Five soft skills of every great marketing professional
Although my undergraduate education was not in marketing, I’ve spent my entire career in the field, and have learned that my liberal arts education and the soft skills it helped me acquire really equipped me for success in my marketing journey. There are many hard skills you need in this …
Crafting customer experiences in the 21st century
Today consumers have more choices and access to information than ever before. Endless possibilities emphasize the level of sophistication needed to tailor customer experiences in the 21st century. The new formula for success is now measured by how well retailers can personalize, customize, digitize and socialize. Personalization means communicating like …
ABM brings customer centricity to B2B marketing
For those of us in business-to-business marketing, 2016 was the year of account-based marketing (ABM) and the din has only grown louder in 2017. It’s the hottest trend in B2B marketing today and it’s impossible to avoid the onslaught of ABM experts, events, tools and techniques. Amid the hype of …
Three in five consumers think marketers fail to target them effectively
BRISTOL, UK — Despite the growing availability of online and offline customer data, three in five consumers (58%) think that brands and marketers are failing to target them effectively. These findings come from the new Data Deadlock report from marketing automation brand BlueVenn. The new research incorporates data from over …
AXE Canada Masculinity Study looks at what it means to be a ‘real man’
The majority of young men do not define themselves as masculine TORONTO — A new study sponsored by AXE reveals that young men, ages 15 to 25, are shifting towards inclusivity and acceptance. The study supports a growing trend showing young men feel more comfortable to say things that may have …
Win the path to purchase through analytics and artificial intelligence
2017 is shaping up to be the year that artificial intelligence (AI) goes mainstream, impacting an ever larger share of our daily life and transforming just about every business and industry, including retail. Combined with the power of big data analytics, AI opens up new possibilities for retailers to understand …
New research from Dimension Data reveals uncomfortable CX truths
Although organizations rank CX as their top strategic performance measure, only 13% grade their CX delivery a 9 out of 10 or better, and just 10% say their digital business strategy is optimized NEW YORK — Organizations around the world are failing to implement effective digital customer experience (CX) strategies, according …
The age of the ethical consumer
It’s been over 10 years since Bullfrog Power was founded and I joined the team working to transform the electricity landscape in Canada. At that time, ethical consumerism was still in its infancy, written off by some as a niche market for environmental extremists. Our critics told us that getting …
Rethinking the marketing ecosystem
A systemic approach to solving marketing model conundrums Many c-suite executives are uncertain about the current state of their digital marketing. There is a lot of talk by marketers but many companies don’t have a clear roadmap of their digital marketing strategy and end-to-end marketing model. Part of the problem …
Sonnet recognized for innovative, customer-centric approach to insurance
TORONTO — Sonnet has been repeatedly recognized for its innovations in customer service, technology, business and marketing only months after launching operations. With sophisticated technology, an always-on customer experience and a captivating marketing campaign centered around optimism, Sonnet is gaining momentum with accolades across industries in Canada and beyond. Putting the customer …