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October 11th, 2017

Jen Evans, Marketing Futurist

Taxonomy - books organized on a shelf

It’s much harder to find a nonfiction book in a library than a fiction book. Why? Because the author is the main search element in fiction, books are usually arranged alphabetically by author last name, sometimes by title. This makes finding what you’re looking for relatively simple if you know some basic information.

Sometimes, fiction is organized by genre, which is a less effective primary classification method. Knowing a book’s genre is science fiction doesn’t make it easier to find without an author name or title. Nonfiction, on the other hand, is classified in libraries by genre, using a system named after inventor Thomas Dewey. This is because the author name and title is not usually the primary classification criteria when looking for nonfiction; it’s the topic. Different types of books need different types of classification in order to be findable.

Comparing digital marketing data to book categorization can be instructive. Data is, after all, about context, findability, prioritization and usability. Digital marketing data is often difficult to use because there is so much of it, it lacks prioritization and context, and it sits in silos. How to extract and prioritize it, add context and make it usable, much less actionable? (more…)


October 5th, 2017

ACA Staff

Girl sitting at table with computer and phone

If your brand is on Facebook and Twitter and Instagram, but not on WeChat, it’s probably time to rethink your marketing strategy.

That was one of the clear messages of a fast-paced and informative webinar for ACA members in late September, “Understanding Digital and eCommerce from a Multicultural Perspective.” Multicultural expert and co-founder of Ethnicity Multicultural Marketing + Advertising, Bobby Sahni along with two of his colleagues, Tasneem Ayub and Fenny Wang, spelled out the clear business case for marketing to Chinese and South Asian Canadians, along with some practical advice for how to reach them through digital channels.
(more…)


September 27th, 2017

Jed Schneiderman, President, Tapped Mobile

Closeup of woman holding shopping bags ,using mobile phone

This is a case of “have you ever” – hope you are happy to play along.

Have you ever walked into a store, held up your phone to a retail clerk, showed them a photo and said (or maybe even barked), “Can I get one of these”?

Or have you ever stood in a store, taken a photo, sent it to a friend or family member (via text or social) and asked “Do you like this one? Should I buy it”?

The reality is that mobile phones play a big role in our lives, and for some – an all- consuming one. Consumers use their phones as alarm clocks, many use their phones for its camera and for music. And some use it to watch Netflix or to stay connected with friends via social networks. (more…)


September 21st, 2017

Ian Hewetson, VP Client Services at eyeReturn Marketing

dartboard with darts
There’s been a lot of talk lately about brand safety, usually focusing on where ads appear. But there’s a huge industry of re-targeting that drives advertisers into less brand safe sites. And it’s not just the environment – brand image can also be compromised when advertisers unleash an avalanche of retargeting ads using shoddy templates, without frequency caps, running on a massive volume on long-tail sites.

This is not to say that retargeting as a tactic never works; if done correctly, it can certainly drive sales. A case study using audience splitting showed that site visitors were more likely to return to the site and convert compared to site visitors who were retargeted with PSAs.

But these results were driven using whitelists. (more…)


September 13th, 2017

Ron Lund, President and CEO, Association of Canadian Advertisers

handshakeDigital continues to disrupt our industry and was once again at the centre of our negotiations with ACTRA, the performers’ union.

The launch of a new low budget digital Pilot Project (ACTRAonline Opportunity Pilot Project) headlines the new deal, effective until June 30, 2020. In addition, marketers will no longer pay a “move over” fee to put a TV ad online and will face no limits on the number of times they use ads in digital.

Overall, I believe that we, together with our industry partner ICA, have successfully negotiated a significantly improved national commercial agreement that reflects today’s market conditions. This deal allows for competitive union performers when producing digital content and the versioning that marketers require to address a fragmented media landscape. (more…)


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