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In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric limits innovation, growth and improvement that a mar...
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The world of online advertising is complex and ever-changing, but it's also exciting and filled with promise. As innovation in advertising technology continues to evolve, old-hat tactics, such as direct response marketing, are quickly becoming obsolete. Here's a list of digital marketing predictions set to reshape the online advertising landscape in 2016.
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What small business and startups can learn from Fortune 500s? What can SMBs do as well as (or even better than) Fortune 500s, without a Fortune 500 budget? The answer is in changing consumer attitudes. Markets and marketing have undergone huge changes in the past decade. So have consumers.
One symbol has become a powerful tool for connecting with intended audiences on social media: hashtags. They help expand a social network, allow one to participate in important conversations and increase online visibility. While using hashtags on social media may seem like common sense, knowing how to use them strategically is key.
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Consumers are not static groups. They are not one dimensional. For marketers, they are a dynamic collection of varying behaviours. And the insight we have into those behaviours is immense. Marketing to behaviours means marketing to a series of demands, habits, visits and more.
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Take a look on social media on Oct.31st and you will see posts on house parties to events happening across various venues, and from the most mundane to the most creative of costumes. Taking part of this craze feels almost like a must to many millennials.
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It's a common misconception that branding is for larger companies while smaller companies should stay focused on their products and services. In reality, it's just as important for small companies to do their research, find their target market and build a brand that communicates their intended message.
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Brand. It's an abstract concept surrounded by many myths and much misinformation. Chief among them is the assumption that a brand is first and foremost about a logo, tagline, or mission statement. Yes, these things matter, but not nearly as much as you might think.
Has a hashtag ever influenced a vote? Probably not. Did a Twitter meme ever sway a key voting demographic? We will have to ask #bathrobeguy, but I'll wager no. But when we talk about digital, we're talking about strategy far beyond these primitive social tactics. We're talking about a suite of tools that reinforce, strengthen and improve traditional and key campaign functions.
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To produce good content, brands will need to get out of the mindset of old-school publishing. No, you generally can't ask for the sale in that piece of content. No, it's not an opportunity to list all of the benefits of your product or service. It is however an exercise in reflection and creativity, and an opportunity to build trust.
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Consumers want streamlined and intuitive products, but sometimes that comes at the cost of giving up some privacy. Businesses and developers want to create apps that will be used by many, which leads to monetization via fees, advertising and leveraging of data collected.
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.
“We have to be structured for the future. I think a lot of companies are re-looking at how things are. Are silos the way to do it? Are specialties the way to do it? Maybe, maybe not. But now is the time to look at structure to be poised to go into the future.”
"Try new things. Don’t be fearful of these new platforms. That doesn’t mean you shouldn’t have to try them all at once.”
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.
It's well known that people who consume news media are more likely to be civically and politically engaged, but where people get their news has now shifted. With more and more people opting to search for news not only online, but on social media platforms, politicians and their teams are now faced with the challenge (and opportunity) of being in that space and using it appropriately.
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.
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Many industry experts expect the new Apple Watch to bring demand for wearable technology to a new level. It will be interesting to see the level of impact the Apple Watch may have on various industries, including digital marketing.
Recognizing an individual's efforts will inspire more employees to produce quality posts. This acknowledgment could be as simple as an all-employee email with a link to the post. Other rewards could include a personal email from the CEO thanking the employee for their continued contribution.
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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.
The Captain's Logger -- The master of the universe that uses his or her status updates as a daily log. Save the useless information about your cat and pictures of your left over Arby's Beef 'N Cheddar combo for someplace else. Like Twitter.
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2014 has seen some exciting developments in the digital marketing space. Here is a look at both the best and the worst of digital marketing in 2014.
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Gandhi's passive resistance freed India from British rule in 1947. How Gandhi was able to diplomatically overturn 100+ years of oppression without a war is remarkable. Look a little deeper into Gandhi's story and you'll see three ways that 'Bapu' was a marketing genius.
Cyber Monday should be fun for eCommerce businesses. After all, people get to shop in a TASER-free environment (unlike on Black Friday). Many small-businesses aren't setup to win on Cyber Monday. Are you? Follow these tips and win big on Cyber Monday.
Duncan Fulton helps run one of Canada's largest retail operations as senior vice-president, communications and corporate affairs, for Canadian Tire Corporation CMO, FGL Sports and Mark's. Fulton, spea...
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The next time you love talking to a digital marketer will probably be the first time you love talking to a digital marketer. They blabber more than Steve Urkel and act less than Mark Hamill after Star Wars. These are the idiotic things digital marketers say that drive the rest of the working world crazy.
Not getting express consent doesn't mean you can't continue to communicate, you just have to be more careful and systematic about it. This is especially true of those recipients who didn't respond to your pre-July 1 campaign, assuming you had one. The game isn't over but we are in overtime, and regulatory compliance shouldn't be the only goal of an organization's CASL implementation plan.
When we hold executive meetings here at our offices, the room is split 50/50 between women and men around the table. It's not an image that's often seen in our digital technology field and one that needs to become more norm and less exception.
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Networking events are speed-dating for sales reps. You put on a name tag on, snack hors d'oeuvres and try to grow business. Most people end up with nothing for one important reason...
Support is your organization's front line. Customers call them with problems. If your business is a football team your sales people are your offense. Support people are your defense. Here's a few things a support person wants to tell you, but can't.
Welcome to another edition of the Digital Marketing Mailbag! Thank you to everyone that asked a question and some will be used in future columns as well. Feel free to submit questions for future mailings!
Canada is a world leader in the social and digital space, says Mosaic's Julie Sheldon. However for Canadian marketing companies won't truly take their rightful place at the top, they have to break fre...