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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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Why You Should Care About CDPs

The tools needed to manage your customer data have changed dramatically since the days of “database marketing” in the 1980s. The latest iteration is a CDP, or customer data platform, the subject of our stimulating discussion with David Raab, a leading expert and founder of the CDP Institute. He explains how the tech landscape has become quite complex and continues to morph. The number of systems continues to grow, fed by a proliferation of channels, declining development costs, and easily available funding. Listen in to understand the customer data landscape, why it’s critical to marketing success, and where the technology is going in the future.

Ruth Stevens: What is a customer data platform, and why do I, as a marketer, need one?

David Raab: The official CDP institute definition is that a customer data platform is packaged software that builds a unified persistent customer database that's accessible to other systems. You can buy this thing off the shelf, which means it's faster and cheaper and more likely to work. Unified persistent customer database brings together data from all sources. It stores that data someplace so that you don't lose it if it gets dropped from a source system somewhere. It's a customer database so it's organized around the customer and not around products or about web pages or around retail stores. It’s organized to make it easy to pull together all the data about a single customer. It is designed to share that data so that every system in the company that you need unified customer data has one place to look which saves some effort because everybody is working off the same data so it's consistent. Most companies today have customer data that's stored in a bunch of different systems. When people ask how do I know if I need a CDP, you need a CDP if you find yourself saying you know there's this data in this system that I really need in that system but I can't get to it. There are retail purchases from my point of sale system and my physical store that I'd really like to share with my website so that I can do retargeting on the website based on what people did in the retail store. Or there's a customer history that's captured on the website that I'd really like to share with my call center agents so they can see what people have been doing on the web when they're talking to them. Anything that involves that kind of data sharing, if it's not something you can already do, that's a gap and that's the gap that the CDP is going to fill.

Read Full Article: Why You Should Care About CDPs

Meet the Newest Fall 2021 WVU Digital Marketing Communications Students

Each semester the WVU Marketing Communications online programs is excited to welcome a new group of individuals into the MCNetwork. The WVU Marketing Communications graduate student population consistently varies in their levels of experience and expertise, with some just completing their undergraduate studies to those holding senior-leadership positions at the worlds most elite agencies and brands. Each students brings unique style and perspective to the program.

Meet some of the students who will be joining the WVU Marketing Communications Network in the fall semester:

What are your interests outside of marketing?

Read Full Article: Meet the Newest Fall 2021 WVU Digital Marketing Communications Students

Meet the Newest Fall 2021 WVU Data Marketing Communications Students

Each semester the WVU Marketing Communications online programs is excited to welcome a new group of individuals into the MCNetwork. The WVU Marketing Communications graduate student population consistently varies in their levels of experience and expertise, with some just completing their undergraduate studies to those holding senior-leadership positions at the world’s most elite agencies and brands. Each students brings unique style and perspective to the program.

Meet some of the students who will be joining the WVU Marketing Communications Network in the fall semester:

What are your interests outside of marketing?

Read Full Article: Meet the Newest Fall 2021 WVU Data Marketing Communications Students

Meet the Newest Fall 2021 WVU Integrated Marketing Communications Students

Each semester the WVU Marketing Communications online programs is excited to welcome a new group of individuals into the MCNetwork. The WVU Marketing Communications graduate student population consistently varies in their levels of experience and expertise, with some just completing their undergraduate studies to those holding senior-leadership positions at the world’s most elite agencies and brands. Each students brings unique style and perspective to the program.

Meet some of the students who will be joining the WVU Marketing Communications Network in the fall semester:

What are your interests outside of marketing?

Read Full Article: Meet the Newest Fall 2021 WVU Integrated Marketing Communications Students

The Power Communicator Returns!

The role of the PR professional is changing fast. No longer limited to media relations or crisis management, these days PR people have evolved into larger and more strategic roles as “communicators,” who handle multi-channel messaging to a variety of important audiences, or “publics.” Our guest, Bonnie Harris, explains what’s driving this change, and where it’s likely to go next.

Ruth Stevens: What is a communications professional and how is that different from marketer or a marketing communications professional?

Bonnie Harris: Communications is a subset of marketing, but I also think that public relations in that title over the years has become really synonymous with media relations and getting news stories. We've seen a trend in the last two or three years where people really are calling it communications once again, which is a smart thing to do because it goes back to the basics of what that job entails from the very beginning.

Read Full Article: The Power Communicator Returns!