Copy well-performing ads, consider more than search ads, start to use remarketing as part of your strategy
Google announced in late March an US$800-million-plus commitment to support small- and medium-sized businesses, health and government organizations, and health workers on the front line. Part of that initiative is US$340 million in Google Ads credits. To qualify, you must have spent money with Google Ads in the past 10 out of 12 months and…
Helping developing countries as they navigate post-lockdown choices would be an astute global business recovery plan
By Constantine Passaris and Murshed Chowdhury University of New Brunswick The COVID-19 global pandemic has widened the economic disparity between developed and developing countries. The economic consequences have been uneven. Canadians have good reason to be concerned about their economic future and livelihoods in the post-pandemic period. However, a global comparative assessment reveals that we’re…
When making daunting decisions, having people who have experience in industries under discussion is invaluable
Nothing has been more vital to the functioning of Canada’s economy during the COVID-19 pandemic than the Internet. Yet recent appointments to the Canadian Radio-television and Telecommunications Commission (CRTC) reveal a government oblivious to its necessity. Nirmala Naidoo, for Alberta and the Northwest Territories, and Ellen Desmond, for the Atlantic and Nunavut, were added to…
Know your target audience, do your keyword research, use all of this research on your website
I’ve talked a lot about the different forms of paid advertising for web and social media platforms. For the next few weeks, I’m going to switch gears and talk more about organic online traffic. This is website traffic that finds you through searches for something in Google organically, not through paid advertising. I use a…
Social media has become immersive entertainment. But it’s also ruthless and stressful for many people
Each of us has an agenda (however fleeting) to influence people around us. We want them to agree with our perspective, our angst even. Sometimes we succeed in gaining momentum with a group – raising dissenting voices into a fevered pitch that results in others (the accidental audience members) being hooked into the current melee.…
Be very clear on what you’re selling, target audiences to match your products and use separate landing pages for everything
Online advertising continues to rise globally. It’s where the money is being spent. Online advertising has saved some businesses during COVID-19. Some were already using online platforms to promote their services or products, and some started Day 1 of COVID-19. Either way, they’re using the new way of advertising to stay in business. And now everyone…
Control your connected home, make your old home alarm smart again and ensure fast, smooth home Internet
The best gifts for Dad are often those the entire family can enjoy and give Dad some peace of mind. And that’s very important during these unprecedented times. Here are three selections for Father’s Day that fit the bill: Control your connected home If Dad feels better when he can keep an eye on things,…
We can adapt the newest technologies to improve the quality of life in the most remote of First Nations communities
Improved technology may be the key to improving Indigenous communities in remote regions. Perhaps the next stage in Indigenous reconciliation is a form of digital reconciliation that helps bring these communities much closer to the mainstream economy and society through technology. In fact, observers are seeing the potential of technology intended to assist mainly isolated…
Online marketing is very visual. The graphics and text are what catch your customer’s eye. Here are three tips to get started
I’m sure it’s happened to you: a great image passes by your screen and you stop scrolling. Boom – you find something you didn’t even know you needed. Online marketing is very visual. The graphics and text are what catch your customer’s eye and make them stop scrolling. I create a lot of images and…
Don’t wait to communicate – customers are looking for reassurance right now and you can highlight your efforts
Now that the provinces are starting the stages of reopening, business owners everywhere are flipping that Closed sign to Open. And whether you’re offering a product or a service, you need to let your audience (users, customers, fans) know what you’re doing. Don’t wait to communicate – customers are looking for reassurance right now and…
Put yourself in the shoes of your customers, with the help of analytic tools and surveys, in order to market to them correctly
Building an online audience takes time. And as you start to grow online and engage with your audience more and more, you will need to build a customer persona. When you create a customer persona, you’re putting yourself in the shoes of your customer. You’re learning about their habits, behaviours and interests. Once you figure…
Why do we try to force kids into the same educational mould – especially when we have the technology to do things differently?
With school districts in some parts of Canada drafting plans to reopen, it’s time we ask: What have we learned about education from the days our school buildings were closed? We might say we’ve learned during the COVID-19 pandemic that there’s a lot more good out there than we’d have hoped to imagine – a…
Transportation, infrastructure and maintenance costs will be minimized, as will human resources expenses
Hats off to teachers, support staff and leaders who have quickly led an historic transition from bricks-and-mortar programming to online and home-school learning for Canadian students. Considering the short timeline, adhering to the protocols set forth by political leaders, and the limited teaching resources, the educational community, students and families came together in the most…
Be empathetic, timely and adaptive, and your online messaging will remain strong throughout the COVID-19 crisis
The COVID-19 pandemic has been a part of our daily routine since mid-March, and it’s time to revisit your online advertising and messaging to make sure you’re staying current. You can’t over-communicate during this crisis, but you can make a few mistakes if you aren’t careful. Follow these three strategies to have online content that…
The modern border is porous, malleable and surmountable. It’s not an effective deterrent for undesirable political, social, medical or economic consequences
What do the global financial crisis of 2008, climate change and the COVID-19 global pandemic have in common? All three catastrophic events have confirmed that they don’t build borders the way they used to. Today, national borders are no match for globalization. In effect, borders have been overpowered and outsmarted by globalization. There’s no denying…
Google announced in late March an US$800-million-plus commitment to support small- and medium-sized businesses, health and government organizations, and health workers on the front line. Part of that initiative is US$340 million in Google Ads credits. To qualify, you must have spent money with Google Ads in the past 10 out of 12 months and…
