Canadian Internet marketing strategists planning campaigns that could benefit from a network buy have plenty of options to choose from. Some are US-based organizations that have expanded to Canada, while others are homegrown players who, though they might specialize in Canadian inventory, have expanded to also service the US.

Read More >> Ad networks haven't always held the status that they enjoy today. Over the years, as more networks have formed and those existing ones have expanded, interactive strategists have had to question their worth. Can they deliver quality inventory that's on par with our clients' high standards, now that they represent such a plethora of sites? Anyone who has spent time on the publishing side of our business knows not all networks play by the same set of rules where accepting new publishing partners is concerned, and this can result in a sub-par roster of sites on which we could potentially find our brands.

Read More >> According to the Canadian Wireless Telecommunications Association (CWTA), there are currently over 20.5 million Canadian wireless subscribers. As marketers, our objective is to reach them. There are many ways in which to do this, of course. But increasingly these require not only on the presence of a mobile device, but the presence of mobile content.



Read More >> Most marketers would agree the mobile space is worth consideration. What they might disagree on is where it's going. As mentioned, mobile ad spending is on the rise, as are mobile search and display advertising, albeit to a lesser degree. But what else does this burgeoning industry have in store for us, and what might we see emerging in the months and years to come?

Read More >> As with all newer communication channels, marketers continue to question how best to leverage the mobile medium for marketing purposes. Some use it to promote contests and drum up additional entries. Others have modified their Web sites to make them mobile phone-friendly. Where strategy is concerned, however, few have a solid handle yet on which approach--or combination thereof--works best, and why. This is largely because mobile marketing encompasses a number of opportunities, each of which serves a unique purpose.

The Canadian Marketing Association (CMA) has written that there are three primary areas of mobile marketing: Browsing, content, and messaging.

Read More >> You probably first heard about Twitter by way of an email from a friend. Like MSN's Hotmail during its heyday, word-of-mouth has been the primary driver of this Web 2.0 tool. It's speculated that Twitter--a micro-blogging Web application that allows users to post updates on their actions for other users to see--now has anywhere from 1 million to 7 million users.



Read More >> Interactive media buyers have a spot in their hearts for local media properties. They may not provide the reach that national sites can, but sites that cater to specific geographic regions can give us direct access to our local target markets, however niche they may be.



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Summer brings with it the promise of warmer weather, outdoor gatherings, and vacation time. It also brings a wealth of opportunity for interactive marketers. Like its sister holiday season that occurs in December, this time of year offers the perfect excuse to liven up one's online advertising initiatives with content and creative that appeals to consumers' seasonal needs.

Read More >> Behavioral Targeting (BT), sometimes called behavioral marketing, is a method of ad delivery that aligns banners with Internet users who have expressed an interest in specific content segments or categories through their previous surfing habits. The sites and site pages users visit can be anonymously tracked by publishers and BT technology vendors and used to influence ad delivery decisions. So, if a consumer is looking at pregnancy content on a site one day, she could be delivered an ad for maternity wear the next, perhaps on an entirely different type of site.



Read More >> Like most marketers, you've probably toyed with the idea of creating a Facebook application. It seems like something worth entertaining--until you realize how many apps miss the mark with their target user base.

According to Getting to First Base: A Social Media Marketing Playbook, a book by Canadian online marketing and social media relations pros Darren Barefoot and Julie Szabo, there are a few simple tricks to ensuring your Facebook application is sticky enough to attract and maintain plenty of users.

Read More >> By now most marketers are well acquainted with Facebook and its plethora of advertising opportunities. In my book, none are more intriguing than Facebook Applications.

Companies have been developing these for the site since it launched Facebook Platform--a third-party application development platform--in May of 2007. When Facebook invited marketers to utilize the platform to build fun and informative interactive tools for Facebook users, and do so free of charge, it opened the floodgates not just to clever developers, but also to companies eager to build their brand online and make a play for some of the social network's 69 million active users.

Read More >> No matter your brand, budget, or objectives, all interactive marketers should be promoting their product or service online free of charge. Supplementing an existing media campaign with free targeted placements doesn't just increase your company's exposure among your online audience, it drives additional qualified traffic to your site.



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