From mass media to targeted distribution
How analytics helped Yellow Pages optimize its products and distribution strategy Like many of its 240,000 small business customers across Canada, Yellow Pages (YP) has been challenged by the digital age. While many consumers and advertisers are embracing online search and social media, traditional print media remains an important component …
Two tweaks that will win mobile consumers
The buyer’s journey has become quite complicated as consumers jump from device to device throughout the day. Marketers are looking for new ways to reach consumers where they are—mobile or desktop—and for more opportunities to engage. In an effort to reach consumers where they are, marketers build a complex mix …
Marketers are automating ourselves to death
Peter Drucker once said: “The human being is a very poorly designed machine tool. The human being excels in coordination. He excels in relating perception to action. He works best if the entire human being—muscles, senses, and mind—is engaged in the work.” Marketers and salespeople have an insatiable appetite for …
The state of mobile in Canada
For the second year in a row, Flurry Analytics has released its report on the state of mobile app usage in Canada. Yahoo’s Yannis Dosios, vice president of platform & exchange presented the 2016 trends at Toronto’s AdWeek on February 2nd. Flurry Analytics is a tool used by developers and …
Direct mail emerges as power channel in the digital age
Combining physicality, data and connectivity is like lightning in a bottle Direct mail is enjoying a renaissance with the nation’s brightest marketing minds, as new neuromarketing research extols the product’s virtues. Canada’s leading marketers actually view direct mail as a triple threat: It is effective on its own, it’s persuasive …
Mobile wallets: The next channel for marketers
In an age where cash is in decline, a smartphone is in every pocket or purse and there seems to be an app for everything. Mobile wallets are a convenient, connected alternative to enable an evolved shopping experience. As digital wallets gain popularity in Canada and around the globe, there …
What is mobile direct marketing?
Q&A with Dilshan Kathriarachchi, chief technology officer at EQ Works Age has never been a limiting factor for Dilshan Kathriarachchi. He has assembled his life and career around emerging mobile technology, specifically when it comes to marketing. By the age of 15, he became an instrumental part of the roll-out …
Win the path to purchase through analytics and artificial intelligence
2017 is shaping up to be the year that artificial intelligence (AI) goes mainstream, impacting an ever larger share of our daily life and transforming just about every business and industry, including retail. Combined with the power of big data analytics, AI opens up new possibilities for retailers to understand …
Drowning in data?
Marketers don’t need to become data scientists, they just need better tools Data is the fuel powering the direct marketing industry, helping to make campaigns more targeted, personalized and efficient than ever before 6,0-6,5%) in sog – the subject and the cost of therapy. Ingeneral and with the Structure of …
Rethinking the marketing ecosystem
A systemic approach to solving marketing model conundrums Many c-suite executives are uncertain about the current state of their digital marketing. There is a lot of talk by marketers but many companies don’t have a clear roadmap of their digital marketing strategy and end-to-end marketing model. Part of the problem …