Solving the premium pricing puzzle
By David Hardisty It’s no secret that for consumers, product upgrades can be a huge draw. After all, who wouldn’t prefer a direct flight over one with multiple stops, or a hard drive that can store more data or a charitable donation that does more good? For businesses, those premium …
Global eCommerce considerations
By James Gagliardi With the surge in popularity of online retail and availability of Internet access across the globe, the eCommerce industry has grown exponentially. As the digital world continues to change at a rapid pace, sellers are working hard to keep up with increasingly complex shopper needs and expectations. …
Too easy to ignore
Why brands are losing the war for attention in the “Era of Peak Content” By Stephen Shaw Content marketing may be nearing a saturation point. Most brand content is invisible, lost in the clutter. To have any chance of being noticed, marketers have to find a way to make the …
Why use UGS
By Amrita Gurney Whether they are revelling in the majesty of Lake Louise, the shininess of the latest tech gadget or the craziest new burger in town, Canadians enjoy capturing and sharing photos and videos of their experiences across social media. Perhaps this is unsurprising given that in 2018 there …
The case for third-party data
By Evan Wood While it is challenging to keep up with the digital landscape and its ever-evolving technologies and tactics, it’s also hard to argue against its growing influence on marketers. The recently released 2019 Canadian Digital Marketing Pulse Report from Ipsos and the Canadian Marketing Association indicates that three-quarters …
Windows of opportunity
By Kaitlin Narciso Retail vacancies are plaguing prime locations in some of the North America’s biggest cities. Noticeable in shopping districts like Manhattan’s Fifth Avenue and Toronto’s Queen Street, store closings have grown increasingly common, leaving an abundance of storefronts empty and dark. With the absence of light and movement …
Targeting customers enroute
By Mike Wilson Location-based marketing (LBM) has provided marketers with a fruitful way to reach people on the move. A survey from BIA Advisory Services found that marketers will spend over US$26 billion on geotargeted campaigns in 2019. LBM’s popularity comes in part from its ability to use opt-in location …
Avoiding false declines
By Rafael Lourenco Merchants, what worries you more, getting ripped off by fraud or offending your customers? If you said fraud, that’s reasonable. Organized criminals using stolen card data and hijacked customer accounts can steal your merchandise and cost you chargebacks and extra processing fees. But too often, good customers …