product insights analyst for Airbnb, will dive into why product insights
matter, how to find insights and when to use them. Hannah will share tips on how
she uses insights in her day-to-day at Airbnb to influence stakeholders and build
products to delight users and meet business goals.
Cindy Greenglass: What is a mixed methods researcher?
Hannah Gordon: The term mixed methods refers to an emergent methodology of research of mixing
quantitative and qualitative data. So as a mixed methods researcher, I'm using
these different quantitative and qualitative methods to do my research and to
learn more about our users and prepare research reports. I might be diving into
a data analysis and pairing that with user interviews to understand what our
users’ needs are and why they use our product.