Markéting

What Kim Kardashian Can Teach Us About Controlling The Narrative In A Crisis

Lindsay Finneran Gingras | Posted 07.19.2016 | Canada Business
Lindsay Finneran Gingras

The recent feud between Swift and Kardashian may, on the surface, look like petty celebrity gossip. But it tells us more about our modern landscape, demonstrating a master class in controlling the narrative and tearing down your competitor, than almost any relevant MBA case study.

Why 'Future You' Should Make All Your Decisions

Melissa Dawn | Posted 07.15.2016 | Canada Business
Melissa Dawn

When faced with any decision, always ask first, "What would Future Me choose?" That's how you get to where want to go. By making decisions not from where you are, but from that place of your envisioned success.

4 Types Of Online Influencers That Brands Hate To Work With

Rachel Thexton | Posted 07.13.2016 | Canada Business
Rachel Thexton

New digital personalities pop up daily and although we often hear about the PR behaviours that annoy bloggers and influencers, it's also important for us to recognize some of the shady influencer behaviours that can leave a communicator frustrated and far from their PR goals.

AR And VR Are The New Tides Of Digital Pharma Wave

Awane Jones | Posted 06.30.2016 | Canada Business
Awane Jones

It's natural for any industry to undergo changes, but few industries have experienced as many rapid changes as the pharmaceutical and health care ones. To remain relevant among these digitally wired consumers, big pharmaceutical companies have adjusted, making visible efforts to grab the audience's attention through web and mobile presence.

Should A Cosmetics Brand Be Expected To Play Politics?

Jenica Chuahiock | Posted 06.29.2016 | Canada Style
Jenica Chuahiock

It seems incredibly naïve to think that a profit-dependent, commercial venture is the final bastion of democratic values. Yet, in an age when companies are capitalizing on social responsibility, are brands unwittingly turning themselves into moral pedestals?

What Does Marketing Smell Like?

Tarek Riman | Posted 06.10.2016 | Canada Business
Tarek Riman

If you, like most people, think we only experience marketing through our eyes and ears, think again! Have you ever walked into the fragrance section of a department store or duty free shop? Do you remember the last time you walked through the produce section of a grocery store? What about each time you open the door to your favourite coffee shop?

When The Going Gets Tough, The Tough Build Trust

Andrea Lekushoff | Posted 06.09.2016 | Canada Business
Andrea Lekushoff

It's a common experience among many communications professionals: after helping an organization build its brand reputation during good times, we often see our efforts unravel the moment an economic downturn hits and senior management decides to cut spending on brand communications. It's understandable. But it's also a mistake, since difficult times are exactly when an organization should remain visible and emphasize its brand.

What Drives Millennials To Buy A Car?

Nick Cowling | Posted 05.27.2016 | Canada Business
Nick Cowling

The purchase of a car is a significant expense for anyone, especially money-conscious millennials who are saving for the future and entering the phase of their lives with many large purchases ahead. Turns out, millennials are changing the scope of car ownership.

Millennial Foodies Hunger For A Non-Traditional Grocery Experience

Nick Cowling | Posted 05.19.2016 | Canada Business
Nick Cowling

This generation is paving the way for both small and large grocery chains and independent stores to diversify what's in-store and the overall experience grocery stores provide. Remember, this is a generation that puts great emphasis on experiences, especially ones that truly resonate with them.

A Retail Marketer's Guide To Getting On The Emoji Train

Alyssa Altman | Posted 05.16.2016 | Canada Business
Alyssa Altman

The explosion of emojis has changed texting and digital communications, but how useful are they in business? While some industries are waiting to see if this animated and emotional trend will blow over, retail marketers are embracing emojis as a new way to engage potential and repeat customers and increase sales.

This is Why Retailers Must Invest In NFC Technology

Vahagn Aydinyan | Posted 05.05.2016 | Canada Business
Vahagn Aydinyan

For chain retailers, NFC can also be used to download information about product availability. If one store is out of stock, then it can provide a list of other stores within the vicinity that has the item in inventory. This increases the likelihood of customers immediately going to the same retailer in another location rather than potentially shopping at a competing store for the same product.

3 Reasons To Make Friends With Your Business Competition

Brian Scudamore | Posted 05.03.2016 | Canada Business
Brian Scudamore

Being friendly doesn't mean sharing every secret or disregarding competition. After all -- you're both after customers in a crowded marketplace. Just realize that strategically aligning with the competition can make your business better. McDonald's needs Burger King; FedEx keeps UPS on its toes. Healthy business rivalries help stave off complacency and will make your company stronger in the long run.

CASL Compliance Is Not The End Of Marketing

Vahagn Aydinyan | Posted 04.27.2016 | Canada Business
Vahagn Aydinyan

Canada's Anti-Spam Legislation (CASL) was created to protect Canadians from spam. It is the legislation which regulates commercial email, designed to keep unwanted and unrequested electronic messages out of user's accounts. CASL directly affects how businesses market to consumers.

Nothing Has Changed: Public Relations Is Still About Building Relationships

Stephen Murdoch | Posted 04.27.2016 | Canada Business
Stephen Murdoch

Strong relationships have always been at the heart of good public relations. Today, with newsrooms shrinking, relationships are of the utmost importance in telling your story.

11 Ways To Target Canadians On Twitter

Melody McKinnon | Posted 04.26.2016 | Canada Business
Melody McKinnon

If hundreds of people voluntarily follow you into a room to hear everything your company has to say, it should be easy to work the room and make sales. Twitter is that room, learn how to work it.

Millennials Need Credit (But Don't Have It)

Nick Cowling | Posted 04.22.2016 | Canada Business
Nick Cowling

Stats show that millennials prefer to use debit cards to credit cards for their purchases. Millennials are the first generation to grow up with debit cards, which may explain this pattern. Several findings prove that this generation isn't fond of credit products. The reasons for this may be many, but the top may be controlling spending and fear of debt. This lack and hesitance to use a credit card among millennials is causing them more harm than good in the long run.

Scale Your Marketing Strategy With Engagement And Automation

Reggie Ramone | Posted 04.18.2016 | Canada Business
Reggie Ramone

By creating a strategy that focuses on the needs of your customers, you'll be able to produce exciting content that's share-worthy, and your brand will facilitate even further conversations with your customers, keeping you on people's minds every single day.

How To Shoot Amazing Small Business Videos

Sacha DeVoretz | Posted 04.15.2016 | Canada Business
Sacha DeVoretz

Even if your small business has access to fantastic video cameras, that doesn't help you if you don't know how to shoot and edit a video! We've got you covered.

Why Digital Music Platforms Are Failing

N/A | Posted 04.13.2016 | Canada Living
N/A

When Apple Music, Spotify and Tidal launched, they were hailed as digital prophets that promised new ways to monetize the experience. Thus far, their solutions have fallen short of fireworks. Just slightly over a quarter of Spotify's 75 million active users actually pay for the service. And, as The Guardian UK reports, despite pulling in €1.08 bn in revenue, its losses were €162.3m. So why are all these promising platforms sinking?

How To Create Engaging Videos For Your Small Business Social Media

Sacha DeVoretz | Posted 04.13.2016 | Canada Business
Sacha DeVoretz

I believe that social media is turning a corner. We are entering an age of authentic communication and exchange online. You can share the very best of your business through videos.

How To Choose The Best Camera For Your Small Business Video

Sacha DeVoretz | Posted 04.08.2016 | Canada Business
Sacha DeVoretz

In my series on how small businesses can create videos to engage and attract new customers, I have discussed the importance of choosing the best camera for the videos your business wants to make. Let's break down the best contenders!

A Guide To Essential Recruitment Terms For Novices

Sonia Desrosiers | Posted 04.07.2016 | Canada Business
Sonia Desrosiers

The HR sector, employment and recruiting world are constantly evolving. And so are the terms that define the industry. You have probably already noticed, we no longer speak only of recruiting but also of staffing and talent acquisition.

The Blurred Line Between Advertorial And Editorial

Stephen Murdoch | Posted 04.07.2016 | Canada Business
Stephen Murdoch

There used be a great divide between the advertising and editorial departments of media outlets; they operated in separate silos and never the twain shall meet. But those days are gone. At the end of the day, the media is a business -- and it's a tough business. Revenues are drying up, falling year after year. It makes good business sense to leverage earned media opportunities with a paid advertising buy.

Choosing The Right Memory Card For Your Small Business Video

Sacha DeVoretz | Posted 04.07.2016 | Canada Business
Sacha DeVoretz

Video takes up a lot of memory. Either when you are shooting video or when it is stored on your computer. I know there have been a few times when I have been in the middle of shooting a video and the caption on my DSLR camera screen says "memory card full."

6 Tools To Improve Your Business Productivity

Madaline Zanni | Posted 03.30.2016 | Canada Business
Madaline Zanni

Within each work day, there are only so many hours you have to produce your best, which is why it's important to maximize and monitor the time you spend on anything. This of course leads to the difference between working more versus working smarter.