I’ve spent my career finding solutions to business communications problems. First, as an advertising creative who built my early career on traditional mass media and then survived and thrived through the digital transformation as the Internet and then social media disrupted our industry.
As a professor, author, and consultant I have spent my time researching these changes in marketing, advertising, and public relations to bring together the best of academic theory and research with industry data and case studies for practical solutions to complicated marketing problems.
I love to teach people to how to leverage digital and social media to achieve their business and career objectives. I am passionate about strategy because as Philip Kotler, the Father of Modern Marketing said, “You should never go to battle until you’ve won the war on paper.” This is my basic story, but if you would like more details I have included my formal bio below.
Keith A. Quesenberry
I’m an Associate Professor of Marketing, researcher, and author with Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent 17 years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, PNC, Campbell’s, and Hershey.
My research has appeared in Harvard Business Review, New York Times, The New Yorker, Entrepreneur, Advertising Age, and PRWeek. His research has been published in the Journal of Interactive Marketing, the Journal of Current Issues & Research in Advertising, the Journal of Marketing Theory and Practice, and the International Journal of Integrated Marketing Communications. I’ve presented my research at national conferences for the American Marketing Association, the American Academy of Advertising, and the Association for Education in Journalism and Mass Communication.
Articles/Broadcasts Quoted/Interviewed In (click on blue link):
“What Is B2B Ecommerce? Types + Examples (2024).” eCommerce Fastlane
“Book Review: Brand Storytelling: Integrated Marketing Communications For The Digital Media Landscape.” Journal of Advertising Education
“Hotel Marketing Plan Presentation: Strategies and Tips.” Furoore
“In A New Book Associate Professor Details Why Certain Ads Work.” The Bridge
“New Titles.” Trinity Western University
“How B2B Marketers Use Organic Social Media Strategy For Success.” MarketingProfs.com
“How Keith Quesenberry Is Helping Students Build Their Personal Brands.” Blitzmetrics.com
“Marketing Certificate + Design Degree = Success.” The Bridge
“Professors Vs. AI” The Swinging Bridge
“Top 10 Digital Marketing Articles of this Week: 7th April 2023.” PageTrafficBuzz.com
“Analysis Shows That Viewers Favor Ads with Dramatic Plot Lines”. TVMediaGroup.com
“Study Suggests No Tech In Classroom Could Help Students.” Falcon News Service University of Wisconsin
“How to Conduct a Social Media Audit in Just Three Steps.” ConvinceAndConvert.com
“Learn to make your business human in a digital age with storytelling.” Vodafone Business Blog
“Marketing Foundations: Captivate your audience with storytelling.” Microsoft US Partner Blog
“How to Conduct A Social Media Audit.” Blog.HubSpot.com
“13 Best Social Media Marketing Books to Read in 2022.” Composel.ly
“PR Must Read Books in 2022.” StPCommunications
“Create a Stunning Store Window Display in 4 Steps” FitSmallBusiness.com
“Viral Marketing: 7 quick case studies to help you get word-of-mouth and organic attention for your brand.” MarketingSherpa
“Viral Marketing Initiatives.” Let’s Get Social!
“28 Best Social Media Books to Read in 2021.” NealSchaffer.com
“Most Influential American Academy of Advertising Articles 2019.” Journal of Current Issues & Research in Advertising
“Telling Good Stories.” FiveStone
“Business Owners Are Failing To Use This Superpower.” Leaders Online
“Nonprofit Storytelling.” SpinSucks
“The importance of storytelling for business.” Intelligent Ink
“How The Psychology Of Storytelling Can Make Your Brand Videos Go Viral.” Story Science
“Best Social Media Tools: What The Top Marketers Use.” Heidi Cohen Actionable Marketing Guide
“Can Story Structure Make Your Content Viral?” The Business of Story (Podcast Interview)
“The Science of Storytelling.” Ipsos
“Social Media Definition: The Ultimate Guide That Will Make You Smarter” Actionable Marketing Guide
“How Cross-Functional Social Media Teams Improve Social Media Listening.” glean.info
“Social Media Strategy – Book Interview.” Actionable Marketing Guide
“The science of storytelling.” Marketing Land
“The Case for Nonprofit Storytelling.” Spinsucks
“Simplifying Social Media Metrics.” WVU Marketing Communications Today Podcast
“Social Media Marketing: The Past, Present, & Future.” Ai Addyson-Zhang Facebook Live Show
“Content Marketing Fairytale Framework: What Royal Weddings Can Teach You.” Heidi Cohen’s Actionable Marketing Guide
“Yes, More Facebook Friends Are Asking You For Money.” The New York Times
“Is Social Media Marketing Really Effective?” SmallBizClub
“Top 10 Digital Marketing Articles of this Week: 5th January 2018!” PageTraffic Buzz
“How To Use Social Media More Effectively As A Company.” Sprout.nl
“Managing Social Media Should Cross Function,” Marketing.co.id
“Why You Need A Jointly Owned Social Media Customer Service Strategy ASAP – Here’s Why” Comm100
“Authentic employer branding: Turning principles into practice” PathMotion
“Need help with Social, try an Audit!” Branden Williams
“Are partners leveraging social to drive new business?” SAP Blog
“Social Media Audit” MarketingTeacher.com
“Storytelling for Action: Why Brands Need to Tell A Complete Story.” Marketing Land
“Is dark social helping or hindering your referrals? Canadian Lawyer
“Advantages of B2B Ecommerce [Infographic]: 10 Reasons to Make the Move from B2C to B2B and Online Wholesale.” ShopifyPlus Blog
“How Stories Deceive.” True Viral News
“The Super Bowl is Betting on Women.” Yahoo! Style
“The Secret Sauce for Change (Hint: It’s Not Facts And Figures).” Oregon Business
“Measuring marketing insights: Harvard Business Review article collection.” Google Analytics Solutions
“Social Selling Tips of the Week: Streamline Your B2B Sales Strategy.” LinkedIn Sales Blog
“B2B Marketing Roundup.” True Influence Blog
“McDonald’s Adds A Webseries To Its Menu.” Forbes
“How To …” DAWN
“Doritos Wants You To Vote – And In The Process Is Changing Advertising.” Forbes
“Managing Online Reputation Audit for Personal Branding.” FireStorm
“Why Your Annual Report Should Be A Piece of Master Storytelling.” Business 2 Community
“50 Online Learning Resources For Creating A Marketing Plan: The Best Articles, Templates, Tutorials, Courses and More.” (#38) Docurated
“6 Secrets of Digital Storytelling.” Marketing Land
“How to Turn Listening into Meaningful Change.” Social Media Today
“How I Teach Social Media In My University Classroom.” Hootsuite
“5 science-backed tips for spotting a lie.” THE WEEK
“Who Should Run Your Social Media?” Frontetics
“Influencer Awards, This Week’s 10 Best Articles (7-29-16)” John Lincoln Marketing
“Five Most Viral Marketing Posts from the Pros in April 2016.” KPS Digital Marketing
“How To Tell If Someone Is Lying, According To Science.” Time Magazine
“How Voice Search Will Change Digital Marketing – For the Better.” Moz
“The State of Social Media Engagement and 3 Proven Ways to Boost It.” Business2Community
“How To Tell If Someone Is Lying, According To Science.” Time Magazine
“Stepping Back to Move Forward with Social Media Marketing Strategies.” Writer Access
“Data Doesn’t Convince Us. Stories Do.” Radio Ink
“Social Media Strategy: Marketing and Advertising in the Consumer Revolution, Keith Quesenberry, Author.” Writer Access (podcast interview)
“What Beer and Neuroscience Can Teach Us About Creating Great Case Studies.” Epic Presence
“5 Brand Storytelling Missed Opportunities from this Year’s Super Bowl Ads.” Content Standard
“The Winning Formula Driving Top Super Bowl Ads And Business Pitches.” Forbes
“Colonial Williamsburg Slammed for 9/11 Footage in Super Bowl Ad.” Richmond Times-Dispatch
“Greg Cote’s Super Bowl With a Smirk: An intriguing guide to what makes TV ads work.” Miami Herald
“Smart Talk: Super Bowl Commercials.” Smart Talk WITF Radio (radio interview)
“Social Media Key Tool for B2B Firms.” The Irish Times
“How Stories Deceive.” The New Yorker
“How The Allure of Storytelling Can Improve Your UX.” Digital Telepathy
“How To Tell If Someone Is Lying: 5 Research Backed Secrets.” Barking Up The Wrong Tree
“Pet Abuse Scams.” Examiner.com
“Online Reviews Spark Shopping Revolution.” Voice of America
“Telling Your Company Story.” Director Magazine UK
“How Data Works to Back Powerful Stories with Keith Quesenberry.” The Business of Story (podcast interview)
“Storytelling 140 Characters At A Time with Keith Quesenberry.” #TwitterSmarter Podcast (podcast interview)
“Storytelling Your Way to a Better Job or a Stronger Start-Up.” The New York Times
“The Irresistible Power of Storytelling as a Strategic Business Tool.” Harvard Business Review
“Sunday Night’s Other Game.” The Cycle MSNBC (TV interview)
“4 Stories Great Leaders Tell To Engage Their People.” Forbes
“Carnival, Bud Light May Have Best Super Bowl Ads, Expert Says.” Forbes
“From Bedtime to the Boardroom: Why Storytelling Matters in Business.” Entrepreneur
“A Story Well Told: The Marketing Tool That Technology Can’t Replace.” Sales & Marketing Management
“Brand Loyalty Reloaded – Kevin Roberts” Saatchi & Saatchi Red Paper
“Six Ads That Redefined The Super Bowl Ad.” International Business Times
“‘Dad-vertising’ Scores A Super Bowl Touchdown.” Daily Mail UK (AFP)
“Why Super Bowl Ads Could Be Sad, Somber, and Serious for Years to Come.” Variety
“Backlash Over Super Bowl Child Death Ad.” MSN
“Go Daddy On Puppy Ad Controversy.” ‘This Was Not a Stunt.'” Fox Business
“What Makes a Great Super Bowl Ad? Story.” The Baltimore Sun (video interview)
“Super Bowl Commercials: The Best And Worst.” Maryland Morning (WYPR) (radio interview)
“Top Research Explores Social Media Effectiveness, Creativity.” Advertising Age
“What Nonprofit Crowdfunding Can Learn From Digital Marketing.” MarketingProfs
Faculty Mentor Peers in Classroom Technology.” Temple University News
Books Quoted/Cited In:
PR Principles: Current. Proven. Practical, Jamie Ward and Alisa Agozzino.
Culture Bending Narratives: Moving Beyond Story to Create Meaningful Brands, Jason Locy
Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business, Kindra Hall
Social Media for Strategic Communication: Creative Strategies & Research Based Applications, Karen Freberg
Teach Social Media: A Plan for Creating a Course Your Students Will Love, Matthew J. Kushin
The Confidence Game: Why We Fall for It … Every Time, Maria Konnikova
Brilliant Employability Skills: How to stand out from the crowd in the graduate job market, Frances Trought
Storytelling: Aprenda a Contar Histórias com Steve Jobs, Papa Francisco, Churchill e Outras Lendas da Liderança, Carmine Gallo
The Storyteller’s Secret: From TED Speakers to Business Legends, Why Some Ideas Catch on and Others Don’t, Carmine Gallo
Communication in Our Lives, Julia T. Wood
Do you Talk Funny? 7 Comedy Habits to Become a Better (and Funnier) Public Speaker, David Nihill
Digital Relevance: Developing Marketing Content and Strategies That Drive Results, Ardath Albee
Houston, We Have A Narrative: Why Science Needs Story, Randy Olson
A Higher Bid: How to Transform Special Event Fundraising with Strategic Auctions, Kathy Kingston
Business Storytelling For Dummies, Karen Dietz, Lori L. Silverman