6
Apr

The 4 P’s of Social Media

As marketers, we have all heard about the 4 P’s of marketing (price, promotion, product, place).  These 4 factors that make up the traditional marketing mix are what help ensure consumers notice and pay attention to a specific product or service. Social media, on the other hand, is a relatively new phenomenon in the marketing […]

20
Mar

How an Ice Cream Shop Can Explain Differentiated Target Marketing

Ice Cream 1

Providing information and content to a specific audience is one of the core features of marketing.  Content and campaigns are deemed a success when they reach the right people and provide a sufficient return on investment (ROI). However, choosing the right audience is not an easy task.  It is a marketer’s job to determine the […]

9
Mar

4 Reasons Why Influencer Marketing is an Ideal Strategy

Influencer Marketing

Influencer marketing is currently a popular topic in the marketing world.  Defined as “the action of promoting and selling products or services through people (influencers) who have the capacity to have an effect on the character of a brand”[1], influencer marketing seeks to revitalize traditional and online marketing efforts by placing its focus on people […]

24
Feb

The Concept of “Dark Social” and Why it is Important to Marketers

darksocial

Dark Social first appeared in a 2012 article for The Atlantic and was coined by senior editor Alexis C. Madrigal.  It is defined as “the sharing of social content that occurs outside of what Web Analytics programs can track and measure.”[1] For example, say you found an interesting article on The Globe and Mail or […]