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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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Marketing from the Inside Out

Is marketing’s focus on the customer misplaced, even harmful? We discussed this radical idea with Tim Parkin, a global consultant and coach to marketing executives at many world-renowned brands.

While marketers have been focusing on the customer, Tim contends that we have neglected our internal teams. They find themselves without the processes, collaboration, and alignment needed to make marketing to customers work.

Join us as Tim explains why he rates most large corporate marketing teams only a 3 out of 10 and gives us an action plan to make this right. HINT: It is tied to a clever combination of skill-based retention and a disciplined process.

Read Full Article: Marketing from the Inside Out

Marketing for Small Businesses in a Time of Uncertainty

"Small business owners are not marketers,” says our guest Stephanie Schwab, CEO of Crackerjack Marketing. But she can help them become proficient, and successful, if they follow a distinct process that she shares during this episode. As the world enters a time of business uncertainty, Stephanie recommends that owners reassess their marketing, to understand the nature of their unique offering and to take stock of their customers. Listen in, as we explore the details around her process, and her marketing must-dos—including the surprising Top Tip she gives to business owners.

Cyndi Greenglass: Why is SMB (small midsize business) considered so different from other types of B2B marketing or other types of consumer marketing?

Stephanie Schwab: A very small business is almost like marketing to a consumer. When you're talking to the owner of a business, you're asking them to make a decision about what they're buying in the same way that you would be asking a homeowner whether or not to buy that new refrigerator. The costs are about the same. There are official numbers of what qualifies as a small business, and then there's the unofficial gut feeling. Small to medium businesses really need a smaller, niche audience. By their very definition they don't have the time, the money or the energy to market to the masses and so for them, it's more important that they find the niche that they're serving with their product or their service.

Read Full Article: Marketing for Small Businesses in a Time of Uncertainty