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The business world has been evolving since the last decade, and the significant shift is the impetus toward digital marketing. A company's image or “brand reputation” does not depend only on the quality of its products. Nowadays, its visibility on the internet is equally important.

Marketing today is difficult. Every sector and specialty produce more content, making it difficult to compete and stand out. The constant bombardment of information shortens people's attention spans.

However, you might achieve good results using the content you already have. One way to accomplish this is by including visuals. One image may become multiple, so you can easily update different channels.

Increasing brand value is a key objective for most marketers. While the exact metrics used can vary, the ultimate objective does not – strengthening the brand to make it more likely that your product or service is selected by shoppers over available alternatives. Do that successfully, ideally including an increase in brand trust and advocacy, and business success will typically come.  

New technologies and platforms are continually evolving that change the way shoppers evaluate brands, and how marketers can influence them – thus impacting brand value. Of these, at BrandSpark we believe online ratings and reviews are among the most important, and often don’t get the attention they deserve.  

The reason they are so important is that they’ve fundamentally altered the brand value calculation – particularly by eroding the functional product and service quality cues that brands used to convey, and in turn taking much of the brand trust calculation out of marketers hands. Both online, and thanks to smartphones at the store shelf as well.  

Turmoil and changes have defined the media landscape for the past decade or more. With the emergence of new forms of advertising, marketers are left to wonder what are the best channels to grow their brands and drive profitability.

At a recent ACA webinar, results from an extensive study about advertising effectiveness were shared by Kathy Gardner, Vice-President, Media Insights at ThinkTV.

On May 24, 2018 the Office of the Privacy Commissioner of Canada (OPC) published an important new guidance document under the federal privacy law, the Personal Information Protection and Electronic Documents Act (PIPEDA).

Impressions have been marketers’ favourite KPI to measure advertising campaign efficiency for just about forever. The number of impressions your campaign received will tell you if it worked, right? Wrong, says Yan Le Roux, Managing director, France, Integral Ad Science. Speaking to an audience of marketers at ACA’s recent roundtable event in Montreal, he declared […]