Markéting

Avoid These Five Common Digital Marketing Mistakes

Jeff Quipp | Posted 07.23.2015 | Canada Business
Jeff Quipp

There may be numerous reasons to explain why you may not be seeing an increase in leads, sales, or other targets on advertising spend. As an example, your ads are sending traffic to your site's homepage instead of to a landing page, designed specifically to convert visitors into leads or sales.

I Lived a Dream of Africa

Lisa Abram | Posted 07.22.2015 | Canada Living
Lisa Abram

In 1989, I flew to see the gorillas in Zaire. I was a determined 25-year-old; I had never flown solo across the world. It was always intended as a three-week window into adventure and nothing more. I needed to fully experience what lay one-dimensional in my university books.

My Orgasmic Business (That Has Nothing To Do With Sex)

Melissa Dawn | Posted 07.22.2015 | Canada Business
Melissa Dawn

When I set out to create my own brand, I didn't want just another tagline. I wanted a rallying cry. A call to arms to start aligning our careers and businesses with the values that matter to each of us. So of course, my tagline had to reflect my own core values. It had to be brave, fun and real: me.

10 Reasons Why #DeadRaccoonTO Became a National News Story

Mary Charleson | Posted 07.11.2015 | Canada Business
Mary Charleson

On July 9 a raccoon died in Toronto. By July 10 it was national and international news, which begs the question -- why? And more importantly, if you're in marketing: how? Although it's unlikely, for those that missed the story, a report of a dead raccoon was called into Toronto City Animal Services the morning of July 9th, and despite a timely initial response, the raccoon was not taken away for over 14 hours. In the ensuing hours a growing vigil spontaneously sprung up around the raccoon, as news of its untimely demise and neglect by city authorities went viral online and in the media.

When Celebrities as Brand Ambassadors Makes Sense

Erin Bury | Posted 07.08.2015 | Canada Business
Erin Bury

Celebrity endorsements are as old as the advertising industry itself. But in the past few years a new type of celebrity endorsement has emerged: we've moved from celebrity as spokesperson to celebrity as "global brand ambassador," someone who aims to raise the global profile and is an ongoing evangelist for the brand.

Understand Your Online Target Audience in Three Steps

Jennifer Osborne | Posted 07.08.2015 | Canada Business
Jennifer Osborne

Understanding your target online audience is a key process in order to achieve objectives such as increasing sales and leads. To some, this can be a daunting process, but there are three simple ways to get to know your audience: testing, leveraging analytic platforms and doing competitor research.

Are Businesses Ready for True Reinvention?

Hessie Jones | Posted 07.06.2015 | Canada Business
Hessie Jones

The organization, at large, will eventually need to wake up and realize the very structures that have lasted for decades are inhibiting them and stifling their ability to effectively understand and pay attention to their customers. This is what the market demands. Yet, companies continue to operate under the guise that what's worked for decades can and will subsist.

Brands Should Support LGBT Rights

Joseph Donia | Posted 07.07.2015 | Canada Business
Joseph Donia

As the SCOTUS decision permeates business and marketing discussions, there have been a few arguments against brands publicly supporting equal marriage and LGBT rights. And not always the kinds of truthiness inspired arguments you might expect, but rather, reasoned (if ill-informed) arguments based on a few common assumptions. I'd like to address those here.

FOMO Is Essential for Brands to Attract Millennials

Nick Cowling | Posted 06.24.2015 | Canada Business
Nick Cowling

For a generation that values experiences above results and marketing claims, brands need to continue to implement a marketing strategy that embodies FOMO factors and the experience their products can provide. By doing so, millennials will continue to purchase the very products brands are selling.

Air Canada Should Innovate Instead of Charging Baggage Fees

Mary Charleson | Posted 06.18.2015 | Canada Business
Mary Charleson

Anyone who has flown recently in Canada knows that there is currently a premium being placed on the overhead luggage space. At the root of all of these examples is the need to solve a problem creatively and cost effectively. Air Canada, are you read to challenge convention, disrupt and innovate?

Make Data Your Friend by Using it Properly

Joseph Donia | Posted 06.11.2015 | Canada Business
Joseph Donia

Without careful attention to some of the ways data can be misused, we run the risk of acting on those insights with potentially damaging outcomes. Identifying mistakes individuals and organizations make when dealing with data is important not just to data analysts and decision makers, but to the public too.

"Hand-Crafted," "Farm Fresh" And Other Meaningless Food Marketing Claims

Abby Langer | Posted 05.29.2015 | Canada Living
Abby Langer

Food companies and restaurants will do anything to get you to buy their products, including using bogus marketing claims. And by bogus, I mean "has no official meaning, but makes you think you're buying mom's home cooking when you're buying a piece of mass produced crap." Here are the most popular food claims that are seen tricking people all over the place.

Not All Social Media Campaigns Are Created Equal

Joseph Donia | Posted 05.12.2015 | Canada Business
Joseph Donia

With video continuing to dominate on social media as a more relatable, engaging and effective alternative to static forms of content, brands have a lot to win in this sphere, especially those with causes to promote. But not all videos are created equal, and not all campaigns know how give a video the leverage it needs to be seen.

Social Media's Disposable Content Has Value

Joseph Donia | Posted 06.16.2015 | Canada Business
Joseph Donia

For some time now, marketers have been talking about the importance of brands being authentic on social media. Social media is evolving. The trend toward disposable content, perhaps, isn't a trend toward the disposable, but a trend toward the authentic and real. Just as in real life, people prefer to interact with others who show vulnerability and authenticity.

Eight Dos and Don'ts of Timely Social Media Campaigns

Jennifer Osborne | Posted 06.16.2015 | Canada Business
Jennifer Osborne

Social media campaigns aim to enhance a company's marketing efforts, but sometimes, they don't always go as planned. Effective social media campaigns include posting original content that is timely, relevant and appeals to a target audience. However, what some businesses define as timely and relevant may not be the same as how the target audience identifies with it.

Marketing Pioneers' New Rules for Engagement

Nikolas Badminton | Posted 06.01.2015 | Canada Business
Nikolas Badminton

It's challenging being a marketer in 2015. You need to balance new platforms, the changing structures of teams and creative freelance resources, and consumers that demand more from your products and services now more than ever before.

It's Time for a Big Data Code of Ethics

Joseph Donia | Posted 05.25.2015 | Canada Business
Joseph Donia

At present, there is no one governing body that oversees data usage by marketers and media platforms. There are codes of ethics put out by the Canadian and American Marketing Associations, as well as individual ethical codes drafted by marketing research associations among others, but who is accountable to them?

#FOMO: Why Corporations Should Have it

Nick Cowling | Posted 05.24.2015 | Canada Business
Nick Cowling

A relatively newly-named phenomenon, Fear Of Missing Out (FOMO), has become a powerful communications insight. While the premise of FOMO may be simila...

Support the Queer Community Without Pinkwashing

Joseph Donia | Posted 05.11.2015 | Canada Business
Joseph Donia

A portmanteau of "pink" and "whitewashing," pinkwashing is sometimes used to describe organizations who tout support for LGBTQ causes to distract from less ethical endeavours, or who do so without backing their messages through appropriate actions or policies. So how can you as an inclusive, diversity-loving organization reach LGBTQ communities in the right way? Here are five tips.

What Story Is Your Business Telling?

Lisa Ostrikoff | Posted 05.05.2015 | Canada Business
Lisa Ostrikoff

The story of your business is a starting point that should never be underestimated. It needs to be an engaging tale to get your message across -- one ...

How Canada's Banks Are Reaching Out to Millennials

Carlos de Torres | Posted 04.26.2015 | Canada Business
Carlos de Torres

A recent study found that millennials are attracted to online resources to help them manage their money and answer their banking needs. Banks have been listening to what their younger consumers are after and changing how they can offer their services.

How to Get Your Business Noticed at the Superbowl

Jeff Quipp | Posted 03.30.2015 | Canada Business
Jeff Quipp

With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.

Why CSR Is Essential To Your Company's Growth

Andrea Lekushoff | Posted 03.22.2015 | Canada Business
Andrea Lekushoff

It's no longer enough for businesses to simply buy and sell their products and services without considering the world in which they operate. Companies must voluntarily do business in an economically, socially and environmentally responsible manner to be sustainable over the long term.

Why Leads Are More Important for Your Online Business Than Website Traffic

Sajeel Qureshi | Posted 03.22.2015 | Canada Business
Sajeel Qureshi

Do you really need a million visits to your website each month? Not a chance. Follow these three simple steps to get more leads today.

How To Score a Real-Time Marketing Touchdown

Carlos de Torres | Posted 03.22.2015 | Canada
Carlos de Torres

With the way consumers take in big events like the Super Bowl, real-time marketing should be a consideration for all marketers when it comes to the overall strategy. Traditional advertising undoubtedly plays a role in what consumers will take in, but big events have come to mean eyes on many screens.