Looking to put your brand on the map, literally? For Canadian marketers trying to reach people in specific places, two buzzwords tend to come up often: geotargeting and geofencing. While they sound similar (and are often incorrectly used interchangeably), these two location-based marketing strategies are actually quite different. Knowing when to use which one can […]
For the past 30+ years, many not-for-profit organizations have relied on a donor acquisition model built almost entirely on rented or traded lists. It worked because it was simple: if someone had donated to another charity, there was a decent chance they’d donate to yours. However, in the past year, privacy rulings in Quebec and […]
As Canadians, we’re known for being polite, but we’re also principled. We believe in fairness, boundaries, and in protecting what matters. That mindset shapes how we do business, how we engage consumers, and how we approach data and privacy. In a world filled with persistent IDs and cross-channel tracking, it’s time for Canadian marketers to […]
“We’re using the same audience demographics across Facebook, Google, and our direct mail, so we’re doing omnichannel marketing.” Does this sound like something you or your team has said recently? Here’s the harsh reality: simply choosing the same attributes in different channels is NOT omnichannel marketing, as you’re not targeting the same audience across platforms. […]
What if you could reach customers at the exact moment they’re ready to buy instead of hoping that someday, maybe, they might be interested? Here’s an example. Sarah just listed her home for sale. Within 48 hours, she receives offers from local moving companies, her Facebook feed shows ads for home security systems, and her […]
Picture this: You’re standing in a crowded Tim Hortons during morning rush hour in downtown Toronto. Around you, a construction worker orders a double-double and a Boston cream donut, a Bay Street executive grabs a dark roast and breakfast wrap, while a university student picks up an iced coffee and an everything bagel with cream […]
The difference between a successful campaign and wasted media spend often comes down to one fundamental question: How well do you really know your audience? Market segmentation has long been a cornerstone of effective marketing strategy. Yet despite its importance, many Canadian marketers continue to rely on broad assumptions and generalized targeting that fail to […]
Picture this: You’re sitting in your post-campaign review meeting, staring at results that tell a familiar story. Your digital channels show detailed attribution data, while your traditional media investments—television, radio, outdoor—sit there like black boxes with little insight into actual impact. Sound familiar? If you’re like most Canadian marketers, you’ve likely responded to this challenge […]
Is Direct Mail Marketing Effective in 2025? New Data on Canada’s Most Underrated Acquisition Channel
“We’ve doubled our digital ad spend, but our customer acquisition costs keep rising.” Sound familiar? You’re not alone. Across Canada, marketers are finding that digital-only campaigns are becoming increasingly expensive and less effective for acquiring new customers. The media landscape has fragmented, consumer attention is scattered, and the promise of efficient digital targeting is eroding […]
As a Canadian marketer, you’ve likely heard the term “omnichannel marketing” countless times. Your team has probably even implemented what you consider to be omnichannel campaigns. But here’s the truth: most so-called omnichannel strategies are actually multichannel marketing approaches that fail to deliver the full potential of true cross-channel integration. In this article, we’ll explore […]