CMA Case Study
Seminars / Webinars
Building Marketing Intelligence
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.
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.”
It’s been busy around here with non-stop conferences, events, seminars and roundtables. Am I right? Yesterday, the CMA hosted its second major conference in two weeks. It was a full house in Toronto and an active bunch of tweeters too for the B2B Conference. If you missed it or want to go back for a review, search #cmab2b.
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.
The functional role of marketing is now more complex than ever. Digitization, big data, constrained resources and the broadening notion of ‘brand’ are factors impacting both the structure of a marketing department and how marketing gets done.
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.