WVU Marketing Communications Today
177 episodes - English - Latest episode: 11 months ago - ★★★★★ - 6 ratingsMarketing 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. 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.
Homepage Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Episodes
Collaborative Engagement Changes Consumer, Brands, and Channel Partners Strategies
December 27, 2018 17:30 - 28 minutes - 38.6 MBIn 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? 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....
The Evolution of Loyalty Programs as We Approach 2019
December 11, 2018 18:10 - 26 minutes - 36 MBAbout our guest, Terri Burton: Terri leads the content marketing team at Paytronix. A restaurant software veteran, Terri joined the company in March 2015 and was responsible for major account sales in the North East before moving over to marketing in the Spring of 2018. ----more---- Prior to her time at Paytronix, she spent eight years with Johnson & Johnson (J&J) in both sales and marketing positions. As a J&J Product Manager Terri had responsibility for Europe, the Middle East and Afri...
Ideation Techniques, Concept Development and Integrated Marketing Communications (IMC)
November 28, 2018 16:00 - 27 minutes - 21 MBToday host, Cyndi Greenglass welcomes Larry Stultz. Some of what they are covering in this episode includes defining what is “creativity” in advertising and marketing. Are there any dependable creative thinking triggers and inspiration techniques? ----more---- Is there a specific formula, and process that seem to inspire the ability to be creative in advertising and marketing? Are there any formula or specific message making techniques that work in advertising and marketing? With all t...
Corporations Die When They Don't Listen to their Customers
November 21, 2018 21:24 - 26 minutes - 9.11 MBThe graveyard is littered with companies who have died when they were abandoned by their customers. This is what happens when you don’t listen to them, and you lose touch with what matters. ----more---- Today, we live in a world where our customers want to help shape the brands they are passionate about and even control the conversation. It is a two-way dialogue in business today, and marketers have to understand how to navigate this new environment. In this podcast, we will learn how bra...
Brands in Motion: How to Evolve Using a Value and Data-driven Approach
November 06, 2018 19:45 - 25 minutes - 34.4 MBIn this podcast, listeners will take away practical guidance on cultivating a unique brand identity in the modern landscape. Emphasizing the importance of being a brand "leader" instead of a "manager," Dan Hill, CEO of Hill impact, offers valuable tips to modern branding strategies using data-driven insights without losing sight of organizational value. ----more---- About our guest: Dan Hill, CEO Hill Impact Trusted by world leaders, CEO's and celebrities to build, defend and repair bran...
Treat Data Like a Team Member in Order to Succeed
October 09, 2018 23:30 - 27 minutes - 38 MBTune in Thursday, 12:30 PM Pacific and join host, Matthew Cummings and his guest, Leo Morejon, Co-founder, Managing Partner of Dog & Pony. Some of what will be discussed in this episode includes: ----more---- What should a marketer's relationship with data look like? What are the top two points marketers and others mostly struggle with? How can they improve in these areas? Beyond developing their relationships, what other areas should marketers focus to improve their use of data? Will...
The Persuasion Code: is there really a part of the brain that decides?
September 24, 2018 21:49 - 23 minutes - 32.5 MBMost of our attempts to persuade are doomed to fail because the brains of your audience is wired to automatically reject messages that disrupt their attention. Most people believe that persuasion is more an art than a science because there is not a single complete scientific model of persuasion. In this podcast, we will learn...----more---- that Persuasion can all be linked to brain science and that the Primal Brain of your audience (the most primitive section of their brain) drives their ...
Top 3 ways data impacts the creative process + 3 tips on how to help your creative career
September 12, 2018 19:32 - 26 minutes - 36.6 MBHost Matthew Cummings speaks with award-winning designer and creative director Nathan Pieratt about the three ways data impacts the creative process: it informs, it adds complexity and it uncovers insights. Pieratt shares stories from his more than 15 years of industry experience to illustrate how data helps determine the right channels, audience segments and messaging. While adding complexity and time to the creative process, data can uncover behaviors that lead to more insights…making the...
Why a Programmatic Media Approach has Value!
August 27, 2018 22:32 - 26 minutes - 31.2 MBProgrammatic 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: ----more---- Programmatic media buying evolution How marketers...
Social Media Metrics: Skinny Version
August 15, 2018 16:35 - 27 minutes - 37.9 MBIn our efforts to measure everything, some marketers believe social media metrics are evasive enough to not even try to measure the results. ----more---- And yet our guest, Keith Quesenberry, says that metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. He also believes that in social media things can get complicated quickly due to the amount of data and number of options related to what can be collected, and where. In this podcast,...
Does Awareness, Engagement & Loyalty Matter vs. the Math?
August 08, 2018 17:21 - 22 minutes - 31.4 MBData-driven communication is the buzz word in marketing as we are being held accountable for our efforts and budgets. Math metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter? ----more---- Why it Matters: In our focus on big data and data science, have we dehumanized marketing? This episode talks with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer imp...
Integrated and Data-Driven Marketing at Integrate WV 2018
August 01, 2018 20:33 - 27 minutes - 38.1 MBWVU Marketing Communications hosts Cyndi Greenglass and Mathew Cummings will interview faculty at the INTEGRATEconference offered by the WVU Reed College of Media. INTEGRATE has hundreds of current and emerging thought leaders attending each year to share the latest trends and best practices shaping the IMC world. ----more---- INTEGRATE focuses on the latest trends shaping our fast-evolving industry. Speakers cover emerging subjects like data-driven marketing decision-making, how virtual...
Why Every Business Needs a Social Media Policy Before You Get Fined by the FTC!
July 24, 2018 15:20 - 24 minutes - 34.2 MBWell before the current frenzy over “tweets gone wild,” Joe Barnes walked into businesses, for profits and non-profits, and would ask: “What’s your social media policy?” The usual response was: We don’t have one, or “Go talk to marketing about that.” In his travels he realized that nearly every business and organization he walked into, no matter what size, did not have a written social media policy, nor did they clearly understand or even know what the Federal Trade Commission requires in t...
Topics and Trends in Direct and Digital Marketing
July 10, 2018 21:15 - 28 minutes - 39 MBToday we will discuss the continued move toward the integration of direct and digital marketing and the balance of online and offline media focused on the consumer. We'll talk about trends in database marketing, and how a creative person can uniquely contribute to the use of insights from the database I also want to touch on the current climate regarding consumer privacy concerns. Host is Cyndi Greenglass. ----more---- Talking points include: Many in our industry feel that Direct Market...
Has customer empowerment killed CRM?
June 20, 2018 15:41 - 28 minutes - 38.6 MBWhy 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?...
The Value of a Programmatic Media Approach
June 06, 2018 17:55 - 26 minutes - 31.2 MBWhy 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, w...
Simplifying Social Media Metrics
May 21, 2018 23:28 - 27 minutes - 37.9 MBMetrics 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 me...
Getting the Full Benefit out of Your Customer Research Data
May 08, 2018 09:43 - 25 minutes - 35.4 MBCustomer 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. ----more---- In parallel, the formalization of roles associated with data science and the advances in technology that enable advanced analytics to have created opportunities for data driven product design strategies. What I wanted to talk...
Data at the Crossroads of Congress and Ethics
April 25, 2018 20:43 - 26 minutes - 35.9 MBThere’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. ----more---- Many media outlets have their own proprietary analytics software to track exactly where people click on a page, how far they scroll, where they go next and wher...
Living Comfortably with Data
April 11, 2018 16:45 - 22 minutes - 20.7 MBOur 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. ----more---- There is a great deal of data eveywhere today. So much so, that most organizations wanting to start the data driven decision process can easily become overwhelmed. There are numerous studies that show that companies that drive decision with data experience greater growth than those that do not....
Mind the Gap – Here comes Generation Z. Are you prepared?
March 28, 2018 16:06 - 22 minutes - 26.1 MBBrands, 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. ----more---- While many of us have be...
5 Minute Tip on Going Mobile - Author Bob Bentz with Matthew Cummings - WVU Radio
March 25, 2018 17:26 - 4 minutes - 6.84 MBThis 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. ----more---- Why it's Important: 57% of website traffic today is coming from mobile devices! Listen to the complete interview here: Relevance Raises Response Mobile marketing is all about customer engagement and acq...
Relevance Raises Response
March 13, 2018 16:42 - 23 minutes - 32.9 MBMarketing is an ongoing contest for people’s attention. Mobile marketing is all about customer engagement and acquisition with a relevant message that provides the response a brand is seeking. Mobile is the closest a brand can get to its customer. What we’ll be discussing today is how a brand or business can take advantage of marketing in the age of mobile. Today's episode is hosted by Matthew Cummings.----more---- Some of what we'll be covering includes: How did you get your start in mob...
Time to declutter your data and create your own narrative story
February 28, 2018 18:37 - 27 minutes - 19.1 MBWe have all heard about how you can make your life more balanced when you declutter your closets and your life. But what about your data? Can you really make yourself better understood when you turn your data into a three-act narrative? Today we will hear from Neelesh Varde who will help us unlock the secrets of how to unlock the visually appealing stories in your complex data. ----more---- Neel Varde is a Global Product Manager for Roquette and an Adjunct Instructor in WVU's IMC and DMC p...
Emerging Social Media Trends Because of Data - Emerick & Greenglass
February 20, 2018 02:28 - 3 minutes - 1.18 MBFrom the program entitled, Is "Data-Driven" the Buzz Kill for Marketing" with Susan Emerick and Cyndi Greenglass, we have a 3.25 minute segment that just addresses what Susan as an industry pioneer sees as emerging social media trends for the use of data. ----more---- You can hear the full 22 minute interview here: Is “data-driven” the buzz kill for marketing? Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Toda...
If everything starts and ends with data, where do you want to go?
February 13, 2018 16:22 - 26 minutes - 9.11 MBThe graveyard is littered with companies who have died when they were abandoned by their customers. This is what happens when you don’t listen to them, and you lose touch with what matters. Today, we live in a world where our customers want to help shape the brands they are passionate about and even control the conversation. It is a two-way dialogue in business today, and marketers have to understand how to navigate this new environment. In this podcast, we will learn how brands need to evol...
Is “data-driven” the buzz kill for marketing?
January 31, 2018 23:25 - 22 minutes - 31.4 MBData-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter? In our focus on big data and data science, have we dehumanized marketing? Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence a...