Matthew Cummings is a lead instructor in West Virginia University's Integrated Marketing Communications graduate program. He teaches IMC 610 - Introduction to Integrated Marketing Communications. Professionally, Matthew leads the public relations and social media team at Erie Insurance (NASDAQ: ERIE), a Fortune 500 auto, home, business, and life insurance company based in Pennsylvania. Prior to joining ERIE, Matthew served as the assistant director of online programs in the WVU Reed College of Media and as lead instructor in the IMC graduate program — teaching and managing IMC 610, the program’s introductory course. He has taught in the WVU Reed College of Media since 2006 and was honored with the program’s Alexia Vanides IMC Teaching Award in 2012. Matthew’s award-winning marketing communications career spans more than 20 years in corporate, non-profit, and education roles. He also served as vice president of a regional advertising agency and enjoyed a five-year career in commercial radio as an on-air announcer. A native of northwest Pennsylvania, Matthew is a 2006 graduate of West Virginia University’s IMC program. In addition to his master’s degree, he earned a Bachelor of Arts in communications from Edinboro University of Pennsylvania in 2000 and studied at the graduate level at Seton Hall University in strategic communication and the University of Nebraska in education administration.
As data become easier to access, manage, and analyze, the responsibilities of data professionals have changed. Once the wild west of specialization where few companies were really investing in “data” people, today companies are a lot better at democratizing insights and closing the data literacy gap. This shift has resulted in an evolution of the data professional where pivot table gunslingers are a thing of the past and now communication skills are coveted above all else. ----more---- In this podcast, we will learn what’s expected of data professionals today, what this means for people coming into the industry, and why data departments are the modern-day renaissance capability. About Matthew's Guest: Tradd Salvo is a Data Strategy Director at Droga5 in New York. In this role, he works with clients like Harley-Davidson, Under Armour, and HBO to integrate rich insights into every stage of their marketing campaigns. Some of his responsibilities include measurement, business strategy, consumer insights, and data systems and tool automation. Before Droga5, Tradd worked for several agencies including Digitas, FCB, Y&R, and W20 Group for clients such as Samsung, the FDA, Warner Bros, and Verizon. Tradd grew up near Baltimore Maryland and currently resides in New York City. He received a B.S. in advertising from West Virginia University as well as a master’s degree in advertising from the University of Texas at Austin. ___________________________________________ WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.     
Content marketing can be a powerful tool when you really know your audience and can provide information and insights they need and want. Gennifer Chenault, a content marketing strategist for SOC Telemed, walks us through her creative process and how to use data to measure your successes (and failures). She’ll help you determine if content marketing is right for your organization and, if so, how you can find the subject matter experts who can get at the issues and answer the questions that are important to your consumers.   ----more----   About Gennifer Chenault:   Gennifer is an experienced B2B marketing professional in the intersection between healthcare and technology. She is a content marketing strategist for SOC Telemed, an acute telemedicine company in Reston, VA. A true marketing “journeywoman”, Gennifer has held direct response, lead generation, telemarketing, market research, product marketing, and product management roles in small, medium, large and global organizations. She blames this career path on wanting to know everything about everything. When she’s not writing or editing or distributing content at work, she’s reading thrillers, science fiction or fantasy (or working on her own fantasy trilogy). Gennifer holds a bachelor’s degree in English from West Virginia University and met her husband in an elevator at Summit Hall. ___________________________________________ WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.     
For decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning.  In their two books, “Positioning: The Battle for Your Mind,” and “Marketing Warfare,” Trout and Ries explained their concept that: ----more---- Consumers only have space in their brains for a handful of brands in any one category – say fast food, soft drinks, airlines, or athletic shoes. The consensus number-one brand is the “defender.” Their job is to stay on top and never even acknowledge that the lesser brands exist. Example: Coca-Cola The consensus number-two brand is on the “offense.” Their job is to try to knock off number-one with comparisons that make their brand look good. Example: Pepsi and the Pepsi Challenge The next-level brand or brands are called “flankers.” They are not strong enough to take on those top two brands, so they carve out their own position in the marketplace. Example: Seven-up – The Un-Cola.  But in today’s world of digital disruption, some small, start-up brands have been able to carve out quite a niche for themselves by looking at the same old paradigm and thinking something different.  Whether they find a better way of distribution, cut out the middleman, or find a more defined niche, they are able to turn Trout & Ries on their heads.  Example: Dollar Shave Club.   When this happens, we’re seeing the top brands go on the defensive instead of being defenders! About Matthew's guest: Susan K. Jones, Tenured, full professor of marketing at Ferris State University and the principal of Susan K. Jones & Associates Lead Instructor, IMC 616 - Direct and Digital Marketing 2011 Alexia Vanides Teaching Award Recipient Award-winning professor, author, and consultant with expertise in direct and digital marketing. Jones teaches direct marketing, digital marketing, advertising, social media, content marketing, and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and digital marketing, as well as marketing planning, product development and copywriting. Jones began teaching online in early 1998 and has attracted students to her online classes at Ferris State from throughout the United States, as well as South and Central America, Australia, Canada, Mexico, and Europe. Jones has authored or co-authored more than 30 books, including “Creative Strategy in Direct and Interactive Marketing,” “Business-to-Business Internet Marketing” and “The IMC Handbook: Readings and Cases in Integrated Marketing Communications.” She has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner. Jones enjoys an active volunteer career. She is the founding president and current treasurer of the Northwestern Club of West Michigan. She was a member of the West Michigan Alumni Admissions Council for Northwestern for 20 years, and she is a past board member of the Northwestern Alumni Association. In 2002, she was elected to Northwestern University’s The Council of One Hundred, an elite group of 100 alumnae who mentor women students and young alumnae of the university. In 2004, she was elected a member of The Council of One Hundred’s executive committee, a position in which she served until 2007. She is a member of the board of Mercantile Bank of West Michigan, the three-year president and long-time board member of the Arts Council of Greater Grand Rapids, a past-president and active sustainer of the Junior League of Grand Rapids, and a graduate of Leadership Grand Rapids. Educated at Northwestern University, Jones holds a Bachelor of Science in advertising and a Master of Science in advertising.   ___________________________________________ WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel.     
Well before the current frenzy over “tweets gone wild,” Joe Barnes walked into businesses, for-profits, and non-profits, and would ask: “What’s your social media policy?” The usual response was: We don’t have one, or “Go talk to marketing about that.” ----more---- In his travels, he realized that nearly every business and organization he walked into, no matter what size, did not have a written social media policy, nor did they clearly understand or even know what the Federal Trade Commission requires in the way of disclosure. That’s why he wrote his book: “Social Media Ethics Made Easy: How to Comply with FTC Disclosure Requirements.” The book is available from Business Expert Press or on Amazon.  Digtal3000.net Our host today is Matthew Cummings. About Joe Barnes  Joe Barnes is a highly sought-after digital media marketing strategist, conference speaker and trainer. He consults on major media, social/digital media, strategic communications, public relations, and marketing initiatives. His clients have ranged from small businesses to Fortune 500 companies, nonprofits and leading government agencies. Joe understands and leverages consumer insights to provide solutions and ideas that bridge TV, web, mobile, social media, email, search, advertising, etc., and maximize consumer engagement. He answers key questions such as how brands are communicated and experienced through digital interactions, and how digital interactions fit into broader customer experiences. Joe is known for his passion for innovation and the customer experience, combined with a sound understanding of consumers, social networks, and brands. As a journalist/storyteller he has led teams that have won countless Emmy® Awards and the prestigious Edward R. Murrow Award for Outstanding Journalism. He’s an educator at Seattle University; has an MA Degree; is quoted in two books; is on several boards; and is a certified Leadership Trainer. Contact Joe Barnes about speaking to your group: joe@digital3000.net
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Creator Details

Location
Erie, Pennsylvania, United States of America
Episode Count
18
Podcast Count
1
Total Airtime
7 hours, 14 minutes
PCID
Podchaser Creator ID logo 589831