Markéting

Stop Marketing a Great Customer Experience and Start Providing It

Eric Quon-Lee | Posted 04.21.2014 | Canada
Eric Quon-Lee

With technology easily replicated overnight, corporations truly need to address consumer issues rather than paper over them. Whether it is complaints concerning customer service, product reliability or the overall product or service experience, addressing these issues will be critical to maintaining corporate competitive advantages in the future.

Businesses Should Bow to Creator Culture

Carlos de Torres | Posted 04.17.2014 | Canada
Carlos de Torres

Providing the resources and platforms for consumers to create has become an embedded part of how people consume. Organizations, no matter the industry, cannot ignore the importance of collaboration and co-creation. We are no longer the experts who can dictate what people want. We are now the apprentices to a very large population of mentors.

How Intrusive Can 'Acceptable' Online Advertising Be?

Lucy Leiderman | Posted 04.03.2014 | Canada
Lucy Leiderman

Facebook has also used 'sponsored' stories, allowing advertisers to opt-in to generating ads with real people profiles (a face and a name) endorsing the ad. On March 18, 2014, however, Facebook eliminated the fact that this is a choice -- from now on, all ads may be delivered as sponsored stories.

Five Easy Steps to Discovering Your Personal Brand

Bobby Umar | Posted 03.28.2014 | Canada
Bobby Umar

Words can be a powerful expression. So too can a personal brand be a powerful beacon for you and others. But most of all, each of you can be a leader. You just need to know who you are, know what you want and then ultimately make that positive impact with your brand, your promise and your legacy.

How to Drive Sales via PR

Andrea Lekushoff | Posted 03.27.2014 | Canada
Andrea Lekushoff

Your company is about to launch a new product or service. It's been in the works for months, maybe years. You are convinced it will be a huge success....

What I Learned This Week: Here Are The Crayons

Andy Nulman | Posted 03.24.2014 | Canada Business
Andy Nulman

Since January, I've been teaching a somewhat different type of course at McGill University. While saddled with the unfortunate standard curriculum name "Marketing and Society," the class is anything but. I think it's the different nature of the work that may be throwing them.

Ni Hao! Speaking Chinese In Your PR Campaign

Rachel Thexton | Posted 03.19.2014 | Canada British Columbia
Rachel Thexton

If you aren't communicating in Chinese, you're missing an important audience in Metro Vancouver. And if you don't have a team member or members that speak Mandarin and Cantonese, you aren't getting a complete picture of the myriad and evolving ways to talk to Chinese-speaking Vancouverites.

Three Examples of Contextual Advertising Done Right

Jeff Quipp | Posted 03.19.2014 | Canada Business
Jeff Quipp

The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.

As Technology Improves, Are We Moving Towards 'Her' or HAL 9000?

Carlos de Torres | Posted 03.12.2014 | Canada Business
Carlos de Torres

As our relationship with technology matures, we do expect more human connections online and we want our things to have some intuition. But are we building a world where HAL 9000 or Samantha the OS from Her will become our confidantes?

Why You Should Be an 'Expert' in Something

Andrea Lekushoff | Posted 03.11.2014 | Canada
Andrea Lekushoff

I became fascinated by what it takes for someone to become known for their expertise, and over the past two decades, I've honed the skills of positioning people and organizations as experts. To advance professionally, we all must demonstrate and share our expertise, putting ourselves and our talents into the spotlight.

What I Learned This Week: A Great Lesson Lasts Forever

Andy Nulman | Posted 03.10.2014 | Canada Business
Andy Nulman

A great lesson lasts forever. Even when you forget it for a while. Unaffected by fads, by progress, by technology, by trends, by the march of time or the charge of the light brigade, Great Lessons are eternal.

What Corporations Can Do For International Women's Day

Nick Cowling | Posted 03.06.2014 | Canada Business
Nick Cowling

There's no shortage of examples of how a company's commitment to an issue can inspire an entire country to act. The right for a woman to walk down the street in a developing nation without the fear or reality of being raped has not yet been one of those examples. I think it has incredible potential and power with Canada's own women and men, a unique opportunity to create a legacy of fostering systemic change globally.

Do You Know The Social Media Secret?

Mitch Joel | Posted 03.04.2014 | Canada Living
Mitch Joel

The San Francisco based startup Secret (that was founded by two former Google and Square employees) is getting tons of attention, followers and fans. In short, you can write anything that's on your mind, add photos or colors to the background and customize this content while being able to share it, free of judgment, and without attaching any of your personal information or profile to it.

Selling to Millennials? Mix Up Traditional With Social Media

Andrea Lekushoff | Posted 02.28.2014 | Canada
Andrea Lekushoff

Are Millennials, the 18 to 33-year-olds who have grown up with social media and digital devices imprinted on their palms, impermeable to traditional m...

What I Learned This Week: Good Deeds Plant Seeds

Andy Nulman | Posted 04.05.2014 | Canada
Andy Nulman

I don't wanna sound all tree-huggy, but this week's lesson is a simple one of business that has more to do with green thumbs than it does with red ink or blue-chip stocks. In a nutshell: Good Deeds Plan Seeds. And now here's the story behind it.

Putin's Olympics Might Flush Russia's Rep Down the Toilet

Nick Cowling | Posted 03.30.2014 | Canada Business
Nick Cowling

Beijing 2008 is a case study on how to leverage hosting an Olympics to redefine a nation's image. By all accounts, China earned marketing gold. Russia would be lucky to finish the race at this point. From a communications perspective, it seems clear that Russian President Vladimir Putin is more interested in using the Sochi games to solidify his brand inside Russia rather than engaging with the world. His constant and unbridled attacks against Lesbian, Bisexual, Gay and Transgender (LBGT) rights are certainly aimed at a Russian audience. So far he is not showing any remorse at alienating himself from the rest of the world.

What I Learned This Week: Aim For The Front-Lash

Andy Nulman | Posted 03.29.2014 | Canada Business
Andy Nulman

It's scary to take risks. But to not take one on the fear and unlikely chance that it may blow up in your face is scarier still. To expect a backlash is to flatter one's self. The only way to cut through the clutter is do something magnificent and exciting. And to do so is to walk a tightrope over the valley of disaster.

Seven Blogging Blunders Your Business Should Avoid in 2014

Jeff Quipp | Posted 03.29.2014 | Canada Business
Jeff Quipp

By now, most businesses have bought into the idea that blogging is an important piece of their marketing communications strategy. But the ability to reach an audience through blogging can work both ways. Here are seven frequent blogging blunders that should be avoided.

How to Become a Thought Leader

Andrea Lekushoff | Posted 03.26.2014 | Canada Business
Andrea Lekushoff

This Forbes article is spot on with its four tips to becoming a thought leader, as outlined below. But from a PR and social media perspective, let's look at how these recommendations fit.

How To Get Your Film To Go Viral

Jana Schilder | Posted 03.25.2014 | Canada
Jana Schilder

Last week's two-minute video clip of the demonic baby in a runaway baby carriage that terrified even jaded New Yorkers has gone viral. No surprise the...

What Content Marketing Can Do for You in 2014

Lisa Ostrikoff | Posted 03.16.2014 | Canada Business
Lisa Ostrikoff

There are various methods in which content marketing can work for businesses in virtually any industry, with the information provided in a variety of formats. You can either do this in-house, or hire professional content creators in a variety of mediums to do this for you. Here are some ideas that could work for you.

The Accidental Social Media Guru

Kate Hilton | Posted 03.10.2014 | Canada Living
Kate Hilton

Here is what I learned from my year-long immersion course (which, now that you know I'm an imposter, you can take or leave): the true magic of social media is not that it mimics real-life behavior, but that it produces social ties in the real -- not merely the online -- world.

If I Can't Read Your Website on My Phone, You're in Trouble

Hana Abaza | Posted 03.10.2014 | Canada Business
Hana Abaza

It has been argued that 2014 is the year of content, but what about how your audience consumes your content? Bottom line: if you aren't optimized for cross-platform usage, you're missing out. Here are a few key takeaways about marketing to cross-platform audiences in 2014.

It's All About Sales, People!

Elan Divon | Posted 03.02.2014 | Canada Business
Elan Divon

You, me, all of us -- we're constantly selling. But here's the kicker and where my seeming naiveté may receive some vindication. Beyond selling products, services, and ideas, you and I are really selling one thing and one thing only: ourselves.

Tinder: The App That Made Me Rethink Marketing (And Dating)

Sunta Sem | Posted 03.01.2014 | Canada Business
Sunta Sem

Working in marketing, I often find it hard to turn off that part of my brain. This is about an epiphany I had as a former OKCupid user and a more recent Tinder experimenter: online dating is the perfect analogy for digital marketing.