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Marketing Communications Today Blog


About Marketing Communications Today

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.

Fueled by the academic innovation coming out of WVU’s own Integrated Marketing Communications, Data Marketing Communications and Digital Marketing Communications programs, this content 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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The Value of a Programmatic Media Approach

Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeitel Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy.

Matthew Cummings: I want to start with a pretty basic question. It's basic to you, but I think it's something that a number of listeners out there may be wondering. Just what is programmatic media buying, and why are marketers finding this so valuable?

Tzeitel Haviland: So at its core, programmatic is the use of technology to buy and sell digital advertising. It's pretty simple when you think about it. It takes out the human element, which is sort of sad, but there are still many humans still involved with it, but it basically leverages technology and data, which at this point in the digital ecosystem, data has really become our currency. There's a lot of websites out there. People don't necessarily have to pay for them, but what they're exchanging is their data for the use of these open platforms.

Read Full Article: The Value of a Programmatic Media Approach

Brands in Motion: How to Evolve Using a Value and Data-driven Approach

Today will take away practical guidance on cultivating a unique brand identity in the modern landscape. Emphasizing the importance of being a brand "leader" instead of a "manager," Dan Hill, CEO of Hill impact, offers valuable tips to modern branding strategies using data-driven insights without losing sight of organizational value.

Matthew Cummings: What is Brands in Motion? That was the title of our podcast today and it's a concept that you've developed. So, what is Brands in Motion?

Dan Hill: In my years of working with different brands one of the things I've seen time and time again and I've even participated in and you probably have to are these great branding exercises that take months, sometimes years to get everything perfect because this is a brand that's going to last for the next 20 years or next 10 years. And it becomes a shiny object on a hill that we have to dust off every now and then and protect, and there's no fluidity to it. And to be a brand in motion is really going back to that relationship concept. If you think about marriages for example how many times have you heard a couple who's going through hard times, maybe 10 years into the relationship say, "The man I married isn't the same today", or "The Woman I used to travel with and who liked to go out and eat wants to stay home". Well, people change, organizations change, and what a brand in motion is is a brand that from the very beginning sets itself to be fluid, and be able to adjust to times, and really make that relationship one that has give and take.

Read Full Article: Brands in Motion: How to Evolve Using a Value and Data-driven Approach

New Year's Resolutions: Professional Goals for 2021 Twitter Chat Recap

After an unpredictable 2020, many marketing communications professionals are ready to seek new opportunities in 2021. On December 14 the WVU Marketing Communications Graduate Programs hosted a Twitter Chat for faculty, staff, students and professionals to discuss their career and academic goals for 2021.

If you missed the Twitter Chat, please view the recap below or visit the @wvuimc Twitter page.

Q1: What are your professional/career goals for 2021?

Read Full Article: New Year's Resolutions: Professional Goals for 2021 Twitter Chat Recap

Simplifying Social Media Metrics

Metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. Yet in social media it can get complicated quickly with amount of data and options of what can be collected and where. In this podcast, join Keith Quesenberry as we cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization.

Cindy Greenglass: Keith, you have said that Social media metrics can quickly get complicated, can you explain what you mean by that?

Keith Quesenberry: Yeah, you know, just for example if we look at some of the top social media channels and what is actually available through their analytics programs, their insights programs. So Facebook insights, it can give you all kinds of data. It can give you metrics on page posts such as likes, unlikes, organic likes, paid likes, reach, engagement, engagement rate, impressions, demographic information. It can also give you detailed video stats including views for three seconds, 30 seconds, 95% of total video length.

Read Full Article: Simplifying Social Media Metrics

The Season of Giving: Spotlight on Nonprofit Communicators

As the holiday season begins, many individuals find themselves looking for ways to spread cheer by giving back. For marketing communications professionals, this time of year is about creating compelling messaging to inspire advocacy and charity.

Today, two WVU Marketing Communications alumni share insights about their career in nonprofit communications during the "giving season."

Vice President of Marketing and Development for Goodwill Industries of Greater Cleveland and East Central Ohio

Read Full Article: The Season of Giving: Spotlight on Nonprofit Communicators

Top 3 ways data impacts the creative process + 3 tips on how to help your creative career

Host Matthew Cummings speaks with award-winning designer and creative director Nathan Pieratt about the three ways data impacts the creative process: it informs, it adds complexity and it uncovers insights. Pieratt shares stories from his more than 15 years of industry experience to illustrate how data helps determine the right channels, audience segments and messaging. While adding complexity and time to the creative process, data can uncover behaviors that lead to more insights…making the extra time and effort well worth it.


Matthew Cummings: With today's focus on creativity, how does data impact that creative process?

Read Full Article: Top 3 ways data impacts the creative process + 3 tips on how to help your creative career

An Inside Look: My First Semester as an IMC Student

My name is Leah Schoolcraft and I am a Brand Ambassador for West Virginia University’s Integrated, Data and Digital Marketing Communications online programs! I recently finished up my first semester in the program. I have learned a lot in my first two classes and I’m excited to share them with you! 

I decided that the IMC program was for me because I felt stuck in a career and knew that I always wanted to continue learning. I had ventured down just about every avenue that I thought was possible within my skillset, and kept coming up short when I realized that none of them sparked my curiosity and creativity, but rather hindered any possibility of growth. I wasn’t alone in thinking this either, a few of my coworkers were feeling the same way. After a couple of talks with them, I decided to take a deeper look. After doing some research online and reaching out to program advisors, I applied. The program was completely different from the industry I had gotten my undergraduate degree in and been working in for more than a year, but marketing was a skillset that I always wanted to learn more about. A few short weeks after applying, I found out that I was accepted and would start in the 2020 fall semester. 

When I first started the IMC program, I was nervous about juggling a full-time job and graduate-level school work. I tried to follow the same process as I do for my fast-paced job, which is more of a constant stream of always doing something. I found out quickly that setting up a schedule was necessary for me to succeed and take care of my mental health. Here are a few tips that helped me coming in from nearly a year out of school. 

Read Full Article: An Inside Look: My First Semester as an IMC Student

Navigating the Giving Season

The holidays are here and it’s a time of giving. How do marketers plan for this season as they work on fundraising? Leandra Clovis joins us to discuss how she is navigating\ the giving season in her work as Senior Director, Walk to End Alzheimer’s at the Alzheimer’s Association, Central and North Florida where she manages the development and implementation of peer to peer fundraising campaigns.

Cyndi Greenglass: Can you define for us what peer to peer fundraising is?

Leandra Clovis: Peer to peer fundraising is a really specific area of fundraising that encompasses all of the different events, where our donors are asking their peers to donate to them. That covers walk events, bike events, marathons—any kind of event where someone is signing up, and then they are soliciting donations to support them in their endeavor to do whatever that specific event may be. Thus, the peer to peer, because it's really those constituents asking their donors for the money. It’s a different type of fundraising than direct marketing or major gifts where the development professional is soliciting those large donations themselves. Our money really comes from our individual walkers, reaching out to their friends, their families, their employers, hosting unique fundraising events themselves and raising those dollars. The main source of money that we solicit would be sponsorships.

Read Full Article: Navigating the Giving Season