Would you click through? Advice for capturing dwindling attention spans
Time’s up, marketers! We all know the attention span of consumers today is shorter than ever, and according to a study from Microsoft last year, even a goldfish can focus longer than the average multi-screen user. That Vine even exists—and is thriving—is further testament to this trend. Here, consumers …
Customer experience is a key differentiator for competitive businesses
To win customer loyalty today, you must provide a compelling customer experience that merges the physical and digital worlds. Why is it important? Multichannel customers spend three to four times more than single-channel customers. But many companies have not dramatically changed their business processes and technologies to adjust to …
CRM is much more than software
50% failure rate acknowledges something is VERY wrong There are many fortunes being made on the purchase, licensing and consulting associated with CRM implementations. Big brands in the category like Salesforce, Microsoft Dynamics and NetSuite all promise great riches for their customers after heavy IT investments, training and database deployments. …
Joining the conversation
In this age of uninhibited self expression, when almost everyone has something to say or share, marketing must modernize its communication model to have any chance of joining the conversation Forty thousand years ago, when our early ancestors drew pictures of the world around them on cave walls they …
Making loyalty personal
How many times have you perused the same loyalty rewards catalogue online, weighing the option of this toaster, that bracelet, those golf clubs—only to tell yourself that if you wait just a little longer you’ll have more reward points and can choose from the next tier of rewards? Those days …
Developing a thoughtful and realistic next-best-action strategy
Why knowing your customer starts with analytics and a well articulated next-best action strategy In a world of increasingly high consumer expectations, customers want to be known as individuals with distinct preferences, not just a member of a segment. The digital world is challenging marketers to consistently understand and …
Shine launches Shine Influencers
Toronto communications agency launches new division to facilitate the relationship between brands and influencers Shine, a Toronto-based communications agency has launched their newest venture—Shine Influencers. A talent management agency for social influencers, Shine will represent a powerful cross-section of North American social superstars. Connecting brands to their consumers, Shine will …
Aimia, Columbia Business School release new data on consumer attitudes toward data sharing
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Webinars 101: Building Engagement & Filling the Pipeline
What’s a Webinar? Like many other Internet phenomena, the names of two things (‘web’ and ‘seminar’) were smushed together to make up a brand new noun (‘webinar’). After all, why not? Webinars are increasingly being leveraged by B2B organizations to generate awareness and preference. Typically delivered via a purpose-designed platform, …
Aeroplan and Cossette: Behind your plan
Aeroplan, Canada’s premier coalition loyalty program, has launched a new national integrated mass media campaign, bringing to life its new brand positioning—the result of a thorough process that began with extensive consumer research. Created by Cossette for Aeroplan, the campaign is based on the notion of Aeroplan as a trusted …