Building Next-Generation B2B Sales Capabilities
Pandemic converts B2B buyers to eCommerce, new capabilities and new expectations. By Michael Harney, Lia Ketola, Kedar Naik, Nicolas Probst and Steve Reis. McKinsey has been researching B2B buyers and sellers around the world intensively over the past six years. What we’ve learned is that average buyers now use …
11 Data-Backed Retail Trends to Help You Succeed in 2022 and Beyond
By Alexis Damen The pandemic forced the retail industry to quickly adapt in 2020, and these changes continued through 2021. More brick-and-mortar businesses opened an online storefront, click-and-collect order fulfillment options gained popularity, and consumers grew to expect a completely connected (and convenient) experience, regardless of the sales channel they …
THE MAILBOX AS THE NEW MALL: How Creative Marketers Use Direct Mail Today
By Michael Brooke Everything old can become new again — take vinyl for example. But sometimes even marketers can be taken by surprise. The evolution of direct mail might seem to have left it a niche medium yet the reality of how mail is being implemented today is very different …
The Only Number that Matters
By Stephen Shaw Proving the value of marketing means showing that the investment is paying off in faster business growth. But that is only possible if marketing adopts a more unified approach to measurement. It is the one number a CMO needs to know. The one number that truly matters. …
Legends Among Us: Canada’s Marketing Hall of Legends names 2022 winners
By Robert MacLean AMA Toronto’s Canada’s Marketing Hall of Legends (CMHOL) announced its 2022 inductees — and we can relish the place that data-driven, response-based marketing has in this hallowed gallery. Our newest Marketing Legends are Chris Lang, former chairman, Lang Partnerships Network; Zak Mroueh, founder and chief creative officer, …
Multicultural marketing pioneer names new leadership team
Maple Diversity Communications announces key leadership appointments MISSISSAUGA, ON–Leading multicultural marketing agency, Maple Diversity Communications Inc., recently announced the appointment of four key roles to its senior leadership team. The new hires that have joined the Maple Diversity team are as follows: Gabe Mederos has joined the agency as the …
Is the U.K. model workable here? Digital Campaigns and their Carbon Costs
By Aaron Yeardley It is now essential for companies to quantify, understand, and reduce their carbon footprint. Yet, most companies only consider embodied carbon in their products and operational carbon from manufacturing and office emissions. But now, the paradigm is beginning to shift so that a digital carbon footprint is …
Census 2021: Five-Year Population Growth, Despite the Pandemic
By Doug Norris, PhD Doug Norris explores the first wave of data released from the 2021 Census showing Canada remains the fastest-growing population amongst G-7 nations This morning, Statistics Canada released the first data from the 2021 Census, covering the total population and dwelling counts for all geographic areas of …
Ideas for Marketers in the Era of Data Privacy
By Darwin Liu War. Doomsday. Apple vs. Facebook. The bout between the two tech giants has been going on for years with no end in sight. If you’re reading this, you already know what iOS 14.5 is — the people’s champion, the “little guy’s” liberator — the advertising killer. We …
How Mobile Wallets Can Drive Loyalty Purchases in 2022
By Stephen Relph If you were to read Canadian news headlines in recent times, you may get the sense the world is crumbling around you; particularly if you work in the retail industry. Based on what the media has been saying, consumer sentiment is worsening, inflation is rising, staff shortages …