Marketing strategy

Work with us

Is this my very last blog post?

By Francis Moran

I’m not much of one for doomsday predictions.

In the days leading up to January 1, 2000, when the so-called Y2K bug was supposed to affect everything from cellphones to ATMs and would cause both airplanes and elevators to come crashing down, I kept saying that at the stroke of midnight on December 31, 1999, I wanted to be in an elevator, in a highrise, next to an airport, talking on my cellphone and with no money in my pocket. I was pretty sure I was going to be all right. As it turned out, when the clock struck that feared hour, I was at a New Year’s Eve ball with the woman to whom I had recently become affianced, and we were more than all right.

So I can’t get terribly worked up about the possibility that some long-dead Mayan timekeeper was the very first person in tens of thousands of years of human existence to be able to peer far into the future and with such precision and foreknowledge that he or she could accurately predict that the end of the world is going to come tomorrow.

Certainly, if I did believe it, I would not be spending my last hours writing this tongue-in-cheek blog post.

Read More

Businesses must think like publishers, says C.C. Chapman

By Alexandra Reid

I sat down with award-winning marketer and author C.C. Chapman to talk about storytelling and why businesses must learn to think like publishers.

Pulling advice from his books, Content rules and Amazing things will happen, C.C. tells us about today’s online environment, the attention economy and why it’s so important for businesses to stop stalling and begin developing their online presence NOW. He also explains why he hates the term “content marketing” and shares stories about who did it well and who had epic failures. Most importantly, C.C. offers advice about how to become amazing at your job, and find happiness in the work you do.

Listen here.

Read More

Data mining, DNA or otherwise, no substitute for real customer dialogue

By Leo Valiquette

Marketing, as we have repeatedly emphasized on this blog, begins with a fundamental exercise to identify a high-value pain or need that you have the potential to address, and then building the right product to meet that need.

It is by necessity a process of dialogue with that target audience to determine what features, functionalities and price points will make your solution a must have.

So I read with great interest last week’s article in the Globe and Mail titled Why your DNA is a gold mine for marketers.

Read More

Great articles roundup: VC, mentorship, neuroscience, media convergence, innovation, entrepreneurship and the ugly stepchild

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of some of the best articles we have read in the past week. On the podium this week are Fast Company, Entrepreneur, Forbes, David Meerman Scott, Harvard Business Review, Guardian and Wired.

Why most venture-backed companies fail

The current VC model is a play on probability. But this author says this “numbers game” theory, where some will win and some will lose, is not an acceptable approach, especially when fund managers’ fees can reach in the millions while investments may result in massive losses.

Read More

Content is the sun around which all else revolves

By Francis Moran

Over the past several years, the way in which I describe what we do on the PR side of the house has really changed. For most of its 14 years, inmedia Public Relations was a very sharply focused proposition: We did media and analyst relations and not much else. And we did it for B2B technology companies, and nobody else. That last part hasn’t changed much; the only clients who really interest us are those working in knowledge-intensive or technology applications. And our mastery of the unique challenges of addressing enterprise marketplaces or selling into the value chain as opposed to marketing an end product means our value proposition remains focused on B2B.

What we do for our clients, however, has evolved in tune with the shifting landscape we have been presented with. And the evolution has been so natural that we really didn’t notice we had a new service offering until long after we had started to successfully deliver it.

Read More

Page 31 of 108« First...10...303132...40...Last »

Join us

Events We're Attending:

  • image description
  • image description
  • image description
  • image description
  • image description
  • image description
  • image description