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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 Emergence, and the Future, of Purpose Marketing

Purpose is an important new way for brands to differentiate themselves in a competitive market. Our guest Diane Primo, CEO of the agency PurposeBrand, explained that a brand’s purpose must be authentic, and be established with the buy-in of all stakeholders. Only then can it be successfully presented externally for marketing benefit. Join us for a lively discussion about why consumers' growing interest in a brand’s purpose matters, and how to quantify the impact of purpose on your investment. Hint: Take the long view.

Cyndi Greenglass: Why do you think purpose needs to be top of mind for marketers today?

Diane Primo: Because it's top of mind for the public and our consumers. We’ve done our own research, spanning across generation, race, gender, politics and what we’ve learned is that they care deeply about things that are purpose related like social justice, the environment. It is really at the center of culture. They don’t care as much about professional sports, fashion, and so on if it’s not at the center of culture. We are all doing cool stuff and what we’re seeing is these things are crossing over into the authentic cool, the cool we can be proud of.

Read Full Article: The Emergence, and the Future, of Purpose Marketing

Meet the Newest Fall 2022 WVU Marketing Communications Students

Each semester the WVU Marketing Communications Online Programs are excited to welcome a new group of students into the Reed College of Media! The WVU Marketing Communications graduate student population consistently varies in their levels of experience and expertise, with some just completing their undergraduate studies to those holding senior-leadership positions at the world’s most elite agencies and brands. Each student brings a unique style and perspective to the program.

Meet some of the students who will be joining the WVU Marketing Communications Community in the fall semester:

Why did you choose to pursue a WVU Marketing Communications Graduate Degree?

Read Full Article: Meet the Newest Fall 2022 WVU Marketing Communications Students

Will the Future Still Have a Place for the Intuitive Marketer?

With the rising demand for marketing accountability, and the emphasis being placed on data-driven decision-making, is the intuitive marketer under threat of extinction? Our guest, Susan K. Jones, says that AI and science will allow the intuitive marketer of the future not only to survive but to thrive. Listen in as we discuss how smarter AI and tech will lead to smarter “informed intuition” for marketers everywhere.

Susan is the author, co-author, or editor of more than 30 books. Academically, she is a tenured full professor of marketing at Ferris State University in Big Rapids MI, and she is also a marketing practitioner with a background in banking, collectibles, insurance, and business-to-business.

Ruth Stevens: What do we mean by intuitive marketer?

Read Full Article: Will the Future Still Have a Place for the Intuitive Marketer?