Organic Matters: Advertising for Permission vs. Awareness Only
Paid media can generate two things: awareness and action (in this case, permission). Here’s an overview of when to focus paid on permission and when to focus on awareness. 1. There are a couple of fundamental rules marketers often forget to take into consideration in their communications: For a significant percentage of your audience (as […]
SqueezeCMM Announces New Account Based Marketing Solution
Toronto, Oct 6, 2016 SqueezeCMM, the world’s first platform for enterprise content marketing taxonomy management, announced today its second vertical solution, for Account Based Marketing (ABM). “ABM adoption is exploding because it works, and content plays a huge role in how marketing teams roll it out” says Jennifer Evans, Co-Founder of SqueezeCMM. “SqueezeCMM offers content […]
Latest Column: Search Marketing Is Only As Good As Its Infrastructure
Our co-founder Jen Evans was recently featured on the Association of Canadian Advertisers where she discussed the importance of having an organized taxonomy to improve search rankings with SEO. It is not easy finding non-fiction books in a library and it would be completely impossible if there weren’t a system in place to categorize the books […]
Is ‘Social Business’ Dead or Alive?
Management consultant Peter Drucker said: “There are only two things in a business that make money – innovation and marketing, everything else is cost.” Is business actually starting to believe this and what are the implications for social business? First, a definition: social business is strategically engaging customers/ employees/ vendors in dialogue in areas that […]
How Digital Customer Behavior Is Changing Brand Management
To say that the brand management universe in 2016 is complicated… is a bit of a truism. The way people experience a brand today is far different from what has come before. Traditionally, brand experiences were the result of messages conveyed via broadcast mediums; audiences could only form relatively vague impressions of what those brands represented. […]