How Home Hardware is building customer loyalty through relevancy, one customer at a time
In the quest to retain customers, many retailers across Canada have created their own or joined existing loyalty programs. Rewarding customers for their loyalty and leveraging the data that’s collected as part of these interactions as a means to build real relationships with customers has gained a lot of …
Separating right from wrong when targeting the Chinese market in Canada
With the demographic and population shifts, globalization and advances in technology and communication, the mainstream market has become more diversified, segmented and scattered. As the thought of “individualism” is getting popular everywhere we hear more “I, my, me, mine, myself” words in our daily conversation. No matter if you are …
21st Century Media Planning: How the Game is Changing
Part one in a four-part series about media optimization and measurement.* Memo to: CEO From: CMO Date: Q1 2015 Subject: Annual Strategic Direction As discussed, our plans to reduce our dependence on flyers by 35% this year will require some big changes. Yes, we need to think differently about how we …
Webinars 101: Building Engagement & Filling the Pipeline
What’s a Webinar? Like many other Internet phenomena, the names of two things (‘web’ and ‘seminar’) were smushed together to make up a brand new noun (‘webinar’). After all, why not? Webinars are increasingly being leveraged by B2B organizations to generate awareness and preference. Typically delivered via a purpose-designed platform, …
Location, Big Data and Privacy
Welcome to the New World of the Hyper-Mobile Marketer Direct marketers are in many ways like investigative journalists, always focusing on the five Ws – the why, who, what, when (with the order depending on the product or solution) and, now with greater accuracy, the where to create a hyper-targeted …
CertainSource Unveils the First B2C Email Retargeting Solution, Empowering Marketers to Convert More Prospects without Increasing Media Spend
Enhanced Customer Acquisition Funnel Management Offering, Used By Leading Brands Including Gerber, Publishers Clearing House and Palm Beach Jewelry, Generates More Revenue and Greater ROI from Customer Acquisition Campaigns CertainSource, the leading B2C customer acquisition company, has unveiled CertainSource 3.0, a platform for global consumer brands to most effectively grow …
Adobe Unveils Industry’s Most Advanced Programmatic Advertising Platform
Integration of Traditionally Disparate Technologies Delivers Unparalleled Personalization, Transparency, and ROI Adobe today announced the industry’s most advanced programmatic ad platform for advertisers and media publishers leveraging fully integrated solutions in Adobe Marketing Cloud. Powered by Adobe Media Optimizer, the new “self-service” technology allows advertisers for the first time to …
CMBs and their Impact on Direct Mail
By Claire Petite Canada Post’s move to Community Mail Boxes (CMBs) for all Canadians will undermine the inherent value of physical mail – especially advertising mail. I work in advertising and direct mail is my specialty. I spend a lot of time thinking about how effective direct mail is at …
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 …
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 …