Canada Post’s Doug Ettinger on the Future of Mail Marketing
By Brendan Read The June issue of DM Magazine published an article, “Letters to the president”, to Canada Post Corporation president and CEO Doug Ettinger. It was a compilation of open letters written by Patrick Bartlett, executive director, National Association of Major Mail Users (NAMMU), Steve Falk, president, Prime Data …
Navigating outsourcing
By Corey Kotlarz Think about your last handful of interactions with a customer support representative. You probably think you know which of those conversations featured a company employee working out of a corporate office. You’re probably wrong. In reality, more and more companies are adopting and expanding call centre outsourcing …
The keys to multicultural audiences
By Jim Green Jatinder Rai gets very concerned when clients think a multicultural community is homogenous. Language, values and beliefs can vary significantly within communities and neighbourhoods, explained the founder and president of Response Advertising Inc. Marketers targeting a multicultural audience need to take the time to learn about the …
DRTV: The recipe for Success
By Nicole Andani Many North Americans still watch over three hours of television daily. But that amount has been declining1. More importantly, the manner in which consumers watch has dramatically changed. Traditional TV watching has now changed to “personalized content on the go”. Programming is being streamed or PVR’d and …
Transforming Marketing Strategy: Interview with Niraj Dawar
By Stephen Shaw Niraj Dawar is a professor emeritus, marketing, at Ivey Business School, University of Western Ontario, which is one of the premier business schools in the world. He is the author of the book Tilt: Shifting Your Strategy from Products to Customers. Most marketing leaders say that driving …
What is “Publicly Available Information”?
By Sara Clodman “Publicly Available Information” isn’t necessarily what you think it is. We live in a digital and interconnected economy, where consumers want to benefit from increasingly intuitive products and services to match their evolving expectations. So, when individuals publicly share information about their tastes and preferences on a …
Achieving sustainable e-commerce
By Jackie Sebesta The emerging core market of e-commerce is coming to the forefront at Lowe-Martin. We are now faced with the challenge and the often-competing priority of delivering products faster and in perfect condition, while still maintaining our commitment to protect the environment: including reducing our carbon footprint. When …
Dawn of the Corporate SuperCitizen
By Mike Robitaille Yesterday’s business playbook remains seductively simple: make a product, sell it, collect money for it, and spend as little as possible in the process. The game was straightforward: companies held all the cards and the general public was happily oblivious and, for the most part, powerless. Life …
Elections: think like a machine
By Christopher Alexander The Coalition Avenir Québec’s (CAQ) success in the 2018 elections was a major blow to three major Canadian pollsters, which had predicted a much closer race between the CAQ and the Liberals. Failed prognosticating is certainly nothing new. But polling difficulties in both Canada and the United …
Going the last mile (km) for customers
By Cami Zimmer According to a 2018 Retail TouchPoints study, last-mile (or kilometre) services have risen by 50% in the last 18 months, with most of the increased demand coming from the business-to-consumer (B2C) e-commerce segment1. This has numerous implications for both customers and brands and is changing the way …