April 2019 Issue

By Carl Boutet As the lines of physical and digital commerce increasingly blur, does our ability to directly connect with consumers also fall out of focus? Can even the faintest line of differentiation be discerned? Are those differences still relevant? There are so many questions as the channels with which …

By Agostino Guastella Art has been in my life from the day I was old enough to use a crayon. Growing up, I was lucky to have my creativity nurtured at home and in school. My high school art teacher recognized my passion for art, exposed me to its application …

By Paul Tyndall Event sponsorships give organizations ways to raise their profiles, but it’s hard to measure their effectiveness. It’s a challenging question for executives who want to know if the events they are being asked to sponsor will attract the consumers they are trying to reach. The problem has …

By Sergey Kostikov What a brand says—visually—is more powerful than what it tries to say verbally. But for a brand to express itself in images rather than words, for it to use the fewest words possible, to know what words to say and what images to display requires data: instant …

By Janil Jean Every day more and more businesses are moving online just to meet consumer demands. Unsurprisingly, this demand confluences with the rise of mobile device users by as much as 61% in 2018, according to research gathered by Statista1; it also reports there will be a 17.5% sales …

By Rytis Lauris Digital marketing is evolving, and it’s not hard to see why. The digital consumer of today is more demanding than ever before, and they aren’t willing to negotiate on the kind of experience they’re looking for. We see customers reaching out on several different channels and expecting …

By Alon Melchner Let’s look back ten to 12 years and consider if anyone could imagine just how smartphones would change our lives or the effect it would have on our social life, leisure, finance and our consumption of data and sales. Just consider that nearly half of holiday shoppers …

By Kenneth Evans In the age of technology, social media, influencers and the steady decline of conventional media, it’s clear that new marketing strategies involving non-traditional advertising should be the direction brands should be considering. Yet are chief marketing officers (CMOs) shifting their strategies accordingly? This is what we set …

By Adriano Almeida Think about the last time you attended a trade show. You probably registered online and then travelled to some conference centre or hotel for the promise of receiving education, insight and experiences that were tailored to your particular field of interest. Whether for business or pleasure, these …

By Stephen Shaw In 1983 a professor at Texas A&M University by the name of Leonard Berry coined the term “relationship marketing” in a paper he presented at an American Marketing Association event. His premise: businesses should focus more of their marketing resources on serving existing customers. Professor Berry never …