Articles

Feel intimidated by the notion of creating an explainer video? There’s no need to be — they just represent another excellent way to get your content out to your target audience. Besides the really big brands that we are all familiar with, a lot of lesser-known companies and even small startups…

ARE THE “FEEL GOOD” NARRATIVES THAT A LOT OF BRANDS ARE ADOPTING RIGHT NOW ACTUALLY EFFECTIVE? Given that we’ve never experienced anything quite like this in our lifetime, there is no playbook to refer to. Therefore, we’re all trying to find our way through this. It’s easy for advertisers to…

It’s no secret that traditional forms of marketing, which interrupt audience members, are less effective than they once were for reaching prospects and converting leads into customers. That’s why content marketing has become a popular way for businesses to reach and engage their target audience. By providing audience members with useful content…

Types of stories are like ideas. The only limit is our imagination. It only takes one new idea to rewrite the realm of possibility.  My writing teacher once said, “There are only two stories. A stranger comes to town and a man goes on a trip.” Leo Tolstoy is credited…

In 1995, the first item ever was ordered online on Amazon – a book.  Around 20 years later, the ecommerce industry has made over 2 trillion US dollars in sales worldwide. There’s no looking back now.  Ecommerce has revolutionized retail. It has evolved to meet the changing needs of people, and…

The actions of brands during a crisis can make or break long-term relationships with consumers, according to the “2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.”  Nearly three-quarters (71%) of consumer respondents in Canada said brands that prioritized profits over people would lose their trust forever. Similarly, almost…

Brands and customers, everyone is facing challenging times. As we found in our Marketer Email Tracker 2020 report, email is playing a key role for organisations to provide their customers with advice, reassurance and updates. But what are the challenges marketers struggle the most with when dealing with their email programmes? In…

J.C. Penney became the latest national retailer to seek Chapter 11 bankruptcy protection. The department store chain was struggling even before the coronavirus pandemic. (Mike Blake/Reuters) By Abha Bhattarai May 15, 2020 at 7:24 p.m. EDT Department store chain J.C. Penney filed for bankruptcy protection on Friday and said it would permanently…

Some straight talk about the CMO  We’ve seen all the dire predictions. The role of chief marketing officer is facing existential threat. The average tenure for a CMO slipped to 43 months last year, according to executive search firm Spencer Stuart, which has tracked CMO tenure for years. Some companies have…

Are you frustrated that you can’t activate personalized customer experiences because your customer data is fragmented and spread across dozens of systems? If the answer is yes, you’re not alone. Instead of waiting for the perfect data lake solution, the vast majority of our clients are exploring customer data platforms…