To win customers, build trust
By Sabrina Leblanc The vast majority of Canadians (95%) believe trust plays a role in making big purchase decisions, according to new SurveyMonkey research of over 3,000 consumers around the world, including input from over 1,000 Canadians. However, that trust is difficult to earn; an earlier study of ours shows …
Why customer experience is everyone’s job
By Neal Dlin Have you ever called customer service (CS) and been told any of the following? –“I’m sorry, Mr. Smith, but that’s our company policy. There is nothing I can do.” –“Yes, Mrs. Jones, our web site does say you can call Customer Service to register, but I’m afraid …
Canadian ad spending to see continued growth in 2019 at 5.2% according to Dentsu Aegis Network
Canada continues to outpace global ad spend growth forecast of +3.8% in 2019; Digital to hit 50% of total share in Canada, 10% higher than global total; Mobile expected to see greatest growth of all digital platforms in Canada, +6% year over year hitting 70% share of total digital spend in 2019 …
How Harry Rosen is using segmentation to enhance its customer appeal
By Michele Sexsmith Most retailers are fortunate if they know their regular customers well enough to give them a familiar nod as they enter the store. On rare occasions, they might know a customer’s name and engage in idle conversation. Then you have Harry Rosen, where some of the sales …
Successfully segmenting customers
By Rob Daleman For today’s business-to-business (B2B) marketer, proper market segmentation is a key step that will make or break your marketing campaigns and go-to-market models. While not as focused as account-based marketing, a well-defined segmentation model offers the ability to break down a larger market to better target your …
OTT for niche segmentation
By Dan Goikhman Standard cable TV has been the long time programme viewing giant in the Canadian market. Then Netflix was introduced in 2010, providing over-the-top (OTT) viewing and the whole game changed. Viewers across the country liked the comfort and easy access of OTT services and subscriptions have been …
Marketing in 2019: same, but different
By Debbie Major Do you really know what your client customer’s needs? Do you know what is keeping them up at night? What does your client look like? What is your customer’s avatar: male, female, young adult, senior or child? Where do they hang out? Where did they go to …
Making payments painless
By Mia Huntington Marketing agencies can be the lifeblood of their clients’ businesses. You help tell your clients’ stories and elevate their brands. Your services are strategic, and your ideas facilitate the creative process: well worth the time invested. But what’s not worth the time investment is collecting payments, though …
Effectively marketing pop-up retail spaces
By Linda Farha Pop-up stores are one of the hottest retail trends as they provide high-demand goods on-demand with minimal footprints. At the same time, they are retail real estate market disruptors, requiring landlords to be agile, flexible and equally critically highly knowledgeable about their potential tenants’ business and be …
E-commerce is dead. Long live digital commerce!
By Jeff Guthrie It’s time to finally say goodbye to e-commerce. It has evolved into something more advanced and complex, namely digital commerce, and businesses need to make sure they’re keeping up pace or they risk falling short of their customers’ expectations. To most consumers (and marketers), e-commerce implied there …