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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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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?

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

The Future Belongs to RevTech

Seth Marrs, the Forrester analyst who follows sales technology, painted an exhilarating picture of the future of SalesTech, saying it will combine with MarTech into an entirely new way of going to market — along with a new organizational function called Revenue Teams. Primarily focused on the B2B ecosystem, but with consumer applications — especially for call centers — this developing technology is enabling an end-to-end customer experience driven by conversational intelligence, NLP (natural language processing), AI, and real-time data capture and analysis. In fact, Seth believes the future will be about opportunities and not leads, and this tech gives us a brand new container for our engagement experience, resulting in more powerful roles for marketing, higher revenues, and customer satisfaction overall. Sounds great. Give a listen!

Cyndi Greenglass: What is sales tech?

Seth Marrs: Sales tech is everywhere now, and I think that's largely due to the deficiencies that have come up in CRM and companies coming up with unique ways to add value to a seller. Sales tech is really about helping the seller improve efficiency, helping the seller with insights that are valuable and helping them close deals and prospects. If you think about a seller’s job, the things that add value or add insights have traditionally been very hard to understand because the value of a seller is in their interaction between the buyer and them. That's traditionally been off limits for the most part. Those conversations happen, and it was whatever the seller said happened is what happened. But with tools like Gong and Chorus and some of these other conversation intelligence tools, and with the pandemic and everyone working from home, that sped up a new form of technology and sales tech, which is capturing those interactions and using natural language processing to understand what those interactions mean. And then taking that and translating that back to the seller and actually giving them insights that maybe they didn't know.

Read Full Article: The Future Belongs to RevTech

Meet Bill Nevin, M.S. IMC ’06 and IMC 610 Instructor

Join Bill Nevin, M.S. IMC, as he discusses the IMC 610 Introduction to IMC class, his time in the program, as well as his tips for time management. Bill is the Associate Vice President of Communications for the West Virginia University Foundation, an adjunct instructor in the M.S. IMC program, and an instructor for the Higher Education Marketing Industry Focused Cohort.

Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!

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Read Full Article: Meet Bill Nevin, M.S. IMC ’06 and IMC 610 Instructor

Marketing Horizons First Half Roundup 2022

Recorded live from the Innovation Center at WVU Reed College of Media, Ruth Stevens and Cyndi Greenglass look at the fascinating marketing trends shared on their podcast over the first half of 2022. Included in the discussion are insights on the complex evolution of the customer experience (CX), the emerging power of Gen X as an audience, the importance of your digital first impression, the future of events, humanizing measurement, and connected TV (CTV). Don’t miss this opportunity to catch the highlights of the first half of 2022 and the marketing waves Cyndi and Ruth are riding over the horizon.

The landscape of higher education has experienced major changes, but it is set to undergo a sweeping transformation in the years ahead. We need to prepare for that with three main focuses:

Ideas for virtual events:

Read Full Article: Marketing Horizons First Half Roundup 2022

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