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WVU MCTODAY: MARKETING HORIZONS

Marketing Horizons, a sub-series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future.

Join us for the sub-series, Marketing Horizons!

A sub-series of WVU Marketing Communications Today, Marketing Horizons is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Hosted by Cyndi Greenglass and Ruth Stevens, Horizons is a  podcast dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.

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and recent episodes

Customer Service Goes 'Digital First'

Phone reps are no longer the front line of customer service. Customers now reach out to their suppliers first through digital channels. In turn, companies worldwide view their call centers not only as a cost center but also a revenue opportunity. AI across the customer lifecycle is driving innovation in prediction, conversation and analytics, backed by a combination of cognitive engines and human assistance. Listen to our conversation with one of the leaders in what is being called AI-driven conversational engagement. Join us to learn about what’s new in customer engagement, and where it’s headed.

Why You Should Care About CDPs

The tools needed to manage your customer data have changed dramatically since the days of “database marketing” in the 1980s. The latest iteration is a CDP, or customer data platform, the subject of our stimulating discussion with David Raab, a leading expert and founder of the CDP Institute.  He explains how the tech landscape has become quite complex and continues to morph.  The number of systems continues to grow, fed by a proliferation of channels, declining development costs, and easily available funding. Listen in to understand the customer data landscape, why it’s critical to marketing success, and where the technology is going in the future.

The Power Communicator Returns!

The role of the PR professional is changing fast. No longer limited to media relations or crisis management, these days PR people have evolved into larger and more strategic roles as “communicators,” who handle multi-channel messaging to a variety of important audiences, or “publics.” Our guest, Bonnie Harris, explains what’s driving this change, and where it’s likely to go next.

John Wanamaker Was Right! How Fraud Wastes Your Digital Ad Dollars

Bot-generated fraud on digital advertising will waste $42 billion by 2022, according to Jupiter Research. A shocking sum. Our guest, Dr. Augustine Fou, explains why and how ad fraud is perpetrated, and what can be done about it. Listen in to learn how we marketers must change our thinking about ad metrics, and update our media buying strategies altogether.

Are Loyalty Programs Doomed?

The marketing world has embraced loyalty programs ever since the launch of the American Airlines Advantage program in 1981. But these transactional rewards programs are headed for the trash heap, says our guest Ajay Row, a longtime authority on retention and loyalty, based in Mumbai. Join us to learn the strategy behind loyalty marketing programs and the strategy that is likely to replace them. The key lies in figuring out who’s valuable to you, what’s valuable to them, and how you can deliver and extract more value in the relationship.

Are Walled Gardens the Future?

Why do walled gardens exist in the first place? The answer is quite simple, because they can. When it comes to advertising, giant firms like Facebook and LinkedIn hold all their own cards. And with the demise of 3rd party data and cookies, the amount of data they have on users who readily allow access to personal information is unprecedented. But we are learning that this may spell bad news in the future for us marketers. Listen in to this episode with Heather Blank on how Walled Gardens will impact the future of advertising.


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Marketing Communications Today Blog

Customer Service Goes 'Digital First'

Phone reps are no longer the front line of customer service. Customers now reach out to their suppliers first through digital channels. In turn, companies worldwide view their call centers not only as a cost center but also a revenue opportunity. AI across the customer lifecycle is driving innovation in prediction, conversation and analytics, backed by a combination of cognitive engines and human assistance.

Read Full Article:

The Power Communicator Returns!

The role of the PR professional is changing fast. No longer limited to media relations or crisis management, these days PR people have evolved into larger and more strategic roles as “communicators,” who handle multi-channel messaging to a variety of important audiences, or “publics.” Our guest, Bonnie Harris, explains what’s driving this change, and where it’s likely to go next.

Read Full Article:

John Wanamaker Was Right! How Fraud Wastes Your Digital Ad Dollars

Bot-generated fraud on digital advertising will waste $42 billion by 2022, according to Jupiter Research. A shocking sum. Our guest, Dr. Augustine Fou, explains why and how ad fraud is perpetrated, and what can be done about it. Listen in to learn how we marketers must change our thinking about ad metrics, and update our media buying strategies altogether.

Read Full Article:

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