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Marketing Service Reports

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LinkedIn for the Public Sector: Leverage Your Community and Protect Your Reputation

Social media has transformed the way we live; it’s democratic, unpredictable, exhilarating. And of course, it’s those very qualities that make it susceptible to ugliness at times.

The organizations that succeed in this sometimes-frenetic environment are generally those who display a commitment to stay on top of this ever-evolving world. They maintain a constant presence. They engage in dialogue, and do it in a human voice. They use the platforms to add value for citizens at key moments.

But even organizations with the strongest online presence have met pitfalls on social media. A lack of control over the material that appears alongside their messages can threaten a brands’ reputation, through no fault of their own.

This isn’t an easy problem for government departments to resolve. Action over fake news, aggressive dialogue and compromised safety needs to be balanced with the need to maintain freedom of speech – and the dynamism that makes social media so popular. Brands need to be sure of the company they keep. That means choosing platforms where content will be easy to view, and not vulnerable to fraud or brand risk – the three priorities of media quality, as ranked by advertising professionals.

This is why LinkedIn is twice as trusted as their nearest rival, and three times as trusted to protect users’ privacy and data and to be clear of rogue content.

In this 60-minute webinar, Jennifer Urbanski, Government Lead for Canada, LinkedIn Marketing Solutions, will share how LinkedIn is protected from fake news and aggressive dialogue by the nature of the platform and the community that surrounds it.

Recorded Webinar | December 2017 | The Conference Board of Canada

Driving Digital Transformation: Why Culture and Structure Matter—CEO Summary

Digital transformation means culture change. Read how L’Oréal, Travelex, Haier, GE, and other early adopters of digital transformation have cultivated risk-taking, experimentation, and openness to outsiders to stay ahead of new technologies and business models.

Report | 8 pages | December 2017 | The Conference Board, Inc.

The State of Digital and Social Media Risk Management

Although digital governance teams and Digital Centers of Excellence are becoming common oversight structures, most do not yet have fully optimized, managed, and resourced processes and programs to manage new and growing types of digital and social media risks.

Report | 14 pages | November 2017 | The Conference Board, Inc.

Part 2: Advertising Conundrum: What Works in Advertising and How to Use this to Make Better Advertising Decisions

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker.

Join us for our 2-part series of the Advertising Conundrum.

Part 1: Advertising Conundrum: What We Think Works in Advertising and Why We Never Really Know
August 17 at 11am EDT

Part 2: Advertising Conundrum: What Works in Advertising and How to Use this to Make Better Advertising Decisions
September 14 at 11am EDT

This two-part series dives into determining the ROI on advertising. We will discuss how our marketing efforts more generally, has become a major, and important, preoccupation. This preoccupation has distracted us from a more important question: what causes advertising to work in the first place?

Knowing an advertisement works tells us little about why it worked. That doesn’t stop us generating ideas about why it did (or did not), but how do we know those ideas map onto reality? How can we assess the veracity of these beliefs? The answer is that we cannot. This poses serious problems when it comes to creating effective advertising content.

Live Webinar | September 2017 | The Conference Board of Canada

The Advertising Conundrum: What We Think Works in Advertising and Why We Never Really Know

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker.

Join us for our 2-part series of the Advertising Conundrum.

Part 1: Advertising Conundrum: What We Think Works in Advertising and Why We Never Really Know
August 17 at 11am EDT

Part 2: Advertising Conundrum: What Works in Advertising and How to Use this to Make Better Advertising Decisions
September 14 at 11am EDT

This two-part series dives into determining the ROI on advertising. We will discuss how our marketing efforts more generally, has become a major, and important, preoccupation. This preoccupation has distracted us from a more important question: what causes advertising to work in the first place?

Knowing an advertisement works tells us little about why it worked. That doesn’t stop us generating ideas about why it did (or did not), but how do we know those ideas map onto reality? How can we assess the veracity of these beliefs? The answer is that we cannot. This poses serious problems when it comes to creating effective advertising content.

Recorded Webinar | August 2017 | The Conference Board of Canada

25 Truths about Customer Experience: Insights from the 2017 Customer Experience Conference

The best way to provide a great customer experience is to stay on top of evolving customer needs and view disruption as a new way to please customers.

Conference Keynotes | 12 pages | July 2017 | The Conference Board, Inc.

Socially Minded: Convincing the C-suite of Social Media's Benefits

Understand the range of benefits that social media can bring to companies across industries and why the C-suite should be on board.

Report | 46 pages | June 2017 | The Conference Board, Inc.

Fix: Break the Addiction That’s Killing Brands

The advertising industry has changed and will never be the same. The way in which brands need to communicate with their audience has evolved, partly due to a more sophisticated consumer and partly because current marketing tools, techniques and strategies are yielding less than optimal results.

While conventional wisdom has driven ad agencies to focus on digital marketing and web design, Chris Kneeland, CEO of one of North America’s leading marketing agencies Cult Collective, argues that these activities are becoming less relevant as time goes on.

During this 60-minute session, Chris will provide an overview of what needs to happen for consumers to turn from transactional customers to engaged apostles.

This webinar is part of a 3 part series called Nudge, Persuasion, and Influence: How Emergent Marketing Activities are Impacting How we Decide, What we Buy, and Who we Vote For. Contact us to register for all 3 webinars!

Recorded Webinar | April 2017 | The Conference Board of Canada

CEO Challenge 2017: Meeting the Customer Relationships/Corporate Brand and Reputation Challenge

Meeting the customer relationships/corporate brand and reputation challenge in 2017 is crucial for companies competing in today’s customer-centric, value-centric markets, say CEOs in our annual survey.

Briefing | 24 pages | February 2017 | The Conference Board, Inc.

The Changing Role of Branding in the Era of Experience

It used to be “the medium is the message”, but in today’s high touch social environment “the experience is the message”, and the brand. Now, more than ever, customer experience is tied fundamentally to how a brand is perceived, and has a direct impact on it’s success.

In this webinar Laurence Bernstein makes the argument that the experience is the brand, and by extension, the brand is the business. Understanding how strategic design and management of customers' experiences impact the business and determine the strength of the brand (and hence the business), is essential in a world where customers really do have the final say.

Laurence Bernstein has been a proponent of experience based branding as the central function of effective consumer marketing since 2001. He was a pioneer in the idea that the secret to building great brands is converting features, attributes and benefits into meaningful customer experiences, and triggering these experiences at every relevant touchpoint.

Recorded Webinar | January 2017 | The Conference Board of Canada

Unlocking Value from Integrated Corporate Communications and Marketing (CEO Business Implications)

CEOs have a crucial role to play in ensuring integrated corporate communications and marketing delivers on its potential to create value.

Key Business Issues | 8 pages | October 2016 | The Conference Board, Inc.

Unlocking Value from Integrated Corporate Communications and Marketing

We look at the trend toward integrating corporate communications and marketing and consider the various ways that these two functions working together can contribute value to corporations.

Key Business Issues | 64 pages | October 2016 | The Conference Board, Inc.

Unlocking Value from Integrated Corporate Communications and Marketing (CHRO Business Implications)

Human resources professionals might not know it, but they have an important role in the future of corporate communications and marketing. This overview explores how integrating these two functions could deliver big opportunities in HR.

Key Business Issues | 8 pages | October 2016 | The Conference Board, Inc.

25 Truths about Branding: Insights from the Annual Brand Conference

Brands are striving to amplify word of mouth in social media, keep their voice consistent across platforms, and ride the momentum of changes in the digital landscape.

Conference Keynotes | 16 pages | July 2016 | The Conference Board, Inc.

How Fortune 100 Brands Understand the People That Matter Most

Companies can learn about their customers through social media as well as online and physical shopping experiences. Managing privacy and the masses of data are the biggest challenges.

Report | 10 pages | April 2016 | The Conference Board, Inc.

DNA of Engagement: How Organizations Build and Sustain Highly Engaging Leaders (CMO Strategic Implications)

The role of chief marketing officers is to ensure their organizations’ reputation is a strategic competitive advantage. They can do so by communicating their engaging culture through all appropriate channels.

Report | 8 pages | March 2016 | The Conference Board, Inc.

Creating Customer Experience: How to Keep Customers Coming Back for More

For some organizations, creating a customer experience is simple—the experience is the purpose of the purchase in the first place. A tourist destination in the Bahamas for example. In this case, the organization must become an expert in understanding what drives customers’ reactions, what inspires delight, and what pitfalls to avoid that could undo the experience.

For other organizations—many other organizations in both B2C and B2B contexts—the customer experience may not be the central provision, but it is nevertheless crucial to the overall interaction. By ignoring the customer experience, organizations are missing a great opportunity to build relationships and secure repeated sales. As worldwide competition increases, marketers must think of the relationships they develop with other firms as analogous to providing an experience for their customers—one that creates a commitment to maintaining an ongoing business relationship.

So how can your organization create an experience that makes customers want to keep coming back for more?

Recorded Webinar | February 2016 | The Conference Board of Canada

The Future of Communications: Navigating The Digital Web

Periscope. Meerkat. Blab. SnapChat. Facebook virtual assistant. Podcasting to video. Being able to delete things about you from the Internet. Instagram deletes the square. Facebook wants you to stay there and never leave.

All of these things happened in less than 30 days in late 2015 … and are just a small reflection on how quickly the marketer’s job changes. So how is anyone supposed to keep up with what seems like a daily transformation in the communication landscape?

Join us for this special session that will shed some light on the future of communications, and help you navigate the increasingly complex digital web. Gini Dietrich, author of Spin Sucks and co-host of Inside PR, will walk you through what is new, what is to come, and how you can stay ahead of the trends and beat your competition.

Recorded Webinar | January 2016 | The Conference Board of Canada

What Can Leaders Learn from the 2015 Most Powerful Brands?

Brands are moving boldly. This momentum is the strongest since the recession, thanks to significant investments in business model innovation, collaboration, digital media and a renewed focus on customer experience. To grow business and drive revenue, corporate leaders need to embrace a broader, more holistic view of customer and brand experiences.

Recorded Webinar | December 2015 | The Conference Board, Inc.

Leveraging Multicultural Marketing to Grow Your Business: Promoting with Diversity

What is the economic impact of ethnic consumers in Canada? What are the current trends in ethnic marketing in Canada? What are the key ethnic populations that provide Canadian businesses with high growth opportunities? And how can YOU make the most of these opportunities?

Join us for Leveraging Multicultural Marketing to Grow Your Business: Promoting with Diversity and find out about the best practices in ethnic marketing in Canada.

Immigration trends change. And so do these new consumers and their demands. Ethnic consumers represent a huge opportunity for many Canadian firms. By 2031, one-third of Canada's population will be from a visible minority group. Organizations that target their offerings and marketing to attract a more diverse audience will be the ones that succeed. But targeting these populations doesn't have to be complicated.

Recorded Webinar | November 2015 | The Conference Board of Canada

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