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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 Future of Content Marketing Will Surprise You

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.

Read Full Article: The Future of Content Marketing Will Surprise You

2022 International Women’s Day: Recognizing the Achievements of WVU Marketing Communications Alumni

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
Communications Advisor
Prosper Africa

Read Full Article: 2022 International Women’s Day: Recognizing the Achievements of WVU Marketing Communications Alumni

Beware! Customer Expectations Never Go Backward

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.

Read Full Article: Beware! Customer Expectations Never Go Backward

Alumni Spotlight: Meet Melissa Cook, M.S. Data Marketing Communications

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.

M.S. Data Marketing Communications, 2018
Digital Marketing Manager at PeopleScout
Leesburg, VA

Tell us a little bit about yourself!

Read Full Article: Alumni Spotlight: Meet Melissa Cook, M.S. Data Marketing Communications

New Directions for Virtual Events

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 events?

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.

Read Full Article: New Directions for Virtual Events

It’s Time to Humanize, not just Analyze, Data

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?

Read Full Article: It’s Time to Humanize, not just Analyze, Data

Fast Start over the Marketing Horizon in 2022

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.

Seb Reeve discussed “digital first.”

Read Full Article: Fast Start over the Marketing Horizon in 2022

Meet the Newest Spring 2022 WVU Marketing Communications Students

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?

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

New Student Feature: Meet Jacqueline Leeker

Meet Jacqueline Leeker, Deputy Director, Public Affairs for the U.S. Forces Korea. She’s currently located in Pyeongtaek, South Korea and will be starting the M.S. Integrated Marketing Communications program in the DINFOS cohort this Spring semester!

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 schedule.

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.

Read Full Article: New Student Feature: Meet Jacqueline Leeker

Alumni Spotlight: Meet Mara Lambert, M.S. Integrated Marketing Communications

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.

M.S. Integrated Marketing Communications, 2019
Senior Communications Representative at Mountaineer Gas Company
Charleston, WV

Tell us a little bit about yourself!

Read Full Article: Alumni Spotlight: Meet Mara Lambert, M.S. Integrated Marketing Communications