July-August 2020 Issue

New research highlights how retail and consumer goods companies must adjust their product and service portfolios to meet consumers locally As consumers refocus on their local community in light of the COVID-19 pandemic, the change in attitudes will be long-term, bringing about the “decade of the home” according to new …

COVID-19 has fundamentally changed business in Canada. While cities and provinces across the country transition in the next phase, many businesses still feel unprepared to open. • When asked if ready to reopen their business next week, nearly a third (30 percent) of businesses say they would not feel prepared …

Inside the Shift to Digital Advertising Advertisers pulled back spending sharply when the scale of the coronavirus crisis became clear. The steepest declines took place between March and May, with timing varying by country. These declines have now started to ease and are expected to gradually moderate over the rest …

By Rupen Seoni It’s no understatement to say that the COVID-19 pandemic has had a profound impact on Canadians’ movements in their daily lives. We are all living with business closures, stay-home advisories and physical-distancing orders. And these efforts are critical to the public health response to contain transmission of …

Mastering the practice of personalization can seem overwhelming for marketers, leaving them to wonder whether the cost and effort is worth the trouble. But giving up on the dream of one-to-one marketing would be a shame. By Stephen Shaw When the era of Big Data dawned in the early 2000s …

By Crystal Hyde As a public relations/corporate communications strategist, I have spent a career working with extremely talented marketing communications leaders and always admire the way they look at the world — with creativity and focus that pinpoints target customers and speak directly to them, motivates them to act, connects …