WVU Marketing Communications Today

  David Aaker is the world's leading brand strategist, having created the most recognized brand strategy model, written 18 books, and helped countless companies develop successful approaches to brand equity management. Join us as he shares the progression of his career and the evolution of his thinking regarding the real sources of brand value. A successful brand, he says, needs energy, differentiation, and engagement. Managers must think long-term about their brands, and use brand equity strategies to resist the pressure to make reactive, short-term adjustments. Take a listen to learn why disruptive innovation is essential to survive and thrive in our fast-changing world. Bonus tip: Learn the reason Professor Aaker considers Brand Portfolio Analysis to be his single most important book. About our Guest: David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the BerkeleyHaas School of Business. He is the winner of five career awards including the NYAMA Marketing Hall of Fame. He has published over 120 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages. They include Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories and The Future of Purpose-Driven Branding. The first two of these have received over 45,000 citations. Sometimes called the Father of modern branding, he was named one of the top five most important marketing/business gurus in 2007 and won awards for the best article in the California Management Review and the Journal of Marketing (twice). WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  McGhee Osse is a trailblazer in multicultural marketing communications. As the Co-CEO of Burrell Communications Group, one of the most highly regarded multicultural advertising agencies in the country, she has both witnessed and influenced the evolution of diversity advertising in the U.S.—and the world. In our conversation, McGhee shares how under-represented black and Hispanic agencies are in the U.S., and yet the spending power of these consumers is massive. While black advertising had its moment after George Floyd, Osse cautions us that “Black people are not dark-skinned white people.” To communicate effectively, you need to understand the demographics and consumption patterns of minority groups and learn to speak in a way that is both engaging and respectful. This episode will open your mind to the importance, and the essential practice, of multicultural advertising. Did you know that less than 2% of ad revenue is devoted to black consumers? Take a listen and find out why. About our Guest: McGhee Osse McGhee Osse is a nationally recognized marketing and advertising professional. She is Co-CEO of Burrell Communications Group, one of the leading and most highly regarded multi-cultural advertising agencies in the country with annual billings exceeding $200 million and a roster of clients that lead in their respective categories, such as Procter & Gamble, McDonald's, Coca-Cola, Kellogg's, Walmart, Toyota and Comcast. McGhee became an equity partner in Burrell Communications in 1996. In 2004 she and a long-time colleague purchased majority ownership of the company from its founder, Tom Burrell. With P&L responsibility and expertise in building brands, she has strategically grown revenue through value-based service and a consumer-focused approach. Innovations to her credit include starting the agency's Yurban marketing initiative, which targets youth and young adults; the introduction and development of the agency's “account planning” practice; and spearheading the agency's formal entry into the digital and interactive marketing arena. And most recently, she launched the agency's political consultancy and practice. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  A self-described maverick and passionate advocate of ROMI (return on marketing investment calculations, for decision-making), Peter J. Rosenwald has built a stunning career leading prominent direct marketing agencies worldwide.  His advice to marketers?  Trust your heart, not your head. Don't put money ahead of fun and adventure. Join us to learn why numbers drive everything in marketing, and how economic analysis led him to a technique that converted thousands of new credit card customers for Brazil's largest bank.  Here's another real marketing legend. About our Guest: Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  Guy Kawasaki is an award-winning author, accomplished evangelist and world-renowned speaker. He did not invent secular evangelism, but he popularized it. This goes back to 1983 and his work with the Macintosh division of Apple. He is the author of fifteen books used in some of the finest academic institutions in the world and have been both New York Times and Wall Street Journal bestsellers. Guy is on a mission to help us be remarkable and enchanting. In our conversation, he shares tactical and practical tips for how to accomplish this. Take a listen and hear about how the power of the Duchenne smile and a firm handshake. Guy shares his philosophy on how evangelists are made, not born. It is quite a ride, so buckle up and take a listen. About our Guest: Guy Kawasaki iis the chief evangelist of Canva and the creator of Guy Kawasaki's Remarkable People podcast. He is an executive fellow of the Haas School of Business (UC Berkeley), and adjunct professor of the University of New South Wales. He was the chief evangelist of Apple and a trustee of the Wikimedia Foundation. He has written Wise Guy, The Art of the Start 2.0, The Art of Social Media, Enchantment, and eleven other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  Professor Kotler, recognized as one of the world's leading marketing thinkers, has been called The Father of Modern Marketing. When in 1967 Professor Kotler published his groundbreaking book Marketing Management, now in its 16th edition, he changed the perception of marketing forever. He elevated the field of marketing, adding flesh and blood to what economists started, and turned it into a serious discipline. Ninety books later, Professor Kotler continues to impress and educate. Anyone who has studied marketing has read him, and some very lucky few have been able to attend his classes at the Kellogg School of Management. In our conversation with this Marketing Legend, Professor Kotler explained his view that business exists primarily to serve. Making money is only a secondary factor. He also explores the evolution of the 4 P's into the 7 P's, which he will be publishing soon. In our stimulating conversation, he told us that it was his early exploration of equity and wealth distribution that led him to the field of marketing. We also discovered his mentors, including Peter Drucker, his hero. Take a listen to Kotler's definition of the “Wicked Seven” problems that face us today, and hear why he believes there are “many rooms in the Mansion of Marketing.” About our Guest: Philip Kotler is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management at Northwestern University. Kotler's book Marketing Management is the most widely used textbook in marketing around the world. This is his story – How a Ph.D. economist from M.I.T. became the world's leading marketing authority, the Father of Modern Marketing. Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the J. L. Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from 22 universities including Stockholm University, the University of Zurich, Athens University of Economics and Business, Budapest School of Economics and Administrative Science, the Kracow School of Business and Economics, and DePaul University. He is author of over one hundred and fifty articles and 90 books, including Principles of Marketing, Marketing for Hospitality and Tourism, Strategic Marketing for Nonprofit Organizations, Social Marketing, Marketing Places, The Marketing of Nations, Confronting Capitalism, Democracy in Decline, and Advancing the Common Good. His research covers strategic marketing, consumer marketing, business marketing, professional services marketing, and e-marketing. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and others. He has lectured several times in Italy, Sweden, China, Japan, India, Indonesia, Australia, Mexico, Brazil, Chile, and many other countries. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  Fred Reichheld really needs no introduction, but here are some highlights. The founder of quantitative loyalty, Fred is best known as the creator of the Net Promoter® system of management used worldwide as THE loyalty predictor in business. According to The New York Times, he put loyalty economics on the map. But while he was trained in economics and is known for his work in quantifying the link between loyalty and profits, in this conversation Fred really wants us to focus on why it makes sense to treat people right. Listen in to hear why making shareholders rich is not the main purpose of companies – it is actually enriching people's lives. And wait until you hear his views on how NPS has been misused by many! About our Guest: Fred Reichheld is a Bain Fellow and founder of our Loyalty practice, which helps companies achieve results through customer and employee loyalty. He is the creator of the Net Promoter® system of management. His work in the area of customer and employee retention has quantified the link between loyalty and profits. Fred's books, The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value (HBSP 1996); Loyalty Rules! How Today's Leaders Build Lasting Relationships (HBSP 2001); The Ultimate Question: Driving Good Profits and True Growth (HBSP, 2006) and The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer Driven World (HBR Press) have each become best sellers. In his most recent book, Fred reveals how NPS practitioners including Apple Retail, Philips, Schwab, Allianz, American Express, and Intuit, have used the Net Promoter System (NPS) to generate extraordinary results. He explains how NPS helps companies become truly customer-centric, unleashing profitable growth through systematically converting more customers into promoters and fewer into detractors. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  If you're looking for ideas for how to live a better life, and expand your career prospects, you must listen to our conversation with the brilliant marketing thinker and futurist, Rishad Tobaccowala. Rishad shares his secrets for career success and the six skills every business person must possess (Hint: It's a twist on the 3 C's), as well as the dangers of your own echo chamber, and how to give and receive feedback in an age of diversity. Bonus: Listen in to find out what TV series Rishad claims is the “best ever.” At the end of the 30 minutes, you'll be eager to sign up for his weekly Substack newsletter, “The Future Does Not Fit In the Containers of the Past.” About our Guest: Rishad Tobaccowala is an author, speaker, teacher, and advisor with four decades of experience specializing in helping people, organizations and teams re-invent themselves to remain relevant in changing times. He specializes in unleashing talent and turbo-charging productivity by delivering perspectives, points of view, provocations and plans of action but no PowerPoints! Rishad's best-selling book “Restoring the Soul of Business: Staying Human in the Age of Data” was published globally by HarperCollins and focusses on helping people think, feel, and see differently about how to grow their companies, their teams and themselves in transformative times. The Economist Magazine called it perhaps the best recent book on stakeholder capitalism and Strategy Magazine named it among the five best business books and the marketing book of the year. Rishad's weekly thought-letter, “The Future Does Not Fit in the Containers of the Past” is read by over 30,000 leaders every week across industries and around the world. Rishad is currently working on his next book to be published globally by McGraw-Hill in 2024 tentatively titled “Re-Thinking Work” which will help leaders and companies adapt to the coming new world of work which is far more than the challenges of remote but will include demographic changes, AI and much more. Rishad is also the host of “What Next?” a podcast where he speaks with a range of leaders across business, technology, academia, and the arts on how to make sense of the cultural, social, and business changes transforming us all. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  Susan Kryl is a legendary direct marketer with two pieces of advice for marketers everywhere. First, use the “Day in The Life” technique to gain deep customer insight for building your marketing strategy. Second, “Learn, teach and mentor,” in order to keep up to date and give back to the world. (Advice she offers even for new entrants to the field.) Join us in a lively conversation about how Susan climbed the agency ladder to the very top, and later became a mentor to many who then did the same. Susan also shares the fascinating story of having created a win-win strategy for marketing education at DePaul University by assigning students to develop marketing plans for Chicago-area not-for-profits. About our Guest: Susan Kryl's experience ranges from healthcare branding for Children's and Northwestern Memorial Hospitals to minority marketing programs for Verizon, and to technology and financial services product launches for Informatica, RCN, GE Financial Services, and Dean Witter. Her initiatives have also included consulting with Singtel in Singapore, and the introduction of the Discover Card with the J. Walter Thompson team in Chicago, where she led the response marketing group, JWT Direct, before founding her eponymous strategy/marketing/creative company 30 years ago. Her leadership roles in the advertising community include terms as president of the Woman's Advertising Club (WAC) and the Chicago Association of Direct Marketing (CADM). She also chaired Direct From The Heart (DFTH), a unique CADM program that acted as a clearinghouse between Chicago non-profits and marketing professionals and recognized the pro bono work of members. Susan, an ardent music lover, served more than two decades as an active member of the Lyric Opera of Chicago's Guild Board of Directors, including several terms on the Executive Committee. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  Longtime Northwestern Kellogg school professor Louis W. Stern, back in 1977, published the top textbook about distribution channel strategy, also known as “pull marketing.” Since then he's been the go-to guru in this important one of the 4 Ps. Join us to learn Lou's key insights into how to determine the best way to go to market, and to manage your channels effectively. You'll also learn why he believes that omnichannel is the most exciting new development in the field, and the correct response to changing buyer behavior. Lou is now retired and playing tennis in Tucson. A lucky man, and a legend of marketing you'll want to know. About our Guest: Louis W. Stern is the John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management of Northwestern University. Professor Stern joined the Northwestern faculty in 1973. Prior to that, he was Professor of Marketing at The Ohio State University. He was appointed to the Ohio State faculty in 1963 after having spent two years at the industrial research firm Arthur D. Little, Inc., Cambridge, Mass. From January 1965 until June 1966, he served as a principal economist for the National Commission on Food Marketing in Washington, D.C., and during the 1969-70 academic year, he was a visiting associate professor of business administration at the University of California, Berkeley. From 1977 to 1980, he served as Chairman of the Department of Marketing at Northwestern, and from 1983 to 1985, he was Executive Director of the Marketing Science Institute, Cambridge, Mass. During the 1984-85 academic year, he was the Thomas Henry Carroll Ford Foundation Visiting Professor at Harvard Business School. From 1998 to 2001, concurrent with his position at Northwestern, he was appointed a visiting scholar at the Haas School of Business at The University of California, Berkeley. From 2004 to 2006, he was designated the Dorinda and Mark Winkelman Distinguished Scholar at The Wharton School of the University of Pennsylvania, a Senior Fellow of the Wharton School, and co-director of Wharton's Jay H. Baker Retailing Initiative, positions he held in addition to the John D. Gray professorship at Kellogg. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  Marketing legend Shelly Lazarus has been described as one of the most powerful executives in advertising and named one of the Top 50 Business Women. One of a mere handful of female graduates from Columbia University with an MBA in the early 1970s, Lazarus propelled herself through the corporate world to become chairman and CEO of the billion-dollar advertising agency Ogilvy & Mather. Shelly was way ahead of her time, stressing the need for balance between work and family life while simultaneously creating an integrated multimedia advertising giant that delivered results for brands. In our conversation, Shelly shares some of her memorable career war stories, and advice for today's emerging advertising leaders. Join us! About our Guest: Shelly Lazarus has been working, as she would say it, “In the business I love,” for more than four decades, almost all of that time at Ogilvy. Shelly rose through the ranks of Ogilvy & Mather assuming positions of increasing responsibility in the management of the company, including president of O&M Direct North America, Ogilvy & Mather New York and Ogilvy & Mather North America. She was named worldwide CEO of Ogilvy & Mather in 1996 and Chairman in 1997. She became Chairman Emeritus in July 2012. Shelly started at Ogilvy at a time when the agency's legendary founder David Ogilvy still walked the halls, and personally preached that the purpose of advertising was to build great brands. Under Shelly's leadership, that essential mission has remained the centerpiece of the company's philosophy, extending across regions and marketing disciplines, and attracting some of the world's largest and most respected brands including American Express, BP, Coca-Cola, IBM and Unilever among many others. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.  

  In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass review the 2022 marketing trends that are sure to impact marketers this year. Some fads have already faded, but some new ones will continue to disrupt and drive business results throughout 2023. And a bonus: Are you thinking about how to up level your career this year? Ruth Stevens and Cyndi Greenglass 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.    

  It's time for a rethink of the notion of brand community, says our guest Mark Schaefer. Instead of the transactional, customer self-service model so common today, marketers must build communities that deepen emotional relationships with the brand. In this new model, customers learn from each other, and marketers learn from customers. It's a win-win, delivering marketing that heals the loneliness found among consumers today. Schaefer explains how to think, how to execute, and how to measure the results of this new approach to marketing communications. About our Guest: Mark Schaefer is a globally-recognized keynote speaker, educator, business consultant, and author. His blog and podcast — The Marketing Companion — are at the top of the charts in the marketing field. Mark has worked in global sales, PR, and marketing positions for 30 years and provides consulting services as Executive Director of Schaefer Marketing Solutions. Mark is also an advisor to B Squared Media and several tech startups. He has advanced degrees in marketing and organizational development; holds seven patents; and is a faculty member of the graduate studies program at Rutgers University. Customized for every audience, Mark's inspiring and memorable programs specialize in marketing and strategies for content marketing, digital marketing, social media, and personal branding. His clients range from successful start-ups to global brands such as Adidas, Johnson & Johnson, Dell, Pfizer, The U.S. Air Force, and the UK Government. Mark is the bestselling author of nine path-finding books including the first book ever written on influence marketing. Mark's books are used as textbooks at more than 50 universities, have been translated into 12 languages, and can be found in more than 750 libraries worldwide. Mark is also a popular and entertaining commentator and has appeared on many national television shows and periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio, CNBC, the BBC and the CBS NEWS. He is a contributing columnist to The Harvard Business Review, and Entrepreneur Magazine. 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.    

  Since the pandemic, airlines and hotels have taken a huge kick to the stomach. But now, it seems they can't get out of their own way. Delays, poor service, and inadequate staffing, all in the face of massive demand and booming revenues. The result? Record low customer satisfaction and defections. Joining us from Singapore is Mark Ross-Smith, founder of Travel Data Daily and CEO of Status Match. Mark has 20 years of experience leading loyalty programs in telecom and travel, most recently at Malaysian Airlines. In this episode, he explains why loyalty programs are not only hugely valuable to airlines, but are in some cases THE value, with important lessons for marketers everywhere. Listen in as Mark explains the extraordinary power of loyalty programs and the financial benefits of “selling the dream.”  Key Takeaways/Three Little Piggies The lives of today's consumers blend business and leisure, resulting in a solid new trend known as Bleisure. The world of travel is only going to grow bigger since it brings joy and magic into our lives and creates stronger human connections. During the downturn caused by the pandemic, airlines were forced to reveal the financial details of their loyalty programs in order to secure government loans. For the first time, the world discovered that frequent flyer programs are hugely profitable and in some cases worth more than the airline itself. Loyalty programs are examples of the Pareto principle in practice. As the 80/20 rule says, a small number of your most loyal customers are responsible for the majority of your profitability. Use this information to augment and enhance your own loyalty efforts, whatever your industry. About our Guest: Author, Founder of industry news site “Travel Data Daily”, and CEO of Status Match, Mark Ross-Smith who has published over 50 papers and articles on airline loyalty, which dive deep into airline economics, big data, and cutting-edge loyalty material. His unique approach to loyalty has received industry acclaim and his work is referenced in major media including CNN, BBC, South China Morning Post, The Star, The Economist, Financial Times, Executive Traveler, Skift and many more. Recently, Mark also won the Global Aviation Travel Startups Award on October 2022 at the biggest aviation event in the world. 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.    

  Michael McCathren, innovation lead at Chick-Fil-A, and author of a new book: 6Ps of Essential Innovation, is an expert on the “innovation organization.” In this episode, he shared with us specifics about how marketing departments can develop the capabilities and the culture needed to implement new ideas. Listen in to learn how marketing leaders should adopt an innovation mindset, to make new ideas welcome, and to stimulate “idea equity” in their companies. Michael explains why an innovation organization is NOT the same as an innovative organization, and why it matters. His secret weapon for innovation: Stay close to your customers and let them speak for themselves. Key Takeaways/Three Little Piggies Companies often try to incorporate new capabilities without building a culture that is able to accept them. Marketing leaders can create an innovative culture by asking questions instead of making statements. The voice of the customer can be the “rocket fuel” to drive growth through innovation. About our Guest: Michael McCathren, best-selling author of 6 Ps of Essential Innovation, is a strategic innovation expert who has spent more than 30 years leading efforts across operations, supply chain, finance, strategic planning, and marketing. Currently, he oversees Enterprise Innovation in the Innovation & New Ventures group at Chick-fil-A where he and his team are responsible for helping the organization transform its ideas into business value. A curious, creative problem solver by nature, Michael approaches life with an innovation mindset and dedicates time to fostering that potential in others. Outside his work with Chick-fil-A, he is an adjunct professor of Innovation Management for the Terry College of Business at the University of Georgia. Michael holds a Master of Science in Innovation from Northeastern University. He's deeply devoted to his faith and family and enjoys seeing the world on his motorcycle or camping with his wife, Dena. 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.  

  Memberships, subscriptions, loyalty programs — relationship marketing models of all sorts — have long been a staple of the marketing toolbox. But why is Peloton in such deep trouble right now? And Noom postponed its IPO? Join us as Mark DiMassimo explains what's really going on, and how we can fix the apparent problem with membership marketing today. Spoiler alert: It's not the model itself, you'll be happy to know. Tune in for Mark's advice on how to motivate customers to “start, stick and stay.” About our Guest: Mark DiMassimo is the Founder and Creative Chief of DiGo (DiMassimo Goldstein), the industry-leading agency in Positive Behavior Change marketing, which he founded in 1996 in New York City and has appeared on Inc's list of America's fastest-growing private companies four times and been named an Adweek Gold Best Agency. DiMassimo's ideas and creative work have helped build dozens of major brands that are pioneers in their respective categories. He was named a “Future 50 CEO” by SmartCEO magazine four years in a row, was profiled in the New York Times bestselling book, "Leadership Secrets of the World's Most Successful CEOs," and his work has won numerous Effie Awards from the American Marketing Association, among a slew of other awards for excellence in advertising creativity. 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 uber-networker David Berkowitz answers our burning questions about search marketing and where it's headed. Learn why paid search advertising is growing so quickly (hint: the proliferation of small screens is a factor). And what marketers should be doing to maximize this powerful tool. David has been predicting trends in this field long before most of us, and in this episode, he gives us the skinny. About our Guest: David Berkowitz is the SVP of Corporate Marketing & Communications at Mediaocean, the mission-critical platform for omnichannel advertising. Prior roles include leading marketing and strategy for video production marketplace Storyhunter, social listening firm Sysomos, Publicis agency MRY, and Dentsu agency 360i. He has contributed more than 600 columns to outlets such as Advertising Age, MediaPost, VentureBeat, and Adweek, and he has spoken at more than 350 events globally. David also founded and runs the 3,000-member Serial Marketers community. 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 term “Healthcare” covers both the medical and the life sciences industries, and marketers in these fields enjoy all kinds of opportunities. Professionals are navigating the dynamics of an increasingly engaged and empowered end-user patient base, while also juggling a complex and diverse channel strategy—all within a highly regulated environment. While this may stunt the speed of change in other industries, there's no such slowdown here. Our guest, Jean-Francois (JF) Denault, shares with us what's going on in Healthcare marketing, from AI-driven chat and social media to the move from cost-based to value-based messaging. JF has worked in Healthcare and life sciences marketing for over 20 years and has his own consultancy working with big names in pharma and medical devices. JF has written two books on the subject and is located in Montreal, Canada. Join us for a lively, informative conversation. About our Guest: Jean-Francois Denault has been working with innovators and entrepreneurs in life sciences as a professional consultant for over fifteen years. Through the years, he has worked with over 40 different clients in life sciences (including larger companies such as J&J, Denka Seiken and Chemo Group). His clients are located worldwide, as he has completed projects with clients in over 25 different countries. JF specializes in the life sciences market. As such, he has completed pharmaceuticals, biotechnology, medical devices, nutraceuticals and healthcare projects. Most of his recent projects have been in the market research, marketing strategy and competitive intelligence space. 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.  

  In the marketing profession, we have depended on the Four Ps as foundational to business success. But is that still relevant today? Tune in and learn why Rick Spear says ignoring the Four Ps is like ignoring the alphabet. In this episode, we discuss how pricing, above other strategies, has become the secret weapon for marketers in managing through these uncertain waters of inflation, recession, and constant change. But to wing it or make guesses benefits no one. Pricing is the top strategy to gain—or regain—value. Find out why Rick says that the critical question we need to keep asking is: “What will it take to earn 1 point of market share?” HINT: A few key insights can trump terabytes of data. About our Guest: Rick Spear is a senior executive in the capital markets industry who has spent 50% of his career helping to run firms and 50% as a strategic advisor/consultant to CEOs, boards and heads of businesses. As head of strategy, he has helped to architect and manages multi-year growth plans, targeting and growing revenue and profit by sizing markets and performing competitive analysis He has worked with every functional head across multiple companies, including the CEO, COO, CFO, Chief Product Officer, Chief Technology Officer, Head of Middle/Back Office, General Counsel and Chief Risk Officer. His education includes Stanford University and Harvard. He is currently, Senior Advisor at Simon-Kucher & Partners, a global strategy consulting firm focused on growth strategy, marketing, pricing, and sales. 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.  

  Purpose is an important new way for brands to differentiate themselves in a competitive market.  Our guest Diane Primo, CEO of the agency PurposeBrand, explained that a brand's purpose must be authentic, and be established with the buy-in of all stakeholders. Only then can it be successfully presented externally for marketing benefit. Join us for a lively discussion about why consumers' growing interest in a brand's purpose matters, and how to quantify the impact of purpose on your investment. Hint: Take the long view. About our Guest: Diane Primo is the CEO of Purpose Brand Agency, an award-winning, Chicago-based public relations, branding and digital marketing firm. She is the only African American female CEO of a purpose-driven communications agency. Diane's focus on impact marketing stems from the belief that brands must be relevant, purpose-driven and committed to consumers to be successful today. Consumers' demand for meaning, transparency and authenticity has changed the nature and raised the stakes in all communications. As founder of Purpose Brand, Diane builds on a groundbreaking 30-year career leading some of the top marketing organizations in the country. She served as general manager at Quaker Oats, president of product management at Ameritech and SBC (currently AT&T), chief marketing officer of CDW and CEO of a Kleiner Perkins-backed e-commerce startup in the home services sector. A communications innovator, Diane was recognized as such with Ragan Communications' 2020 Top Women in Communications Trailblazer Award. She holds an MBA from Harvard Business School, a BA from Smith College, and is the author of the forthcoming book ADAPT: Scaling Purpose in a Divisive World. 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.  

  With the rising demand for marketing accountability, and the emphasis being placed on data-driven decision-making, is the intuitive marketer under threat of extinction? Our guest, Susan K. Jones, says that AI and science will allow the intuitive marketer of the future not only to survive but to thrive. Listen in as we discuss how smarter AI and tech will lead to smarter “informed intuition” for marketers everywhere. Susan is the author, co-author, or editor of more than 30 books. Academically, she is a tenured full professor of marketing at Ferris State University in Big Rapids MI, and she is also a marketing practitioner with a background in banking, collectibles, insurance, and business-to-business. About our Guest: Susan K. Jones is a full, tenured Professor of Marketing at Ferris State University in Big Rapids, MI, where she is entering her 33rd year of teaching. Susan's practitioner background includes work at agencies and companies in fields including banking, collectibles, insurance, and business-to-business. Originally a specialist in creative direct marketing, she has broadened her work, research, and teaching into digital marketing and social media. The author, co-author or editor of more than 30 books, Susan is an active volunteer focusing on education and child advocacy. She serves as a trustee of The Ferris Foundation. She holds bachelor's and master's degrees in advertising from Northwestern University. Married to her husband Bill, Susan has two married sons and five grandchildren. She lives in Ada, MI. 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.  

  Is marketing's focus on the customer misplaced, even harmful? We discussed this radical idea with Tim Parkin, a global consultant and coach to marketing executives at many world-renowned brands. While marketers have been focusing on the customer, Tim contends that we have neglected our internal teams. They find themselves without the processes, collaboration, and alignment needed to make marketing to customers work. Join us as Tim explains why he rates most large corporate marketing teams only a 3 out of 10 and gives us an action plan to make this right. HINT: It is tied to a clever combination of skill-based retention and a disciplined process. About our Guest: Tim Parkin is a global consultant, advisor, and coach to marketing executives of many world-renowned brands. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results. By applying more than 20 years of experience merging behavioral psychology and technology seamlessly, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike. Tim is a speaker, author, and thought leader who has contributed to AdWeek, Forbes, MarTech, TechCrunch, and dozens of other marketing outlets. He is also a member of the American Marketing Association, the Society for the Advancement of Consulting, and was inducted into the Million Dollar Consulting Hall of Fame. 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.  

  "Small business owners are not marketers,” says our guest Stephanie Schwab, CEO of Crackerjack Marketing. But she can help them become proficient, and successful, if they follow a distinct process that she shares during this episode. As the world enters a time of business uncertainty, Stephanie recommends that owners reassess their marketing, to understand the nature of their unique offering and to take stock of their customers. Listen in, as we explore the details around her process, and her marketing must-dos—including the surprising Top Tip she gives to business owners. About our Guest: As CEO of Crackerjack Marketing, Stephanie Schwab creates engaging digital marketing programs for exuberant lifestyle, tech, and education brands. Over the last 20+ years, Stephanie has focused on social media, content marketing, and influence marketing, blending management consulting best practices with agency creativity. She is the Director of the Digital Marketing Programme at Harbour. Space, a high-tech university in Barcelona, Spain and Bangkok, Thailand, where she teaches courses on fundamentals of digital marketing, social media and content marketing, and starting and running an agency. Stephanie also works with coaches, consultants, and service providers to create profitable and sustainable marketing through her Business Marketing Blueprint program. Stephanie received her MBA in marketing and strategic planning from the University of Illinois at Chicago. When not working or teaching, Stephanie travels, plays board games with her husband and teenager, knits, and cooks gluten-free meals. 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.  

  Seth Marrs, the Forrester analyst who follows sales technology, painted an exhilarating picture of the future of SalesTech, saying it will combine with MarTech into an entirely new way of going to market — along with a new organizational function called Revenue Teams. Primarily focused on the B2B ecosystem, but with consumer applications — especially for call centers — this developing technology is enabling an end-to-end customer experience driven by conversational intelligence, NLP (natural language processing), AI, and real-time data capture and analysis. In fact, Seth believes the future will be about opportunities and not leads, and this tech gives us a brand new container for our engagement experience, resulting in more powerful roles for marketing, higher revenues, and customer satisfaction overall. Sounds great. Give a listen! About our Guest: Seth Marrs brings more than 20 years of experience leading sales operations, service operations, and marketing organizations. He excels at leveraging data, process, and technology to drive growth in organizations of all sizes and in all industries. Before joining Forrester, Seth spent the last five years as a consultant and senior vice president leading sales operations and marketing organizations for multiple private equity-backed companies ranging in size from $200 million to $1 billion, where he was responsible for customer acquisition, sales execution, and compensation. Before going into private equity, Seth led sales operations for Carl Zeiss Meditec in the United States and held multiple executive sales and service roles at GE Healthcare, including leading sales operations for GE Life Sciences EMEA, building and running a global lean organization for the $3 billion life sciences division of GE Healthcare, and leading sales enablement for the US region (which represented $7 billion of GE Healthcare's revenue). 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.  

  Recorded live from the Innovation Center at WVU Reed College of Media, Ruth Stevens and Cyndi Greenglass look at the fascinating marketing trends shared on their podcast over the first half of 2022. Included in the discussion are insights on the complex evolution of the customer experience (CX), the emerging power of Gen X as an audience, the importance of your digital first impression, the future of events, humanizing measurement, and connected TV (CTV). Don't miss this opportunity to catch the highlights of the first half of 2022 and the marketing waves Cyndi and Ruth are riding over the horizon. 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.  

  As marketers, we spend a lot of time talking about Millennials. We target them as consumers, employees, and donors, to the point of obsession, as the next cohort after the Boomers. But wait! We are overlooking Generation X, not surprisingly called the “Forgotten Generation.” This is the 65 million people in their 40s and 50s sandwiched between the Boomers and the Millennials. They represent a $2.4 trillion market. Ignoring them could prove a costly mistake for both businesses and nonprofits. In this episode, we speak with Alicia Lifrak, who is a Gen X member herself, and has spent the past 25 years leading strategy in the nonprofit and higher education worlds. She explains why marketers ignore Gen X at our own peril, and what we should be doing about it. Pop Quiz: Can you name at least 3 Gen X leaders of major transformational companies today? Listen to this episode for the answer. About our Guest: With more than three decades of experience in the philanthropic sector, Alicia M Lifrak is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals. She currently serves as Executive Vice President for the Gabriel Group, an OSG Company, leading the nonprofit division in offering full-service fundraising, marketing and strategy consultation to clients. Prior to joining Gabriel Group, Alicia spent 25 years leading teams to achieve exceptional results in nonprofit and higher education. Alicia also serves in several key leadership roles as a volunteer and active member in organizations including The Nonprofit Alliance, NonProfit Pro, Rotary International, the Meridian Society and the Washington University Women's Society. After moving around the U.S. for most of her life, Alicia now lives in Illinois with her four kids, a cat and a dog. She travels frequently, for work and for fun, is an avid reader and loves to see live music. To connect with her directly or learn more, contact her at Alicia.Lifrak@osgconnect.com 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.  

  Marketing is no longer about simply bringing in new customers. Marketers are also responsible for managing customers to profitability. Our guest Steve Gershik explains why customer management is the new horizon, and how we all need to develop the tools and skills to understand our customers deeply. We must become digital anthropologists, examining customer behaviors and signals to infer the steps needed to serve customers and expand their value. Join us for a lively conversation, beginning with Steve's notion of the “funnel beyond the funnel” and the surprising origins of the AIDA concept. About our Guest: Steve Gershik is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals. 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.  

  Marketers are under mounting pressure to demonstrate results. In this episode, the renowned measurement master Katie Delahaye Paine shares her latest tips on how to successfully overcome the challenge while preparing for the new developments ahead. Join us to learn two key reasons this issue persists, why you need to set the right objectives, and how silos and fiefdoms can doom your efforts. Innovative AI-driven tools are on the way, but we must apply them with care. About our Guest: Katie Delahaye Paine, aka The Measurement Queen (@queenofmetrics), has been a pioneer in the field of measurement for more than three decades. She was recently awarded the prestigious IPR Jack Felton Medal for Lifetime Achievement, an award given for lifetime contributions in the advancement of research, measurement and evaluation in public relations and corporate communication. In her consulting practices, she designs measurement dashboards for some of today's most admired companies. Katie has also been a leading developer and promoter of standards in the PR and social media measurement field. She founded two measurement companies, KDPaine & Partners Inc.(now Carma) and The Delahaye Group (now Cision.) Her latest company, Paine Publishing is the first educational publishing firm entirely dedicated to making more Measurement Mavens. Its newsletter, The Measurement Advisor, is the industry's most comprehensive source of information about best practices in communications measurement. Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter, Measuring the Networked Nonprofit: Using Data to Change the World, is the 2013 winner of the Terry McAdam Book Award. Katie is a Senior Fellow of the Marketing & Communications Center at The Conference Board and a founder and member of the Institute for Public Relations Measurement Commission. 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 landscape of higher education has experienced major changes, but it is set to undergo a sweeping transformation in the years ahead. A smaller Gen. Z cohort, combined with increased talent demands in the industry bring both threats and opportunities for academic instruction. Who will survive, and how will they thrive? In this week's episode, we tackle two compelling opportunities: how marketing professionals should evaluate the role of higher education in their career ladder, and how schools should borrow from the B2B playbook to competitively market themselves for the future. Take a listen with our esteemed guest, Chad Mezera, Assistant Dean of Online Programs for the Reed College of Media at West Virginia University. Chad literally “wrote the playbook” on online education, and has turned WVU's higher education programs into award-winning, innovative online degrees. About our Guest: Chad Mezera is the Assistant Dean of Online Programs for the Reed College of Media at West Virginia University (WVU). In this role, he oversees all online courses offered by the college and leads the online programs support team. Before coming to WVU in 2005, Mezera led the internal corporate communications function of a major government IT solutions provider. Prior to that, he planned and executed national and regional marketing campaigns for a non-partisan think tank focused on developing and teaching best practices in federal, state and local government. 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.  

  In this episode, Brian Hunt explains, in the clearest possible terms, the total scoop on CTV for marketers. We learned its benefits and drawbacks, the differences between CTV, OTT and linear television, and why CTV is an essential medium for us to be experimenting with today. Career hint: Data science majors can write their own tickets in this field! Join us for the details of how television is becoming more digital, targetable and measurable as a marketing communications channel. About our Guest: Media industry veteran Brian Hunt is Head of OTT and CTV Advertising Sales for Sinclair Broadcast Group. In this role, Hunt is responsible for the monetization of multiple premium connected TV and over-the-top digital video services for the company, including CompulseOTT, a data-driven ad platform and the fastest-growing digital product in Sinclair's history. His responsibilities also include oversight of Sinclair's rapidly growing local broadcast inventory and national platforms for NewsON, featuring over 300 local broadcast stations, as well as STIRR, Sinclair's direct-to-consumer advertising-supported OTT service. Hunt also oversees the OTT and CTV ad sales for Bally Sports regional sports networks and The Tennis Channel. Prior to his role at Sinclair, Hunt was Corporate Vice President of TEGNA's Premion OTT Division as its first employee. During Hunt's tenure at Premion, he oversaw Sales, Publisher Relationships, Contracts, Operations and Strategy. Prior to TEGNA, Hunt held a variety of leadership positions in the industry. He was the Senior Vice President of Viamedia, a cable ad sales representation firm where he established and renewed key partnerships including Centurylink, Google Fiber, Verizon Fios, Time Warner and others. Hunt spent over 15 years at NBCUniversal as Senior Vice President of Affiliate Sales & Marketing in the Cable Distribution Group and other key NBCU positions. Hunt has a BS in Finance from Southern Illinois University, M.B.A. from Fontbonne College in St. Louis, MO and an Executive Management Degree from Harvard Business School. Hunt lives in the New York City suburbs with his wife and three children. 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.  

  It's time to look in the digital mirror. Do you like what you see? What does your “digital-first impression” say about you? And why should you care? Whether it's your company website or your social pages, your web presence makes a bigger difference than you think. In this episode, our guest Andy Crestodina makes the case for investing in your digital presence right now, to make the impact you want tomorrow. He also shares tips on how your digital content must adapt to stay competitive, engaging and relevant. Join us! About our Guest: Andy Crestodina is a co-founder and CMO of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, Andy's provided guidance to 1000+ businesses. He's written hundreds of articles on content strategy, SEO and Analytics. He's also the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Top 10 Online Marketing Experts, Forbes Top 50 Marketing Influencer, Entrepreneur Magazine Top 25 Content Marketers, Express Writers/Buzzsumo Top 10 Social Media Influencers, Social Media Explorer 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.  

  Some changes are so subtle you don't recognize them when they are happening, but then – BAM - you get a wake-up call. That is what our guest, Jay Baer, says about the customer experience. Today CX is all about how you make the customer feel and brands who succeed in the future will excel at understanding, meeting, and exceeding the expectations of their customers. Join us as Jay lays out the roadmap for what you should be doing now to meet the future needs of your customers. Jay is a marketing and customer experience expert and 7th-generation entrepreneur. He is the author of 6 best-selling business books and the founder of 5 multi-million dollar companies. His newsletter, thebaerfacts.com is also chock full of tips and insights on the convergence of marketing+CX. About our Guest: Jay Baer is a Hall of Fame keynote speaker who teaches business growth through customer experience and marketing innovation. He is also a popular virtual emcee and event host, New York Times bestselling author of six books, and founder of five, multi-million dollar companies. Filled with real-world case studies and examples, Jay's entertaining and engaging programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised numerous iconic brands such as including Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the Founder of Convince & Convert, a strategy consulting firm that owns the world's #1 content marketing blog and the world's top marketing podcast. Known for his fun plaid suits, meeting planners can select the very suit Jay will wear to their event through his custom app! 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.  

  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.  

  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.  

  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.  

  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.  

  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.  

  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.  

  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. 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. 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. 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. 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. 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. 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 AAdvantage 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. 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. 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.  

  In this provocative episode, database management expert Theresa Kushner explains why she believes that the marketing profession as we know it today is obsolete. What does this mean for the future of the marketing discipline, and for organizations as a whole? Listen here to find out. About our Guest: Theresa Kushner Theresa Kushner turned her master's degree in journalism from UNT into a career in high technology. For over 25 years she has led companies – like IBM, Cisco Systems, VMware, Dell/EMC, and NTT DATA – in recognizing, managing, and using the information or data that has exploded exponentially. Using her expertise in journalism, she co-authored two books on data and its use in business: Managing Your Business Data: From Chaos to Confidence (with Maria Villar) and B2B Data-Driven Marketing: Sources, Uses, Results (with Ruth Stevens). Today, as the “Data as an Asset” lead for NTT DATA, Theresa continues to help companies gain value from data and information. For her efforts in leading analytics, Theresa was inaugurated into the Analytics Hall of Fame at Pace University in New York in March 2019. She currently serves as an AI/Analytics consultant in the Data & Intelligent Automation group with NTT DATA. 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.  

  During the pandemic, we’ve all be watching with horror as stores close and shopping behavior has turned upside down. Amazon’s sales are up 40% in the last 12 months. What’s the future of retail, we have to ask? Join us for an engaging discussion with Paul Leinwand and Samrat Sharma from PriceWaterhouseCoopers’s as they discuss the future of consumer markets and where the consumer shopping experience is headed. Paul Leinwand is global director of the Strategy& unit of PwC based in Chicago and teaches strategy and management as an adjunct at Kellogg Graduate School of Business. Samrat Sharma also works at Strategy& and has an MBA from Carnegie Mellon. About our Guests: Paul Leinwand Paul Leinwand is a thought leader on strategy, growth, and capability building for Strategy&, PwC's strategy consulting group. Based in Chicago, he is a principal with PwC U.S. Paul advises clients on the topic of strategy, growth, and capability building, with a focus on the consumer product and retail sectors. He is the co-author of three books, Strategy That Works: How Winning Companies Close the Strategy-to-Execution Gap (Harvard Business Review Press, 2016), The Essential Advantage: How to Win with a Capabilities-Driven Strategy (Harvard Business Review Press, 2010) and Cut Costs and Grow Stronger (Harvard Business Review Press, 2009), as well as several articles in the Harvard Business Review and strategy+business. Paul earned an MBA with Distinction from Northwestern University’s Kellogg Graduate School of Management and a Bachelor of Arts in Political Science from Washington University. He currently teaches at Kellogg as an Adjunct Professor of Strategy. Samrat Sharma Samrat Sharma is the US Enterprise Strategy & Growth Leader with Strategy& and PwC and the global leader of CMO Advisory, where he specializes in developing new business models to drive growth and reduce costs for CPG clients. He has roughly 20 years of consulting and industry experience in North America and emerging markets. His wealth of expertise includes growth strategy, innovation and business transformation, go-to-market capabilities development such as marketing, revenue management, customer/channel management, and digital transformation with a focus on commerce, data & analytics. Samrat has been featured in publications like Harvard Business Review and Strategy+Business. He earned his Bachelors in Commerce from the University of Delhi, and his MBA from Carnegie Mellon University. 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.  

  Design thinking has been around a while, and it sounds alluring, but there’s still some confusion about what it means to marketers. Roger Mader sets us straight in this podcast, explaining the skills and tools of design thinking that apply to marketing practice, and how it can be used to improve marketing results. In short, he describes a process for predicting your customers’ future needs and interests and serving them better than the competition. Join Roger, Managing Partner at Ampersand and professor at the School of Visual Arts in New York, to hear where design thinking can take marketers, on the sub-series, Marketing Horizons. About our Guest: Roger Mader is on a mission to “make better”—to equip leaders and entrepreneurs, experts and students to change the world. Declare purpose. Make a promise. Act on principle. Measure performance. Learn. Grow. Roger serves as the Managing Partner of Ampersand, a global team of partners who help big companies act small, and small companies get big. Ampersand uses design practices honed in the field, in collaboration with teams to conceive, test, iterate and launch new offerings and experiences. He serves on the graduate program faculty of the School of Visual Arts in Manhattan. His course on Strategic Innovation introduces teams of students to Ampersand’s 4D method to design breakthroughs for corporate sponsors, including Accenture, Cap Gemini, Capital One, Chase, Citi, Deloitte, EY, Lippincott, McKinsey, RGA and SYP. His writing includes Purposeful Enterprise, a thesis on the power of purpose to guide strategy, attract demand and compel people on a shared mission. 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.  

  Behavioral science is a relatively new field, with huge implications for marketing. Neuromarketing can actually help you develop more persuasive communications that will increase your response rates. Join Nancy Harhut, Chief Creative Officer at HBT Marketing, as she explains how she persuades her target audiences successfully, using the lessons of behavioral science, on the sub-series, Marketing Horizons. About our Guest: Getting people to take action is what Nancy’s all about. Her specialty is blending best-of-breed creative with decision science to prompt response. A frequent speaker at industry conferences, Nancy’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US, including SXSW. Along the way, she's been named Online Marketing Institute Top 40 Digital Strategist, Ad Club Top 100 Creative Influencer, and Social Top 50 Email Marketing Leader. Prior to co-founding HBT Marketing, Nancy held senior creative management positions with Hill Holliday, Mullen and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness. 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.  

  Learn about the power of guest posting (guest blogging) and why it's an important tool for marketers of all levels to utilize. Use it for brand recognition, building backlinks to your site, sharing your knowledge and expertise on certain topics, and increasing your trustworthiness in your business niche. Discover why it's valuable for freelancers and solopreneurs to implement as well! Join Rebecca Reynoso, Senior Editor + Guest Post Program Manager at G2 for "What is Guest Posting and Why You Should Start Using it for Your Brand" on the WVU Marketing Communications Today podcast. About our Guest: Rebecca Reynoso is the Senior Editor and Guest Post Program Manager at G2. She also works as a freelance editor and writer for a few small- and medium-sized tech companies, including Sales Hacker, Nextiva, and Databox. Outside of work, Rebecca enjoys watching hockey, cooking, and spending time with her family and cat. WVU Marketing Communications Today is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  Chatbot technology in B2B is developing quickly beyond customer experience to becoming an important part of Top of Funnel (TOF) tactics. Join Koen de Witte, Managing Director at Leadfabric, and Drift's exclusive certified partner in Europe, to hear his insights around next-generation Chatbots in the sub-series, Marketing Horizons hosted by Ruth Stevens and Cyndi Greenglass. About our Guest: Koen de Witte is one of the leading martech experts in Europe. He runs a martech services company, Leadfabric, that helps B2B companies across Europe select and install the right marketing technology — CRM, campaign automation — to manage their prospecting and current customer marketing efforts efficiently. Leadfabric also offers full demand gen services to clients — in fact, his was the first full-service B2B demand gen agency in Europe, started in 2008. He’s also a leading expert on chatbot technology, being a certified partner of Drift, one of the leading chatbot providers. 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.