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.
It’s time to look in the digital mirror. Do you like what you see? What does your
“digital-first impression” say about you? And why should you care? Whether it’s
your company website or your social pages, your web presence makes a bigger difference
than you think. In this episode, our guest Andy Crestodina makes the case for investing
in your digital presence right now, to make the impact you want tomorrow. He also
shares tips on how your digital content must adapt to stay competitive, engaging
and relevant. Join us!
Ruth Stevens: Why is content marketing important and how should marketers be
thinking about their websites from a content perspective?
Andy Crestodina: One of the easiest ways to understand content marketing is
by contrasting it with advertising. Every ad you have ever seen or have been exposed
to is basically interruption. It was distracting you while you were trying to do
something else. Every billboard, every cold call, every banner ad, every spam email—you
know, a lot of advertising is really just push marketing. Content is what people
look for. It’s what they want, what they share, what they searched for and what
they subscribe to. One easy way to think about it is just go look at your browsing
history, and it will immediately show you that content marketing is still relevant.
Another way to think of it is, why would anyone visit your website if you don't
have content marketing? There really isn't anything there without it, except the
promotional parts of your site, which means that you're missing out on a huge audience.
Today, March 8, is International Women’s Day. This is a global day dedicated to
the recognition of the achievements of women and call to action advancement for
gender equality within all industries and spaces. The first IWD event was a public
gathering of over one million people in 1911. However, the digital age has transformed
the celebration into this day to cross oceans and empower women to come together,
empower others and share their stories digitally.
Today, some of the industry-leading female alumni from the WVU Marketing Communications
Graduate Programs share their stories about being a strong woman in the industry
and the wisdom they wish to pass down to rising leaders.
M.S. IMC 2012
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, thebaerfacts.com 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.
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.
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
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.
Are your models annoying or delighting your consumers? Marketers have been using
machine learning for years to help create advanced models, but that is not going
to cut it in the future. Too many personalization efforts today rely on algorithms
that are turning people off. And our attempts at automated personalization engines
are forcing consumer audiences to simply tune brands out.
In this episode, we explore the connection between models, analytics, and even Eric
Clapton with our guest, Stephen Yu. As a songwriter, musician, and master modeler,
Stephen brings a unique perspective to data science and a cautionary message as
well: Those who rely solely on automated analytic solutions will be the first to
be replaced by the machine!
Ruth Stevens: What should our listeners know about analytics and modeling so
they can prepare for the future?
In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass
review the 2021 marketing trends they believe will have a significant impact on
marketers in the year ahead. Some fads have already faded, but some new ones will
continue to disrupt and drive business results in 2022. And a bonus: Are you thinking
about how to up level your career this year? Ruth and Cyndi also give us a preview
of the exciting careers emerging for marketers.
Nancy Harhut discussed how behavioral science helps marketers understand buyer’s
comfort levels and typical buying patterns.
Each semester the
WVU Marketing Communications online programs is excited to welcome a new
group of individuals into the
MCNetwork. 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 worlds
most elite agencies and brands. Each students brings unique style and perspective
to the program.
Meet some of the students who will be joining the WVU Marketing Communications
Network in the spring semester:
Why did you choose to pursue a WVU Marketing Communications graduate degree?
As someone who has been in the public affairs and crisis communication field going
on 14 years, I was really struggling to find a program that was flexible to my
schedule. I work a lot more than 40 hours a week, and am on call nights and weekends.
Being in South Korea, makes it difficult to participate in classes as most occur
in the middle of the night. West Virginia University has a great relationship with
the Department of Defense and specifically Defense Information School. WVU's program
accepted professional military communication training towards the degree, and have
been incredibly supportive of the additional demands and need for a flexible work
I am really passionate about leadership and mentorship. People are influential leaders
at every level. Working for the Department of Defense, one of the largest employers
in the world, can often feel bureaucratic and complex.
Meet Mara Lambert, M.S. Integrated Marketing Communications alum. Since graduating
in 2019, she has become the Senior Communications Representative at Mountaineer
Gas Company in Charleston, WV. Join Mara as she discusses her experience in the
WVU M.S. IMC program.