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Performance Pricing and Building True Client Partnerships

I recently came across a post on DigiDay.com, which is fast becoming one of my new favourite blogs, called Agencies Must Embrace Performance Pricing.

The gist? Old-school agencies, be warned: your clients want you to put your money where your mouth is.

The article argued that the shift to performance pricing is inevitable.

Business leaders and their marketing heads expect more from their marketing dollars. They want partners who truly understand marketing’s responsibility beyond just impressions. Those who can build a brand by directly building revenue and market-share are the agencies that will endure in the 21st century. [Read more…]

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Why Every Smart Startup and Business Should Act More Like a Digital Media Empire [In the Making]

Citizen Kane 1941 by Orson Welles

Sometimes I feel as though I sound like a broken record.

But I’m on a mission, so forgive me if you’ve heard this all before, but it’s worth repeating.

According to a recent study conducted at the University of Massachusetts Dartmouth, blogging is on the decline as social media tools [like Facebook] are on the rise among Inc. 500 companies.

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Content 2020: Dynamic Storytelling and the Future of Content Marketing [VIDEO]

I’m not crazy.

In fact, my instincts have been right all along.

Let me explain. A few months back, Coca Cola announced they were no longer going to rely on the “30-second TV spot” or even traditional ad agencies to build their business moving forward. According to Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, Coke is going to put their efforts (and money) into content marketing.

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Why Traffic Is Not That Important

What some companies do on a monthly basis with their online advertising budget.

Despite the fact this headline will likely infuriate some industry folk, it must be said.

When people think about online marketing, some still see traffic as the all important success metric. In fact, some still call it “hits.” (As in they want to get more hits to their site, which is not the same as unique visits or traffic).  The logic seemed simple - as long as we get plenty of traffic, we’ll get business.

Yes, traffic is great, but more importantly, your website must have an effective mechanism (or strategy) for capturing and tracking leads and/or sales.  Otherwise, traffic is useless.

For example…

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5 Common Misconceptions and Assumptions New Clients Have About Google Adwords

This blog post is long overdue.

Let me explain.

Recently, we’ve had a few situations with new clients who are working with us to get better results from Google AdWords.  Specifically, after a month or so, they’ve voiced similar concerns about how their campaigns were performing.

This is a common occurrence with new clients unfamiliar with Google AdWords a.k.a Pay-Per-Click (PPC) search engine marketing.  In fact, many of our Toronto-based clients who are familiar with AdWords often have the same concerns (or misconceptions) when they first start working with us to optimize existing online marketing campaigns. [Read more…]