Glenn Thomas

Unleash Your Brand's Story Connect, engage, and build trust with your audience through the power of storytelling. Discover how to craft compelling narratives to elevate your brand's presence. 📚✨

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Do you know how the major concerns in hte US chenged from the pre pandemic reality vs the current post pandemic reality? What has changed in these years? In the latest survey wave, inflation and the cost of living have become the top concern, rising by 13 percentage points since the start of the pandemic. Health and social security, which were primary concerns early in the pandemic, have dropped by 6 percentage points. Crime concerns have increased, while immigration has become less prominent. Notably, social issues dominate the list, with climate change falling just outside the top concerns. Poverty and housing have seen significant increases in importance, with poverty rising from 9th to a more pressing issue for 37% of respondents, and housing jumping from 11th to 6th place, cited by 36% of respondents. Key Points: 🤑 Inflation and cost of living are now the top concerns (+13 percentage points). 🚑 Health and social security concerns have decreased (-6 percentage points). 🔐 Crime concerns have increased. 🛤 Immigration concerns have decreased. 👨‍👩‍👧‍👦 Social issues dominate the top concerns, with climate change just outside the list 🌳 . 💸 Poverty has increased in importance, from 9th to 37% of respondents. 🏘 Housing has risen from 11th to 6th place, cited by 36% of respondents. #insights #US #statista #election

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The lines between B2B and B2C growth strategies are blurring, fast. As consumer behavior evolves, I’m seeing more and more B2B companies adopt tactics traditionally associated with B2C in order to drive growth in an increasingly crowded market. There are three reasons for this: 1. Decision-makers in B2B companies consume media the same exact way as B2C buyers. And they're just as likely to be influenced by emotions and engaging content. 2. Outbound strategies like cold calling and email blasts have become saturated, especially with the adoption of new AI tools. Prospects are being bombarded with sales messages and it’s never been harder to cut through that noise. 3. Inbound marketing and brand-building tactics that traditionally resonate with B2C audiences are proving effective for B2B as well. What does this convergence look like in practice? 𝐋𝐞𝐯𝐞𝐫𝐚𝐠𝐢𝐧𝐠 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: B2B businesses are starting to increasingly invest in content marketing, social media, and other inbound tactics to attract and nurture leads. By providing valuable content that addresses their target audience's pain points, they can build trust and credibility over time. 𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬: B2B buyers are increasingly researching and making their purchase decisions online. So by optimizing your own digital presence – from your website to videos to social media profiles – B2B businesses can meet prospects where they are actually spending their time. 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐂𝐨𝐦𝐩𝐞𝐥𝐥𝐢𝐧𝐠 𝐁𝐫𝐚𝐧𝐝 𝐄𝐚𝐫𝐥𝐲: Having a powerful brand that speaks to the customer and a digital presence that can asynchronously build relationships with your ICP is a playbook also becoming more important than ever for B2B. B2B businesses can differentiate themselves early in the funnel and start creating relationships with prospects that will need to be matured throughout the funnel What this really means is that B2B growth increasingly resembles that of late-stage B2C companies. There is a long funnel between the moment you invest growth dollars and the moment you see revenue. Investment channels are difficult to evaluate and do not align well with last-click tracking. All of this is taking place in a market that is becoming more competitive, where growth and sales teams must be as efficient as possible, and where every dollar counts. If this is helpful, we talk about this in more detail on the podcast this week https://buff.ly/3Vvn2ki Have you seen B2B growth strategies evolve in your industry? #B2BGrowthStrategy #B2CMarketingTactics #InboundMarketing #EmotionalBranding #DigitalMarketing

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Marketing research professionals should take heed of the pollsters’ problems If the experts crunching data to predict elections are getting it wrong, why should we trust the experts to predict consumer behaviours? My latest Free to Disagree column in Campaign Canada https://lnkd.in/eitc6T_7

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Check out the latest holiday consumer insights to ensure you are showing up to capture consumer demand from Google's Head of Retail Eric Morris. Give it a listen here! 🚀 #consumerinsights #google #RCC #holidayseason

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Don't get me wrong, lived experience is crucial, but... ...it is not enough on its own. Lived experience without intercultural competency can be incredibly harmful. As an industry, it's imperative that we marketers, communicators, and advertisers learn to be more accountable for our work, rather than solely relying on the fact that it's backed by lived experience. #FridayThought #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #NothingAboutUsWithoutUs #CulturalCompetency #InterculturalCompetency #InterculturalSensitivity #CulturalSensitivity

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With the growing oversaturation of data clean rooms, providers need to differentiate themselves to stand out. Optable has done just that by partnering with Globe Media Group, the advertising arm of The Globe and Mail. This partnership allows The Globe and Mail to securely combine their first-party data with their advertising partners for deeper audience insights and stronger results. Optable’s clean room technology facilitates privacy-safe collaboration, helping publishers and advertisers achieve 3.4x greater reach and 2.5x more cost-effective results. We sat down with Bennett Crumbling, Head of Marketing at Optable, to learn more about their approach. 👇 #AdTech #CleanRooms #Privacy #DigitalAdvertising #PublisherGrowth

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Download chapter 5 in Mogic’s guide on ‘Making tech brands more famous with fluent devices’. If you enjoy it, you are welcome to download the full guide. Enjoy! 🦄

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Is greater balance needed between brand and performance marketing to sustain long term equity?

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What healthcare marketers need to know about HCP engagement in Canada. Thanks for the great conversation!

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Wise words from Kristin Zhivago, President of Zhivago Partners–Don't lose sight of the human touch in your quest to help others. Bots have their place, but real human interaction is often key. As a marketing agency, we excel in balancing the human-bot dynamic. Book a free call with Kristin now to explore how Zhivago Partners can elevate your company's approach! https://bit.ly/3TGbkDy #DIgitalMarketing #HumanTouch #MarketingStrategy #ZhivagoPartners

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If the average consumer needs 25 interactions with your brand before buying, how are you making that happen? Afraid you might be missing out? Start by carefully mapping out your customer’s journey across all channels. Need help? Give us a call!

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The line up of speakers and topics are rich this year at the Canadian Email Summit 2024 - for example: Non-Human Interactions: Measuring recipient engagement has always been inaccurate but in the past couple of years the metrics became even worse thanks to Non-human Interactions. While marketers were happy with increased open rates, the actual revenues were not performing that well. Let’s look at the real world impacts of non-human interactions and how to measure engagement in this new world. - Register at https://lnkd.in/eBNZye56

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Gen Z & Millennials Crave Authentic, Eye-Catching Out-of-Home Ads! Younger Canadians are reshaping the advertising landscape. These digital natives find OOH ads highly effective, with 51% saying OOH helps them discover new products and services faster. Although many Gen Z consumers skip online ads (63% use ad blockers), 55% view OOH ads positively. Gen Z is selective when engaging with ads, and OOH’s seamless integration into the environment makes these ads an enjoyable part of everyday life. What I find most interesting about Gen Z consumers is that they respond best to funny, eye-catching ads and value authenticity. Check out this ad for Cheestrings that capitalizes on humour, and happens to be one of my favourite ads of all time. Ready to speak to Gen Z and Millennials? Let’s talk about your next OOH campaign! 🚀 #OOH #DOOH #GenZ #Millennials #Advertising #Insight #Research #Marketing #AudienceInsights #ConsumerTrends #FunnyAds #EyeCatching COMMB OAAA DPAA Vistar Media https://lnkd.in/gFQQwUN3

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There's a growing polarization in marketing - brand or performance, digital or traditional, specialization or generalization. In this episode, we discuss how we can resolve these tensions and trends to succeed in the future. Guest Bio Esther Benzie - Senior Marketing Executive Formerly the VP of Brand and Advertising @ CIBC and VP Brand Operations @ P&G Board Member of the Association of Canadian Advertisers (ACA) Listen Apple https://lnkd.in/g9kaETw4 Spotify https://lnkd.in/gRC9afNy YouTube https://lnkd.in/gYZKp9R6 TimeStamps 0:44 - Intro to Esther 4:38 - Learning marketing foundations through CPG 7:30 - How digital changed marketing departments 10:30 - The negative impact of digital on creative  12:19 - Non-Viewable Impressions 15:20 - Talent Development - Specialists vs Generalists  22:45 - The shift from brand to performance and back 30:14 - What got lost in “Performance Marketing” 32:40 - How digital advertising change content supply chains 36:28 - An awakening with performance marketing 40:25 - Strategic objectives may differ from digital performance indicators 43:55 - How digital channels like Pinterest align with brand objectives 47:15 - The evolution of marketing performance metrics 55:06 - How to find out more about Esther Post-Pod with V and Marc Other Links Kapero and Sveriges Annonsörer report on the Future of Marketing Departments https://lnkd.in/giHQkXKx

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🔥 Because if advertising doesn't connect to the person who's seeing it, then what's the point? 🔥 BOOM! I had the best time talking "all things Creative Automation" the awesome Justin Blyth, from Ambassadors! Creative automation is here to help our creative teams spend time on what is important.. - What are your thoughts? #creativeautomation #thefuture

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Last week at the American Marketing Association (AMA), Toronto CMO event, Dr. Augustine Fou, Laura Baker, Vivianne Gauci, Jay Badiani and I talked about recent trends we are seeing and experiencing. Topic included #ai, #digital #adfraud, #budgets, #dei and #sustainability. Here's a recent article published by the American Marketing Association that dives a bit deeper into those topics and other trendlines. Long story short, marketing budgets are declining and decreasing as a share of company operating budget. Brand doesn't build itself--you need to feed, water and nurture it for growth. Take a read and share your thoughts. https://lnkd.in/eEjYTVRX? utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

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