WVU Marketing Communications Today

 

Leaner staffs, fewer journalists in the newsrooms, and a growing suspicion regarding the integrity of earned media have placed the PR profession in potential peril. But today’s guest, Bridgette Borst Ombres, remains optimistic about media relations. Some things have not changed in the profession, she says, including the ongoing challenge of attribution and measurement. But join us, as we explore what has changed in media relations including AI, the rise of live audio, niche publications, and paywall journalism.

About our Guest:

Bridgette Borst Ombres is a former TV news reporter turned PR and marketing professional with nearly 15 years’ experience working in communications across agency, corporate and nonprofit. Bridgette has media trained more than 350 spokespeople for organizations around the country and has consulted for brands such as Google, LG, Angry Birds, Vestas, Boy Scouts of America and Earth Day Network.

Bridgette heads up The Commsultant, a boutique PR agency specializing in communications planning, thought leadership and media strategy.

Through the years, Bridgette has worked to place hundreds of students and young professionals in internships and jobs. She is passionate about mentoring and professional development.

Based in Pittsburgh, Pennsylvania, Bridgette lives with her husband, David and four-year-old daughter, Brielle.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

Heads up to agencies: Your business model needs an update. The needs of the workforce have changed—resulting in hundreds of vacant positions. The “pyramid” staffing structure itself is passe. Our guest Scott Gillum founded a new type of agency, for B2B markets, where employees are empowered to schedule their own workdays and trusted to produce their work “on demand.” He sees an agency like a professional sports team, where free agents sign up to deliver on specific client expectations. The result? Faster, lower-cost marketing results, enviable 86% client retention rates, and 100% employee satisfaction ratings on Glassdoor. Join us to learn the philosophy behind this new model, which could be a blueprint for the agency of the future.

About our Guest:

R. Scott Gillum is the founder of Carbon Design, a marketing services firm that specializes in personality-based marketing. Prior to founding Carbon in 2017, he founded and lead the Washington, DC office of gyro. The largest B2B agency in the world and Ad Age’s B-to-B Agency of the Year.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

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 as 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. Seb Reeve, EMEA Director of Strategy & Business Development at Nuance, is responsible for defining and evangelizing the Nuance customer care proposition worldwide – sharing how companies can create extraordinary automated experiences.

If you are skeptical about the importance of this trend, consider that Microsoft is about to acquired Nuance for an estimated $19 billion, the 2nd largest acquisition in Microsoft history. Join us to learn about what’s new in customer engagement, and where it’s headed.

About our Guest:

In his current role at Nuance as EMEA Director of Product Management and Marketing, Sebastian Reeve is responsible for defining and evangelizing the Nuance customer care proposition across Europe, the Middle-East and Africa – sharing how companies can create extraordinary automated experiences which their customers actively choose to use rather than simply tolerate and complain about.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

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.

About our Guest:

David M. Raab is the founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization with over 10,000 members, which educates marketers and technologists about customer data management. Mr. Raab was named the Customer Data Platform category in 2013.

Mr. Raab has a long history as an independent consultant helping marketers to understand, find and deploy marketing technologies and vendors. His clients include Global 2000 firms in retail, financial services, telecommunications, publishing, technology, and other industries. He began his career as a marketer in publishing and continuities.

Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School. He has written hundreds of articles and blog posts on marketing technology and regularly speaks and teaches at events around the world.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

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.

About our Guest:

Bonnie Harris is the founder of Wax Marketing, Inc. an integrated marketing agency based in St. Paul, Minnesota. Harris and her team designed and implemented IMC strategies for clients across the United States, focused primarily on midsized companies in the healthcare, technology and manufacturing industries.

Prior to founding her IMC practice, Harris worked in the technology industry for 16 years, eventually rising to the role of vice president, where she oversaw sales, marketing and operations for nine profit centers in eight states. She received her master’s degree from the West Virginia University IMC program in December of 2007 and completed her Bachelor of Science degree at the University of Minnesota in 2001.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

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.

About our Guest:

Dr. Fou has been on the front lines of digital marketing for 25 years. It is from that vantage point that he studied and documented the nexus of cybercrime and ad fraud. As an investigator, Dr. Fou assists government and regulatory bodies; as a consultant he helps clients strengthen cybersecurity, and mitigate threats and risks, including the flow of ad dollars that fund further criminal activity.

Dr. Fou was the former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group, a $100 million group of 8 agencies serving pharma, medical device, and healthcare clients. Dr. Fou also taught digital strategy and integrated marketing at Rutgers University and NYU's School of Continuing and Professional Studies.

Dr. Fou completed his PhD at MIT in Materials Science and Engineering at the age of 23. He started his career with McKinsey & Company and previously served as SVP, digital strategy lead at McCann/MRM Worldwide.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

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.

About our Guest:

G. Ajay Row

Entrepreneurial executive with 35 years’ experience in data-driven, digital, loyalty, analytics and CRM across a variety of industries and several countries. Launched among the first CRM, loyalty and data-driven marketing programs globally in the 1980s, have since implemented programs across 65+ countries. Built several companies, two to exit, and numerous case studies. 11 years with the Taj and then the Tata Group responsible for CRM. 5 years at ITC. Full-time consultant for several years.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

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.

About our Guest:

Heather Blank

Heather Blank has over 20 years of experience scaling and innovating the go-to-market strategies of digital enterprises. A background in both client-side and in-house technology roles gives her a unique perspective and solutions-oriented approach to product innovation. Heather started her data career running the first digital CRM program for PETCO Animal Supplies and has worked to build successful data businesses for Responsys, Oracle Data Cloud, Datalogix and MediaMath. In her current role as SVP Data Solutions at Revenue Vision Partners, she helps clients in retail, financial services and adtech develop data monetization strategies. Heather graduated with a B.A. in journalism from the University of Arizona and lives in San Diego with her husband and two children.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.