Traditional Tweeting: The Merging of Traditional and SocialChannels

Posted by Alexa Oliver

Oct 7, 2015 11:51:52 AM

Marketers have long known advertising is no longer a one-way street. The social world has meshed with the so-called “real world,” with text conversations acting as bridges between in person meetings. However, in advertising, we still treat “social” and “traditional” as two separate channels.

Recent data indicates that the bridge between traditional and social has spread— at least when Twitter and TV is concerned. This means content strategies might be changing in the very near future to reflect consumers' multiple screen habits.

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Topics: twitter, social media, facebook, traditional marketing

More Women Equals Better Business

Posted by Jenn Jefferys

Oct 1, 2015 3:02:00 PM

[Part 2 of a 3-part series on women in marketing. You can read the previous installment in this series here]

Research proves that equal gender representation translates to a more lucrative and robust discourse in politics, government, media, and private sector business – including marketing. As UN Women indicates, empowering women to participate fully in economic life across all sectors is essential to build stronger economies, achieving internationally agreed goals for development and sustainability, and improving the quality of life for women, men, families and communities.

Despite this reality, women are still severely underrepresented. I would argue against any assumption that women aren’t trying to find work. By and large, women are better qualified, harder working, and inject a highly positive influence and alternative perspective in business. Of course, we go after the jobs we want (I know I do).

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Topics: engage employees, hiring practises, women in marketing

3 Tips for Using Stock Photography Appropriately

Posted by Claire Phillipowsky

Sep 29, 2015 11:23:19 AM

As of late, the use (or misuse) of stock photography has been much talked about in the media. The Conservative Party of Canada has come under attack for what some feel as an inappropriate and/or ill-informed use of stock photography.


So, aside from the legal aspects involved in using stock photography (including: licensing agreements and assigning credit to photographers) what are some important things to consider before using stock photography?



Credit: ThinkStock / tanjavashchuk / 479767450

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Topics: trends, branding, photos, brand experiences, online brand strategy

Using Growth Driven Design to Make Existing Websites Perform

Posted by Scott Vetter

Sep 24, 2015 7:58:31 AM

With consumers (B2C and B2B) using the Internet to research or validate purchase decisions, your website is a critical component to your marketing and sales process. Yet many companies are still treating it as a digital brochure — it is a passive information piece and not playing an active role in engaging with your market and converting leads. Just as you require ongoing reports and communication from your sales team, you should expect the same from your website. And just as you expect your sales team to adapt and respond accordingly to meet their goals, so too should your website.

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Topics: website design

Sync HubSpot and Shopify for More Online Revenue From Repeat Customers

Posted by Dave Auten

Sep 22, 2015 1:27:35 PM

Why are repeat customers such a big deal? Ecommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers (McKinsey), that's why.


Two of our favourite marketing apps can be joined to become powerful partners in managing ecommerce customer relationships and maximizing precious repeat business.


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Topics: hubspot, shopify

It’s Time to Close the Marketing Industry Gender Gap

Posted by Jenn Jefferys

Sep 17, 2015 10:43:19 AM

[Part 1 of a 3-part series on women in marketing]

Professional women are often told that if there’s a will, there’s a way. If we seek to climb the corporate ladder, all that’s required of us is to “lean in,” as Sheryl Sandberg says.

Assuredly, there are many women seizing high-powered positions in marketing across government and industry sectors – which is fantastic. But as an increasing amount of evidence indicates, there is still a serious gender imbalance holding us back from an equal division of leadership in the field.

Unfortunately, there are no signs of improvement on the horizon.

Women make up over 80% of all household purchasing decisions, thusly holding the vast majority of purchasing power in the Western world. As a result, we make up the largest primary target audience for the world’s largest marketing campaigns.

Ironically, 91% of women say that they feel misunderstood by marketers. Seems rather counterintuitive then, that the gender pay gap in this industry is still widening rather than narrowing, when women are the ones this industry aims to speak loudest to.

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Topics: engage employees, women in marketing

Social Media is NOT a Numbers Game

Posted by Sandy Benoit

Sep 17, 2015 7:00:00 AM


Google Analytics, ROI, CTR, traffic to site and followership. We try by every means possible to measure our impact on social media but somehow forget that social media is a social interaction and not a measurable, predictable one. Simon Kemp, from We Are Social, recently said on stage that as marketers we too often focus on the ''media'' in ''social media'' and not enough on the ''social''. 


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Topics: social media, content marketing, strategy

Customer Service Is Social

Posted by Alexa Oliver

Sep 10, 2015 3:25:44 PM

Taking care of your customers is how you stay in business. Customer support lines, email accounts, and in-person offices give customers touch points to reach out and solve their problems. However, this has become increasingly insufficient to meet the demands of a socially connected world.

Twitter accounts and Facebook pages have become open forums for consumers to ask questions about your products— and complain about the service they receive. According to the Sprout Social Index, consumers keep turning to social media for customer support. 

Unfortunately, most of their messages go unanswered. This lack of focus on social media based customer service costs US businesses an estimated $41 billion a year.

So what can you do to keep up?

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Topics: social media, engage customers, Customer Service

Back to School: Content Generation 101

Posted by Donna Kind

Sep 8, 2015 3:30:00 PM

While some schools started last week, it is today that the majority of our kids are headed back to school. In honour of this occasion, today’s blog post is all about continuous learning on how to create great content and how to ensure that your best content keeps working for you. So, whether this is new to you or you are simply seeking a refresher, let’s head back to school for Content Generation 101.

Photo: Thinkstock iStock / nito100 / 506210469


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Topics: Inbound marketing, content marketing, content generation

Three Truths About Inbound Marketing (that they don’t want you to know)

Posted by Scott Vetter

Sep 3, 2015 7:39:18 AM

With some of the claims being made by online marketers, you could be forgiven for thinking that you can ramp up your business quickly and easily. The truth is that marketing automation is not easy, success does not just happen, and unicorns don’t really exist. (Actually, I’m not totally sure about the last one, however, I have sufficient first-hand experience to attest to the first two.)

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