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Since 2012, we have studied trust in depth, conducting the BrandSpark Canadian Trust Survey™ to recognize brands that consumers trust most which are announced as the BrandSpark Most Trusted® Awards winners. This year, the annual study gathered data from over 32,000 consumers across 292 categories, asking which brands they trust, why they trust them, and […]

by Howard Lichtman, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising What is truly remarkable about Canadian marketers is that while corporations have made major efforts to understand “the Quebec connection”, and allocated the resources to reaching out to that market, they have not applied the same rationale, resources or process to ethnic consumers. One […]

This is the second article in a series on marketing technology by Marketing-IT expert, Gilbert Sabat. Read the first article: Marketing and IT, unlikely partners in the delivery of extraordinary brand marketing. By Gilbert Sabat, Founder & CEO of MM4L Canada Inc. The first article I wrote on marketing technology focused on how an organization […]

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.