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.
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.
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.
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.
At the conclusion of each semester the WVU Marketing Communications Programs are
excited to celebrate our graduates. Meet the members of the class of fall 2020
who have successfully completed their studies in Data and Integrated Marketing
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,
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.
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
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?
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.
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
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.