The Marketer’s Catch-22: Why Salespeople Don’t Use Marketing Content

The struggle is real. Any b-to-b marketer has likely experienced the uphill battle of pumping out sales content, tirelessly demanded by their sales teams, only to see it fall into the dark abyss of a content library and never to be used again. The reality is that 60 to 70 …

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Beyond Digital: Empowered Consumers Seek Out Tailored, Inspiring Content Experiences That Transcend Platforms

It’s increasingly clear that consumers see no significant divide between digital and traditional media: what they want is more flexibility, freedom and convenience in when and how they consume their preferred content. Canadian entertainment and media revenues will rise at a compound annual growth rate (CAGR) of 5% over the …

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Survey Says: Consumers Prefer to Stay Connected with Businesses via Email

New Constant Contact research indicates Canadian small businesses are missing a valuable opportunity to reach customers and prospects As the one-year anniversary of Canada’s Anti-Spam Legislation (CASL) draws near, new research from Constant Contact®, Inc. underscores the continued importance of email marketing to both small businesses and the consumers they serve. …

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The Great White North Testing Ground

Canada has long been an important country for app developers. It’s often where developers first launch their apps – to test and solicit feedback before distributing their apps globally. So, what makes this market unique in the mobile ecosystem? In Flurry from Yahoo’s latest report, we take a closer look at Canadian …

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A Marketing Optimization Starter Kit

In today’s marketing world, reaching your customers has become increasingly more complicated. You may find that you use multiple sales channels with multiple products, many offerings and all of them priced differently. You likely have a huge pool of prospects to choose from and different creative tactics that you want …

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gShift Survey Reveals Industry Sentiment and Readiness for Google’s New Mobile-Friendly Algorithm Update

Google’s new mobile-friendly algorithm update, which is expected to prioritize mobile-friendly websites in search results, goes into effect on April 21 and digital marketers have mixed views on whether this change will impact their business. To gauge marketer sentiment and gather opinions on this significant change, gShift conducted a survey …

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Consumer Satisfaction Rates in Canada Decline amid Market Disruption and Today’s “Always On” Customer

Despite heavy investment, only 11 percent of consumers strongly agree companies are effectively converging digital, mobile, social, and traditional channels Canadian companies are struggling to keep pace with the increasingly “always on” nature of their customers, their greater use of digital channels, and their growing acceptance of non-traditional providers, according …

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Has There Ever Been a Better Time to Consider Direct Mail?

Once upon a time, direct mail reigned supreme in the world of direct marketing. It was the pre-dawn of the internet and no one could have foreseen the impact that the digital revolution was about to have on advertising and marketing and in particular, on direct mail. Ironically, during the …

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Long Live the Customer-Centered Approach

“Give the lady what she wants” and “The customer is always right” are quotes attributed to the venerable Chicago retailing pioneer Marshall Field. That customer-centered approach to doing business was leading-edge at the close of the 19th century and soon became a competitive advantage for Mr. Field’s namesake department store empire. …

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Why Marketing Should Have a Quota

Many marketing professionals would say it’s not possible or desirable to meet a quota. But a quota can improve alignment between Sales and Marketing. It can drive Marketing to stay involved throughout the sales cycle. And can help measure marketing effectiveness. Sales and Marketing departments often treat each other with …

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