Direct MailJune 2018 Issue

How a security system supplier maximized its mail marketing programme

Customer segmentation and market sector mapping are key By Jim Green No matter how safe your community is families are always willing to do a little more to get some extra peace of mind. That’s why so many families install alarm systems in their homes, but while they want to …

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Direct MailJune 2018 Issue

New Canada Post vision must find right balance

By John Leonard         Earlier this year, the federal government put forth some admirable concepts around Canada Post: A new vision focused on serving Canadians; Concrete actions in five areas that provide a new foundation for renewal; and Priorities for implementing renewal. The government review identified various …

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Direct MailJune 2018 Issue

Conjoint analysis: The next generation of direct mail testing

By Art Hall My volume is shrinking, my response is eroding and my resources are dwindling with each passing year. How do I keep the test pipeline producing winners against the headwinds of all these economic pressures?” All too often I hear marketers raise these concerns and ask this question. …

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Direct MailJune 2018 Issue

How to do direct mail right

By Shelbi Grove Trends come and go, like vine videos and bell bottom jeans. But some trends hold strong; a prime example of this is direct mail marketing, now known as Smartmail Marketing from Canada Post. In fact, according to recent studies, direct mail could be considered a superior form …

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Direct MailJune 2018 Issue

Getting the most from direct mail campaigns

By Cynthia Reynolds Most marketers know that direct mail is a powerful driver of customer action. But how do you get the most out of it? How do you ensure that you are maximizing its value so that it is working hard to lift your in-store traffic, drive online sales …

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June 2018 IssueLocation-based Marketing

Geolocation changes marketing

By Robert Szyngiel What do Starbucks, Whole Foods, Taco Bell and L’Oreal have in common? They are among the first wave of brands to dip their toes into the geolocation pool. By recognizing the power of location as a strategic marketing tool, these companies have demonstrated that it can be …

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Applied AICustomer CentricityJune 2018 Issue

Enhancing the customer contact experience with AI

By Yishay Carmiel The federal government is betting big on artificial intelligence (AI), with the goal of making Canada a world-leading destination for companies seeking to invest in AI and innovation. Last year it announced that it was spending $125 million on launching the Pan-Canadian Artificial Intelligence Strategy, delivered through …

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Applied AIExcellent ExecutionMay 2018 Issue

Why and when to use AI-based marketing modelling

By Richard Boire The concept of artificial intelligence (AI) is the sort of thing that sets imaginations ablaze. To the general public, AI evokes images of everything from automated contact centres to advanced robots intent on global domination. It sounds futuristic, but to experienced analytics practitioners in marketing—and direct marketing …

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Engagement & AnalyticsMay 2018 Issue

The power of purpose-driven marketing

By Braden Hoeppner It’s no secret that there are incredible dollars available in the marketing industry. Digital marketing spend worldwide reached USD $209 billion last year while TV advertising reached USD $178 billion1. Celebrity sponsorships can be astronomical: exceeding tens of millions of dollars. It is staggering to see investments made to …

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Disruptive TechnologyMay 2018 Issue

Profiting from sponsored content platforms

By Jerrid Grimm         The key to advertising success has always been to tell great stories. And in recent years, many companies have translated this into developing sponsored content. In fact, 30% of global ad spending is set to be invested in native content by 2020, according to a …

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