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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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Beware! Customer Expectations Never Go Backward

Some changes are so subtle you don’t recognize them when they are happening, but then – BAM - you get a wake-up call. That is what our guest, Jay Baer, says about the customer experience. Today CX is all about how you make the customer feel and brands who succeed in the future will excel at understanding, meeting, and exceeding the expectations of their customers. Join us as Jay lays out the roadmap for what you should be doing now to meet the future needs of your customers. Jay is a marketing and customer experience expert and 7th-generation entrepreneur. He is the author of 6 best-selling business books and the founder of 5 multi-million dollar companies. His newsletter, is also chock full of tips and insights on the convergence of marketing+CX.

Ruth Stevens: How do you define customer experience, and why is it so important?

Jay Baer: There are dozens of definitions of customer experience which I guess is both good news and bad news. I think the easiest way to define it is, it's how you make your customers feel. Those feelings are driven entirely by what I like to call the expectation equation. There's no inherently good customer experience and there's no inherently bad customer experience — it's all driven by the expectations. Essentially customer experience is the difference between what you think will happen and what actually occurred.  The art of customer experience is the art of understanding, meeting and exceeding customer expectations.

Read Full Article: Beware! Customer Expectations Never Go Backward

Alumni Spotlight: Meet Melissa Cook, M.S. Data Marketing Communications

Meet Melissa Cook, M.S. Data Marketing Communications alum. Since graduating in 2018, she has become the Digital Marketing Manager at PeopleScout in Leesburg, VA. Join Melissa as she discusses her experience in the WVU M.S. Data program.

M.S. Data Marketing Communications, 2018
Digital Marketing Manager at PeopleScout
Leesburg, VA

Tell us a little bit about yourself!

Read Full Article: Alumni Spotlight: Meet Melissa Cook, M.S. Data Marketing Communications

New Directions for Virtual Events

Early in the pandemic, David Meerman Scott saw marketers struggle to take their in-person events virtual, and concluded that we were approaching the problem from the wrong mindset altogether. He published a 6-minute video explaining the right way to reimagine events for the virtual world. On our podcast, David not only provides a 7-point set of action steps to liven up your virtual and hybrid events, but he also shares what it will take to create the successful events of the future.

Cyndi Greenglass: How have marketers been doing with virtual events and hybrid events?

David Meerman Scott: I’d say a C minus. What people did in the beginning of the pandemic in March, April 2020 is they said, “our event was cancelled in person so let's do it virtually.” They did it just the way they were planning to do it in person, but just stuffed it into a virtual platform, and that doesn’t work. I look back 25 years ago when things moved from the offline world to the online world and the same thing happened. In the early days of the web revolution, advertisers completely missed it –they focused on putting banner ads on websites instead of Google Adwords and social media advertisements. The same thing is happening with virtual events. If you take what you already know about the offline world and try to apply it, it does not work, you have to look at what's possible and change accordingly.

Read Full Article: New Directions for Virtual Events