Markéting

The Bold, Beautiful And Ugly Of Advocacy

Jeff Paterson | Posted 02.17.2017 | Canada
Jeff Paterson

It's a banner year for Saturday Night Live. The show has reaped every reward Donald Trump has given them. This past weekend, Alec Baldwin, their go-to...

The Future Of Media Trading Is No Trading At All

Vitaly Pecherskiy | Posted 02.17.2017 | Canada Business
Vitaly Pecherskiy

Current advertising and media trading platforms are designed to allow buyers ultimate flexibility. While this sounds like an effective strategy, users run into issues when these platforms inevitably fail to understand the brand's business model and therefore fail to provide true value. In the attempts to accommodate everyone, they accommodate no one, and audience discovery methods remain primitive at best.

Why Do Your Job When Influencers Can Do It For You?

Phil Chang | Posted 02.15.2017 | Canada Business
Phil Chang

Influencers have become a major source of advocacy for brands. Sure, television, radio and print continue to be tried-and-true vehicles for promotion, but social media platforms and digital influencers mean that there really are no limits to the number of consumers a brand can reach out to.

Facebook Could Be The Mass Media Of Tomorrow

Mitch Joel | Posted 02.03.2017 | Canada
Mitch Joel

What makes a piece of content a television show, a movie, a YouTube clip? It's not a new discourse. It's something that many (including little old moi...

The Frightening Ramifications Of High-Frequency Advertising

Mitch Joel | Posted 02.02.2017 | Canada
Mitch Joel

If you think that creativity will be safe from the automation of everything, you are wrong. It's not a question of "if" creativity and advertising wil...

The Easiest Way To Navigate This Media Minefield

Mitch Joel | Posted 02.01.2017 | Canada
Mitch Joel

It turns out that nobody knows what's what when it comes to the media anymore. Who do you trust for your news and media? Now, picture that media outle...

7 Public Relations Tips That Will Help Your Company In 2017

Todd Hauptman | Posted 01.06.2017 | Canada Business
Todd Hauptman

A fresh year is upon us with new opportunities and challenges in all areas of your life. One such vital area is public relations for your organization.

6 Tools To Influence People

Paul S Hillier | Posted 11.23.2016 | Canada
Paul S Hillier

One year ago I went to Tiffany's in search of the perfect engagement ring for my fiancée. The diamonds weren't the only thing that was flawless. To ...

From Trump To Trudeau, Marketing Is Power For Political Outsiders

Randall Craig | Posted 11.11.2016 | Canada Business
Randall Craig

Interestingly, all of these outsiders are really just following a basic marketing 101 approach, albeit with their own unique angles.

Biased Election Coverage And Consumption Will Have Consequences

Mary Charleson | Posted 11.02.2016 | Canada Politics
Mary Charleson

The media on both sides of the political aisle may well be painting a picture of what they want to see happen, not what is an accurate prediction of what could happen. And because we all willingly are consuming and sharing media as we always have been, we are confident in our own views of the likely outcome.

Micro-Influencers Prove Less Can Be More In Marketing

Lyda Mclallen | Posted 10.26.2016 | Canada Business
Lyda Mclallen

The newest trend in digital marketing is utilizing a micro-influencer strategy. Brands are shifting away from the regular social media celebrity to people with fewer followers. They are now using strategies that focus on the qualitative rather than the quantitative aspects of social media influence to obtain audience engagement.

Tech Or Treat: 3 Lessons Marketers Can Borrow From Halloween

Karin Campbell | Posted 10.24.2016 | Canada Business
Karin Campbell

A good marketer can find lessons and inspiration from just about anywhere. Whether it's a leveraging a pop culture moment, new trends, or a season, great marketers can bring a brand to life by paying attention to what's going on around them and listening to their audiences.

How To Capitalize On Your Company's Off-Season

Tarek Riman | Posted 10.17.2016 | Canada
Tarek Riman

Most of the companies or start-ups out there tend to give less attention to the low season compared to the high season. Yet, in this day and age, if you are not present and active at all times, you are dead in the water.

Your Business Needs To Always Be Branding

Brian Scudamore | Posted 10.07.2016 | Canada Business
Brian Scudamore

One thing is clear from this year's presidential race: Donald Trump has built an incredibly recognizable brand. He's stamped his name on so many things -- from buildings around the world to steaks for sale at The Sharper Image -- that some American voters associate him with wealth and success.

Why Marketers Should Be Jumping On The Chatbot Bandwagon

Erin Bury | Posted 09.29.2016 | Canada
Erin Bury

I always look forward to the TIFF madness that descends in Toronto every year -- the celebs, the premieres, the parties, and of course, the arduous an...

4 Free Tools To Audit Where Your Site Stands

Tarek Riman | Posted 09.26.2016 | Canada
Tarek Riman

When you have a site or blog that has been running for years, and you may start to see that your numbers are dropping, visitors are not returning, and conversions are decreasing. The question is: why?

Great Brands Always Have A Shared Story

Mary Charleson | Posted 09.26.2016 | Canada
Mary Charleson

Branding is about more than image recognition for customers. Great brands give their customers something to belong to and talk about. They always have a great story. I was reminded of that last week while in Ontario cottage country visiting relatives and friends before returning to Toronto for some business meetings.

7 Key Tips For Marketing Your Local Business

Tarek Riman | Posted 09.16.2016 | Canada Business
Tarek Riman

Relevancy is a huge part of marketing today. For most brick and mortar businesses, localization is a key element of relevancy. After all, your business depends on people in your area being aware of you and able to find you.

3 Easy Steps To Build Diverse (Read: Normalized) Teams

Alyssa Altman | Posted 08.30.2016 | Canada Business
Alyssa Altman

Creating diverse teams, at all levels of the organization, is necessary to do our best work. It allows us to be nimble, creates an environment for cutting-edge thinking and reflects the customers, clients and communities we serve. We've been talking about this for far too long, it's time to take ownership and it can start with these three easy steps.

4 Things Entrepreneurs Need To Know About Digital Marketing

Tarek Riman | Posted 08.23.2016 | Canada Business
Tarek Riman

In this day and age, digital marketing is like the vitamins for your business -- an essential part of growth. Here are 4 things that entrepreneurs need to understand about the importance of running digital marketing in parallel with product and service development.

Reach Canadian Consumers Through Niche Bloggers

Melody McKinnon | Posted 08.19.2016 | Canada Business
Melody McKinnon

Bloggers can gain an impressive, loyal following on the social Web through excellent content, communication, and trust built through fellowship and familiarity. Their value to brands is in their influence over consumer purchasing, often in a very specific niche.

Why It's Important To Adapt To New Marketing Channels On Time

Vahagn Aydinyan | Posted 08.16.2016 | Canada Business
Vahagn Aydinyan

The reason we want to leverage a new channel is for what it offers for the customer and the marketer. It changes the game up with a specific type of communication. Live streaming apps like Snapchat and Instagram keep customers and fans informed as exciting events happen; keeping them close to the action even if they can't physically be there.

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.