The Future of Brand Marketing According to Google’s Marshall Self

December 5th, 2013 | Paul Hétu, ACA

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.

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“Innovate or Die!”: Challenge for Canadian marketers

November 26th, 2013 | ACA Team, Association of Canadian Advertisers

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 […]

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Marketing and IT, unlikely partners in the delivery of extraordinary brand marketing

November 19th, 2013 | ACA Team, Association of Canadian Advertisers

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 […]

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ACA’s New Board of Directors

November 8th, 2013 | ACA Team, Association of Canadian Advertisers

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 pursue

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On Innovation: Canadian Companies are Not ‘Walking the Talk’!

November 6th, 2013 | ACA Team, Association of Canadian Advertisers

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.

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