Manulife transforms customer experience as part of massive strategic shift to digital

TORONTO–Manulife plans to transform its Canadian business, including a program to digitize and consolidate a number of its back-office functions, optimize its head office real-estate footprint, retrain and hire employees with digital skills, and refocus its customer experience across all business lines to continue to serve the evolving needs of …

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Anil Arora reappointed as Chief Statistician of Canada

Arora will continue to lead as Government invests in renewed and modernized Statistics Canada OTTAWA–Today, the Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development, announced the reappointment of Anil Arora as Chief Statistician of Canada. The appointment is for a term of five years, effective immediately. It was …

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The power of personas

By Stephen Shaw Marketing personas bring the defining characteristics of customers to life, helping to build universal consensus around their needs. For brands seeking to deliver a better experience, it is a powerful tool to foster greater insight and empathy. People love to eat chicken. All kinds. Fresh. Frozen. Wings. …

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Fundraisers’ attribution problem

How fast is your online giving really growing? The data may surprise you Big Data. Predictive analytics. Customer behaviour modelling. These are just a few of the buzzwords you’ll hear around most organizations today. With more data at our fingertips than ever before, there’s good reason for it. And a …

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Innovative digital formats to drive global ad growth to 2019: Zenith

Social media in-feed ads, online video and other digital formats such as paid content and native advertising are leading the growth in global advertising. Between 2016 and 2019 they will drive 14% annual growth in total display advertising – a category that includes these formats as well as traditional banners …

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Canadian Marketing Association & Ipsos launch the 2017 Digital Marketing Pulse Survey

TORONTO — The Canadian Marketing Association (CMA) is pleased to launch, in partnership with Ipsos, the 2017 Digital Marketing Pulse Survey. In this latest edition, we consider familiarity and usage across 14 tactical digital marketing functions. The Survey provides insights on shifts in marketing spend and views of evolving trends, …

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If your email marketing has more than 21 character subject lines, you may be lowering response

CHICAGO–Subject lines under 21 characters generated a 31 percent higher-than-average open rate, yet they account for less than 5 percent of all email subject lines, according to new data from Yes Lifecycle Marketing. In the newly released, “Subject Line Benchmarks: How Length and Personalization Impact Email Performance Across Message Type …

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The future of flyers is digital… and print

There aren’t many universal consumer truths today, but here’s one: consumers love getting a deal. It’s rational, for sure: more money in your pocket. But there’s also a deep emotional connection to the feeling of getting great value. Almost nine in 10 Canadians report feeling proud about finding great value …

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Digital technology raises the bar for customer service: AMEX Global Customer Service Barometer

Only five per cent of Canadians feel brands are exceeding expectations MARKHAM, ON –– New digital services and technologies are having a profound impact on the mindset of Canadian consumers, who now have higher expectations than ever before when it comes to customer service. Although most (71%) believe companies are stepping …

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How to create marketing videos that inspire action

In the content world, video is king. The proliferation of smartphones and tablets means consumers can (and do!) watch video anytime, anywhere. The sheer volume of available video content creates some challenges and opportunities for marketers. Audiences are becoming more discerning. Sometimes they want to be informed, sometimes engaged, sometimes …

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