Marketing

When Marketing Goes Wrong, What Happens When a Campaign Fails

When Marketing Goes Wrong, What Happens When a Campaign Fails

Written by Santiago Burke-Carreno, Montreal, October 18, 2024 Professor Michael Guolla, Ph.D, is a market research professor teaching at the University of Ottawa. Guolla's research career has primarily focused on examining quality and satisfaction in B-to-B and service marketing. In examining the reality that sometimes a product

Disrupting Traditional Advertising: Influencer Marketing

Disrupting Traditional Advertising: Influencer Marketing

Written by Keila Lainez, 10 February 2025 It all began with watching lifestyle vlogs on YouTube and gaming streams on Twitch. Ordinary people shared glimpses of their lives through a camera and rose to fame in the process. Little did we know, they weren’t just entertaining us; they were

Immersive Marketing: When Brands Create Memorable Experiences

Immersive Marketing: When Brands Create Memorable Experiences

Written by Chahd Ouidadi, Ottawa, December 2 2024 — In a world where consumers are constantly bombarded with advertisements, capturing their attention has never been more challenging. Brands are reinventing their approach through immersive marketing, a strategy that plunges consumers into interactive and engaging experiences. But what makes this approach so

Canva: A Marketer's Best Friend

Canva: A Marketer's Best Friend

Written by Keila Lainez, Ottawa, November 2024 - In today’s digital world, creative design and efficient applications are essential for successful marketing efforts. Canva has revolutionized the marketing industry, creating an accessible, all-in-one, easy-to-use platform to meet the needs of its users, from professionals to small business owners and

Colour Psychology's Role in Modern Marketing

Colour Psychology's Role in Modern Marketing

Written by Chahd Ouidadi, Ottawa, November 8, 2024 – Colour is dynamic, complex, and limitless, encompassing a wide range of dimensions and qualities that invite endless exploration. Colour psychology is the study of how different colours affect our moods, choices, and behaviour. In a marketing context, colour psychology is used to