Skip to main content

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.

Subscribe for Email Updates Submit a Content Proposal Tune into the Podcast Attend Integrate Online

The Future Belongs to Gen. X

As marketers, we spend a lot of time talking about Millennials. We target them as consumers, employees, and donors, to the point of obsession, as the next cohort after the Boomers. But wait! We are overlooking Generation X, not surprisingly called the “Forgotten Generation.” This is the 65 million people in their 40s and 50s sandwiched between the Boomers and the Millennials. They represent a $2.4 trillion market. Ignoring them could prove a costly mistake for both businesses and nonprofits.

In this episode, we speak with Alicia Lifrak, who is a Gen X member herself, and has spent the past 25 years leading strategy in the nonprofit and higher education worlds. She explains why marketers ignore Gen X at our own peril, and what we should be doing about it.

Pop Quiz: Can you name at least 3 Gen X leaders of major transformational companies today? Listen to this episode for the answer.

Read Full Article: The Future Belongs to Gen. X

Congratulations to the Class of 2022!

Congratulations to the Class of 2022, you did it! All the sacrifices and tough times lead to this moment. The moment you celebrate all you have accomplished and the family and friends who supported you through this journey. We unite to celebrate you.

Meet our Class of 2022:

May you never forget the feeling of singing Country Roads with their fellow grads – all of them forever Mountaineers. Congratulations to the WVU Data, Digital and IMC Class of 2022! We are so proud of you.

Read Full Article: Congratulations to the Class of 2022!

Digital Anthropologist: The New Role for Marketers

Marketing is no longer about simply bringing in new customers. Marketers are also responsible for managing customers to profitability. Our guest Steve Gershik explains why customer management is the new horizon, and how we all need to develop the tools and skills to understand our customers deeply. We must become digital anthropologists, examining customer behaviors and signals to infer the steps needed to serve customers and expand their value. Join us for a lively conversation, beginning with Steve’s notion of the “funnel beyond the funnel” and the surprising origins of the AIDA concept.

Cyndi Greenglass: What do you mean by “the funnel beyond the funnel,” and why should we care as marketers.

Steve Gershik: In my opinion, the funnel is the most effective advertising slogan ever for marketers. It was created 125 years ago by an advertiser named Elias St Elmo Lewis. He was a marketer who had founded an agency, and like any good guru, he didn't wait to develop his ideas—he just stuck it out there. He started out with this idea of defining the stages of marketing as to catch the eye of a reader, to inform him, to make a customer of him. It took him 10 years to develop that A-I-D-A slogan. He said the advertising is creating desire in the minds of careful folks and, and the salesforce is going to be organized and educated to cash in on that desire. Once you've put somebody through A-I-D-A –attention, interest, desire and action—it actually took them another 10 years to add the action part at the end. That idea held true for a long time—for as long as the salesforce had the power. They controlled information about the product. They controlled knowledge about pricing, and the customers had to go through a salesperson. They have a lot more control over what we all now call this customer journey. But a funny thing happened, and the commercial web came along, and then what was called web 2.0. It was not only about companies communicating out to customers anymore, the customers could talk to each other. People can exchange information about products and services without the need for a salesperson intermediary. That corresponded with this rise in this new business model in B2B were products that had been sold with a one-time charge and a small maintenance and support charge as an annuity. Now there was this recurring revenue model where we had to earn the right to continue to call the customer a customer. This recurring model now places a tremendous emphasis on customer happiness and customer satisfaction. That really gave birth to this idea of the funnel beyond the funnel. Companies are paying attention to post acquisition customer marketing, but still it's not being budgeted for strategically.

Read Full Article: Digital Anthropologist: The New Role for Marketers

Meet the Class of Spring 2022

At the conclusion of each semester, the WVU Marketing Communications Online Programs are excited to celebrate our graduates. Meet some of the members of the class of Spring 2022 who have successfully completed their studies!

M.S. Integrated Marketing Communications
Digital Marketing Manager at Vision Technologies
Annapolis, MD

What advice do you have to those considering the programs?

Read Full Article: Meet the Class of Spring 2022