Integrated Marketing Communications

computer, laptop, tech

The Benefits of MarTech in a Data Driven Society

An integral part of you marketing strategy is to continuously evaluate your results. Your creative and strategic efforts may sound great on your marketing plan but may not perform well in actuality. As a marketer, your goal is to optimize your return on investment (ROI) and the best way to ensure you are meeting goals …

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candle, guy, young

Brand Awareness: Measuring the Elusive

Brand awareness is a somewhat ambiguous concept that can appear difficult to measure. Even though more than 89% of marketers rank increasing awareness as their top goal, many don’t know how to measure it. In its most basic definition, awareness reflects whether or not potential consumers are familiar with your brand through recognition and recall …

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woman, african, looking up

4 Quick Tips: Personal Brand Development Online

A large portion of modern life occurs online. People date, go to class and even celebrate on online platforms. This trend has only been exacerbated with the limitations that emerged with the coronavirus. As such, people are more driven than ever before to create content and develop their personal brand online. If you are currently …

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school supplies, paint, watercolor

Color: Don’t Underestimate the “Basic” Element of Design

Alex W. White defines 7 elements of design in his book The Elements of Graphic Design. The author emphasizes that mastering these elements can help create eye-catching and noteworthy results regardless of what your ultimate communication objective is. One of these elements, intuitive to many, is color. Color (or absence of color) is part of …

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content marketing, writers, content writers

The Upsides of Storytelling in a Content Saturated Market

Our society has developed so that consumers are constantly bombarded with information. There is always a new product or service out there and new information to absorb. Consumers cannot pay attention to all of the stimuli they are presented, as such, marketers must rely on storytelling to create compelling narratives that connect with the consumers …

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mental health, mental, health

Data Visualization for Mental Health

In a world where data is king, data visualization has become increasingly important. Data visualization is a way of making something complex simple, telling a story and removing noise while highlighting useful information and facilitating the creation of new knowledge. According to Scott Berinato, there are four types of visualizations that “really work”. In order …

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computer, laptop, work place

Is No Design Better than Bad Design?

Design is key when designing a proper communication piece. Design allows us to properly connect with our audience and adequately convey our message. We may segment our audience, establish our target market appropriately, write a compelling message with the correct tone; however, if the design is badly executed it can undermine all aforementioned efforts. But …

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people, jumping, happiness

If Your Friends Jump Off a Digital Bridge, Would You? Probably…

The people in my life have an amazing capacity of influencing my purchase decisions. If my aunt mentions the “amazing new tea” she recently purchased, I would be much more inclined to try it compared to if I just saw the ad online. Similarly, if my best friend were to describe the terrible meal she …

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corona, coronavirus, virus

Virality is not always the goal (not just in regard to COVID-19)

I have always been intrigued by viral content. Although the term “viral” may be ridden with negative connotations in times of COVID-19, when applied to social media and marketing it is something that we may all dream of achieving. Viral content is material that is rapidly spread online through various platforms. However, how to best …

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