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All sorts of marketing to children is manipulative and unethical. The response should be straightforward: end all of it. Such prohibitions will not be without complications. There will be enforcement issues. But such complexities can be addressed. For the moment, let's get started. Let's send a strong message to corporate Canada.
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The most powerful, effective, efficient and economical way to market your Canadian products or services online is through an affiliate program (also known as associate programs or partner programs). A...
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This is because in order to really get noticed in 2017, your website needs more than just SEO and search engine exposure. Your website needs to stand out from the competition, and the crowd, in a much bigger way.
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When customers consider making a purchase, they rarely start by speaking to a sales rep. Long before reaching that point, they go online, compare-and-contrast products and seek opinions on social media. Then they might consider picking up a phone or walking into a store.
If you're in sales at a small business, reaching out to potential customers can be a formidable necessity. Most salespeople are motivated to find new customers, but the way they reach out can be cooki...
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Nobody likes an audit. Any kind of audit! And when it comes to an SEO audit, digital marketing specialists have a tendency to overcomplicate things. The truth is, most of the big ticket items impactin...
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As the CEO of a North American experiential marketing agency, I have a tendency to chronically think about marketing as a whole -- its past, present, and future. With the explosive growth of internet-based marketing approaches, some executives and marketing managers have wondered about the role of brand ambassadors in this new advertising landscape. Do companies still need brand ambassadors for effective marketing? Or are brand ambassadors rendered obsolete by the Digital Age?
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The 21st century is moving at the speed of light. The marketplace is becoming increasingly diversified, as consumers face more choices and options than ever before. Many brands are struggling to keep up with their competitors, and wind up jumping into a rat race to the bottom where the only noticeable brand differentiator is price. And many of advertising's most time-honored tactical methods are losing their punch, impact, and power to influence minds in a real way.
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How often do we hear that SEO is dead, obsolete, or not as important as it was a few years ago? It is true that the Search Engine Marketing industry is in a constant change. There are continuous updat...
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In business you hear the term “personal brand” thrown around a lot. It’s a process by which you define how the world sees you. It’s seemingly a straightforward task but often the most important thing a new business owner will do.
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Site migration is the process of moving a website to a new domain or directory. It is a process undertaken by almost every company out there, more often than we tend to realize. For marketers and dig...
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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.
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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 Trump impersonator, hosted. The episode had its b...
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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.
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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) have discussed, dissected and drafted articles a...
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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 will be automated, it is a question of "when." Whethe...
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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 outlet. Which way does their news slant? Left? Right? H...
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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.
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 sell diamonds, this sales associate flawlessly uses...
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Interestingly, all of these outsiders are really just following a basic marketing 101 approach, albeit with their own unique angles.
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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.
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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.
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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.
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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.
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.
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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 and panic-inducing process of choosing what to see....
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?
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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.
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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.
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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.
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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.
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.