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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 Marketing Agency of the Future

Heads up to agencies: Your business model needs an update. The needs of the workforce have changed—resulting in hundreds of vacant positions. The “pyramid” staffing structure itself is passe. Our guest Scott Gillum founded a new type of agency, for B2B markets, where employees are empowered to schedule their own workdays and trusted to produce their work “on demand.” He sees an agency like a professional sports team, where free agents sign up to deliver on specific client expectations. The result? Faster, lower-cost marketing results, enviable 86% client retention rates, and 100% employee satisfaction ratings on Glassdoor. Join us to learn the philosophy behind this new model, which could be a blueprint for the agency of the future.

Cyndi Greenglass: What is it about the current way marketing agencies work that you think needs fixing?

Scott Gillum: What got me on this path, was that I saw a report that said employees were not engaged at work. I got very curious and went on this quest to try to figure out what was going on. I have memories from my professional services days of people in middle management who left what was probably the most productive time in their lives, to stay at home with children or take care of a parent. They tried a hybrid approach as they were going to try to work but also take care of things at home but they never seemed to get that balance either. So maybe that’s not the solution either. Then, there were people trying to look for more meaningful work. All those things were kind of wandering around in my head when I got to this point in time when I had a chance to start something new and different. I noticed that millennials had a very different way of thinking about what they wanted out of life in a career, and they work very differently. I went on this exploration and read a bunch of books and talked to a bunch of people to try to figure out maybe we just need a new work model. The Monday through Friday, nine to five workday is a result from the manufacturing days, and it's over 100 years old and was built around electricity. Maybe that just didn't fit people anymore.

Read Full Article: The Marketing Agency of the Future

Customer Service Goes 'Digital First'

Phone reps are no longer the front line of customer service. Customers now reach out to their suppliers first through digital channels. In turn, companies worldwide view their call centers not only as a cost center but also a revenue opportunity. AI across the customer lifecycle is driving innovation in prediction, conversation and analytics, backed by a combination of cognitive engines and human assistance.

Listen to our conversation with one of the leaders in what is being called AI-driven conversational engagement. Seb Reeve, EMEA Director of Strategy & Business Development at Nuance, is responsible for defining and evangelizing the Nuance customer care proposition worldwide – sharing how companies can create extraordinary automated experiences.

If you are skeptical about the importance of this trend, consider that Microsoft is about to acquired Nuance for an estimated $19 billion, the 2nd largest acquisition in Microsoft history. Join us to learn about what’s new in customer engagement, and where it’s headed.

Read Full Article: Customer Service Goes 'Digital First'

PR Can Help Build a Brand, Motivate Key Audiences and Jump Start A Campaign

A well-placed news story can add significant value to our clients’ communications and marketing efforts.

I know because it’s my job to make sure our content development, key messages, and placement of earned media fits into our overall campaign strategy yet delivers significant value on its own merit.

We have some impressive clients doing important work, and it is a vital aspect of their ultimate success to share their stories and track the results, which can be amplified on social media and leveraged in advocacy. Recently we have participated in compelling announcements at the national, regional, and local levels.

Read Full Article: PR Can Help Build a Brand, Motivate Key Audiences and Jump Start A Campaign