Do you have the urge?

So, if you are reading this you are obviously a reader of the CMA blog - even if this is your first visit.

If you want to have your ideas and comments heard and join the conversation, your opportunity is now. Be you a member or non-member, let us know if you have a urge to post. We'd be happy to hear from you.

Lessons for big brands from American Copywriter

Ever had an experience like the one John over at American Copywriter (the blog) just wrote about? I posted a short piece a few days ago here on the CMA - Canadian Marketing blog titled "Little things matter". And they do.

Here is an excerpt from American Copywriter:
"While major brands can't give away the farm and stay in business, there's clearly an opportunity available in the surprise and delight department. Even if it adds some nominal operational cost. Little, inexpensive things carry large, profitable implications. It's sad to say that things that were once taken for granted, now seem like big extra perks."

If you have not heard of American Copywriter -the podcast , don't fret. The thing about digital media, such as blogs and podcasts, is that it is not a broadcast. You have not missed out on anything. It is there waiting for you.

The AC podcast is like a comedy routine between Tug and John. And, it is all there in the archives - ready when you are.

Little things matter

Sometimes little things make all the difference. All the data and outstanding creative ideas in the world can't take the place of a simple, thoughtful touch. Like a hotel leaving a bottle of water in the car of a guest who is checking out. An investment of just pennies per guest goes a long way.

Data does not need to be involved. Creative brainstorming and analytical analysis are not required. It is as easy as the front desk calling down to the valet and the attendant remembering to place a cold bottle of water in the cup holder along with a pre-printed note wishing the guest safe travels.

Is that marketing? You bet it is.

2006 Digital Marketing Conference adds more keynotes

The 2006 Digital Marketing Conference has recently confirmed a couple of stellar new keynotes to an already fabulous roster of speakers. CMA is proud to announce the confirmation of:

- David Weinberger, Co-Author of the The Cluetrain Manifesto and the author of Small Pieces Loosely Joined. David is a dynamic speaker and is sure to be thought provoking.

and

- C.C. Chapman, Creator of podcasts Accident Hash and U-Turn Cafe, and his recent Managaing the Gray, he also serves as Podsafe Music Network's Music Evangalist, a major archive of music licensed for free use in podcasts. C.C.'s opinions as a podsafe music advocate and new media specialist have appeared in the Wall Street Journal, the Boston Globe and on ABC and FOX news programs. He is a podcast pioneer and legend.

The addition of C.C. Chapman and David Weinberger top what is already a fabulous line-up. Already confirmed are Joseph Jaffe, author of Life After the 30-Second Spot, Bryan Eisenberg, author of Call to Action and Waiting for Your Cat to Bark? and, marketing thought leader Mitch Joel, President, Twist Image.

This year’s conference has been expanded to a two-day event. Hold the dates of October 19 & 20.

Click to Vote at MarketingSherpa Reader's Choice Blog & Podcasting Awards 2006

Quick post pointing to Click to Vote: MarketingSherpa Reader's Choice Blog & Podcasting Awards 2006 .

If you read blogs (like this one) and listen to podcasts then vote. Or, just check it out to see who is on the ballot to source out some great content.

Joseph Jaffe confirmed as keynote for Canadian Marketing Association 2006 Digital Marketing Conference

The Canadian Marketing Association – CMA - has confirmed Joseph Jaffe, author of Life After the 30-Second Spot, as a keynote speaker for the 2006 Digital Marketing Conference.

Joseph spoke at CMA National Convention in Montreal and energized the crowd with his perspective on new marketing and vision for the future.

The organizing committee of the 11th annual Digital Marketing Conference is very proud to announce the confirmation of two other keynote speakers; back by popular demand is Bryan Eisenberg, author of Call to Action and Waiting for Your Cat to Bark? and, marketing thought leader Mitch Joel, President, Twist Image will also keynote.

This year’s conference has been expanded to a two-day event. Hold the dates of October 19 & 20. You do not want to miss out.

iMedia Connection - eMarketer projects Online Travel and Vacation industry growth

iMedia Connection reports Online Travel Sales to Boom - by Jeffry Grau of eMarketer. The article outlines tremendous growth projections for the Online Travel and Vacation sector. It is based on U.S. market data but reveals unfolding cross-border trends.

The article says:
"eMarketer reports that by 2010 roughly 46 percent of total travel sales will be booked online, second only to computer hardware/software in the B2C category. "

Anyone who has traveled lately has undoubtedly booked online, checked in over web, or avoided lines (well most of the lines at least) by visiting one of those lovely little kiosks, can testify to how travel has changed.


"eMarketer estimates that U.S. online sales of leisure and unmanaged business travel reached a total of $65 billion last year that the total will grow to $122 billion by 2009, a near doubling of the market in just four years. eMarketer's forecast takes into account macroeconomic indicators, historical trends in online travel sales and historical and projected trends in overall retail ecommerce."

A quick look at the recent chart shows travel as the number two e-commerce category projected for 2010 (source Forrester Research, eMarketer).


Check out the eMarketer - iMedia Connection Online Sales Boom article here.

Domain Name Tips and Advice for Marketers PLUS hold the date for the CMA Digital Marketing Conference

Fellow CMA - Canadian Marketing Association member Bill Sweetman of MacLaren McCann Direct & Interactive has written about Domain Name Variations over at his blog Sweetmantra. It is well worth looking at.

Bill and I are both part of the CMA - Canadian Marketing Association Digital Marketing Conference organizing committee. This year's committee is stacked with a fabulous group of leaders from the digital and interactive marketing community. We are teeing up our best event yet. And, due to overwhelming demand, our 2006 event has expanded to two days.

Hold the dates of October 19 and 20 for the annual CMA - Canadian Marketing Association Digital Marketing Conference in Toronto. You do not want to miss this event.

Check back here for updates. We will post details on an ongoing basis.

How to Market to Canadians Online

MarketingSherpa released a report this week titled “How to Market to Canadians Online - Advice, Data, Legal Info and Useful Links” written by Dianna Huff.

A number of industry leaders were quoted in the report speaking to top challenges and tips for Canadian-based Online marketers. The report quotes the CMA on PIPEDA and metions that the CMA advises members on the “complex issues” around compliance.

The report provides links to cited Canadian Government and Association resources including Canadian-based Portals, as well as to all the experts interviewed.

Online vs Nonline

Fellow eMarketing Council Member Anthony Boright, President, VAULT Solutions has written a great article posted on the CMA website titled Online versus Nonline. No login required.

CMA's Branding Council Launches First Podcast

The Branding & Strategic Planning Council at the CMA has stepped into the digital fray and launched a podcast. A first for the CMA. Great timing on this intiative in terms of being able to sync this up with the newly launched blog.

CMA members can find it here. (you'll need to login)

The podcast addresses what's on eveyone's mind today - Brand Metrics.

Any comments about the podcast can be listed under this post. Or, if it inspires you to send in a post, send it off to contactcouncils@the-cma.org.

Has the flyer flown south?

Article in today’s Globe and Mail Report on Business by Marnia Strauss points out that major retailers like Best Buy, Shoppers Drug Mart, M&M Meat Shops Ltd. and Loblaw Cos. Ltd. “want to reduce their dependence on one of the sacred cows of the sector - the weekly flyer”.

We've all seen flyers in our newspapers or between our front doors, yet only now are being spoken of in terms of the ability (or inability) to drive measurable sales. The direction now is on "fine tuning advertising" and marketing directly to consumers.

The retailers featured are starting to use more targeted means of communication, such as email, to draw in loyal customers with targeted offers. Cheers to that!

The article speaks to this change in terms of:
a) a means to redirect and/or reduce overall marketing spend
b) to bolster sales by stocking the right products at the right location

It implies, but does not come right out and state, the obvious point of putting consumers first by embracing a long-term “return-on-customer” strategy. One has to wonder if Dr. Martha Rogers may have a consulting call in the near future.

It will be interesting to see how the migration from flyers will be viewed when direct revenue from targeted marketing really takes hold. Apparently, these folks are sitting on a wealth of data to begin some serious testing and learning. That is where the rubber hits the road when applied correctly. Offer effectiveness and marketing spend efficiency can really accelerate from there.

A few questions remain: Will in-store / point-of- sale be integrated into the targeted campaigns? What about other forms of digital and direct, not to mention e-commerce? Are those areas tied into the experience?

Either way, it is great to see that these changes are taking place.

The Welcome Post

Everyday the world of marketing evolves. On our current watch, a transformation has begun to utilize new communication platforms and engage consumers in non-traditional ways. This change has led to a compelling dialogue and debate around what the future of marketing holds.

The Canadian Marketing Association's eMarketing Council has launched this blog to address what the changing landscape means for practitioners. Postings on this site are intended to inform, educate and awaken new thinking and perspectives about marketing - from those who live it, breathe it, and love it.

This is our collective voice across a wide range of marketing disciplines (not limited to digital marketing or new media). It is a forum and a resource from marketers, for marketers - a new network of people speaking, sharing and challenging ourselves to take bold new steps.

In this mode of discussion, everyone has immediate access to join in on the conversation. Has the marketing playbook been revised for better, or for worse? Is new media just a lot of hype, or is it a reality? What channels have consumers embraced, or ignored? Do you measure ROI, or ROC? Well, we hope to uncover that and much more with “ear to the ground” commentary and insights.

Whether you are a member of the CMA or not, your views and opinions matter. Check out our blog policy for some simple-to-follow guidelines.

So, let’s get on with it already. Start sending in your posts and begin building the knowledge.