It isn't overdramatic to say that each brand has a unique character. Packaging, copywriting, and marketing materials all combine to create an image that impresses on the consumer exactly what the brand is all about. In digital advertising, imparting the essence of that character primarily comes down to two things...

Read More >> As explored in last week's entry, Save the ads! consumers and marketers alike are starting to acknowledge the value of keeping ads online long after a campaign has come to a close. It's the ultimate solution to leveraging online marketing investments...

Read More >> Well in advance of my career in advertising I possessed a folder of hoarded print ads. They were primarily sourced from teen publications and my mother's cooking magazines, each one uniquely selected for its beauty, humour, the lifestyle it portrayed and, most notably, the product that was featured. That's the thing about print ads...

Read More >> Think about the following ad development scenario. A digital media team sits down to brainstorm banners. Represented at the table are members of each critical team: art directors, copywriters, designers, and programmers. They put their heads together and conceptualize a campaign...

Read More >> Regardless of their discipline, marketers have always been eluded by one question: how do we effectively attribute success to our marketing investments? When some seventeen years ago the first clickable banner ads began to appear online, much of their appeal lay in the promise of concise and tangible metrics.


Read More >> Within every organization there's an innate desire to be recognized. Marketers of all kinds work incredibly hard to conceptualize, strategize, develop, and execute campaigns that will draw attention to their products, and that kind of effort shouldn’t come without rewards...

Read More >> Every brand has a unique personality. It may be the product of careful image and identity management as it applies to everything from logo and packaging to signage and ad copywriting, but it's primarily an association made on behalf of the consumer. Your brand's personality can be defined by...

Read More >> Last week I talked about brand advocates and how marketers are using them to promote the value of their brands

Now, let's now look at how can you build brand advocates. Follow this three-part strategy and watch the positive perception of your brand soar...


Read More >> Call them brand advocates, evangelists, or ambassadors; whatever name you give them, customers who take it upon themselves to sing your product's praises to their peers are invaluable to your business. Once just a series of buzz words, these terms have become something of a digital marketing philosophy...

Read More >> Take a close look at your current campaign and ask yourself: What's in it for consumers? Your ads may increase awareness and exposure of your product and brand…but what are they doing for the site users who see them?


Read More >> New research from Newspapers Canada shows what many marketers have known for years: newspapers, whether in print or online, play a huge part in the automotive research process. Over 70 per cent of survey respondents said that newspapers drove their visit to an automotive dealership.


Read More >> When they designed and developed their sites, it's unlikely that publishers paid much attention to the background. They chose the colour or the pattern but that's about it, because let's face it: the site page background didn't do much to excite visitors – or, for that matter, investors.

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