Who’s Your “Amy”?

Last week the Globe and Mail published an article by Marina Strauss on Sears Canada’s marketing focus (New Sears Canada president’s mission: Win over ‘Amy’) — spoiler alert, it’s all about Amy. Amy is “40 years old and has one child and another on the way. She’s time-starved and looking for reasonably priced fashions.” And…

Do-It-Yourself Online: Yes or No?

They say that a little bit of knowledge is dangerous. In the case of building on the Internet, this is particularly true. What used to be infinitely complex to create is now made simple by a myriad of software platforms that allow almost anyone to build stuff online. For an online business, doing it all…

Traditional Tweeting: The Merging of Traditional and SocialChannels

Marketers have long known advertising is no longer a one-way street. The social world has meshed with the so-called “real world,” with text conversations acting as bridges between in person meetings. However, in advertising, we still treat “social” and “traditional” as two separate channels. Recent data indicates that the bridge between traditional and social has…

More Women Equals Better Business

[Part 2 of a 3-part series on women in marketing. You can read the previous instalment in this series here] Research proves that equal gender representation translates to a more lucrative and robust discourse in politics, government, media, and private sector business – including marketing. As UN Women indicates, empowering women to participate fully in economic life across…