Tag: marketing


Effectiveness in Marketing: Thought Leaders Sound Off

October 27th, 2020 | thinktv,

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…

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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,

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.

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.

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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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