Like water to a vessel, marketers must adapt to today’s many media platforms if they want to succeed. That is, in essence, what Marshall Self, Head of Media Solutions at Google Canada, told his audience at the November 5 annual .
Self highlighted how new technologies – smartphones in particular – have fostered a new generation of consumers, and a new audience by the same token. For him, the most pressing challenge for marketers in this new universe is finding the right target consumers and contributing to their quest for a better life.
Self says that brands don’t sell themselves to consumers anymore. On the contrary, it’s the consumers that do the selling by expressing their support in the many communication platforms they have access to. He suggests marketers maximize their ads’ efficiency by making them more accessible and user-friendly (through the use of Skip Ad buttons, for instance), then let consumers find them and take action as they deem appropriate.Read More
By Susan Charles, ACA Here is an unusual perspective on the future of business: W. Edwards Denning, who was famous for his principles on transforming business effectiveness once said, “It is not necessary to change. Survival is not mandatory!” Another way to think about this is with this often quoted phrase: “innovate or die”! This […]Read More
Ready or not, here comes the brave new world of digital measurement.
It seems it’s been the ‘Year of Mobile’ for about five years in a row now, but next year it may just happen.Read More
By Gilbert Sabat, Founder & CEO of MM4L Canada Inc. With the advent of the internet, brand marketing has morphed into a complex fast-paced continuously evolving art and science. Marketing and IT, two very different disciplines and skill sets, if properly synergized can help deliver extraordinary brands. This article will analyze the ways that today’s […]Read More
The Association of Canadian Advertisers (ACA) is pleased to announce its new Board of Directors, following its Annual General Meeting held on November 5, 2013. After 6 years as the ACA’s Chair, Dominique De Celles is stepping down to pursueRead More
By Susan Charles, ACA The September/October 2013 ACA Marketer’s Pulse Report focuses on marketing innovation. It explores the innovation culture within Canadian companies, for their strategic initiatives, organization structure and budget commitments.Read More