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Building Marketing Intelligence
Marketing Facts 2014 is the latest edition of the annual publication, released in December 2013. It includes updated statistics and information from over 40 respected and well-known sources. Excerpts and portions from a number of studies not widely available are included.
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.
We recently shared how Scotiabank approaches marketing optimization programs. Now, views from SAS Canada, a provider of business analytics software and services.
“Marketing optimization enables the marketing organization to achieve the maximum possible return from their investment within the constraints they have to work with,” said Amartya Bhattacharjya, Principal, SAS Customer Intelligence. “It’s been proven to produce tremendous returns, and enable strategic analyses of campaigns to help ensure future success. It allows marketers to not only determine which offer and campaign to send to a select customer at a given time, but it also helps determine how much money should be invested in marketing.”
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.
Content marketing is not new – though the way in which we approach it today is more calculated and staged. What is it about content marketing that seems poised to turn a murmur into a groundswell of buzz? CMA asks readers to evaluate what all the hoopla is all about.
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.
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.
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.
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.
Not-for-profit marketers need to do their homework if they want to attract the Millennial generation to their cause – the stakes couldn’t be higher for a sector that relies on engaged volunteers and a strong donor base. This cohort is incredibly diverse, technologically advanced and can be elusive.