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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.
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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.
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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.
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.