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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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Can the Travel and Hospitality Industry Get Out of its Own Way?

Since the pandemic, airlines and hotels have taken a huge kick to the stomach. But now, it seems they can’t get out of their own way. Delays, poor service, and inadequate staffing, all in the face of massive demand and booming revenues. The result? Record low customer satisfaction and defections.

Joining us from Singapore is Mark Ross-Smith, founder of Travel Data Daily and CEO of Status Match. Mark has 20 years of experience leading loyalty programs in telecom and travel, most recently at Malaysian Airlines. In this episode, he explains why loyalty programs are not only hugely valuable to airlines, but are in some cases THE value, with important lessons for marketers everywhere. Listen in as Mark explains the extraordinary power of loyalty programs, and the financial benefits of “selling the dream.”

Ruth Stevens: Why is the airline industry as bad as it is today? Is there any hope of emerging out of this from a marketing perspective?

Read Full Article: Can the Travel and Hospitality Industry Get Out of its Own Way?

What’s the Secret to Marketing Innovation?

Michael McCathren, innovation lead at Chick-Fil-A, and author of a new book: 6Ps of Essential Innovation, is an expert on the “innovation organization.” In this episode, he shared with us specifics about how marketing departments can develop the capabilities and the culture needed to implement new ideas. Listen in to learn how marketing leaders should adopt an innovation mindset, to make new ideas welcome, and to stimulate “idea equity” in their companies. Michael explains why an innovation organization is NOT the same as an innovative organization, and why it matters. His secret weapon for innovation: Stay close to your customers and let them speak for themselves.

Cyndi Greenglass: What do you mean by the term innovation?

Michael McCathren: Depending on how large or complex your organization is or what industry you're in, innovation can take on a different definition. In my book, I try to identify how important it is as a philosophy as you're creating this innovation organization that you define it in a way that aligns with your culture. We define it at Chick-fil-a as transforming ideas into business value. It could be something that the consumer may not ever experience, but supporting our restaurants is an ongoing area of innovation that we're that we're continually trying to improve.

Read Full Article: What’s the Secret to Marketing Innovation?