September 22, 2017

In the news September 22, 2017

Post Less, Boost Top Posts, and More: 14 Ways to Increase Your Facebook Page Engagement

As a social media marketer, it is worrying to see these trends.

But we feel there are ways we can combat this organic reach decline on Facebook and we’d love to share some strategies with you.

In this post, we’ll share 14 straightforward ways to increase your Facebook Page engagement — many of which are proven and have worked for us. 

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OUTFRONT Media's Canadian Business Launches Out-of-Home Analytics Platform

NEW YORK, Sept. 19, 2017 /CNW/ -- OUTFRONT Media Inc. (NYSE: OUT) today announced that its Canadian business launched an out-of-home analytics platform in Canada.

The platform is powered by national cellular network data and technology under an exclusive Canadian agreement with Cellint (www.cellint.com), and provides anonymously aggregated analytical data of consumers passing directionally by OUTFRONT's digital billboard locations in key Canadian markets, under an agreement with Manifold Data Mining Inc. The platform also provides hourly impression numbers for these billboards, as well as the percentage of unique and repeat impressions.

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Google Inc. and Facebook Inc. are set to announce separate measures to fight "fake news" after facing calls from the federal government to protect the political system from the dissemination of misleading information in the media.

"Disinformation, misinformation, and fake-news campaigns are a real issue that we need to be alive and alert to," Democratic Institutions Minister Karina Gould said in an interview. "This is a conversation that we need to have with Canadians, but that we also need to have with companies like Facebook, Google and Twitter, which provide platforms for this information to be disseminated."

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Minister Joly Announces New Appointments to the National Film Board of Canada

New members will support the work of the National Film Board

The Honourable Mélanie Joly, Minister of Canadian Heritage, today announced the appointment of five new part-time members to the board of directors of the National Film Board of Canada (NFB).

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September 18, 2017

Why Simplicity Is a No-Brainer In Digital Marketing

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Consumers live in a world that presents almost unlimited demands on their time and attention. This world also offers fantastic new options for marketers and their brands to reach new market segments that can support long-term growth. However, as the online world becomes more crowded, both customers and businesses can experience difficulty when trying to achieve their goals.

Digital marketing presents companies with opportunities to create an integrated online presence that accurately and favorably promotes their brand. Unfortunately, intense competition and poorly crafted content can cause even the best efforts to go unnoticed. Here you will learn why simplicity is a no-brainer for all your digital marketing channels.

Social Media Content

Think about your audience. Like most people, they are inundated with countless tweets, status updates, and direct messages. As a result, they feel the pressures of time and will promptly ignore any content that does not quickly deliver value. With this in mind, you should always have clarity as your goal.

After creating your content, review it and eliminate unnecessary words so it fits the ideal word count. Also, assess your word choices and replace passive and weak works with active words that carry weight.

Of course, clarity and simplicity go hand-in-hand. In fact, in many situations, the quality of your content can give you an edge over your competitors. Furthermore, the time and effort you spend to create simple content will earn you the trust and loyalty of your audience.

Facebook Ads

Realizing the differences between available channels can help you understand why your digital strategy must emphasize simplicity. Like most PPC platforms, Facebook provides advertisers with a relatively small space. Therefore, the message you deliver must quickly captivate the attention of your readers and compel them to respond with a click. Afterward, they can glean additional information from your website or landing page.

Another advertising platform, the billboard, gives a good comparison to Facebook ads. As people drive down the road, they have only a few seconds to see the sign, understand its meaning and respond to it. Similarly, social media users have their focus on things other than ads. For this reason, your message must attract attention and make an impact in a matter of seconds.

A simple digital ad hinges on as many as three elements squeezed into your allotted space. Start with bold artwork that stands out from surrounding content. Next, craft a concise headline that commands attention. Finally, use as many as ten words to ask for a response.

Email Marketing

Regardless of what you think about email, it still offers fantastic opportunities for you as a digital marketer. Still, you should never expect to achieve automatic success just by sending out an email message. In fact, recipients open less than one-quarter of the promotional emails that they receive.

You must use only a few words in your subject line to get it noticed inside a crowded inbox. Once opened, you still have only a few moments to communicate your message. If you use flowery language and long paragraphs, your message will quickly get deleted. Knowing this, you should always keep your messages short and to the point.

By and large, emails that immediately state your purpose have the best chance of engaging your readers. After all, readers will rarely have the time or the will needed to search through many paragraphs to find out what you want them to do. Additionally, as you speak to your readers, address them as individuals rather than as a general group.

Available technologies can help you create and manage successful email marketing campaigns. In many cases, you will have access to tools for managing your contact lists, segmenting your audience, designing content, following up on leads and monitoring results. In short, these tools can help streamline email communication and develop highly targeted, customized campaigns.

Website Design

Modern websites feature large graphics and short, concise text. Although the prevalence of mobile devices accounts for much of this trend, customer preferences also encourage it. After all, few people nowadays have the time and patience to wait for slow sites to load or sort through endless walls of text as they search for needed information.

With this in mind, you should realize that a simple website is a no-brainer for your brand. The design of your company website represents a powerful element of your communications strategy. As is the case with your other digital marketing channels, simplicity should rule. Website visitors should have an easy time learning about your business and brand. In addition, you should always publish content in a variety of formats and encourage people to share your pages on social media.

Final Word

In conclusion, simple content works best for practically all of your marketing channels. When you craft simple and clear messages for social media, Facebook advertising, email marketing and your website you help people get the information they need without wasting their time. In the process, you earn the respect of the online community as well as a place at the top of your industry.

Author bio: Ashley Wilson is a freelance writer interested in business, marketing, and tech topics. She has been known to reference Harry Potter quotes in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. You can reach Ashley on Twitter @ashleygwilson.

September 15, 2017

In the news ... September 15, 2017

'It's a game changer': The new iPhone has marketers bullish on augmented reality

Apple CEO Tim Cook is not the only one that's bullish on augmented reality. Marketers are suddenly dreaming big about AR.

Apple is all set to roll out iOS 11 next week, which among other things, will enable the iPhone's camera to integrate graphics into the real world. And several major brands, including Lowe's, Ikea and Cambria will quickly follow suit with their own ARKit apps.

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Knowing your customers is the first step to a winning digital strategy for your business - and Newsquest South London can help

When it comes to digital marketing, every business should take time to set a strategy to help them achieve their goals.

It is very surprising there are still many businesses that don’t have a strategy, spending on marketing products without any real reason or purpose.

This can be very dangerous as those businesses won’t get the true value from products they have invested in. Having a strategy in place, whether it is based on three months to 12 months, will help you understand your needs and get the most out of your marketing.

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Digital Transformation Done Right

Digital transformation is the topic on the minds of CIOs. Every organization seems to have some sort of big data initiative, but that doesn’t mean the vision is being implemented and executed upon effectively. In fact, the latest data tells us that it’s not; only 4% of companies are able to combine the right people, tools, data and organizational focus to take advantage of big data and analytics. This means that the vast majority of organizations are making massive investments on the latest or hottest tech solutions, without a significant return.

Digital transformation done right is not about chasing the newest shiny object, rather, it begins with a sound strategy in place before a single dollar is invested in tech. The initiative also relies on the key elements of culture and leadership within the organization.

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September 11, 2017

5 Student's Habits to Be Removed For Successful Career

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Talk to any student, and the hint of optimism in their voice tells one that they are hopeful of getting to their desired careers after graduating. However, this fairytale always almost comes to an end as soon as they get to the real thing. Being successful in one’s career isn’t as easy as one may think. It’s a rigorous process that will see students work twice as hard, not just in terms of academic performance but also on personal traits. Students need to develop what we may describe as “winning habits” to get them to attain career success.

A lot of us desire to be successful in life, but only a few of us get to enjoy the success, the reason being that most people don’t put in the right amount of effort into attaining this goal. Students need to work both hard and smart, it’s the only way to get success. Students need to develop habits that can guide them to success and get rid of traits that can make the dream unattainable. So, which are these habits that scholars need to let go of?

Procrastination

Don’t put off what needs to be done right now to later. This is a habit that a majority of students develop along the way, evidenced by how they tend to push assignments to later and end up doing them when the time is almost running out. Most people don’t realize that they have this problem until it’s too late and they are swarmed with a lot of work. This can be detrimental to one’s career since they won’t be able to fulfill their duties as expected.

The effects of constantly procrastinating work include elevated levels of stress because students will be forced to complete the task at hand at a time less convenient for them, and often end up clashing with other activities. Stress isn’t good for attaining success as it has a way of putting one off their game.

Being Disorganized

Being disorganized is one of the major hindrances to attaining success in any aspect of life. When students lack a clear plan of action to work on attaining academic success and ultimately getting their dream job, chances are that it will remain to be just that - a dream job. Being disorganized makes accomplishing any task that we may have set out to do impossible. Going into the workplace with this trait will affect your career success as you’ll probably always be at logger heads with management or colleagues.

Office Gossip

Office gossip can seem to be a harmless pass time engagement but it’s very dangerous and can harm your professional reputation. On a general perspective, gossipers are well known throughout the office and are not trusted by their colleagues. Gossip is majorly comprised of rumors to hurt someone else’s reputation. Liars will always not be trusted on their word because of the misleading ideas that they spread around the office and work place.

When you spread lies about your colleagues, you will most definitely hurt the relationship between you and that person. This will result in lessened productivity for the both of you because it will strain the professional relationship that should have ensured maximum productivity. On your side, other colleagues will isolate you and this will bring about a sour working environment.

On the respect of time management, you will score poorly because the amount of time that you put into spreading gossip could have been put into work. Taking time away from your work is a definite way of ensuring that your career is unsuccessful. Even participating in listening to these rumors is equally hurtful to the work environment. So, if you detect any form gossip creeping up out of normal conversation, better stop it dead in its tracks!

Multitasking

Multitasking can sometimes seem a viable course of action and at times unavoidable. The end result is reduced productivity overall. This is not a desirable condition that you could wish for on the score card of your career. When you put all your concentration on a single task, you will achieve better results than when you handle two or more tasks at the same time.

This policy undermines the basic protocol of modernization-specialization and division of labor. If you can’t get help from a colleague to handle your other task, it will be advisable to tackle them one at a time. This will ensure that you achieve maximum productivity for your duties. Take an example of the fireman horse spray jet concentrated on a single target. If the fireman could try and divert the jet to another target at the same time, the result could be less than desired.

A good way to avoid multitasking is through time management, scheduling your tasks into manageable time blocks, and avoiding distractions at all times. This will sharpen your focus and increase your productivity by several folds.

 Indecisiveness

This is a career killer! You should never try to think about tolerating indecisiveness at any cost. When you do this, you will lose all you professional reputation and worse of all your superiors will put you in their bad book. Who has ever had a successful career whilst in their boss’s bad book? Can’t think of anyone!

This bad habit can be identified early in the school days when, for example, you have tasks of tackling persuasive paper topics. When you fail to deliver your papers for no reason at all, you are being indecisive. This habit might creep out of your school days and into your career if don’t snip it in time.

When you are indecisive in your career, your boss will feel that you’re unreliable and unhelpful to the organization. You will be considered extra weight that needs to be shed off for them to move forward faster. When this scenario comes into play, your career will be on its death bed.

Conclusion

A successful career takes effort to achieve. The bulk of that effort is directed at isolating and eliminating the negative practices that can dent your reputation and performance. This process should start early in your school days when you’re being groomed for career days. Follow these tips and your career will be on the highway to success.

Jake Lester is a private educator and a content writer with a lot of blogging experience in such spheres like education, blogging, marketing and partially entrepreneurship. Connect with him on Twitter and Facebook

 

 

September 08, 2017

In the news September 8, 2017

Key Digital Marketing Trends To Prepare For In 2017-2018

Species that adapt survive, according to Charles Darwin -- and not even necessarily those that rely on strength. Strategies and platforms are evolving in the digital age, and consumers are engaging brands on channels that didn't exist a few years ago.

The modern marketer must be extremely agile. But while change spawns creativity, the goals of marketing remain constant. An employer hires a marketer to communicate the right message at various stages of the funnel, raise brand awareness and loyalty, drive traffic and customer engagement, and implement methods that lead to conversions and sales.

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Why Interactive Content Will Shape the Future of Digital Marketing

Unless you have been holidaying on the moon for the last few years, you can’t have missed the buzz around interactive content. It has been called the future of digital marketing because compared to other techniques, it truly enables real-time audience interactions with your brand.
Think about it. As kids, most of us loved classes where we got to create or do things. Interactive installations draw the most crowds at museums and zoos. Human beings thrive on and learn from interactions. You certainly would have tried online assessments or fun quizzes, and easily shared your email ID at the end to get your ‘assessment’. Then there are interactive infographics, calculators, polls or surveys, contests, image galleries, brackets, podcasts, webinars, and much more which serve the essential purpose of digital marketing – actions.

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Canadian Marketing Association & Ipsos Launch the 2017 Digital Marketing Pulse Survey

TORONTO, Sept. 6, 2017 /CNW/ - The Canadian Marketing Association (CMA) is pleased to launch, in partnership with Ipsos, the 2017 Digital Marketing Pulse Survey.

In this latest edition, we consider familiarity and usage across 14 tactical Digital Marketing functions. The Survey provides insights on shifts in marketing spend and views of evolving trends, as seen through the eyes of Marketers and Agencies in Canada.

CMAideas II, Presented by Vizeum: Digital Marketing Pulse Survey insights and trends. Network with top marketing senior executives! Request your...
"Digital Marketing continues to evolve, and the marketing profession should be aware of the significant trends, consumer perceptions and best practices that come with this evolution," said Tim Bishop, Vice President, Marketing & Member Engagement at CMA. The lead on this study for eleven years, Steve Levy, Chief Operating Officer, Ipsos, makes the point that "The Digital Marketing Pulse Survey, the only research of its kind in Canada, provides both historical and future-forward research that considers fundamental aspects of the Digital Marketing landscape."

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September 04, 2017

Is Your Agency Using All Of Adwords Targeting Options (Infographic)

Many people DO NOT realize all the amazing targeting options available in AdWords. AdWords has put a lot effort to keep up with all the options available with Facebook advertising.

Look at the AdWords targeting options infographic below to see all the different options available. From our experience, most advertisers are not leveraging these options to reach more of their ideal buyers. It’s a shame because many of them are a very cost-effective way to drive more traffic, leads and sales.

Be sure to share this important PPC information with your demand generation team. If you have any questions about how to use each of these options, then ask your question(s) in the comment section below from powered by search.

How To Do More With Your Adwords Targeting Options

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September 01, 2017

In the news ... September 1, 2017

Inside Walmart Canada’s e-commerce expansion

As much attention has been focused on Amazon’s takeover of Whole Foods – and the ensuing price drop at the organic grocer’s locations – Walmart Canada has been ramping up its own offerings, particularly online.

Following reports earlier this summer, the retailer – which has been expanding its click-and-collect and delivery options in this market – officially announced Tuesday that it was bringing its Walmart Marketplace of third-party sellers to its Canadian e-commerce website. Initially through 27 sellers, the move effectively doubles its online inventory. Walmart Marketplace has been running south of the border for several years, with third-party sellers paying a percentage commission – varying depending on category – to Walmart for the referral traffic.

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GE Shifts Strategy, Financial Targets for Digital Business After Missteps

NEW YORK — General Electric Co wants its industrial software business to cut costs and lift profits next year under new chief executive John Flannery, and is considering expanded partnerships and the possible sale of some equity in the unit, according to people familiar with the business.

Former chief executive Jeffrey Immelt spent six years and more than $4 billion transforming 125-year-old GE into a “digital industrial” company. But GE has had technical problems and delays with its software platform, known as Predix, which connects equipment like turbines and elevators to computers that can predict failures and reduce operating costs.

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What Is SEO’s Role in the Digital Marketing World?

SEO, as you know it, has changed so much throughout the years.

Enterprises and corporate companies started hiring SEO specialists in the mid-1990s. This was the era of manual submissions and keywords stuffing techniques.

By 2004, even startups and small businesses began to realize they needed SEO experts to help them achieve their organic goals and increase traffic and sales.


Cannabis media company HERB raises millions to expand to NYC and LA

Canadian cannabis media company HERB closed a $4.1 million seed round Tuesday in a bid to expand to the US and ramp up production of video content.

"This is a monumental moment for HERB and a testament to the shift of public view on the cannabis industry," Herb CEO Matt Gray said in a statement.

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August 28, 2017

We’re Marketers. We Can’t Help Ourselves. Why CASL Exists.

Since the postponement on June 8th of the private right of action section of the CASL law, a number of clients have contacted me asking if they are now off the hook in terms of needing to be CASL compliant by July 1st. The simple answer is NO. The private of action is only one section of the law. Make no mistake, the CRTC began enforcing July 1, 2014 and continues to do so today and in the future. If you are not compliant today you are indeed violating the law.

Let me explain the implications of the specific decision around the private right of action. For 90% of the organizations in Canada the postponement of the private right of action announced by Minister Bains on June 8 has no material affect. The leading 10% of the brands who send a ton of email were always most at risk.

Fact is some small business in Sweaburg, Ontario would have likely never seen a class action lawsuit over their email practices even if the PRA had come into force on July 1 as planned. Minister Bain's actions were very responsible.

The average consumer gets an email form a well-known brand and says, " I am going to collect my $200" by joining a class action lawsuit that they read about in the newspaper or online. They are basing this action on the fact that they did not give this brand their consent. So far, so good.

But they are not likely aware that that brand meets the measures of IMPLIED CONSENT under CASL are legally sending emails.

Multiply this by hundreds of emails to millions of people taking unnecessary action causing chaos and frivolous lawsuits that would have been a serious distraction for many of our largest organizations in Canada. The small legal firms who launch the class action suits, the large legal firms who would be bought in to help defend their clients, and the management team distractions would all lead to a lot of wasted dollars for very little return. And to his credit, Minister Bains listened to a call for fairness and order.

The rest of the CASL legislation is still the law and the business risks of ignoring it are still significant. Officers and Directors can be held responsible for the fines and the majority of the business community knows they have to adjust their electronic messaging policies and procedures in order to comply. We have seen cases where companies had long ago implemented email marketing best practices, based on listening to their customers and giving them more of what they wanted and less of what they don't. They stopped emailing those who did not open their emails. They only sent relevant information at relevant times.

For those who see the law as “big brother” stepping in, I invite you to stop complaining and start thinking through your electronic messaging programs and what is best for your clients and prospects. You will come to the conclusion that CASL - while now being the law of the land - is also darn smart marketing. What brands want to annoy their customers and prospects? What brand sets out to execute programs that consistently produce 19% open rates? That means 81% of your email list is ignoring you! Could you produce the exact same (or possibly even better) business results if you only emailed the 20% or so who are interested?

In email marketing more is not better. Interested and engaged is better. Quality over quantity for sure. Maybe when buying mass media more is better, but these one-to-one marketing tools we are embracing come with a different set of rules. These are meant to be dialogues with interested parties not the traditional one-way brand dump that we have always known how to do.

"GREAT EMAIL STRATEGY CANNOT BE EXECUTED WITH A MASS MARKETING MENTALITY. PERIOD."

As a CMO of a large brand I would have two marketing teams, one managing our mass marketing and one handling our one-to-one marketing programs. They require completely different mindsets. The strategies and tactics change, yet all we know is to "promote the brand", "pummel them until they submit".

When asked recently why the Government needed to implement CASL I replied, " because we are marketers". If you give us a relatively free way to pepper as many people with as many messages as we can, we’ll take advantage of it. We’re marketers, we can’t help ourselves. Remember we used to have to buy our 'eyeballs' from media barons at a premium so having tools like email and social media marketing is a UREKA for most marketers. Like I said, we're marketers. What did you expect? Our abuse of people's inboxes created the need for our Government to step in and add some order - to protect Canadians from us marketers who have not distinguished mass media marketing from one-to-one marketing.

So let's wake up marketers. Listen to your consumers. Create meaningful dialogues and stop spamming people so you can feel good about "making your numbers". Let's just put on our big boy pants and obey the law. It is a little work at the front end that will pay huge dividends in the end.

August 25, 2017

In the news ... August 25 2017

The 3 Most Important Words In Digital Marketing

What are the three most important words in digital marketing?
1. a four-letter word
2. a six-letter word
3. a five-letter word

Data is the four-letter word

Nobody would argue that first-party and third-party data are the foundational elements of the digital-media supply chain.
Not far behind is the move toward data lakes, where the input is first-party data from non-competitive companies, aka second-party data.

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Be a king of content: Five digital marketing trends to use in your business

How content are you with your content?

If the answer to that question is either “not very” or “huh?” then it may well be time you tried out some of these digital marketing trends suggested by Karina Welch, marketing manager at digital agency Blue Mountain Media.

Writing for Entrepreneur, Welch highlights the importance for businesses to develop a fluid and adaptive digital marketing strategy focused on a range of different content types, saying “technologies are rapidly evolving, right alongside the wants and needs of consumers”.

Here are five digital marketing trends to take for a spin.

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Online marketing (A Primer)

Some online marketing techniques like blogging, email, and social networking may not involve a lot of direct costs. However, you will want to dedicate your time or your employees' time to those that are used most often by your audience and that will bring you the most sales leads or foot traffic.

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