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Great Lakes Brewery – A Lesson in Effective Targeted Marketing
If you’re a small business and you’ve been around for 30 years, you must be doing something right. Great Lakes Brewery, located in Etobicoke (just west of Toronto, Canada), pride themselves on the...
View Article“Hey, Google” – Please Stop Fake Customer Reviews
My Google Home Assistant has heard me ask many things, from “Hey, Google…play Fleetwood Macs’ greatest hits,” to “Hey, Google…add red curry paste to my shopping list.” And, often, she gets me and...
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Awful to Amazing: Real World Examples of Google AdWords Campaigns for “Data...
We are a Certified Google Partner, and love seeing what brands are up to with their Google AdWords budget. This is the 17th instalment of a series we call “Critiquing Your Google AdWords Campaigns”....
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5 Examples of Influencer Marketing in Healthcare
In this digital age of the informed patient, healthcare companies need to find innovative ways to reach their various audiences. One approach to find new connections is influencer marketing. According...
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Examples of Customer Testimonials in Influence Marketing Strategy
There’s no disputing the fact that customer testimonials are critical to a business. They build trust in the brand and product, they establish credibility, and they provide the social proof that buyers...
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5 Killer Customer Experience Examples for B2B Brands
When customers buy from you, they want it to be an enjoyable experience that’s well-worth their valuable time. That’s in addition to buying a great product or service, of course. Customer experience...
View ArticleForget Conferences, 5 Benefits of Executive Education for Your Company
Does this sound familiar? Someone from your team attends a sales and marketing conference for a few days only to return with an Instagram feed full of cocktail events and selfies with peers from other...
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5 Mistakes to Avoid When Pitching Influencers
Influencer marketing is the new face of brand marketing. That is because it does not only drive brand awareness but it encourages action. In fact, 49% of people say they rely on recommendations from...
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The MICRO Influencers (Definitely not a celebrity but somebody, actually)
They are not the Kardashians, not even close to their mini version. Their social following numbers are in the low thousands, sometimes not even that. They matter not because of the number of followers,...
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Anatomy of an Influence Marketing Campaign – Case Study
Two new influencer marketing identification platforms seem to pop up with the demise of each platform that shuts its digital doors. This tells me that there’s still a growing demand for influencer...
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How Much Has Influence Marketing Grown in the Last 5 Years?
Back in 2012, my friend and colleague Sam Fiorella and I sat down to write what would become Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. At the...
View ArticleMarketing on Tap Episode 1: Influence Marketing in a Post-Klout World
In this first episode of the Marketing on Tap vlog and podcast, we take a look at how influence marketing has changed since our acclaimed book on the topic came out five years ago. Is influence...
View ArticleMarketing On Tap, Episode 2: Elon Musk, Corporate Citizenship, and Brand...
In episode two of the Marketing on Tap podcast, we take a look at how backlashes can start quickly when brands looking to be socially responsible get it wrong. Elon Musk, and his attempts to help –...
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70+ Influencer Marketing Tips, Tools & Resources
Influence marketing is constantly evolving. It’s no longer defined solely by number of followers, outdated vanity metrics and measures (see the fate of Klout), but now focuses on identifying the right...
View ArticleMarketing on Tap Episode 3: Heinz, Ketchup Wars, and Can Marketing Win in...
In episode three of the Marketing on Tap podcast, we take a look at how a giant of consumer packaged goods fell from grace when it left the Canadian market and became entangled in what would be known...
View ArticleWhy Customer Experience is the New Sales & Marketing (and Why You should...
In a digital world where everyone has a great website, a newsletter, a live chat, a Facebook page, an app, and a blog – it’s hard to stand out. Enter Customer Experience (CX). CX is basically the sum...
View ArticleMarketing on Tap Episode 4: Cambridge Analytica, Social Networks, and the...
In episode four of the Marketing on Tap podcast, we take a look at how the fallout from the Cambridge Analytica scandal has left an indelible mark on how social networks gather data about their users....
View ArticleMarketing on Tap Episode 5: Social Media, Angry Networks, and the End of the Web
When a respected leader in the tech industry suggests maybe you should consider deleting your social media accounts – all of them – it’s more than worth listening to. This is exactly what Jaron Lanier...
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Research Rules – How to Create an Excellent Customer Experience Strategy In 5...
So, you’ve been hearing all this buzz about Customer Experience Strategy and decide your company can’t afford to keep away any longer? Keep visiting your competitor’s website and are greeted by one of...
View ArticleMarketing on Tap Episode 6: Influencer Overkill, Brand Fatigue, and Social...
In episode six of the Marketing on Tap podcast, we ask the question – have social media influencers worn out their welcome? With recent examples of luxury resorts throwing up their arms in frustration...
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