IMC Capstone Q&A with Instructor Archie Sader

Q: Tell me a little bit more about the structure of the campaign.

A: An IMC campaign is a complete plan describing the details of your proposal to utilized multiple marketing communications vehicles in an integrated fashion to accomplish specific marketing goals. The key sections of the campaign plan include:

• Marketing Goals
• IMC Campaign Objectives
• Target Audience Definitions
• Marketing Research Findings
• Integrated Communications Strategy Statement
• IMC Campaign Budget and Justification Based on Proposed Goals
• Media Plan Details
• Creative Executions
• Explanation of How Results Will Be Evaluated

Q: How can this class be of value in my future?

A: A well-developed IMC campaign plan will serve you well throughout your career.

You may find that your present employer needs an IMC campaign plan. Very few people have the understanding of our discipline needed to develop a thorough plan. Your employer will welcome, appreciate and value your work. You will have new respect with your current employer.

You may want to work for a specific firm or in a specific industry. Developing a campaign plan for a firm in the industry of your choice will open doors for you in that field.

You may be an entrepreneur or be seeking to start your own firm in the future. Learning the discipline of IMC campaign planning will enable you to develop an effective campaign plan and grow your business successfully.

 Q: How does this class differ from the other classes in the IMC program?

You will be expected to utilize and apply materials from all previously completed IMC courses. Save your notes and textbooks from these courses. And, you will be expected to search for materials in the WVU online library. It is impossible to present all needed materials in our course weekly lesson notes. You will have to take the initiative to find the information needed to develop an effective campaign plan.

Q: How do I choose a client?

If you think marketing communications can be improved at your present organization, your current employer might make for an ideal client. You should keep in mind, however, that a campaign plan with a minimum budget of $250,000 for twelve months must make sense.

If you would like a future position with a specific firm or in a specific industry, choosing a firm in that industry will greatly improve the receptivity of your application for employment in that industry. It is helpful to show potential employers that you have done your homework about that firm and its competitors.

You may have a hobby or interest that is very meaningful to you. It might be art, gardening, sports or one of several others. Choosing a firm in that area may enable you to do your best work.

You may be planning a career in the not-for-profit area. Choosing an organization in this area will be instrumental in your career advancement efforts.

 Q: What level contact, within the company, is needed to complete the campaign?

Having client contact can be instrumental in the development of a successful campaign plan. Your contact can help you establish your marketing goal, present meaningful input on the firm’s background and will agree to review your completed plan. Many executives are extremely busy and have little time to spare. Others have privacy concerns that limit the information to be shared. This is not usually a problem when choosing your present employer as your client. If you choose another firm, however, make several attempts to get a marketing manager or marketing director to agree to spend a few minutes on the phone with you.

Q: What are the requirements around the client proposal?

Your client proposal should include the following information:

• Organization Name
• Industry
• Location
• Marketing Goal
• Primary Target Audience
• IMC Campaign Budget
• Reason for Choosing this Client

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Archie Sader is an adjunct instructor for the West Virginia University Integrated Marketing Communications (IMC) program and teaches IMC 636 – Campaigns. 

Agency vs. in-house communications: One career, two different worlds

People always ask me, “Which do you like best – agency or in-house?” Or, I find myself in talks with a recent graduate who will be on the fence and wants help weighing the pros and cons of each. No one wants to potentially miss anything happening on “the other side.”

As someone who has worked in agency, done a fair amount of independent consulting and has also worked in corporate communications – I can say, you gain rich experience in each and both can be equally rewarding.

In my experience, below are some of the contrasts.

Breadth versus depth of work

In the agency and consulting world, you get a wide range of experience working with different clients who make up different sizes and industries. While you may not become an expert in any one industry, this side of the business allows you to explore a breadth of PR, cultivate media relationships across a variety of beats and discover what you enjoy most. On the other hand, corporate communications offers PR pros a deep understanding of one brand and its assets. The good news? These folks become brand and industry experts. The bad news? You could get pigeon-holed in an industry that you don’t want to work in forever.

“In my view, there is a ton of upside to working in-house. The team is completely focused on common goals, you become more experienced in one industry and you can focus on just doing great work versus billing time,” said Scott Castleman, TransCanada.

Doing what you love.

Unfortunately, not all clients (and industries) are created equal. You may be extremely passionate about telling one brand’s story and fired up about advocating for a specific issue/cause, while you’re not so jazzed about another client’s work.  A pro in corporate communications is, you have the opportunity to seek out an industry or issue that you’re passionate about and put all of your energy into it every day.

The “team” can look very different.

One of the great advantages to working at an agency is being able to bounce ideas off of fellow creatives who understand what you do. Whether you’re testing different messaging, thinking-thru a crisis response or vetting a media pitch – you have a team of communications professionals you can learn from and who can offer valuable feedback. Often times, collaboration with other seasoned PR pros is harder to come by in-house. Your colleagues might be all very smart people at their jobs but when it comes to marketing communications – they just don’t get it (and that can be frustrating at times). The product itself can also be less quality, not having the benefit of collaborating with other, like-minded professionals. As the old saying goes, ‘two heads are better than one!’

“Many strategic communications students or new grads start in agencies where teams of skilled professionals and a solid manager can test their capabilities and determine strengths…That leads to advancement within one’s agency or leaping to an in-house position. This is the career path I see most often,” said Mike Fulton, The Asher Agency. 

Getting the greenlight.

At an agency, waiting to get client approval on every single landing page, ad, story angle, speech, op-ed, etc. can mean deadlines getting pushed back. However, based on my experience working in-house, getting sign off from legal, execs and IT is easier and much quicker.

To sum it up from my point of view – if you like specializing in something and prefer more structure, in-house communications may be the best option. On the other hand – if you dig more variety in your work, then agency is the way to go!

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A 2011 graduate of the IMC Program, Bridgette Borst Ombres is a former television news reporter turned PR and marketing professional with a decade of experience working in the communications field across agency, corporate and nonprofit sectors. Bridgette is the director of marketing and communications at a tech company in Pittsburgh and also consults for a variety of businesses.

She is a member of PRSA Pittsburgh, serves on the TEDxPittsburgh committee, the co-founder of Not Your Mama’s Book Club and volunteers as a mentor at WVU Reed College of Media.

Education for the Traveler

I never knew how much the world had to offer until I stepped into it and decided to live. For sure, everyone has their own idea of living— some aspire to have the white-picket fence and a home filled with a family, while others, like me, have decided to break away from the ordinary and travel with an uncertainty that is fueled with the idea that everything will workout in the end. In 2011 I did something almost unthinkable for a hometown girl from Kentucky, I became an expatriate. America will always be home, but the world has been calling me, and I can’t shake off the need to answer.

Since moving abroad the amount of history that I have seen with my very own eyes and have touched with my very own hands is countless. I am able to do all of this because I made the decision to become a certified TESOL teacher, which means I teach the English language to those who want to learn it. Teaching English abroad has been the most rewarding job I have ever had, but two years ago I decided I wanted to start making a change and that’s when I discovered the IMC program at WVU.

Working on my master’s degree while living abroad has been great! Don’t get me wrong, it can be very challenging, but that’s the best part. It makes me get out of my comfort zone and explore my community. I am currently residing in Riyadh, Saudi Arabia and being able to experience the culture and how IMC comes into play has been such a learning experience. The culture here is very different than what I grew up knowing and being able to understanding that and use it throughout the IMC program has allowed me to bring a new dimension to my class discussions and papers.

Throughout the program I have noticed several differences in advertising, but the one that stands out to me the most is the lack of women in advertisements. Women’s body parts are not allowed to be out on display, so getting creative on how to advertise is a must, especially if you’re selling women’s clothing. Another hot topic is the fact that women can’t drive here, regardless of personal opinions on this matter, as a student who is studying IMC I have found that women in this country have really utilized social media in order to work from home and some have become very successful.

I typically get the same questions about living in Saudia Arabia. Is it safe? Do you have to cover your body? Is the food good? I always answer with, Yes, I feel extremely safe here. Yes, I have to cover my body by wearing an abaya. There are times I cover my hair and times I don’t. It is not compulsory for me to cover my hair, but a vast majority of the people living here do wear a hijab (head covering). If you’ve never had Middle Eastern food, you’re missing out! However, Riyadh is home to almost any western restaurant you can think of. This city is full of expats, so the food choices are endless.

I am still not done traveling, as you can see I’ve only dipped my toes in the water, but I do like that I will have a career path that’s different than teaching when I decide to try it out. I may even take my IMC degree with me into the education field. Being an ESL teacher has allowed me to travel and see the world and to meet the most amazing people along the way. It is because of my lifestyle I even discovered the IMC program. For that I am grateful.

I implore you to step out of your comfort zone and travel, the world is beautiful.

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Milinda Gray is currently a TESOL teacher in Saudia Arabia, and she is a student in the Integrated Marketing Communications master’s program at WVU. 

Get Down to Business: 10 Qualities of Strong Job Seekers

I have had the good fortune of meeting and counseling thousands of job seekers during my life.

Former interns and co-workers, my alumni network, congressional aides, reporters and editors seeking to transition their careers, college professors on behalf of their top students, graduates of my own online course, colleagues in professional associations, and employers who have hired my mentees and want more employees like them all contact me for advice. Networking is the name of the game, and it beats solely searching for job postings.

After years of giving advice, it has become easy for me to spot the job seekers who have the most promise. They often exhibit these 10 attributes in exploring new positions or chances for advancement.

1. They know what they want and don’t want.

If an applicant says they are open to anything in any city, then I know that it’s far too broad for me to be helpful. Job seekers need to conduct research and know the types of positions, particular locations, and specific organizations they’d prefer working for to be able to secure specific recommendations and leads. Networking is more productive if people are realistic about their capabilities, experience and optimum job environments.

2. They are not obsessed with their résumés.

Résumés are essential, and should be complete, factual, concise and have no typographical or grammatical errors. However, it is excessive for someone to hire a résumé editor in the first 10 years of their career. Instead, job seekers should focus on WordPress sites, portfolios, short videos, business cards and other tools that complement their résumé.

3. They exhibit strong listening skills.

Time is precious for all parties. I do not need your life story or history of career failures to learn more about you and to offer some tips on networking targets and job leads. It is helpful if the person I am counseling is prepared to take good notes and to follow up quickly after our session. The first conversation we have — whether it’s on the phone, via email or in person — is not intended to be the only or last networking session.

4. They offer feedback and explanations in a purposeful and concise way.

The way people answer my questions is indicative of how they would do so in a formal job interview — and sometimes I am looking for talent to join our agency. Therefore, I appreciate those who are professional and provide constructive feedback.

5. They maintain a robust LinkedIn profile.

Employers I work with consult LinkedIn in almost every circumstance to learn about a job seeker’s career history. One should always try to maintain a positive online social media presence, especially during a job search.

6. They possess strong references and relationships.

It speaks volumes when someone takes the time and effort to ask for support and recommendations. Likewise, those who serve as references to young people are special individuals. It matters who you select, how well you know them and whether you trust what they say. For those who offer no substantive references: It will be a longer, more arduous job search without the human capital.

7. They connect with me, and other references, on social media.

If a prospective job seeker contacts me on LinkedIn or Twitter after a counseling session, I see it as positive and not presumptuous. Bring on the connections and the networking for life.

8. They’re willing to tap connections in their home state and alumni networks.

It speaks volumes when young people (or older adults seeking new career paths) have not consulted their home state or alumni networks. People in cities come from all over the globe, and we need to use every asset we have at our disposal in seeking jobs.

9. They are open to learning new skills, volunteering and meeting new people.

I look for individuals who are willing to take risks through internships, studying abroad and sometimes even delaying graduation by a semester for experiential opportunities. I also often invite people I have just met to accompany me to professional or networking events so they can meet people in a short time frame. Those who do not hesitate to take me up on the offer go up a rung on the ladder.

10. They follow up.

It doesn’t take much time to send a thank-you email or handwritten note, or offer a gesture that might help you stand out to someone who can guide your career search. The person who included a $10 Dunkin’ Donuts gift card in her handwritten thank-you note, for instance, is someone I still periodically get lunch with.

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Mike Fulton directs Asher Agency’s Washington, D.C. office and teaches public affairs at West Virginia University’s Integrated Marketing Communications program. He worked in the U.S. House of Representatives for 10 years and has been in communications and advocacy for the past 25 years. Connect with him at mikef@asheragency.com. This blog post originally appeared in PRSA Tactics. 

Teaching is a Life Changing Experience

Teaching is a normal extension of our careers in communications, marketing and advocacy. We do it every day with our co-workers, clients and those seeking to one day join our profession.

In 2010, I wanted to advance beyond periodic guest lectures, panel discussions and penning columns on best practices (I still enjoy those opportunities). That prompted me to seek out a more formal opportunity to teach public affairs in West Virginia University’s growing Integrated Marketing Communications (IMC) program. Developing a full-fledged, eight-week elective and teaching it in the WVU IMC program has been life-changing on multiple levels.

I am a better person, and I am a more valuable professional since I started teaching online and testing information, ideas and case studies with talented faculty and working adult students.

The students are demanding and responsive. That more than anything encourages me to keep up with current events, technological advances and continue to seek new and better solutions for public affairs, government communications and ethics challenges we all face in our everyday jobs. And the students each term continue to challenge me and conventional marketing methods. The evolution of our profession is fueled by technology and the constant blending of practices (public relations, advertising, marketing, social and digital, government affairs, grassroots and fundraising) that were once carried out in silos.

The diversity of our students – both backgrounds and experiences – adds to the rich learning environment we offer. Students welcome real-world solutions gleaned from faculty and fellow students to bring to their current jobs. It has also been rewarding to watch students apply their IMC course and degrees to secure well-deserved promotions and better jobs.

The continuing education and networking opportunities offered by IMC administrators and faculty is another side benefit of teaching. If you have not considered teaching formally and sharing your years of knowledge, I highly recommend it. The reflections and research experienced while developing your course, as well as its reception by students and faculty will make you a better practitioner and help you meet talented professionals you otherwise might not ever meet.

Be prepared for the positive changes in your life.

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Mike Fulton directs the Washington, D.C. office of the Asher Agency and teaches IMC 638 Public Affairs. Connect with him at mikef@asheragency.com.

 

Secrets to Starting Your Own Agency: Agency Owners Tell All Part I

Marilyn Heywood Paige shares the real-world application of IMC in marketing agencies.

Not into 9 to 5? Thinking about starting your own marketing firm? Before you jump in, ask yourself if your primary desire is to practice integrated marketing communications (IMC), or if you love the idea of running a business and managing others who practice IMC.

When I graduated from WVU’s Integrated Marketing Communications master’s program, I started my own marketing consulting firm. Within two years of launching, I merged with a larger full-service marketing agency in Denver and never looked back. In my short stint as an agency owner, I learned that there’s a huge difference between running an agency and working in one. They require very different skill sets. So, while I liked utilizing the skills, I’d acquired in the IMC program, using them accounted for just 30% of my day as an agency owner. The rest of the time was spent networking, selling, managing vendors, billing, and accounting—things I didn’t especially want to do. I learned that I didn’t want to run an agency, I wanted to work in one.

If you’re not sure if you want to go solo, or if you’ve decided it’s the right path for you, here are words of wisdom from agency owners to help you understand more about running your own agency.

So You Want To Start A Marketing Agency

I polled successful agency owners from around the country (and a few in the UK) on what their biggest lessons were in their first year running their agency. There were a few themes they all had in common, so here is the summary of their wisdom on finances, charging for your services, and demonstrating your value to the client. In my next blog, I’ll reveal what they had to say about hiring employees and getting clients. Learn from their mistakes and shorten your pathway to profits.

Finances

Many agency owners I polled outlined the need to get your finances in order and not just hope it all falls into place.

Be Strategic

“The biggest lesson I learned was how important it is to be lean and strategic with spending and ALWAYS aware of your financials. Without your arms around your financial situation, you’re not able to make informed decisions, flex/spend/save where you need to and ultimately, you’ll put yourself out of business.”
Karen Cummings, founder, Radiant Marketing

Dave Hartshorne, director and digital consultant at dijitul in the UK concurs. He says, “Get your finances in order, and the rest will take care of itself. Management and accountancy software should be implemented into the business before you even start talking to customers.”

Charging for Your Marketing Services

It’s one of the hardest things to do, and the most necessary. Knowing what to charge is difficult, and many first-year owners struggle with it.

Be Confident in Your Abilities

Will Coombe, Co-founder of Sharpe Digital an SEO company in Central London said, “In the beginning, we did not value our time enough. Looking back, there was a lack of confidence to set our fees high. This attracted the wrong kind of client and meant we were taking on too much work for not enough compensation, all leading to stress and a lack of growth.” His advice is to, “Have the confidence to charge more. If the service your agency is offering is truly exceptional and delivers value to your client, set your fees higher than the market average. This will qualify the prospective client and mean you can do a better job for more pay when they work with you.”

Coombes said it well. If there’s one thing I’ve learned is that if you don’t charge much, your client won’t value your service, no matter how good you are.

Do More Than Good Work

Many new agency owners think that if they just deliver a good service, customers will appreciate the work, referrals will come, and the business will flourish. Unfortunately, that’s not the case.

Show Your Worth

Toby Danylchuk, co-founder of 39 Celsius in San Diego had extremely sage advice. He said, “Never stop proving the financial value of your work to current clients. You are a line item expense, and if you can’t prove the value of your work, the client will leave. For example, ‘Here’s how many leads we delivered this month at an average cost of $x per lead – this led to $x of revenue. Or ‘We improved the conversion rate on the site by x% which increased sales by x.’ “

Danylchuk continued, “If you can’t demonstrate what the economic value is of the work you are doing for your clients ongoing, they will either judge your work as a cost not worth continuing with, or competitors will pitch them, and they will run off to be someone else’s client. Never stop selling your value!”

Danylchuk is dead right. There are hundreds of digital freelancers and agencies in any given metro area and thousands across the country with whom you will compete. Clients often suffer from shiny object syndrome, a condition which makes them think that someone else has the magic bullet, so they are too often easily lead astray.

So how can you, the newly-minted college grad, compete? By doing your research and taking their advice. I will cover agency owners’ tips on hiring employees and getting clients in the next blog.

You can start your own agency. You just need to be smart and informed about it. Stay tuned for more great insights from successful agency owners who started from where you are now.

Marilyn Heywood Paige is the Vice President of FiG Advertising and Marketing in Denver, Colorado. She earned her Master’s in Integrated Marketing Communications from West Virginia University in 2013.

Other articles by Marilyn Heywood Paige

•  Positioning Yourself for An Agency Job Even If You Have No Experience
•   How To Get an Interview at An Agency
•  Five Ways the IMC Program Prepared Me For Agency Work
•  Three Challenges of Transitioning from College to Career (And How to Crush Them)

Jenn Cartmille is expected to graduate in December 2017. She currently resides in Columbus, Ohio, where she is the Marketing Manager for the Greater Columbus Sports Commission. 

If you’re anything like me, the thought of going back to school while working full time can be overwhelming. It’s easy to be flooded with notions that it will be impossible to balance work and school, the ROI will be minimal, and the ultimate question, “How does this apply to my career goals?”

I get it, I had all those thoughts plus some when I researched graduate schools. My undergraduate program and internship experience placed me in a favorable position upon graduating in 2011. However, as I immersed myself into the “real world” and began the professional journey, it became clear that my career was taking me down a path I hadn’t originally intended.

You see, I was focused in communications and PR but, welcomed opportunities that led me toward marketing.  I soon developed a passion for content marketing, brand management, and how organizations can take an integrated strategic approach to marketing.

Upon discovery of the IMC program, it was obvious that WVU understood the importance of working while obtaining your degree and all those worries in regard to graduate school washed away. Funny how that happens when the right fit comes along. Speaking of the right fit: Soon after being accepted into the program, I took a job at the Greater Columbus Sports Commission (Sports Commission) as Marketing Manager. A new position for the organization, my role was designed to focus on brand-elevating and client-relevant marketing strategies.

Talk about new beginnings.

The Sports Commission is a non-profit whose vision is to transform Columbus into one of the world’s best sports destinations.  We bid on sporting events to drive tourism to the city. Once Columbus lands a sporting event, it is our job to service the event and make sure people, both locally and outside the city, attend the event. In addition to those portions of our job, the marketing department supports the Sports Commission brand.

Fast forward (almost) two years and I’m nearing the end of my graduate journey. As I reflect on these past couple years, I can say without hesitation that I would not have been as successful at the Sports Commission without this master’s program.

I have used the Sports Commission as a “client” in numerous classes, which in return has been a catalyst for the development of the organization’s IMC plan and its first marketing campaign that isn’t event-driven. Additionally, a website redesign is set to launch in June, a focus on in-house content marketing, dedicated efforts to web and social media analytics, all of which have transformed the way we approach our vision. The coursework and WVU professors have all been part of that journey with me as they’ve guided, critiqued, and pushed me to be the best marketer for the Sports Commission.

There are so many benefits to the IMC program and I could happily list them over a cup of coffee any day. However, if you leave this blog post with any piece of information, I hope it is this: The IMC program provides the tools for taking a holistic approach to how marketing, communications, PR, business development, events, and operations all fit into one to support and accomplish your company/organization/brand’s goals.

And for that, I will calculate the ROI on the IMC program for the remainder of my career because it will continue to prove its worth well into the future.

Mentor and Be Mentored.

Beliefs about mentorship are drastically shifting. Mentorship is no longer focused on guiding those “below us” on the totem pole. It is now focused on using our own expertise to teach those around us, helping them to flourish and prosper. With this idea of mentorship in mind, it is safe to say, regardless of our ages, titles or years of work experience, we each have something we can learn from one another.

Mentorship is about building a mutually-beneficial relationship between two individuals through which both parties are collaboratively learning and growing. That being said, you are never too young or too old to have a mentor, or maybe even a “board” of mentors. So, if you haven’t already, start now!

Finding the Perfect Mentors

1. Understand your needs as a mentee.

There are many different kinds of mentors; there are coaches, connectors, cheerleaders and challengers, just to name a few. When searching for a mentor, it is important for you to understand your needs and goals, and seek a mentor that will help you fulfill them.

2. Pursue someone who is your opposite.

Although it may feel uncomfortable at first, those that differ from you can often offer you the most diverse knowledge and most insightful advice. For instance, a big trend in today’s business world is reverse mentoring, when Baby Boomers their opposites, Millennials, as mentors.

3. Don’t be so focused on a person’s title.

Alexa von Tobel, the CEO and founder of LearnVest claims, “It’s about the person, not their position.” When searching for a mentor, take into consideration a person’s experiences and expertise, not just their title.

Being an Awesome Mentor

1. Set relationship expectations.

Sit down with your mentee at the beginning of your relationship and discuss expectations. This will ensure that you are both on the same page. Express to your mentee that you will do all you can to help them achieve their goals, but be sure to NEVER make a promise that you can’t keep.

2. Be invested in your mentee.

Show interest in their lives, ask questions, celebrate their achievements and, most importantly, LISTEN! These gestures and actions, no matter how small, will strengthen the bond you have with your mentee and enhance your relationship ten-fold.

3. At all times, be honest.

Just as in any relationship, honesty is key! No matter what the issue or question, provide your mentee with honest, not sugar-coated, advice. Also, do not be afraid to admit your mistakes and failures, as you have learned from them, and they can help your mentee learn too.

Reaching Target Audiences in Time and Space

 

Think about it. As consumers, we live in a three-dimensional world where messages come to us in time sequences largely governed by our digital devices and the skill of marketers trying to reach us.

Writing recently in Advertising Age, Garett Sloane noted that “marketers are trying to understand when their messages reach consumers on different devices throughout the day, identifying users accurately as they switch screens.”

So, these multiple platforms may actually be helping to deconstruct media initiatives, and one could reasonably argue that there are message subsets, just as there are audience subsets.

To use the terminology of Audience Intent, IMC 612, these audience subsets can be called cohorts because they are groups having something in common, usually age, income or culture.

Well, messages, too, can be categorized into cohorts. For example, one type of message is the urgent one: the message that you have to read because your mobile device just prompted you of its arrival in your inbox. Another is the message coming from a site you visit often, such as when Amazon presents products similar to those you have just purchased. A third could be suggested article links that your digital news concierge, trolling your online metrics, suggests for you. In large part, the second and the third examples unpack in consumer-controlled time segments.

However, marketers cannot afford to wait patiently for a message to be processed in a linear progression of time when it suits the consumer. Rather, the advertiser wants the information to reach the audience cohort in a multi-directional movement across time, and in time to influence the consumer decision-making process, all topics we talk about in IMC 612.

As Sloan explains, “sequential messaging, also known as sequential targeting, often requires cross-device capabilities to accurately reach the same consumer across screens when they visit different digital properties.”

These marketing tactics are often on display during webinars and meetings of the Association of National Advertisers (ANA). Retailers of fast food outlets have added social media experts to their in-house communications’ teams. Typically, these professionals are themselves in the millennial generational cohort, so they are used to conveying messages via live streaming and digital apps.

However, traditional media components, used for decades in integrated marketing and communication, co-exist with newer techniques of message dissemination. For example, product collateral, outdoor advertisements, and conventional radio and television persist, though on modern platforms.

This combination of technology and tradition allows the message to be pushed out to different audience cohorts on different platforms and at different moments of time. Once conveyed, the sequential message continues a life of its own.

Early theories of information dissemination thought that messages went in only one direction from the sender to the receiver. Over time, messages were viewed as circular, since the receiver-audience replied directly or indirectly to the marketing initiative.

Today, audience feedback is a blog entry on a social media channel of an individual consumer or a burst of tweets in a stream of reactions to a concept or product. The sheer volume of this consumer reactive traffic shows us that we do indeed live in a three-dimensional world.

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Kathleen DeMarco teaches IMC 612, Audience Intent.

Reference: Sloan, G. (2016, Oct. 5). Digital marketing glossary 101: words you wanted to know about but were too afraid to ask. Advertising Age.

Top 10 Reasons to Love Social Media in Marketing

1.Social media is present. – See things as they happen. Watch as conversations around your posts develop and mature over time. See what your consumers and clients are saying as they say it.

2.Social media is measurable. -You can track which messages are received the best by your followers. Data is present in almost every form of social media. Analyzing that data will give you actionable information to react to, whether that is discovering that sharing more photos will boost your click through rate or offering promotions as part of your posts will net your company more followers and likes.

3.Social media is fast. – Get your message out to your consumers faster without delays or airing schedules. Social media allows you to share things with clients and consumers faster than traditional media or news sources. If an event happens that paints your company in a bad light, you can use social media to respond and reassure your consumers all in one place hours before the evening news or newspaper.

4.Social media is able to put you where the customers are. – You can reach large amounts of people at the same time!. Social media gives you one more channel to allow consumers to discover your products or services without leaving the social media sites they already use.

5.Social media is global. – Anyone anywhere in the world can find you and follow you. Reach consumers in every country in the world through a social media site.

6.Social media is flexible. – There is a platform for everyone. Microblogging, blogging, pictures, videos – whatever the consumers would like to see, social media can do. The only limit is your imagination in how to use a particular platform to reach your consumers.

7.Social media is easy. – Almost everyone can use social media for their businesses. The platforms already exist, so no need to set up something special to try to reach consumers. No need for forums or listservs when your Twitter or Facebook account will serve the same purpose in getting out your message.

8.Social media is conversation. – Businesses can start a conversation with their followers and get in the minds of what they are really thinking. Hashtags and content tagging give consumers ways to find the content and allows you to link conversations as they happen. Follow the conversations through the content to find out what is really on your customers’ minds.

9.Social media is a way to see what your competitors are doing. – “Spying” is easy on social media. Discover what your business competitors are doing (or not doing) on social media and follow their trends and conversations to find out what is working and not working for them. Know why their customers love them and follow them. It may give you ideas about how to approach your own customers for the same products or services.

10.Social media is “digital word of mouth.” – Followers will share things with their own friends and families. This is probably the most powerful part of social media. Given the right motivation, enough people can share your message through “digital word of mouth” that no other advertising may be necessary. Find those passionate about your product or services and watch as they share that information with their own followers. Those followers may share that information, whose own followers may also share.

What are your favorite reasons to use social media in marketing?