Marketing

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Social Media's Disposable Content Has Value

For some time now, marketers have been talking about the importance of brands being authentic on social media. Social media is evolving. The trend toward disposable content, perhaps, isn't a trend toward the disposable, but a trend toward the authentic and real. Just as in real life, people prefer to interact with others who show vulnerability and authenticity.
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It's Time for a Big Data Code of Ethics

At present, there is no one governing body that oversees data usage by marketers and media platforms. There are codes of ethics put out by the Canadian and American Marketing Associations, as well as individual ethical codes drafted by marketing research associations among others, but who is accountable to them?
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Support the Queer Community Without Pinkwashing

A portmanteau of "pink" and "whitewashing," pinkwashing is sometimes used to describe organizations who tout support for LGBTQ causes to distract from less ethical endeavours, or who do so without backing their messages through appropriate actions or policies. So how can you as an inclusive, diversity-loving organization reach LGBTQ communities in the right way? Here are five tips.
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How to Get Your Business Noticed at the Superbowl

With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.
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Get Ahead By Getting Away From It All

As a business owner and mom, I always have a million things to do. I know this will never change because I throw myself 100 per cent into being a mom and running a business. By taking this trip, I got the chance to reconnect (albeit briefly) with myself, the person I had unwittingly buried with both personal and professional responsibilities. And it felt great.
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How to Develop Your Brand in This Social Media Age

We are human. We have a hardwired need to connect. And we, as entrepreneurs and businesspeople, want our companies to have that human connection, too. Whether you succeed or not, depends on how you approach it. Nail the brand first, then the social media tactics, and you'll be moving in the right direction. And ahead of most of the pack.
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Getting Personal With Your Brand

Let's face it: it's always personal. Even when it's not. Even in business. Every business owner is first and foremost a person and the way we view the world is through our unique human perspective. We put a lot of ourselves into our businesses and careers, and therefore, by default it is personal. Enter the personal brand.
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Marketing's Hot New Trend: One Message, Many Audiences

One of the challenges we face when we start out, is we really don't know what will take off, so we dabble in a range of ideas, and I actually still believe this is a good way to go. But pay attention. Watch closely as to what is the most popular and perhaps, given my new insights, think about who else could benefit from what you are doing.