Description: Half of businesses say they do not know how long they can keep operating at their current level of revenue Source: FinancialPost.com – video report Date: Mar 05, 2021 Link: https://financialpost.com/news/economy/canadian-businesses-still-worry-about-survival-even-as-the-pandemics-end-draws-closer Questions for discussion: What does the report say about managers perceptions of the state of their businesses? What is being done to help?… Read more »
Posts Categorized: Integrated Marketing Communications (IMC)
Etsy’s pandemic cornerstone was masks. Now it’s showing it can move on.
Description: Etsy (ETSY) vendors sold nearly $750 million worth of masks in 2020, as a whole industry sprang up to address the emerging and then pervasive threat of COVID-19. The company’s latest numbers, though, have demonstrated how it has translated the hot demand for one product into customers sticking around for others. Analysts think it… Read more »
P&G brings coronavirus-killing Microban 24 to UK with integrated campaign
Description: Procter & Gamble is looking to maintain the strong sales momentum for Microban 24 with its first expansion of the disinfectant outside the U.S. Source: MarketingDive.com Date: Feb 23, 2021 Link: https://www.marketingdive.com/news/pg-brings-coronavirus-killing-microban-24-to-uk-with-integrated-campaign/595519/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202021-02-23%20Marketing%20Dive%20Newsletter%20%5Bissue:32595%5D&utm_term=Marketing%20Dive Questions for discussion: Critically evaluate the campaign and video ad. What else would you do to enhance rapid brand awareness and purchase?
Planes, trains, and automobiles: Travel ad sales to soar in 2021
Description: Following a year when travel turned taboo and staycations became standard, advertisers are begging stir-crazy customers to come fly with them. Dentsu Aegis Network expects worldwide travel and transport ad sales to grow by nearly 30% this year, the highest out of all the industries it tracked, as the promise of vaccination restores consumer confidence—so don’t expect… Read more »
Amazon Is Millennials’ No. 1 Brand. So Is Purpose-Driven Marketing Fruitless?
Description: Millennials seem to understand the importance of companies striving for meaning beyond profits. The same millennial buyers who tout their loyalty to cause-conscious organizations overwhelmingly spend their discretionary income at Amazon, a flawed behemoth that’s never laid out any ethical consumerism motto, but merely delivers fast service and competitively low prices. Source: MediaPost.com Date:… Read more »
Local news could disappear if Canada doesn’t stand up to tech giants, Winnipeg newspaper publisher says
Description: Federal government expected to unveil legislation in coming months Source: CBC.ca Date: Feb 21, 2021 Link: https://www.cbc.ca/news/canada/manitoba/facebook-google-australia-canada-local-journalism-winnipeg-publisher-1.5922357 Questions for discussion: What does the article say about the news industry at the local level? How can these small local newspaper and radio brands survive, in your opinion? What role, if any, should government play?
Jeremiah Owyang On The Future Of Social Audio – Live From Clubhouse – This Week’s Six Pixels of Separation Podcast
Description: Welcome to our first-ever live podcast recording from Clubhouse (the new social audio app that is all the rage). This conversation was recorded this past Friday (February 19th, 2021). Our conversation this week is with my old friend, Jeremiah Owyang, to discuss the present and future of social audio, Clubhouse, smart audio, podcasting and beyond. Jeremiah is… Read more »
Will Clubhouse be the next social media platform for marketers?
Description: The parent company of Burger King and Popeyes jumped on the buzzy new app last week, opening the possibility of another digital channel for brands. Source: MarketingDive.com Date: Feb 20, 2021 Link: https://www.marketingdive.com/news/will-clubhouse-be-the-next-social-media-platform-for-marketers/595156/ Questions for discussion: How is ClubHouse different from other social sites? Create a positioning map to show the relative position of… Read more »
‘WandaVision’ is so popular it caused Disney+ to crash in the middle of the night
Description: Disney’s “WandaVision” is so powerful and popular, it appeared to take down the company’s streaming service on Friday. Source: CNBC.com Date: Feb 20, 2021 Link: https://www.cnbc.com/2021/02/19/disney-plus-goes-down-wandavision-episode-7-premiere.html Questions for discussion: Do you think Disney marketing is correct to build a brand based on this franchise? How else can Disney extend the brand into other products… Read more »
In global historic first, ecommerce in China will account for more than 50% of retail sales
Description: This year, China will take a step in its digital transformation that once may have seemed almost unthinkable. We forecast that 52.1% of the country’s retail sales will come from ecommerce in 2021, up from 44.8% a year prior. That means that for the first time anywhere, a majority of retail sales for an… Read more »
Applied Marketing, 2e
Canadian Edition
