Marketing

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It's Time To Get Serious About Ad Blocking

The reason ad blocking has been met with so much fervor, is that it challenges the very basis upon which much of the internet is run and financed. The public accesses content for free, in exchange for seeing ads that produce income for the creators of such content. The ethical dilemma has been framed as the following: does the public have a right to both consume the content, and block ads?
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10 Ways to Make Marketing Go Viral

This week, Tim Hortons uploaded a series of commercials to YouTube featuring Nova Scotia hometown boys Sidney Crosby and Nate MacKinnon serving up coffee. It elicited numerous tweets, Instagram posts and Facebook statuses at the time, and even garnered TV coverage. This campaign subscribes to many of the 10 top reasons things go viral, methods you too can use to spread your business' message.
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The 5 Most Marketable Athletes Coming Out of the 2015 Pan Am Games

While the Pan Am Games do not offer the same marketing value for competing athletes as the Olympics do, the added attention provided a great platform for athletes to showcase their abilities and introduce themselves to the Canadian public. It also provided brands with a chance to scout athletes that could potentially be used in endorsement deals leading up to next summer's Olympics in Rio de Janeiro.
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How to Get Content Marketing Right

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.
Twitter/Jason Wagar

10 Reasons Why #DeadRaccoonTO Became a National News Story

On July 9 a raccoon died in Toronto. By July 10 it was national and international news, which begs the question -- why? And more importantly, if you're in marketing: how? Although it's unlikely, for those that missed the story, a report of a dead raccoon was called into Toronto City Animal Services the morning of July 9th, and despite a timely initial response, the raccoon was not taken away for over 14 hours. In the ensuing hours a growing vigil spontaneously sprung up around the raccoon, as news of its untimely demise and neglect by city authorities went viral online and in the media.
AP Images for Dell

When Celebrities as Brand Ambassadors Makes Sense

Celebrity endorsements are as old as the advertising industry itself. But in the past few years a new type of celebrity endorsement has emerged: we've moved from celebrity as spokesperson to celebrity as "global brand ambassador," someone who aims to raise the global profile and is an ongoing evangelist for the brand.
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Are Businesses Ready for True Reinvention?

The organization, at large, will eventually need to wake up and realize the very structures that have lasted for decades are inhibiting them and stifling their ability to effectively understand and pay attention to their customers. This is what the market demands. Yet, companies continue to operate under the guise that what's worked for decades can and will subsist.
vectomart

Brands Should Support LGBT Rights

As the SCOTUS decision permeates business and marketing discussions, there have been a few arguments against brands publicly supporting equal marriage and LGBT rights. And not always the kinds of truthiness inspired arguments you might expect, but rather, reasoned (if ill-informed) arguments based on a few common assumptions. I'd like to address those here.
Dove

Not All Social Media Campaigns Are Created Equal

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.