WVU Marketing Communications Today
New Directions for Virtual Events

New Directions for Virtual Events

February 10, 2022

David Meerman Scott

 

Early in the pandemic, David Meerman Scott saw marketers struggle to take their in-person events virtual, and concluded that we were approaching the problem from the wrong mindset altogether. He published a 6-minute video explaining the right way to reimagine events for the virtual world. On our podcast, David not only provides a 7-point set of action steps to liven up your virtual and hybrid events, but he also shares what it will take to create the successful events of the future. Join us for an instructive 30 minutes!

About our Guest:

David Meerman Scott spotted the real-time marketing revolution in its infancy and wrote five books about it including The New Rules of Marketing and PR, now in a 7th edition, with more than 400,000 copies sold in English and available in 29 languages from Albanian to Vietnamese.

Now David says the pendulum has swung too far in the direction of superficial online communications. Tech-weary and bot-wary people are hungry for true human connection. Organizations have learned to win by developing what David calls a “Fanocracy” - (the subject of his Wall Street Journal bestseller) - tapping into the mindset that relationships with customers are more important than the products they sell to them.

He is a massive live music fan, having been to 804 live shows since he was 15 years old, is passionate about the Apollo lunar program, and he loves to surf but isn't very good at it.


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.

West Virginia University Marketing Communications 

It’s Time to Humanize, not just Analyze, Data

It’s Time to Humanize, not just Analyze, Data

January 27, 2022

Stephen H. Yu

 

Are your models annoying or delighting your consumers? Marketers have been using machine learning for years to help create advanced models, but that is not going to cut it in the future. Too many personalization efforts today rely on algorithms that are turning people off. And our attempts at automated personalization engines are forcing consumer audiences to simply tune brands out.

In this episode, we explore the connection between models, analytics, and even Eric Clapton with our guest, Stephen Yu. As a songwriter, musician, and master modeler, Stephen brings a unique perspective to data science and a cautionary message as well: Those who rely solely on automated analytic solutions will be the first to be replaced by the machine!

About our Guest:

Stephen H. Yu is a world-class database marketer with a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from over 30 years of experience in best practices of database marketing.

Currently, he is President & Chief Consultant at Willow Data Strategy. Previously he served as Practice Head, Advanced Analytics & Insights for eClerx, and VP, Data Strategy & Analytics at Data Axle. Earlier, he was the founding CTO of I-Behavior Inc.


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.

West Virginia University Marketing Communications 

Fast Start over the Marketing Horizon in 2022

Fast Start over the Marketing Horizon in 2022

January 13, 2022

Marketing Horizons

 

In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass review the 2021 marketing trends they believe will have a significant impact on marketers in the year ahead. Some fads have already faded, but some new ones will continue to disrupt and drive business results in 2022. And a bonus: Are you thinking about how to uplevel your career this year? Ruth and Cyndi also give us a preview of the exciting careers emerging for marketers.


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.

West Virginia University Marketing Communications 

Direct Marketing has a Big Future

Direct Marketing has a Big Future

November 23, 2021

Ron Jacobs

 

Direct marketing —an approach that uses all types of advertising media to motivate a response, which is tracked and stored in a database—is fast becoming indistinguishable from modern marketing today. Join us as Ron Jacobs, one of the preeminent authorities on this topic, explains the evolution of direct marketing thinking and where it’s headed over the horizon. Hint: Some marketing challenges are not likely to be solved anytime soon, but Ron says new tools and technologies are on the way.

About our Guest:

During the last 35 years, J&C founder, Ron Jacobs, has been blazing the trail and establishing the best ways to interact with consumers. Through honed tactics and techniques, Ron has defined the best ways to start, manifest and sustain relationships with customers. He shares his insights and strategies as the author of many articles and books, through works with clients and organizations in the U.S. and around the world, and across the globe as world-renowned public speaker. Ron Jacobs literally wrote the book on direct marketing, which is now the basis for modern relationship and response marketing.


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.

West Virginia University Marketing Communications 

The Growing Role of Tech Product Management

The Growing Role of Tech Product Management

November 11, 2021

Laura Marino

 

Learn about the exciting job role of product management in tech markets from our guest, Laura Marino, Chief Product Officer at TrueAccord. While tech product managers have little direct authority, they hold great responsibility to represent the needs of the customer and influence others in the firm—engineering, marketing, finance—to deliver products to market at a profit. The future is bright for these professionals, as Product-Led Growth becomes a strategic imperative. Tune in especially as Laura names four characteristics of a successful product.

About our Guest:

Laura Marino is the Chief Product Officer at TrueAccord, a fintech company reinventing debt resolution. She is passionate about scaling companies and product organizations. Prior to joining TrueAccord, Laura built and led product teams in small and large organizations including SAP Labs, Nuance, Tellme Networks/Microsoft, Intapp, and Lever.

Laura holds two Master of Science degrees from Stanford. She is a guest speaker at the Stanford Technology Ventures Program, and a member of the extended teaching team in the Stanford Management Science and Engineering Department, lecturing on entrepreneurship and product management.

A supporter of women and diversity, Laura serves on the Board of Leading Women in Technology a non-profit dedicated to promoting women leadership.


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.

West Virginia University Marketing Communications 

Where is Martech Headed? More Growth!

Where is Martech Headed? More Growth!

October 28, 2021

Scott Brinker

 

Technology continues to disrupt, enable and challenge the world of marketing. Join Scott Brinker, founder of the influential blog Chief Martech, as we discuss the future of marketing technology. When—if ever—will its growth plateau? How can companies prepare for the changes to come? Do you have to be a technologist to be a successful marketer today? Scott’s answers will surprise you.

About our Guest:

Scott Brinker is VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. He writes the chiefmartec.com blog and serves as the program chair of the MarTech Conference. He is the author of the best-selling book Hacking Marketing, published by Wiley. Previously, he was the co-founder and CTO of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT. Connect with him on Twitter @chiefmartec.


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.

West Virginia University Marketing Communications 

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