I admit I’m a dreamer. Most days you can catch me staring out the window thinking of little life hacks to make my existence easier. I imagine walking down the street looking for a place to eat and having discounted offers for local restaurants appearing on my phone as I walk by them. I fantasize […]
It’s not news that the technology evolution has shifted the way consumers and retailers communicate. While the purchase decision pyramid remains relevant, today’s consumers’ digital hyper-connectedness is increasing the transparency of the process. As a result, we as marketers, developers, content curators and business leaders need to up our game. The art of persuasion is […]
The biggest gap in digital planning happens early in strategy development. With marketing and brand managers racing to integrate” must have” digital into their marketing plans many aren’t taking the time to identify how they’ll accurately measure outcomes. The old adage of 80% of winning is simply showing up rings true but, it’s the remaining […]
A couple months ago DAC Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing by one of our clients that had added local numbers to ads that traditionally featured a single toll-free number. […]
When the Internet emerged as a new media outlet, one of the elements that no doubt set it apart from traditional media was its reporting capabilities. While popular media like radio, TV, and newspapers could merely estimate usage by consumers, none of them could provide concrete statistics on how many people actually interacted with an […]
Back in April I wrote a blog post that encouraged all of the Yellow Pages obituary writers out there to put down their pens and re-examine the facts. Sure enough, more evidence emerged last month that the medium is still a major destination for ready-to-buy shoppers. A recent study released by CRM Associates showed that […]
Many of you may have seen Chris Silver Smith’ s article this past week ruminating on his prediction from 2007 that the Yellow Pages were ‘toast’. He took some flack back then for his statement, but thought it was prudent to revisit his prediction this past week. With its provocative headline “Are the Yellow Pages Toast”, […]
On Thursday, April 12, 2012 DAC’s Ken Dobell, President of Digital, Dan Temby, Vice-President of Digital Platforms, Nasser Sahlool, Vice-President of Client Strategy, and Jon Dyer, Vice-President of Media will lead a one-day Canadian Marketing Association (CMA) intensive seminar in Toronto titled “Lead Generation Minus the Guesswork”. The seminar will feature engaging presentations, interactive working sessions, real-world […]
QR codes have generated a lot of buzz, but are they still a valid tool to use in marketing planning? Many marketers likely wonder what QR codes are and how can they be used to make money. A QR code is a bar code that can be scanned and read by a smartphone. One can […]
Global Brand Strategist, Jonathon Baskin, contributed an excellent article to iMediaConnection recently titled “5 Reasons Social Media is a Waste of Marketing Dollars”. Mr. Baskin specifically identifies recent blunders by Old Spice, Ford, Pepsi and Burger to frame his argument. What these examples prove is that national brands are eschewing traditional media to fund social […]