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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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Direct Marketing has a Big Future

Direct marketing —an approach that uses all types of advertising media to motivate a response, which is tracked and stored in a database—is fast becoming indistinguishable from modern marketing today.  Join us as Ron Jacobs, one of the preeminent authorities on this topic, explains the evolution of direct marketing thinking and where it’s headed over the horizon.  Hint: Some marketing challenges are not likely to be solved anytime soon, but Ron says new tools and technologies are on the way.

Cyndi Greenglass: Can you define the characteristics of what we call direct marketing and take us on a little journey of how we got to where we are today?

Ron Jacobs: My textbook definition of direct marketing is the interactive use of advertising media to enable an immediate behavior modification in such a way that this behavior can be tracked, recorded, analyzed and stored on a database for future retrieval and use. And if I break that down, what we're saying is we're using a lot of different marketing channels to capture behaviors of what consumers do and users do. Then, we’re storing that data in a database so that we can pull that information up and use it for future marketing efforts. You can also see that that pretty much is the definition of what marketing is today, so it is easy to see how this has become a modern way of thinking about marketing, which goes back to an awful long time ago. Today direct mail is still a pretty dominant use for direct marketing. Email is another and if we look at direct mail and email, they're so similar.

Read Full Article: Direct Marketing has a Big Future

Why I am Grateful

The Marketing Communications programs at WVU have aided brilliant and talented people in achieving their dreams and have also helped them find success within the industry. Meet some of our alumni and find out why they are grateful!

I'm grateful for the knowledge, confidence, and connections that I've made through this program. Even though it was an online course, I was able to grow my network with many like-minded people."

M.S. Integrated Marketing Communications, 2015
Business Owner — Digital Marketing Specialist
Social Krissy

Read Full Article: Why I am Grateful

The Growing Role of Tech Product Management

Learn about the exciting job role of product management in tech markets from our guest, Laura Marino, Chief Product Officer at TrueAccord. While tech product managers have little direct authority, they hold great responsibility to represent the needs of the customer and influence others in the firm—engineering, marketing, finance—to deliver products to market at a profit. The future is bright for these professionals, as Product-Led Growth becomes a strategic imperative. Tune in especially as Laura names four characteristics of a successful product.

Cyndi Greenglass: Laura, could you first start out by helping define what product management is and how is it different from product marketing?

Laura Marino: I've been in product management for many years and the question about what product management is something that has come up always. It was a discipline that wasn't well understood for many years. If I were to describe the difference between product management and product marketing at a very high level, product management is responsible for leading the creation and evolution of a product. Product marketing is primarily responsible for leading the go to market of the product. Now, there's a lot of interaction between product marketing and product management. Product marketing brings information about the competition, the industry to product management and then product marketing works very closely with product management to understand what the product is so they can best communicate it to the market. Product management really is at the core of leading the development of solutions. The product manager leads the product teams, and the product teams are charged with solving customer and business problems. Product management works very closely with engineering and with design to come up with effective solutions that have to have these four characteristics. They have to be valuable for the customers who choose to buy and use them, they have to be viable from the business perspective, so considering the constraints of the business, they have to be usable so the users can figure out how to use it and they have to be feasible from a technical perspective. They must be possible to build those solutions, given the technology. Of course, a lot of the usability and visibility fall on the design in the engineering team, but product management is working with them and really making sure that the whole team is building the right product.

Read Full Article: The Growing Role of Tech Product Management