Blog

By Dale Lovell, Content and Publishing Direct, Adyoulike Most brands, even if they are not already creating content themselves, will be surprised about how much content they actually already have at their disposal. Take another look at your organization’s resources and you’ll be surprised at what content you already have – content that can easily […]

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 […]

By Darren Woolley, Founder, TrinityP3 One of the biggest challenges for marketers is how to embrace technology. As CMOs are seen to be bigger spenders on technology than their equivalent CIOs or CTOs, many marketers are struggling with the best approach to transforming their digital marketing to marketing in a digital age.

In my role running Research at AudienceScience, I spend a lot of time talking to advertisers. While in most cases, their challenges, pain points, strategies, and goals broadly differ, the one term I am now consistently hearing out of the mouths of advertisers globally is “transparency.” From where I sit, “transparency” is the advertising buzzword of 2014 and advertisers are actively seeking how they can get more of it.

Not that advertisers asking for transparency is something new. Nearly all advertisers have some guarantee of transparency written into their agency contracts and smart advertisers have long known that transparency is essential to understanding what’s working, what isn’t, and how their organizations can improve their media spending.

I was recruited as a marketing assistant. I was the assistant to the assistant product manager. We helped the product manager research, write and defend marketing plans designed to sell more of our portfolio of products. We worked on frozen foods, Swanson and Pepperidge Farm Dessert brands.

Our focus was on selling product. We were measured on sales and market share gains. Perhaps we inherently knew we were building brands but that was not our focus. Our focus was on selling stuff. Brand value wasn’t discussed.

How the world has changed in the nearly 4 decades since. Lining my bookshelf today, next to the Campbell Soup mug, are some twenty-five books on brands. Over the course of my career product managers were replaced with brand managers.

This is the third article in a series on marketing technology by Marketing-IT expert, Gilbert Sabat. Read the first and second articles: Marketing and IT, unlikely partners in the delivery of extraordinary brand marketing and Define and prioritize IT and marketing objectives in seven steps. By Gilbert Sabat, Founder & CEO of MM4L Canada Inc. […]