Tag: marketing

The Promise of Content Personalization: Best Practices and Cautionary Tales

July 7th, 2020 | Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

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.

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Marketers, Get To Know Digital Finance Consumers

June 27th, 2018 | ACA Team, Association of Canadian Advertisers

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 […]

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Best-selling Author Paul Smith Shows How Stories Affect Sales

June 29th, 2016 | Matthew Chung, Manager, Communications and Content

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 […]

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Ron Lund Calls for Urgent Response to Online Threats

July 21st, 2015 | Matthew Chung, Manager, Communications and Content

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.

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How to make sure your research makes the cut

May 4th, 2015 | paulneuman, Partner at Synqrinus

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 […]

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Who Gives a Hoot About Brand Loyalty?

March 24th, 2015 | tonyatilia, Partner, Maxim Partners Inc.

Brand loyalty is dying and, some would argue, on its last breath. The fundamental reason CMOs and their legions of marketers exist is to create brand loyalty, but this in and of itself is becoming an irrelevant and dated concept. Increasingly, especially in Canada, it appears marketers are becoming devoid of brand zealots, who define […]

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