Should Your Agency Say Goodbye to Social Media?
By Lisa D. Jenkins Are your clients questioning the value of social media? Wondering if you should reconsider offering social media services? In this article, you’ll discover why and how an agency discontinued its social media marketing services. The challenges of social media marketing for small businesses Social media marketing …
It’s Time to Reinvent Travel Loyalty
By Lidiya Chapple, Clay Cowan, Ellen Scully, and Jillian Tellez Holub Travel Invented loyalty as we know it. Now it’s time for reinvention. Members of travel brands’ loyalty programs have become increasingly disloyal. The question seeking answers is “What will bring these straying customers back? Travel brands didn’t invent loyalty …
Key Principles for Creating Meaningful Customer Experiences Based on Data
By Karen Naves Customer experience is the new battleground and marketing is on the frontlines. With more choices than ever, customers are demanding more out of the buying experience, regardless of whether it is B2B or a consumer purchase. Customer loyalty is something that is earned not an automatic given. …
Top 7 Digital Marketing Trends for 2024
In the ever-evolving realm of digital marketing, Canada stands at the forefront, embracing innovative strategies and technologies to drive businesses forward. As we navigate through 2023, it’s crucial to examine the prevailing trends shaping the digital marketing landscape in the Great White North. 1. Enhanced Personalization Personalization continues to be …
The End of Dashboards
By Cathrin Schneider Self-serve business intelligence and analytics solutions are supposed to be designed for people like me. I’m the Chief Operating Officer at Klipfolio, and oversee the marketing and customer success teams that make data-driven decisions every day. Despite being part of an analytics company and fairly data-literate, I’m …
Resisting a Rest: How Urgency Culture Polices Our Work
By Lydia Phillip Full disclosure: this article was completed a week late. The stress had been building from the pressure I was putting on myself to complete my draft while also being on the road facilitating our storytelling workshops across the province. It was 9pm and I was tucked into …
Values-Based Segmentation: An Interview with David Allison, CEO, Valuegraphics
By Stephen Shaw The legendary Harvard marketing professor Ted Levitt once wrote that, “If you’re not thinking segments, you’re not thinking”. He added, “To think segments means to think beyond what’s obviously out there to see.” Levitt felt that segmentation was crucial because it sparked insight into how customers differ …
The Importance of Authenticity Over Performative Activism
By Gabrielle Poirier and Jen Farr In today’s era of heightened consumer awareness, the relationship between consumers and organizations has undergone a significant transformation. The evolution of social media and increased access to information have empowered consumers to closely examine and scrutinize organizations’ commitment to causes and CSR efforts, making …
CRMs Remain Indispensable in Marketing
By Chandrashekar LSP In the ever-evolving landscape of modern business, customer relationship management (CRM) systems have become indispensable tools for companies. Traditionally seen as the purview of large businesses — CRMs seem to have been generally overlooked by SMEs. So, are Canadian businesses fully embracing the power of CRM solutions? …
Accenture Life Trends 2024
The visible and invisible mediators between people and their world are changing. There are various layers that mediate between people and the way they live their lives, influencing what they think, how they interact, and how they feel within the world around them. Whether driving consumption, maintaining authority, progressing culture, …