Marketing has always been a challenging profession, but no more so than now. During this unprecedented time, marketers face greater downward pressure on budgets and an increased demand for immediate returns-on-investment. How can marketers balance the concerns of the boardroom with the reality of building and maintaining a strong brand? To answer that question – and a few more – thinktv welcomed a stellar line-up of marketing experts at our third annual Media, Marketing & Effectiveness event.
If you missed it, be sure to check out the videos. In the meantime, here are some highlights…Read More
Let’s start with the bad news. According to a survey by McKinsey & Co., very few businesses are satisfied with their marketing efforts around personalization, which involves applying data and artificial intelligence on individual users to deliver them relevant offers and information.
The good news is that there’s lots of room for improvement, and therefore plenty of opportunity.Read More
For marketers of financial services firms, it’s essential to understand today’s digital consumers, from where they spend their time online to what device they use to access financial categories. At a recent ACA webinar, comScore Canada senior manager Gregory Ross provided a snapshot of digital finance consumers, with data from comScore’s MMX Multi-Platform, Mobile Metrix […]Read More
Here’s a short story about the role stories play in increasing the value of products. Recently, Cincinnati, Ohio-based Author Paul Smith and his wife were at an art gallery when his wife fell in love with an odd piece of art. Smith, however, was less impressed and in fact baffled by the close-up photo of […]Read More
ACA President Ron Lund has issued a challenge to the industry to tackle the issues of fraud, transparency and viewability.
“It is the marketer who should and must lead this effort, but with close industry collaboration,” Lund argues in a recent Op/Ed in Marketing Magazine.
This call to action comes on the heels of the ACA’s Executive Forum, where Canadian marketers showed how they are starting to take action. Meanwhile, the ACA has taken a leadership role to help restore trust and transparency in the Canadian digital marketing ecosystem, starting several initiatives, both independently and with other industry associations.Read More
I recently wound up a 90-minute conference call only to be informed that a decision was made to not do the pre-concept research we’d been discussing over the past week. The reason? There was no budget (again) and the client didn’t see the value. This got me thinking (as many of those kinds of calls […]Read More