February 2019 Issue

Doing e-mail fundraising well

By Alison Turmelle If you work for a non-profit or charity where building a robust digital fundraising programme isn’t a priority, you’re certainly not alone. Whether you’re struggling to get the buy-in from your leadership team, don’t have the time to maintain a solid programme or simply lack the knowledge …

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February 2019 Issue

Marketing paradise

“This Research Gave Us A Level of Information That Put Us On Par with the Research Being Done by Prospective Retailers”–Rich Hill By Oscar Zaragoza Attracting aspirational and luxury brands to a mall is tough at the best of times. Convincing them to commit to a multi-use development project years …

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February 2019 Issue

Why inclusive marketing is crucial

By Jessica Bevilacqua and Elizabeth Del Giudice Modern consumers expect diversity in advertising, and they’re putting their money behind brands that deliver on this tenet. Over the past few years we’ve witnessed consumers become increasingly vocal about the need for better representation in marketing communications. The once aspirational images featuring …

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February 2019 Issue

Video and e-mail: a winning duo

By Antoine Bonicalzi The appetite for online video is at an all-time high. By 2022, online videos will make up more than 80% of all consumer Internet traffic1. Video is most likely your audience’s favourite content format. At the same time, e-mail is still going strong. 86% of marketers say …

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February 2019 Issue

The state of digital advertising: Interview

Interview Seraj Bharwani Chief Strategy Officer Acuity Ads     by Stephen Shaw Ever since the earliest ads began appearing in newspapers at the start of the 19th century, advertising has been tolerated by people as an acceptable source of information on products or services. But in recent years, as …

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February 2019 Issue

Start Thinking About People

By Duncan Blair Our job as marketers is to increase the probability of someone meaningfully, and profitably, engaging with our brands. I don’t mean engaging in the abstract sense of likes, comments or shares. Rather, I’m talking about concrete business outcomes such as purchasing, subscribing, donating or volunteering; whatever it …

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February 2019 Issue

The influencer marketing playbook

By Jon Davids In a recent survey of marketers on the tools and tactics they plan to adopt in 2019, influencer marketing ranked fourth on the list, with 48% of marketers saying they planned to adopt the strategy in the next 12 months1. As someone who has been in the …

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February 2019 Issue

Adding Magic to DM

By Alexandre Gravel Imagine if you sent your direct marketing (DM) assets to a high-potential audience that already engages with and trusts the brand? You get magic. That’s what successful content marketing enables. To understand how that magic happens let’s look at what content marketing is. Here is the definition …

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February 2019 Issue

Extracting Value From Influencer Marketing

Every Influencer Partnership is a Direct Reflection of Your Brand By Suzanne Rappaport Influencer marketing is not new. Brands have been partnering with influential people for decades. From celebrities to athletes, these influencers were, for a long time, the faces of our favourite brands. At some point over the last …

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February 2019 Issue

Choosing the right CMS

By Jay Menard Managing messages, integrating systems and delivering the right content to the right audience is a challenging endeavour: especially for those at the helm of enterprise-level companies with demanding user needs and content requirements. For that reason, a content management system (CMS) must be at the centre of …

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