Marketing Strategy

The Canadian Marketing Association’s latest leadership paper tackles a timely issue many marketers are grappling with -- building brand equity with new Canadians.

Just released, the paper taps into new CMA research and the perception new Canadians have of brands and how brand relationships are shaped.



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If last week's post This tweet is brought to you by... about sponsored tweets piqued your interest you'll surely be eager to hear what else Twitter has to offer digital marketers in Canada. Each passing month finds new opportunities cropping up for us as the service makes more of an effort to cater to its northern contingent.


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No doubt about it, the idea of sponsored tweets is appealing. Whereas traditional digital sponsorships involve prominently promoting a brand in a site section or special feature, the Twitter version highlights that sponsorship in a tweet sent on behalf of the site publisher. The result is exposure inclusive of (but not limited to) the publication's entire Twitter audience of followers.


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As digital marketing continues to appear in every client's campaign deck, there are three key measures of success that are also sure to gain in popularity.

"Marketers are embracing digital advertising even as they admit they don't completely understand what makes consumers engage. The key according to one expert is to consistently innovate digital campaigns, giving consumers are reason to click, read, view or otherwise engage with branded platforms. But, moving into 2012 there are three trends brands need to embrace - and which could help them perform even better in the coming year."


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Written by Lucy Handley, of MarketingWeek this article looks at the Brand Happiness Boosters report, completed by The Communications Agency, and how today's young adults are less happy than their 80s counterparts. To get positive results from this discontented group, Marketing needs to look at incorporating deeper levels of sociability and engagement into their campaigns.



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In today's Globe and Mail, Amber MacArthur, media consultant, speaker and journalist, comments and provides some interesting insight on Evenflo's video ad - ‘How to Endure the In-law Feeding Frenzy.’


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These days when I take a business trip I find myself torn. Do I check into foursquare upon my arrival, or post the news to Facebook Places? If it's the former should I comment along with my location tag or save it for a tweet? And come to think of it, when was the last time I updated LinkedIn? Isn't it due for a little love?


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This week I'm going to discuss further the importance of using colour when designing your website. There's much to think about when building or redesigning a site, both in terms of standing out from the crowd and creating a relevant and consistent online image for your brand.

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Save the date - November 7, 2011

Every consumer is an empowered consumer, with filters and data at the ready. Connecting with them means connecting with their networks.

On November 7th,the CMA is hosting the Digital Marketing Day 2011 conference, which will allow attendees to connect and collaborate with a purpose.


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There's so much to consider when building or redesigning a Web site. Your site is your brand's best suit or new dress – a visual representation of who you are and what you're all about. But it's also your elevator pitch, and your first opportunity to make an impact with your target consumer.

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n this week's PERSUASION column, How green is your beer? Simon examines how Canadian beer companies are jumping on the environmental band wagon.


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You have an online ad campaign in place, and the quality visits are rolling in. Still, you wonder: am I getting the most out of my media buy? Can I do more to leverage my creative investment? Isn't there a way to extend my brand online?

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