Why Nonprofits Should Learn from Corporate Sector’s Data-Driven Strategy
By Paula Attfield When it comes to the use of data and brand, the corporate sector remains ahead of the nonprofit sector. Why? Because the corporate sector has it easy. In the for-profit world, the consumer pays a fee and gets something in return. Whereas it’s a much more nuanced …
Disruption and Transformation in the Funeral Services Industry
Writer’s note: Disruption in the marketplace is something all industries eventually have to face. Although some may deny the data, change is inevitable. How companies and organizations deal with disruptive forces compelled me to write this piece. There is, however, an additional, more personal reason for my engaging with this …
The Social Brand: Inside a New Marketing Era
By Stephen Shaw Social media is on the cusp of a new era as people retreat behind closed doors to join private groups where they can safely interact with their trusted circle of family and friends. Marketers will have to reset their social strategies and intensify their efforts to form …
Marketers, Ignore SuperAgers at Your Peril
By Michael Brooke The population of Canada is getting older. You’ve probably heard that the fastest-growing demographic is those folks over 100. But demographics are only part of the story. As a reader of DM Magazine, you base most of your critical decisions on data. But sometimes, marketers ignore what …
Quebec’s Law 25: A New Privacy Law with Major Ramifications
By Romain Gauthier The second phase of Quebec’s Law 25 comes into effect in September 2023. So what exactly is Law 25 and why should marketers worldwide care? Law 25 applies to any company that collects, holds, uses or communicates to third parties information about Quebec residents, including those based …
Why Call Center KPIs Matter: The Importance of Positive Customer Experiences
By McKay Bird The call center industry inherently depends on customer experience, so delivering a consistently positive experience is crucial. The truth is that it takes work to maintain that consistency. Not having positive customer experiences can pose a bigger problem for call centers than most realize. 42 percent of …
Attitude Over Aptitude
By John Tschohl As a business owner or executive, what’s the most important thing you look for when hiring an employee? Is it a resume that is replete with degrees and an impressive list of previous jobs or positions? All too often those are what employers are looking for. I …
Insights Association Canadian Chapter Triumphantly Returns to In-Person Events with Cultural Intelligence
By Pasquale (Pat) Pellegrini On a sunny morning in early May, the Insights Association Canada Chapter (IACC) presented its Cultural Intelligence event at George Brown College’s Waterfront Campus. It was a triumphant return to in-person events since the last in-person event for IACC in early 2019. With a mix of …
Look Where You Want to Go
Measuring attention and optimizing marketing design concepts By Diana Lucaci | Images courtesy True Impact Marketing The weather is getting warmer and I’ve eyeing my motorcycle again. I love being on my bike, open to where the roads might lead yet very focused in the moment. It’s the perfect getaway …
Future Proofing Marketing: An Interview with Alison Simpson, Chief Executive Officer, Canadian Marketing Association
By Stephen Shaw Marketers have plenty to worry about these days. Their budgets are under closer scrutiny than ever. They are being asked to do more with less. Consumer attention is scarce and getting worse – ad avoidance is now the norm — buying habits are unpredictable. The planning and …