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Professional Development

Content Marketing Show

The CIO-CMO Partnership – An Executive Discussion

CMO and CIO level executives at fourteen Canadian organizations pick-up on the discussion of CMO & CIO collaboration, first explored in a CMA study, 1 + 1 = 3: CMO & CIO Collaboration Best Practices That Drive Growth sponsored by IBM.

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Do the Happy: A SickKids Case Study

Toronto’s SickKids Hospital Foundation wanted to own the month of May for children’s health and raise awareness of its work. Launched in 2012, its ‘Do the Happy’ campaign grabbed the attention of millions worldwide by moving beyond traditional marketing and fundraising – and creating an effective platform for audience engagement. Authored by members of CMA’s Direct Marketing Council.

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With all the excitement about big data and new media, it’s no surprise that many marketers are focused on our industry’s latest technological advances. From BI software platforms to interactive dashboards, there are plenty of new techniques and applications to help businesses carry out their data-driven marketing analytics. But what’s sometimes lost in this romance with tools is that they are of little help without quality data. If you want to develop factual insights on consumers, and deploy effective target marketing that offers the right services to the right people, there’s no getting around the requirement for accurate, authoritative data.

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B-to-B Sales and Marketing Integration Study – Report

CMA in partnership with SiriusDecisions and the Canadian Professional Sales Association (CPSA) conducted the 3rd in a series of benchmarking studies in the fall 2013 examining sales and marketing integration.

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Transparency by Design: Case Studies in Customer-Focused Marketing

The proliferation of social media has meant that brand transparency is no longer a nice-to-have - it's a crucial strategic approach that can dramatically impact a company's long term viability. Effective transparency allows you to develop a story that stimulates purchase intent and revenue growth.

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Mobile's Transformation of the Customer Shopping Journey

Think Content, Connectivity and Context – the key elements that will drive invaluable mobile experiences and M-commerce. The evolution of the 'traditional purchasing path' to the 'mobile purchasing loop' allows marketers to influence the customer decision-making process through each stage of the 'loop': inspiration, discovery, search & research, fulfilment and post-purchase.

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The Canadian Digital Marketing Pulse – 2013 Report

An Ipsos tracking study of marketing and agency professionals’ digital activity (current use and forward-looking) is reported alongside the results of a survey of consumers on their attitudes about and interaction with digital marketing.

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Briefs that Inspire Great Campaigns

A well-constructed brief ensures marketers, advertisers, and creative leads are all aligned and working towards the best possible outcome for any campaign and/or brand development.

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Too Many Channels: The growing complexity of channel management

Selecting which channels should be the focus of your marketing activity for any given campaign is no longer a simple matter. This whitepaper addresses the strategic questions that channel and marketing leaders should be asking themselves when reviewing and considering their mix of channel choices.

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Robert Barnard, CEO of Decode (an organization dedicated to helping companies better engage with Gen Y), outlines the benefits of offering millennials a seat at your strategic planning table. Includes examples of how NFPs are changing their media mix to better communicate with this segment.

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