The Future of Digital Marketing

business-strategy-pyramid-shows-teamwork-marketing-and-plan_fJ_uBfDOAccording to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses. Wikipedia expands on that definition further, explaining that digital marketing is marketing that makes use of electronic devices such as personal computers, smartphones, cellphones, tablets, TV, and game consoles to engage with stakeholders.

When I delved further into the topic, I came upon a few articles that stated, “Digital Marketers Are Facing a Crisis”, and “Digital Marketers Are Headed For a Wipeout”, explaining that there is a skills gap in the global industry, and that marketers don’t completely understand the technology behind digital marketing nor do they know how to successfully craft and execute a digital strategy or measure ROI.


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Google Mobile Search Rankings – Part 2

mobile_blogAlmost a month ago, I talked about the coming changes that Google had announced it would be making to it’s search engine results. Next week, Tuesday to be exact, Google has said they will be changing their search algorithm so that mobile friendly will become a ranking factor for search engine results.  Specifically, they said they will expand their use of mobile friendly as a ranking signal.  Continue reading

Marketing to women

Marketing to womenIn the past, the role of a woman was to stay at home. She would do the cooking, cleaning and taking care of the children. Many women still fulfill these duties today, although times have certainly changed. Women are carrying out multiple roles which include balancing home life and work life. Women are getting married later in their years and are choosing whether or not to have children. It’s much more common for women to have completed their post-secondary education and possibly be earning more money than their male counterparts. The change in roles and the evolution of women is reflected in advertising.
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Exposure isn’t always about big budget!

Budget-cutYes you can spend lots of money to promote your product. Take the launch of the movie Furious 7. We all wish we had a budget like this to promote our products. Flood the market with exciting Ads and cast members on lots of TV talk shows has seemed to be paying off so far for this film starting the opening weekend off within the Top 10 Biggest US Opening Weekends.

Van Halen launches a new album and is going Continue reading

Marketing Budget – The New 4-Letter Word

L'orealFor as long as I can remember and in every industry in which I have worked as a marketer, discussing, planning, and earmarking a budget for marketing activities has been considered taboo at best, and downright blasphemous at worse.

I know it’s a part of marketing to be considered as somewhat intangible by the rest of the company and it’s something to which I have had to become accustomed.

But no different than an electrician watching helplessly as their neighbour nearly burns their house down doing DIY electrical work; I’ve witnessed many a company burn their proverbial house down because marketing was the first area of business to be culled from an overall budget perspective.

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Mad about advertising

Mad Men“Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of a road that screams with reassurance that whatever you’re doing is OK. You are OK.” ~ Don Draper, Mad Men

This suggests that advertising is more than just selling a product. It’s the feelings you get, such as happiness, freedom and or reassurance which hopefully persuades you into purchasing a product or service. Even though the fictional TV show Mad Men is set in the 1960s, the concept is still valid in today’s world. Mad Men has to be one of my favorite shows and since it is set way before my time, it allows me to get a glimpse of the society, the culture, the fashion and of course, the advertising.

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What In a Name?

Isis chocolates“What’s in a name? That which we call a rose by any other name would smell as sweet.” ~ Romeo & Juliet, by William Shakespeare.

What Juliet was trying to convey to Romeo in the popular line is that a name is an artificial and meaningless convention, that she loves the person named “Montague”, not the Montague name or the Montague family. So Romeo, star-crossed though he was and inspired by his passion for Juliet, rejects his family name, denies his father, and is “newly baptized” as Juliet’s lover.

Yikes, pretty heady stuff – brings new meaning to that “It’s Complicated” checkbox on social media!

I’ve always found this subject rather intriguing – the fact that society can plunk a moniker on something, and it changes our collective view of that very thing. I’ll use tissue as the most obvious example…because most of us call it ‘Kleenex’. But it’s tissue.

Think of your friend Michelle (because according to my research, most people have a friend Michelle); would she be different in your mind’s eye if she decided to change her name to Olivia? Conventional wisdom says she would seem like a completely different person to you, and changing her name to Olivia would mean that you might feel the need to re-establish virtually every aspect of your friendship, even though nothing has changed except her name.

I found this article about 11 brands that had to change their names for various reasons endlessly fascinating. Imagine a company that’s been in existence for 91 years having to abruptly change their name because the name is now being used by international criminals? Sometimes trademark infringement ‘cease and desist’ orders just aren’t going to cut it.

While we can’t promise to foresee these outlandish scenarios playing out, we do know what works in terms of appealing product, service, and company names – so contact us today.

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Google Mobile Search Rankings

Google-Mobile-AdsFor two years now, Google has been talking about mobile search results and that your sites’ mobile friendliness will affect its search results rankings. June of 2013 saw the discussions around mobile friendly factors and that site speed ranking factors would be coming to mobile pages. It now looks like they are taking the biggest step toward that end on April 21 with change to their search algorithm.

The announcement from Google is that they will improve rankings for sites with mobile friendly experience which will also effectively demote those sites that are not. But what does that mean? What should you do?  Continue reading