Calgary Marketing News - Page 2 of 10 - Calgary Marketing Association

Highlights from Forrester’s 2020 Marketing Predictions

As every year comes to a close, marketing pundits feel the need to make bold predictions about the upcoming year. Technology trends. Audience shifts. These trends usually live somewhere between the obvious and the preposterous.

Voice search will be bigger this year than last. Duh.

AI is coming for your job. Doubt it.

On December 5^th, the Calgary Marketing Association (CMA) held its Marketing Trends 2020 event at the Calgary Public Library. You know, the fancy new library downtown. Thanks go to Platinum Sponsor Canada Post and also for Forrester Research for helping make that happen.

This year’s keynote speaker, straight from New York City, was Bret Sanford-Chung, Vice President & CMO Executive Partner from Forrester Research. First, bringing in a speaker from a research company is a smart choice. Her subject matter was backed by evidence. Her speaking style was authoritative, yet relatable. Sanford-Chung’s background, real-life examples and stage presence were quick to subdue the marketers in the room whose natural response to any industry talk, like mine, is suspicion and doubt.

2019 Trends to Build on in 2020

“There is no expert of tomorrow. Only an expert of yesterday.”

Jack Ma, the founder of Alibaba once shared this piece of wisdom, and I printed it out and stuck it to a post near my desk.

The statement reassures me that, at the end of the day, we are all guessing at what we should do in the coming days and weeks and months in order to succeed in our jobs and lives. As we maneuver through our careers, trying out new strategies and tactics in an ever-evolving market, we (hopefully) get better at minimizing risk, but I have yet to meet a person who could confidently and consistently predict the future.Read More

Facebook Live is the New Lunch & Learn

Marketers are going through a digital revolution to the same extent that the internet changed the IT department. It’s important to keep on top of industry best practices to ensure that you are optimizing your marketing resources.

Whether you are a one-person show or a team with more layers than a 7-layer dip, it’s not always feasible to attend conferences or participate in continuing education.

Facebook Live has created a platform for open access knowledge sharing that creates a connection, community and access to expertise that may have been out of reach. That’s why the Calgary Marketing Association has worked to bring leading-edge speakers to lead discussions on today’s leading marketing topics. Recent Facebook Live presentations have included topics like Voice Search, Geo-Segmentation, and insights from the Edelman Trust Barometer. Read More

theScore & The Mid-Funnel Platform

On September 26^th Kevin Crosson, Senior Account Executive of theScore Inc. attended our Calgary Marketing Association Panel and Power Hour. Kevin put some of his thoughts around data driven marketing into words and generously shared them with us. We are now pleased to share them with you!

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Recently, I had the pleasure of attending my first CMA event on the topic of Data Driven Marketing. The panel was very insightful with a strong mix of brand marketers and vendors. I believe it was Morgan Melnyk, who is the Marketing Manager for MNP, who said, “when working with data, it’s important to remember the WHY”.

At theScore, we have seen an increase in brands asking this very question when it comes to targeted advertising. Over the last number of years so much data has become available to utilize for targeting that many brands have glossed over the why. With the ability to pursue low-funnel prospects with retargeting and behavioral targeting, some brands have neglected their full funnel approach. Read More

Rethinking The Marketing Landscape

The old marketing proverb the right message, right customer, right time has guided advertising strategy for decades. At the recent Age of Me Conference held in Edmonton in early October, someone smart cleverly rephrased this statement in a way that made me rethink how much the marketing world has changed.

“The right value, to the right audience, in their time”

Why does this matter?

Value is a more useful form of a message. Audience speaks to a community of people more than an individual customer. In their time respects the expectations of on-demand delivery expectation is a whole different beast from broadcast media.

Marketers who want to live out this new truth have a lot of new tools at their disposal. The following six insights may be helpful.Read More

5 Key Takeaways On Data Driven Marketing

On Thursday, September 26, a full house gathered at the Hilton Garden Inn in Calgary to network with their peers over appies and a complimentary Toolshed Beer, and listen to a panel of experts discuss Data-Driven Marketing. In today’s world, data can be overwhelming and learning to use it effectively is on everyone’s mind. Our panel had so many nuggets of wisdom to share.
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How Data Drove The Development Of The “myHusky” App.

CMA Talks to Patty Gibson, Digital Marketing Manager at Husky (Retail)

Patty Gibson is passionate about digital marketing, innovation, and developing potential. After arriving in Calgary in 2011, she first connected with the Calgary Marketing Association to build her network with other local marketing leaders. Fast forward to this September, Gibson is one of the expert panelists featured in September’s CMA Power & Panel Hour, Harness THAT Data.

Rethinking Digital Tactics

Coming from several start-ups and high-growth e-commerce companies like Clearly.ca, Gibson was able to bring a different perspective when she joined Husky Energy as the Digital Marketing Manager for its retail operations. Only a few years after joining Husky, Gibson and her team launched the myHusky retail app. Gibson reflected on the scope of the project, “We had over 150 people working together (not including vendors), and my team relied on many external and internal stakeholders to ensure that the customer experience was always at the forefront of the project.” The project started in 2017 and the initial launch of the iOS version had a staged rollout in summer 2018. Gibson noted that “iOS and Android users require different experiences, so our team was diligent in ensuring the Android launch, which followed in March 2019, felt like a native experience.” The myHusky retail app was able to build on the retail’s existing website and e-mail program, creating a stronger relationship with customers directly on their personal devices.

Does Your Audience Need Better Content?

We did a one on one with Clare Forster, Head of Marketing & Content Strategy DAC.

The world of content marketing has permeated almost every marketing channel – gone are the days where simply creating content could put you ahead of the game. Your audience doesn’t need more content – they need better content.

5 Amazing Ways The Calgary Marketing Association Welcomed In Summer

#1 Threw a Sellout party for Calgary’s Marketers

With a room filled to capacity with marketers – from students to CMOs – it may have looked like fall outside on the Eve of the first official day of summer, but we were thinking of long days filled with warm weather.