Weekend Essentials – SXSW Edition

Here’s what Marketing reporter Russ Martin learned this week at SXSW 6 ways retailers can use social data Many retailers are just starting to take advantage of social media to listen to customers and better understand them. Accenture Technology Labs presented a new paper based on the company’s research, and Martin got some tips on […]

Here’s what Marketing reporter Russ Martin learned this week at SXSW

6 ways retailers can use social data

Many retailers are just starting to take advantage of social media to listen to customers and better understand them. Accenture Technology Labs presented a new paper based on the company’s research, and Martin got some tips on creating a better retail experience.
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What social data can’t tell you

According to Alexandra Samuel, vice-president of social media at the Vancouver-based Vision Critical, for all the insights social media data offers, there’s still plenty it can’t tell you. And if marketers fail to set social data in context, it can actually send them in the wrong direction.
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The mean girl’s guide to social marketing

For brands on social media, revisiting all the social codes of high school can help make you the most popular girl in school, ummm…. on Twitter. That was the idea behind the session “You Never Graduated: Social Media As High School.” Ahead of the talk, Martin chatted with Huge community manager Andrew Cunningham and co-presenter Mea Cole Tefka, a freelance content producer, about the pair’s high school/social media comparison and get some tips on not getting picked last in Facebook class.
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The marketer’s guide to Reddit

Most of the marketing on Reddit sucks. It’s spammy or sleazy or plain embarrassing. That’s why Rohit Thawani, director of digital strategy at TBWA\Chiat\Day, and Garrett Tillman, senior social media manager at Trulia, held a session called, “Reddit: You’re doing it Wrong.”
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The secrets of cult brands

Some brands have legions of loyal fans who are more than just customers. From daily Starbucks drinkers to hockey fans who worship at the alter of the NHL, these “cult” brands empower their customer bases as advocates. Martin caught up with Cult CEO Chris Kneeland to learn about his six-point approach to cult marketing and the brands that do it best.
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Advertising Articles

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support the recently-introduced line

The arrogance of experience (Column)

Martin Waxman gets the inside scoop on what journalists want—and don’t want

Revera tackles women’s fears about aging in new film project

Partnership with Reel Youth bridges generation gap

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients