Multi-channel ad campaigns have their own challenges It doesn’t take a genius to know today’s customer is always connected and that audiences consistently have their finger on the social pulse through social media and the internet. And, let’s face it, getting honest feedback about your company, your product or your advertising can be especially difficult. This is the reality most advertisers are working in today, especially those working in multi-channel campaigns. With the desire to get messages out to...

Ad testing isn’t a thing of the past It seems like every time forward-thinking marketers bring up ad testing these days, they are dismissed by their older, set-in-their-ways colleagues.  Concerns of cost and timeliness, as well as the idea that ad testing (in nebulously described ways) diminishes the creativity of your advertising efforts are usually at the root of criticism of the practice. While it may have been true at one point – before strides in technology and...

Have you ever asked yourself… How do successful companies build customer experience (CX) or user experience (UX) that keeps their customers coming back? What touch points are hooking these people?   Is it their advertising? It isn’t advertising – when was the last ad you remember for Facebook or Google? Is it their Website? In this case it can’t be their website – when is the last time you heard of a customer rave about a website as the reason they were...

There are several Saskatchewan device usage trends marketers need to know about.  It used to be that only the richest and most influential had access to a mobile phone – we called them car phones. Eventually mobile phone became small enough to be portable – we carried them around in dedicated briefcases and thought we were cool doing it. By the 70s, we got our first look at a real handheld device - the first handheld cellular...

Digital marketing through social media is quickly changing the landscape of advertising in Saskatchewan. It is especially changing how marketers handle their overall marketing mix in influencing consumers to engage with their brand online. We marketers can no longer expect a marketing campaign to succeed without understanding our target audience, their demographics and their buyer journey. In order to figure out our audience segments, we have to cognize their motives - an apt way to do...

Ever stroll through a retail mall and realize businesses are direct targeting someone far off from your demographic? As if you were too old, too young or too hip for the crowd they are targeting? Landing pages are often designed the same way. Landing pages are meant to appeal to everyone but really cater to a select few. A landing page is like an outlet store – it is waiting to sell you discounted items at a reduced...

In an era where every Internet user has a journey to share and is the storyteller of their own immediate world – the question is – how often does your brand take into consideration that it needs to do the same?  In business, we often interpret the act of purchasing products as a purely transactional experience – one that is solely between a business and its consumer. It is rare that a brand superimposes its ability...

Trying to figure out millennials and how to market to them effectively has been quite the topic of discussion of late. Actually, every time we are on the cusp of a new generation set to become the primary purchasers in Canada, we flock to their archetype and often attempt to exploit it. But it seems nobody can get a handle on who these millennials are and what they are all about. What a typical millennial problem… According to...

Market research is imperative in advertising messaging. In a recent article on marketingweek.com the author Thomas Hobbs looks at Pepsi’s recent blunder with a Kendall Jenner advertisement and discusses market research in ad messaging. The author writes, that it all began last year at the Cannes film festival when PepsiCo’s president Brad Jakeman criticized the outdated state of ad agencies. His criticism was based on the idea that a company like Pepsi needs to be producing...

If you have ever had to make the case for conducting more market research in your business you need look no further than the happiness survey conducted last year. Everyone wonders how they can be more happy, and many of the answers that people come up with are rather predictable, and often times incorrect. Many people think that making more money will grant them greater levels of happiness, yet in the study they found that...