Andrew Cassar

Want to gain deeper insights from your GA4 data or struggling with configuring your GA4 property, key events, or dashboards? At RW Digital, we're GA4 certified and ready to assist your marketing team with everything from setting up GA4 profiles to analyzing the data that matters most. We understand that Google Analytics can get technical — and that's where we come in. Our goal is to help you decode, understand, and visualize your data, making it easier to grasp and act on. #GoogleAnalytics4 #GA4 #GA4Audit #GA4Setup

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🚨You’re living in an uninformed bubble if you’re not benchmarking your marketing performance. TL;DR: 1. Growth is good, but context is key 2. Benchmark against industry standards 3. Understand what good performance looks like The Insights: 1. >>Growth Context<< When I worked at Aritzia, we saw a +20-25% growth in our department. But, we asked ourselves: “How much did the industry grow?” 2. >>Benchmarking<< If the industry is growing by +50% and we’re at +20%, we might be trailing behind. Benchmarking helps us understand our standing in the broader market. 3. >>Understanding Performance<< Clients often ask, “Are we doing well? How many views should we be getting?” It’s about understanding what good performance looks like in your industry. The Impact: 1. Growth is important, but context gives it meaning. 2. Benchmarking ensures you’re not just growing but growing at a competitive rate. 3. Knowing your industry standards helps set realistic goals and measure success accurately. How are you benchmarking your marketing performance? 👇 #MarketingInsight #DigitalMarketing #CompetitorAnalysis

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Canadian digital marketers do it better. And the reason why isn't what you think. It's because of regulation. Since 2014, we've been subject to CASL Canadian Anti Spam Legislation The jist? We cannot send commercial messages / emails to anyone not expressing explicit or implicit consent. There are hefty fines and an enforcement network. We also cannot upload huge contact lists to our online ad accounts. Meanwhile in the States? It's been a free for all. What does all this mean? Canadian professional services digital marketers have a decade head start. When you're ready to build a true demand generation engine? Give a Canadian a call. ✌️

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Paid social CPMs spike to $20+ in the weeks leading up to Black Friday, but many brands choose not to test lower CPM channels. Why are they so comfortable with leaving money on the table? Last week, I had the chance to chat with a paid media agency based in Canada. They shared that in their market, it was possible to get CPMs in the $2-$5 range for linear (traditional) TV ads during Black Friday. For brands looking to get a lot of top of funnel awareness (read, a lot of views!), the numbers tell you that it would probably make sense to at least test these channels with CPMs being ~10-25% the cost of paid social ads on Meta. But many marketers are hesitant to test those channels like TV because it's notoriously hard to measure their impact - making it a risky bet for their career and hard to justify to their boss. It's still not a fully solved problem, but post purchase surveys (coupled with a coupon) are a great way to start understanding the impact of these "hard to measure channels" and build confidence. Brands are already using surveys to understand the impact of their influencer marketing strategies - measuring the effectiveness of TV can be as simple as adding in "Saw you on TV" as a response to "How did you hear about us?" We've already seen examples of our customers using Zigpoll to do this. Manucurist used our surveys to identify that a lot of site visitors heard about their brand through a mention on Good Morning America. Jolly Mama used survey responses to build confidence in their decision to invest in PR, tracking that around 5% of their paying customers first heard about their products in articles on sites like Vogue. These are both 7 figure+ revenue brands making significant investments into "hard to measure" channels because they know it drives ROI. My understanding is that both also treated their initial testing of these channels as experiments that they allocated a smaller portion of their budget to. Once they saw early indicators that it was working via their surveys, they built the confidence to invest more from there. Hard to measure doesn't always mean no ROI! And getting the directional data you need to make decisions doesn't have to be complicated either.

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According to this report, Canadian shoppers are getting more hesitant about retail tech & social media ads. Here's what it means for your business: 📉 Key Findings: - Tech Hesitation: Many Canadians are cautious about embracing new retail technologies, preferring familiar, in-store interactions. - Ad Skepticism: Social media advertisements are met with growing skepticism, with shoppers questioning their authenticity and relevance. - Consumer Trust: Building trust through transparency and proven value is more critical than ever for brands aiming to leverage new technologies. 🔑 What This Means for You: - To navigate these challenges, it's more important than ever to have a strategic, expert-driven marketing approach. - Building consumer trust and effectively communicating your value proposition and brand story requires nuanced, skilled marketing to ensure the message-market fit is correct. - Using an omnichannel approach is increasingly important to build trust. - Crafting personalized marketing campaigns helps resonate with your target audience's preferences and concerns. Personalization is becoming imperative. 💡 With a deep understanding of marketing, I’ve guided businesses through similar challenges, turning skepticism into loyalty. Reach out to discuss how I can align your marketing with these shifting consumer trends. Comment below to let me know how your business is navigating the consumer trust challenges. 👇 To read the article: https://lnkd.in/gnWwxf7U #RetailTrends #MarketingStrategy #ConsumerBehavior #RetailTech #CustomerTrust #MarketingConsultant #DigitalMarketing #MarketingTechnology #StartupMarketing #SocialMediaAdvertising #Marketing

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Getting to know Generation Z is an important topic for everyone working in digital marketing, and I want to go into it today. Please read Canada Post's illuminating article on the subject if you have not already. (https://lnkd.in/ejEbSf5G ) Generation Z, the generation of consumers born between 1997 and 2012, is transforming the marketing environment. This generation has always had easy access to information, thanks to smartphones, social media, and the internet. Consequently, they place a higher premium on genuineness, promptness, and individualized experiences than any previous generation. The document from Canada Post highlights, among other things, that Gen Z values experience more than material goods. Brands that connect with consumers on a more profound level, deliver tangible benefits, and share their beliefs are what they seek. Our marketing techniques will have to change because of this. Creating a story and a community around our brands is more important than simply selling products. The choice of platform is another important factor. Members of Generation Z devote a great deal of their time to video-sharing websites like YouTube, Instagram, and TikTok. Since they learn best through visuals, short-form video is ideal for them. Your company is passing up a huge potential if it is not using these channels to its advantage with interesting video content. In addition, this generation has exceptional advertising acumen. Since they are so adept at detecting sales pitches, being genuine and upfront is really essential. Here, influencer marketing, when executed correctly, may be pretty effective. To reach Generation Z's desire for true connections, it can be helpful to team up with influencers who have a genuine affinity for your company. Lastly, members of Generation Z place a premium on doing the right thing for the environment and society. They give serious consideration to how their decisions will affect the world. Brands that stand by these principles have a better chance of winning their devotion. Now is the moment to strengthen your brand's social responsibility programs and ensure that they are being communicated properly. In order to ensure the continued success of our marketing campaigns in the future, it is crucial to comprehend and engage with Generation Z. They will be buying things in the future, and their tastes are already influencing businesses. So, let’s start creating content!

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Tired of hitting roadblocks in your Shopify journey? 🚧 Our new guide is here to break through those barriers! 💪 Packed with expert tips, actionable strategies, and real-world examples, it's your secret weapon to building, optimizing, and scaling a successful online store. Download your free copy today! #Shopify #ecommerce #businesstips #onlinestore #success https://lnkd.in/gfdKV9d7

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Be sure to read my article now life on MarketingProfs’ site. It’s an excerpt from my new book on how and why we need to marketing data strategies within our organizations. #marketingdata #datadrivenpersonalization #marketingprofs

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Canada’s e-commerce scene is stronger than you think—and creative is still the #1 challenge holding brands back. Here’s what I learned at #EcomNorth that every DTC brand needs to know. 1. Canada’s E-commerce Resilience Canada is a lot more resilient than most people think. While the US often dominates the e-commerce conversation, I'm incredibly bullish on Canadian brands. It's exciting to see so many Canadians stepping into the DTC space and investing in their growth. The energy and commitment at this conference were inspiring. 2. Creative is Still a Major Hurdle Creative continues to be a massive challenge for brands. Everyone knows it’s crucial for paid social growth, but many still struggle with how to generate creative at scale that delivers ROI. James Zhao at No Growth (www.nogrowth.ca) gave an incredible presentation on their approach to creative, and tailors their services to lead with video creative while offering media buying as a secondary service. It’s a smart edge for scaling in 2024 and beyond. 3. Aaron Spivak is a beast Aaron was the first speaker, and he set the tone. His story of coming from nothing, failing repeatedly, and eventually achieving his goals was truly inspiring. What stood out was his mindset: "If someone else can do it, I can do it too." That level of confidence is exactly what brand owners need to generate ideas and push their creative boundaries. Brands are lucky he didn’t pick another category to dominate lol Thanks for putting on a great event! Looking forward to seeing everyone next year.

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Unlock the potential of your email marketing strategy with insights from Kate Barrett and Doug Morneau. This short video provides expert tips on how to improve your email campaigns and boost customer response rates. Learn how to engage your audience more effectively and drive better results. Watch now! https://lnkd.in/gGUgGH_U #EmailMarketing #CustomerEngagement #MarketingStrategy #BusinessGrowth #DigitalMarketing #Podcast #YouTubeShort

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Podcast marketing relies heavily on SEO for discoverability but community building may also play a larger role in podcast discovery. Google is now favoring forums in search results due to their robust content and active community engagement. This shift makes a podcast with strong community engagement even more discoverable in search. By fostering an active listener community, your brand podcast can benefit from increased visibility on search engines, driving more organic traffic and growing your audience. Learn more about why Google prefers forums right now and how to leverage this trend to grow your podcast listens 👉 https://lnkd.in/eqH_9jVg #googlenews #podcast #marketing #branding #seo #communityengagement

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Question for marketers: Is there any scenario you can come up with where you would purposefully connected your brand to a garbage truck?

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It's time for marketing leaders to take "Chief Market Officer" mindset. In my latest Market Impact Insights podcast, Heinz Marketing Inc Founder/President Matt Heinz shares the huge impact of elevating your thinking beyond simple lead generation in focusing more intently on managing product-market fit and developing markets that truly want your solutions. 🚦 Understanding "intent signals" versus simple "need signals" is key. 🏆 Being prepared for pivoting by embracing complexity is a given for exceptional leadership in today's high-change business environment. 📈 But practicing authentic servant leadership that elevates team engagement and performance is a personal choice you totally own. Link to the full episode in comments. #marketingstrategy #servantleadership #businesstransformation

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Two weeks ago, I started the r/CanadianBacon sub on Reddit so Hardbacon expertise can be found on Google. (PS: For those of you that are not aware, Google search result now mostly display Reddit threads for any query, which basically relegates websites like Hardbacon to the second page of search results) There are already 630 Canadians in this sub and I personally answered dozens of personal finance questions from the members. We are also getting better at paid acquisition and running campaigns on Facebook, Bing and Google (yes, the irony is not lost on me). We launched 2 Linkedin newsletters (Canadian Bacon in English and Gras Dur in French) that generated 15,000 articles views so far. We are also running multiple ads campaign to grow our email newsletter and are currently working on a soon to be launched SMS-based newsletter. My point is there are always other ways. Thanks Google for teaching me importance of traffic diversification :)

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 It’s easy to get caught up in the numbers—the rankings, the keywords, the traffic—but I want to remind you that behind all those metrics are real people craving authentic connections. 💛 At BC Visibility Media, we believe in going beyond just ranking keywords. Our unique content-driven approach ensures that your website not only climbs the search engine ladder but also truly resonates with your audience. When your content speaks to people, it builds trust and authority in your industry—and that’s where the magic happens! Here’s why focusing on content strategy is a game changer: ✨ Engagement Matters: When your audience feels heard and understood, they’re more likely to stick around. Content that connects not only keeps people on your site longer but also encourages them to engage, comment, and share. ✨ Building Relationships: Trust is everything in business. By providing valuable, relatable content, you’re not just selling a product or service; you’re fostering a community. People are more likely to refer you to their friends and family when they feel a genuine connection. ✨ Long-Term Results: Yes, rankings are important, but remember that they’re just the tip of the iceberg. Quality content leads to higher retention rates and more referrals over time. It’s an investment that pays off, not just today but well into the future. So, if you’re looking to elevate your online presence and connect with your audience on a deeper level, let’s chat about how our content strategy can help you thrive. Drop a comment or send me a message—I’d love to hear your thoughts on the power of content.

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According to multiple sources, producing a 1-minute video for companies based in Canada typically costs between CAD $2,000 and CAD $15,000, depending on the complexity and quality of the video. High costs are often a major reason why mid-size SaaS companies hesitate to prioritize video investment as part of their marketing strategies. We're happy to announce that we now offer video production as part of our demand generation services! That being said, here is a new promotional 1-minute video that our team produced last week: https://lnkd.in/e8Avdy9f How much do you think producing this video cost us?

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"Start Local" This is what I always tell prospects when they want to do provincial or national #SEO campaigns. SEO is a long game and you want to maximize your efforts and, most importantly, your #marketing budget. Learn more about #LocalSEO below and DM me for more info:

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