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Welcome to the CMA - Canadian Marketing Association - Blog. This Blog is an initiative of the CMA Digital Marketing Council. All marketing-related topics are fair game: branding, strategy, online, offline, marketing trends, technology, direct marketing, market research...and more.


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CMA's professional staff oversee a lot of marketing-related activity...an annual marketing awards extravaganza (CMA Awards), a national convention and trade show, eight marketing Councils, conferences, seminars, roundtables, a marketing certification program, research, publications, regulatory issues, and there's more! We get up-close and personal with members, their issues, challenges and insights. We'll share what we know, see and surmise. And be directional where we can.

This space is also where we will archive posts submitted by those who, while not regular contributors, have something to say.

Workplace Dynamics

Our colleagues, core team and support systems at our workplace greatly influence our performance and consequently our career. It is vital to manage the workplace environment for a win-win - for the organization and us. This is not only for managers and supervisors but for all team members to contribute toward developing and maintaining a cordial, supportive and fun work environment. I see this as an important workplace requisite being forgotten so many times.

Well-honed interpersonal skills are required for maintaining a high-performing work environment and for handling different personality types. It is impossible to find an office where all people are friendly, helping and skilled at work. Sometimes you carry deadwood, at others not-nice-meeting-you people.

I find three types of people at work and call them:
a) Gate Openers
b) Gate Keepers and
c) May Bees - based on their work ethics displayed most of the time.

Gate Openers are friendly, supportive colleagues who go an extra mile to help. They know their job and do not feel insecure in empowering others. They are long-term thinkers and lead by example with or without a managerial title. It is in your best interest to surround yourself with gate openers – people who can open gates for you for growth. However, it is not easy because you need to be one to be among them, as birds of a feather flock together. You need to perform at the highest level and be a team player.

Gate Keepers are not friendly. They wouldn’t budge beyond their job description and show no initiative. They are generally stuck in a position and would tend to pull you back too. They are good at their work by being in there for long but lack creativity. It would be prudent to keep away from them and only interact on need-to-deal basis, being polite and proactive. Being in the same workplace, you may have to deal with them so cut down your losses by minimizing your interaction with gatekeepers.

May Bees are moody people. One day they are cool, another day they are horrid, depending on which side of the bed they got up in the morning, if they had an argument at home or their boss seems not so happy with them. They are generally reactive. You need to read them well and give them leeway on a bad day. Work with May Bees patiently through their mood swings, as this is a temporary phase.

It all boils down to developing excellent interpersonal skills, keeping a laser-sharp focus on work, adding value in what you do and thinking long-term. Try practicing the above and the workplace will be your oyster!

Fazal Siddiqi

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Aug. 17 2010 09:00 AM | Posted by CMA
on behalf of
Fazal Siddiqi
| Comments 7 posted | Categories Human Resources -

Golden Rules of Blogging: Part 1 of 239

I challenge you to find me a less captive audience than the one you find on the Internet. Tell me where I can find people in a comparable state of temptation fueled by an endless sea of customized possibility. It's impossible - there's just too many options online. Too many cool sites. Too many Facebook photos to creep. Too much damn stuff to do. And herein lies the challenge of blogging, that is, creating content that pulls your reader in deeply enough that they wont jump ship in the middle of a post.

So, what are the keys to creating blog content that is sticky, interesting and, most importantly, looks tastier than any of the dangling carrots that the world wide web puts in front of your readers?

1. Save the keg for college

Micro-sized content rules. If I'm interested in a lengthy thesis, I'll pick up a book. But here on the Internet - the land of free music, porn, and cute videos of seals holding hands - my attention span is firmly set to minimal. Think in terms of offering your readers a beer, instead of forcing them to do a 23 minute keg-stand. Give me quick points, intriguing information, and good links in case I'm so inclined as to go further down the rabbit hole.

2. Sequels are for movies

Nothing makes me cringe like reading an introductory sentence that sounds something like this: "In this, the first post in my 9-part examination into report-appropriate sans serif fonts of the B2B sector......" Oh. My. God. Blogs are supposed to be efficient and intriguing. Being concise is in your best interest. If you can't explain it in one post, then it probably isn't worth listening to. The mere thought of having to look at several subsequent pieces in order to fully understand your idea turns me off of reading even the first one.

3. Personality rules

It's been said a kajillion times, but it still holds true that the best bloggers write the way they talk. Blogging is built around personal commentary, and yet so many people are terrified to show their bias and state their own opinions. This is the biggest difference between traditional journalism and online thought-sharing. People can find raw, objective data in any number of places; they read your blog because they are looking for insight. You must strike a balance between the two. So go ahead - take a stand, make a point, pick a side! This ain't CNN, folks. Compelling information + an intriguing stance = a great blog.

4. Don't suck. Be something.

Most important thing to remember is this: nobody HAS to read anyone's blog. Readers follow them as an extra curricular function, and only when they enjoy doing so. As the author, it is your obligation to provide content that entertains and enlightens. It goes without saying, but a polished product is always the first step to success. Be funny. Be smart. Be something. Have you been on Technorati lately? There's no shortage of competition in the blogosphere, so you better have something incredible to offer. Stand out and make sure you're not adding to the clutter.

Brook Johnston

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Jul. 22 2010 09:00 AM | Posted by CMA
on behalf of
Brook Johnston
| Comments 6 posted | Categories Social Media -

The Future of Mobile is Now

When it comes to seeking immediate gratification for personal communication and entertainment, mobile technology is the new norm. From tots to boomers, all age groups and 75% of Canadian households use mobile phones. For teens and tweens unable to afford data plans, the iTouch and other wifi-enabled devices offer a quick internet fix and addictive applications.

So as marketers, how do we stay on top of trends and reach target audiences quickly and easily?

The answer lies in pint-sized form: mobile marketing. Canadians are very interested in communicating with their friends through mobile. At LIPSO Systems Inc. we have learned that in addition to providing multi-channel solutions, data driven consumer insights are what matters to customers the most.

In 2009, 35.3 billion peer-to-peer text messages were sent in Canada, which is a 70% increase from 2008. As this trend grows, year-over-year commercial marketing campaigns become more integrated with mobile solutions to extend branding efforts into the social media landscape and reach consumers anywhere and anytime.

Beyond texting, Canada’s overall wireless revenues totalled $15.9 billion in 2008, and half of all phone connections in Canada are now wireless. Most interesting of the Canadian mobile trends are voice revenues, which are declining per subscriber, while the industry still grows in double digits. 2009 saw a 35% growth rate thanks to data plans, which are now housing hundreds of thousands of app options, interactive games and mobile versions of users’ favourite websites.

When it comes to hardware, Canadians are shelling out for top-of-the-line iPhones, Blackberries and exploring the open-source movement with various devices supporting the Android operating system, making wireless phones among the fastest growing consumer products in Canadian history. Thanks to all this data use, the retail industry is seeing a significant bump in web traffic. 46% of North American consumers use their mobile phones to compare prices while they’re shopping in stores, and mobile web shopping has increased 40% in the U.S. since October 2008.

While these numbers are compelling and speak to the need for all organizations to explore opportunities on mobile platforms, the underlying reason to integrate mobile into your marketing communications strategy is the same reason we rely on media relations, events, in-store promotions and print advertising.

As a nation of storytellers, Canadians’ history has been marked by challenges to overcome geography, adverse weather and other political and cultural differences to tell our stories. Over the past twenty years Canada has established itself as a leader in communications networks and technology, and it is no surprise that Canadians are eager to receive information, interact and transact on their mobile phones.

Christian Trudeau, President, Transcontinental Marketing Communications
LIPSO


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Jul. 12 2010 09:00 AM | Posted by CMA
on behalf of
Christian Trudeau
| Comments 0 posted | Categories Mobile -

Another Reason for Business to Embrace Social Media

Breaking down organizational silos in favour of organization-wide collaboration was a predominant theme at CMA’s Social Media Conference last week. Presenters emphasized the significant value proposition of this more holistic approach to management – with the caveat that a full implementation of such a dramatic new policy will prove difficult.

“I think they’ll always be silos,” said David Armano, Senior Vice-President Digital at Edelman, in his keynote address. But you have to make the silos more permeable, he said. Several speakers provided useful examples of how to break down the barriers created by fragmentation. Jeff Gluck, Senior Manager, Marketing Communication and Web with MTS
Allstream, discussed the company’s Idea Factory initiative. The project saw the development of an intranet-based social media tool where employees in all departments could submit ideas to better the company. The response to the project, Gluck said, was very positive. Similar initiatives have been undertaken by myriad organizations – even the United States government operates a similar program though the Department of Homeland Security.

Another illustration of breaking down silos was provided by presenters from Research In Motion. Becky Young and Michelle Kostya are RIM’s Social Media Marketing Manager and Community Manager respectively. While they both leverage social media for the benefit of the organization, they are responsible for separate departments, which have unique areas of focus.

However, they make considerable effort to foster collaboration between their individual segments, particularly with respect to social media. Kostya says within RIM there are councils that have weekly calls to discuss social media policy, ensuring coordination across departments. This helps ensure customers get a consistent approach from Blackberry support teams providing user assistance through social media channels. “When consumers are online (using social media) they don’t expect to hear from one department or the other,” said Kostya. “They just want to hear from the company.”

Additionally, Kostya works out of a Young’s office once a week. This would be a frightening proposition for many - but it surely helps RIM’s Community Manager gain valuable insight into the operations of her colleague’s department.

A full transition of an organization’s structure from one of isolation to complete collaboration will face considerable challenges moving forward. But the introduction of social media tools into the marketing mix has helped to clearly demonstrate the benefits of a more holistic approach to company operations. If marketers continue to discuss and promote these benefits as they relate to profitability, senior managers will undoubtedly be galvanized in support of the destruction of organizational silos.

Jordan Sandler

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Jun. 29 2010 08:00 AM | Posted by Jordan Sandler
at CMA
| Comments 1 posted | Categories Social Media -

The Photography is the Message – Digitization, Canadians & Marshall McLuhan

As we reflect on the 30th anniversary of the death of scholar and philosopher Marshall McLuhan, we reflect on the role of media in our lives and marvel at his eerily accurate predictions.

Many of these predictions perfectly apply to our work at Transcontinental's Rastar in new media, photography and communications. McLuhan mused in the sixties that in the future we’d all be connected in real-time, with messages flowing back and forth, as if we sat side by side. Doesn’t this sound familiar to you, my tweeting, texting & IM’ing friends? This web of sharing, creativity and collaboration, spun thanks to digital media and the internet, is itself more interesting and important than any content created (a.k.a. ‘the medium IS the message’). When the medium is photography, McLuhan’s specific quotes on the subject were very pointed. He called the photography used in advertising and media during the sixties a ‘brothel without walls,’ which still rings true considering the transformative power in the hands of whoever wields a camera lens. Long before photoshopping, airbrushing and other virtual fibs, McLuhan noted photography’s ability to deceive: “To say that the camera cannot lie merely underlines the multiple deceits that are now practiced in its name.“

In 1994, fourteen years after the death of McLuhan, the first series of digital cameras took the consumer market by storm. Now that digital photography is sixteen years old, we can reflect on the impact of digital photography, the web and the prevalence of sharing images easily and instantaneously. This past October, the 4 billionth image was uploaded to Flickr, while the largest photo-sharing site in the world, Facebook, boats average monthly uploads of 2.5 billion photographs among its 400 million active users.

At Rastar, we recently witnessed how Canadians experienced their first Olympics through a digital photography lens. With over 50,000 pre-registrants within 4 days of the Olympics ‘Memories’ photo site launch, Canadians leapt at an opportunity to put a personal touch on memorabilia, with photo journals and posters emblazoned with users’ own snapshots. McLuhan would likely feel vindicated if he could witness the extreme speed and cyclical nature of new media, thanks to digitization and the internet. Today, Canadians aren’t just passively watching a sporting event on television or online, they’re texting, tweeting or blogging about the matches, and then taking their event photographs, often snapped from a mobile phone, and uploading them within seconds for their friends and family to enjoy.

Do you think that this new cycle of creating and sharing me-first media bring with it increasing narcissism, as many post-McLuhan cultural theorists have cautioned? Personally, I think that there will always be Canadians with a passion for photography, those who can capture the essence of their subject in a portrait or who have an eye to perfectly frame a landscape, regardless of how many glamour-shot profile pictures are uploaded to Facebook. For the sake of Canadian photography’s future and in honour of our media maven Marshall, let’s stay cautiously optimistic.

Melisa Jeffers is Senior Vice-President of Business and Corporate Development for Rastar, a Transcontinental Company, (www.rastar.com) which is a North American leader in print on demand solutions and social expression products. As a critical part of the Transcontinental Marketing Communications Sector, Rastar’s expertise result in robust solutions that help businesses provide their customers with highly personalized experiences.

Melisa Jeffers, Senior VP Business and Corporate Development, Rastar, a Transcontinental Company

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Jun. 25 2010 09:00 AM | Posted by CMA
on behalf of
Melisa Jeffers
| Comments 0 posted | Categories Digital - Social Media -

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