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
Jun 20, 2018
Jun 20, 2018
28 min
Why it Matters:
"We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers."
In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?n our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries.
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Jun 6, 2018
Jun 6, 2018
26 min
Why you should listen to Haviland!
"Tzeital Haviland dives deep into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy."
Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeital Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy. Hosted by Matthew Cummings, topics include:
- Programmatic media buying evolution
- How marketers can strategize and implement programmatic media
- The importance of transparency
- How data usage fits in our eco system
May 21, 2018
May 21, 2018
27 min
Metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. Yet in social media it can get complicated quickly with amount of data and options of what can be collected and where. In this podcast, we will cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.
Some of the talking points will include:
- Is there a simple way to link social media metrics to business and/or marketing objectives?
- What else should we as marketers be thinking about when it comes to social metrics?
- What is the biggest mistake marketers still make with social media metrics?
May 8, 2018
May 8, 2018
25 min
Customer experience has become an intrinsic element of every product and service. Data gathered from user research can inform the design process and provide insight to help teams evaluate the quality of the customer experience once the product goes live.
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Apr 25, 2018
Apr 25, 2018
26 min
There’s a classic divide between Washington, D.C., and Silicon Valley. Tech companies speak a different language and are moving at light-speed. Rachel Post, a former business journalist in Silicon Valley and former VP of Branded Content at Guardian Labs US, explores the boundaries and intersections of data and ethics.
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Apr 11, 2018
Apr 11, 2018
22 min
Our host, Lee Silverman welcomes Mark Tietbohl. He is a growth strategies advisor and change catalyst at Growth Strategy Advisors. Topics today are about getting comfortable with data.
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Mar 28, 2018
Mar 28, 2018
22 min
Brands, business leaders, and marketers ignore this new cohort at their own peril. Generation Z, aged 8 to 23, is now America’s fastest-growing demographic, representing 25%+ of Americans. That makes them bigger than the Baby Boomers, and even bigger than the Millennial generation. Despite the fact that Gen Z is made up of such young consumers, it is already an important cohort that is making its presence felt across brands, culture and advertising.
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Mar 25, 2018
Mar 25, 2018
4 min
This five minute tip from author Bob Bentz answers the most popular question about website design: The first thing you do in web site design is not design for the desk top. Author Bob Bentz and host Matthew Cummings discuss why mobile is not a nice to have but a necessity.
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