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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.
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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.
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.
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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.
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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.
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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?
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Through investment missions done in cooperation with Invest in Canada, the leading lights of Canada's economic development agencies have learned two clear lessons: First, the battleground for Foreign Direct Investment is at the city level; and second, the weapons employed are the relative strength of city ecosystems and talent.
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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?
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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.
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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.
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.
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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.
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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.
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.
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.
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.
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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.
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.
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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.
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.
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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.
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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?
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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!
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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."
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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.
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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.
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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.
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The good news is yes you can! Right now building an engaged email list directly from your Facebook efforts is one of the easiest things to do. Why Build an Email List? Remember that likes and engage...
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Forget weather, housing prices, lifestyle, green initiatives and other external factors and complaints. Yes, they are all variables but when it comes to consumer spending, there's one big variable driving the market almost to the exclusion of anything else: China and the Chinese.
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"Oh gimme a break, not another 'results-oriented, hard-working, team player.'" Self-descriptions like these turn up in so many resumes that they don't serve to differentiate candidates anymore. In fact, they have the opposite effect by making the job seeker appear generic and cookie-cutter. Stop trying to describe yourself.
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Political campaigns are an exercise in brand management. The questions asked inside campaign operations are similar to those asked inside marketing boardrooms: what types of issues should we support? What do we stand for? Is our message digestible to consumers and differentiated from our competitors?
VR, or "virtual reality," is the new buzzword in technology and the travel industry may just be one of the first to bring this phenomenon into mainstream marketing. Who wouldn't want a "real life" experience in the Amazon before committing to a $10K-plus investment?