Failing to Be Authentic Online is a Recipe for Disaster

Content: Digital Evening with TMG (Roundtable)

The sad reality of the digital world is there are more frauds on the Internet than genuine articles. The other element that compounds this truth is that frauds will be exposed, singled out and attract considerable backlash.

So, what is authenticity in the digital world?

First, brands must be equipped with concrete knowledge of the forums they are entering and the target audiences. This rule applies even for companies creating their own online communities. You need to speak in a language the audience understands, offer visitors real value, engage and foster communication, and encourage user generated content.

The Challenges and Opportunities of Engaging With Social Media Influencers

Content: Digital Evening with TMG (Roundtable)

One of the major impacts of social media is the power it gives customers in shaping brands.

The shift has been organic because social media is a soapbox for everyone to have a voice about the brands they like and dislike. People who are invested, active and passionate can develop followings and even sway opinion. For the most part, these influencers tend to be bloggers. The question is, how does one ultimately harness the voice of an influencer and leverage their audience? This question must be answered when planning and executing any digital marketing campaign.

A simple action … a chain reaction

"We make a living by what we get; we make a life by what we give" Sir Winston Churchill

Looking for ways to give back? to make a mark? to make a difference? Passing down knowledge to new and passionate individuals to set them with the right tools and the know-how to succeed. But how do you use your Guidance to benefit others as they start from the bottom up? A look into how to make a big difference through small actions.

Is the Canadian Marketing Profession a Thing of the Past? Is there a Future?

Studies indicate that the majority of marketers in today’s organizations do not have a formal marketing educational background and are not well trained to be effective marketing leaders. This article explores the state of Marketing in Canada, how it has declined as a discipline over the last 20 years, and what led to this decline. Presented is an accountability model for how organizations can re-establish the leadership role of their Marketing functions. Critical to this model is to ensure organizations enable the education, experience, and embedding of its marketing personnel through 5 key activities that will lead to a marketing attitude that fosters a stronger customer focus.