Category Archives: Integrated Marketing Communications / Advertising

Strategy is doing the right things. Tactics is doing things right.

In our experience at the Centre of Excellence for Public Sector Marketing (CEPSM)  one of the biggest and costliest mistakes many public sector organizations make is to start rolling out individual marketing tactics without a strong strategic marketing strategy in place. Social media, blogging, website design, email marketing, advertising, proactive public relations, face-to-face marketing … if you don’t combine these individual tactics into a cohesive marketing strategy, you won’t get the results that you hope to obtain.The first […]

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The Next Big Thing – Influencer Marketing

The world of marketing is changing at a rapid pace and a number of changes are taking place on how best to reach, persuade and influence people to buy your product, program, service or social cause.

The next big thing and you will hear about it often is influencer marketing. What is happening is that there is a big shift going on as people  are now looking at each other  to inform their decisions. Instead of looking at companies or organizations […]

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Marketing to Canadians of South Asian and Chinese Origin – An Update

One of my first blogs eight years ago was Marketing to Canadians of South Asian and Chinese Origin… a hot trend. I have had many requests to update the blog. So here goes.

Chinese and South Asian Canadians are an increasingly important audience in the market, with populations expected to grow by 80% and 130%, respectively, over the next 15 years.

But according to IPG Mediabrands, marketers have very little resources on the audience’s attitudes towards brands as well as […]

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What Marketers Need to Know About Generation Z

Many readers of my blog are developing marketing initiatives aimed at youth, especially adolescents. If you thought that understanding and marketing to millennials was a big challenge, wait until you have to market to Generation Z

Over the past few years, marketers across all industries and categories have been obsessed with millennials — how to reach them and build meaningful connections with their brands. This captivating generation has a unique sense of self and a nontraditional approach to […]

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