It’s important for brands to reach their customer and make a quality connection instantly – in the most cost-effective manner possible. Facebook may serve as a great channel to target Moms with a Food & Beverage coupon promotion, but depending on the tactics being employed and the customer being targeted, other channels may drive … Continue reading “Shopper Marketing: How To Find The Right Channel Mix For Your Promotion”

Since the dawn of the digital age, futurists have predicted the demise of brick and mortar stores. Experts anticipated a shift to online shopping, with physical stores becoming obsolete next to the 24/7 availability of the online store. Why would consumers waste their time going to a store, when they can get everything they need … Continue reading “Shopper Marketing: Exploring Different Tactics and Their Potential Relationship with Sales Lift”

In today’s competitive marketing environment, firms place various strategic bets on different channels (hence the term “omnichannel”), rather than spending the entire budget on a single campaign and hoping for the best. In the age of data, traditional channels such as radio and print advertising typically have little impact and produce small or hard-to-measure ROI. Marketing departments … Continue reading “What Are Micro-Campaigns And Why Are They The New Norm?”

Marketing is an art. Marketers create campaigns and drive awareness for their product or service by designing creative visuals and writing concise text. As we transition into a hyperconnected society, however, marketing is starting to blur the line between art and science. Data-driven marketers use valuable insights from consumers’ online activities to more effectively target … Continue reading “How Marketers Are Using Real-time Data As Their Secret Weapon”

If you think that marketing technologies drove disruption for CPG manufacturing and retail in the last five years, you haven’t seen anything yet. Get ready for the next five years! It will be very interesting to measure how many new emerging marketing technologies drive the evolution of consumption behaviors over the next few years. It’s … Continue reading “5 Canadian Marketing Technologies That EVERY CPG and Retail Brand Needs To Start Using In 2016”

Managing a marketing budget is a high-stakes game of chance. Thousands, hundreds of thousands, sometimes even millions of dollars in media budgets rest on a marketer’s tactical choices – decisions that are made by 75% of marketers today without any statistical support. How are these tactical decisions being made, then? The truth is, tactics are … Continue reading “Gambling With Your Digital Marketing Budget? Here’s How to Count Cards Instead”

Stepping out of my house yesterday morning, I observed a scene that could have been the set of a disaster movie. There were two police officers, a fire fighter crew, three people from the hydro company, a moving van driver, and a cat. There were also flashing lights, barricades, pylons and police tape. A quick … Continue reading “3 Steps to Successful Marketing Measurement”