Trigger-based marketing is a strategy that uses consumer behavior to create personalized messages that can help you improve response rates by sending the right message, at the right time. It has become a critical component of an effective multi-channel marketing strategy because it generates impressive results. Just as it sounds, trigger-based marketing occurs when communication is triggered once a particular event takes place. For example, a specific date can be [...]
Going offline to create more meaningful brand experiences It seems inconceivable and counterintuitive that in an age where we are intrinsically attached to our digital devices, an increasing number of young people are in search of offline experiences. This desire extends to every facet of people’s lives including marketing and advertising exposures. What was once perceived as snail mail, is now demonstrating that it has the ability to achieve targets [...]
The last two years have propelled us farther and farther into the digital world with people increasingly working, shopping, and socializing online. A 2020 study of over 10,000 people in 5 countries uncovered that the average daily time spent consuming content is now 6 hours and 59 minutes, which includes phone, TV, and other forms of digital media. This surge in online activity has created a condition known as digital [...]
The proliferation of consumer data collected by businesses has led to significant concerns over personal privacy. Canadian legislation including the Personal Information Protection and Electronic Documents Act (PIPEDA) and Canada’s Anti-Spam Legislation (CASL), regulates how businesses collect, use and manage that information. In November of 2020, the government of Canada tabled additional legislation, the Digital Charter Implementation Act (Bill C-11) to keep pace with the surge of digital data collection. [...]
We surf the Internet every day in search of information on subjects of interest, for goods and services, entertainment, and socialization. The Internet offers a great deal of information to consumers for free, but is it really free? This vast open-access resource is in fact an exchange of information for our attention to advertisements. It is an economic exchange that enables free access to information for everyone, and it’s big [...]
What does Google, the world’s largest search engine, have in common with Amazon, the world’s largest online retailer? Despite their massive online presence, these big tech companies know going offline helps garner the attention of their target audience and can lead to a significant increase in revenue. What many digital-savvy marketers may be surprised by is that these tech giants both employ direct mail as a key strategy. Google’s multi-channel [...]