Marketing Horizons, a series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Marketing Legends, another series in the WVU Marketing Communications Today podcast, features marketing thinkers, innovators, practitioners and founders — legends of the marketing world — who will talk about their careers and share their wisdom with the marketers of today. Hosted by Cyndi Greenglass and Ruth Stevens, these podcast series are dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.
MARCOM 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, all sponsored by the WVU Marketing Communications Online Programs.
Episodes
Dec 4, 2019
Dec 4, 2019
23 min
With the ease in which a negative event can go viral these days, effective crisis management is a valuable skillset that marketing needs. In this session, Melissa Agnes, a globally recognized and leading expert in crisis management, shares some of her experience in working in the field as well as how she helps professors bring crisis management best practices into their classrooms to help their students build and hone this critical skillset. Her immensely popular book, Crisis Ready is available where fine book sold.
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Dec 2, 2019
Dec 2, 2019
31 min
Thanksgiving is a perfect time to reflect on how we show gratitude toward clients and consumers. Bonnie Harris, founder of Wax Marketing, and host Michael Lynch will explore the ways you can authentically express thanks.
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Nov 23, 2019
Nov 23, 2019
20 min
Digital advertising has greatly evolved since the turn of the century. Search engine advertising is still around, but campaigns are more complicated than ever before. Social media as we know it didn’t begin for a couple more years. Flash forward to 2019. Not only have Google and LinkedIn become behemoths in the B2B digital marketing space, but we also have more targeting options than ever before. In this podcast, you will learn how B2B advertisers can leverage the latest digital advertising tools to build and scale profitable lead generation programs.
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WVU Marketing Communications Today is broadcast from West Virginia University which is a program on the Funnel Radio Channel.
Nov 16, 2019
Nov 16, 2019
25 min
For decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning. In their two books, “Positioning: The Battle for Your Mind,” and “Marketing Warfare,” Trout and Ries explained their concept that:
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Nov 10, 2019
Nov 10, 2019
25 min
In a small organization, communications and marketing might be the same person or team. As a company grows marketing and advertising might reside under one leader, while communications reside under another leader. Communications might prioritize public policy, issue management, earned media and brand reputation. Marketing and advertising might be focused on brand awareness, sales revenue, customer relationship management, and conquest sales. How do you stay integrated when you’re matrixed differently and reside in different locations?
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Oct 30, 2019
Oct 30, 2019
20 min
The Creative Brief is the blueprint of a marketing communications effort. It provides guidance and vision for all the disciplines required to construct a successful integrated campaign—Research, Strategy, Account Management, Creative, Media, Production, PR, Social, Search, and Experiential. Unfortunately, most briefs are poorly crafted, overly long and often ignored. An effective brief, by contrast, inspires collaborative excellence among all involved in the process. In an era when brands bring together multiple agencies to execute an integrated campaign, clear and effective Creative Briefs are more important than ever.
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Oct 22, 2019
Oct 22, 2019
22 min
You need to market your products or services, so go start a Facebook page, right? It’s quick, it’s easy and more importantly, it’s free. But, it isn’t a good strategy. First, we must take a step back and understand the benefit really good content has in building your brand. Then we can identify new ways to efficiently distributing your content, which yes, will include social media. Social media changes daily. In order to keep up, you must understand which social channel is right for you to cultivate a relationship with your audience. For social media success, it’s quality over quantity. It’s also part of the larger strategy that starts with content.
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Oct 13, 2019
Oct 13, 2019
21 min
The social media industry is constantly changing along with the expectations for work. However, experience is one element to the equation to becoming successful in the workplace and industry, but there are some essential skills, best practices, and tips students and young professionals need to grasp in order to be marketable. Dennis Yu will discuss these new expectations, what are the best practices to market yourself using social media, and the future of work in social media.
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Today's episode of WVU Marketing Communications Today is hosted by Karen Freberg from West Virginia University which is a program on the Funnel Radio Channel.
