The shift happened around 2012 when I started with the Ottawa Senators. As a business development executive, my new mission was clear: drive sales, grow the brand, and connect with potential buyers of tickets, suites, or advertising assets. This was the first time my paycheck was tied to my sales performance, and that commission-based motivation changed everything.

Suddenly, for better or worse, every event had a purpose. It was no longer just a social gathering: it was a premeditated mission with a desired outcome.

“Suddenly, for better or worse, every event had a purpose. It was no longer just a social gathering: it was a premeditated mission with a desired outcome.”

Honestly, at first, it was a little rough. I was way outside my comfort zone, approaching strangers with the sole purpose of finding a potential “influencer or decision maker.” I’ll admit, I didn’t exactly look forward to these events. It wasn’t because they were bad — it was because I lacked the confidence to truly be myself and foster genuine relationships.

Networking can still feel awkward, even after all these years. I’ve gotten better at it, but I’ll still occasionally pull off a handshake so strange it could be a new TikTok dance, or fumble over my words when I’m introducing myself. It’s all part of the journey, and while I can confidently say I’m no longer the deer-in-headlights kid I was 15 years ago, the occasional awkwardness is a natural reminder of where I started.

What changed?

Over time, I found my footing. My confidence grew, and I learned to listen through the nerves — really listen — to the people I was talking to. It sounds simple, but when your own second-guessing gets louder than the person across from you, it can create a real barrier to relationship building.

“My confidence grew, and I learned to listen through the nerves — really listen — to the people I was talking to.”

The shift was transformative (and easier said than done). I moved away from being a transactional sales professional and became more people-focused. I was also able to be myself and have more genuine conversations — instead of worrying about having the perfect reply every time.

Fast forward 15 years, and after celebrating my ninth year here at Xactly, my approach has dramatically evolved.

I actually enjoy networking now.

Can it be exhausting? Yes, for sure.

But with the right mindset and time to recharge, you have the opportunity to meet some great new people and form connections that last years..

Back at the Redblacks event, Caroline Phillips, a familiar face in the local scene, asked me a question that stopped me in my tracks:

“Did you come prepared with questions for your table?”

My initial thought was,

“Oh no, should I have?” But I quickly landed on a better answer.

“Nope, I’m just going to be myself.”

When it comes down to it, my best advice for new networkers is simple: be yourself, and don’t go into it just to make a sale. Get to know people, genuinely. And if it makes things easier, there’s nothing wrong with asking them: “What’s your purpose for being here tonight?”

It’s fascinating to hear different perspectives, and in my experience, conversation tends to flow naturally from there. We talked about personal interests, and I saw some people open up while others stayed a bit more reserved—and that’s perfectly fine. It was a great reminder that not everyone feels comfortable in these settings, just as I didn’t 15 years ago.

One person asked a great question about what to do when you run into someone you’ve already met and feel like you have nothing new to talk about. My advice was this: networking is about more than business. The best way to grow your business is by building genuine rapport. Don’t be afraid to ask deeper, more personal questions about their interests. You’ll quickly discover shared passions, which gives you something real to connect on the next time you see them.

My purpose has shifted. As a Marketing & Account Director, my primary role is about providing the right strategic recommendations and, most importantly, building and nurturing relationships. Now, when I go to these events, I’m there to meet like-minded professionals and get to know them beyond their job title. I want to know what you do for fun, what concerts you’ve seen, what your family life is like. I guess it took me 15 years to build the confidence to ask those deeper, more personal questions that serve a bigger purpose than just a potential sale.

I’d also recommend following up with a few people you meet to thank them for their time and offer to grab coffee. These conversations will naturally build your personal and professional brand, and in turn, lead to business down the road.

Most importantly, you’ll have the opportunity to connect with some truly great people who happen to have networks of their own.

So, get to know people, be yourself, and don’t force it. The rest will follow.

Steve

Steve Harding is an experienced Marketing and Account Director, overseeing all agency clients and partners. Steve obtained his Master’s Degree in Sydney, Australia which led to working for the Vancouver Olympic Organizing Committee. He then spent 7 years with the Ottawa Senators before starting with Xactly. He has a strong emphasis on strategy and client rapport which has led to key relationship building with some extremely well-known businesses across the city. Steve has been working in business development, marketing, and advertising for over 20 years and brings a valuable network, creativity, determination and hard work to an industry he is extremely passionate about.

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A highly respected marketing executive, J.J. Hochrein brings deep expertise in brand strategy, integrated marketing communications, and customer experience. He has led national campaigns, built high-performing teams, and helped iconic Canadian brands define their identity, increase market share, and connect more meaningfully with customers.

His new role at Xactly will focus on helping clients unlock growth by aligning their brand, marketing, and business strategies. J.J. will work closely with clients as a senior strategic advisor, bridging the space between account management and brand strategy. He will also offer Fractional CMO services for businesses in need of high-level marketing leadership.

“We’re thrilled to welcome J.J. to the team,” said Denis Sabourin, Founder and CEO of Xactly. “His extensive experience and leadership with some of Canada’s most respected brands will not only strengthen our internal team—but more importantly, help our clients make smarter, more effective marketing decisions that lead to real business growth.”

J.J.’s previous roles include Associate Vice President, Strategic Marketing at Canadian Tire, Vice President of Marketing at Lee Valley Tools, Head of Marketing at Farm Boy, and Director of Brand Marketing at Chicken Farmers of Canada. His work on the agency side has included guiding strategy for clients like Home Hardware and Mitsubishi Motors.

“Xactly brings together strategy, creativity, and execution in a way that genuinely moves the needle for clients,” said Hochrein. “I’m looking forward to working with such a sharp and collaborative team, and applying my experience to help businesses make confident marketing decisions that reflect who they are and where they want to go.”

About Xactly Design & Advertising

Founded in 2002, Xactly Design & Advertising is an Ottawa-based marketing and branding agency that helps businesses stand out and grow. We work as a full-service marketing department for clients across Canada and the U.S., offering strategy, branding, web development, content, design, and more. Our team is driven by creativity, guided by strategy, and focused on results.

xactlydesign.com

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By joining forces, Xactly aims to strengthen the agencies’ combination of creative and business-driven marketing to deliver exceptional value to clients.

“We look forward to welcoming TrueCourse to the Xactly team,” says Denis Sabourin, Founder & President of Xactly Design & Advertising. “This marks an exciting milestone, broadening our capabilities and reinforcing our commitment to helping clients achieve remarkable outcomes.”

Sabourin also extended congratulations to Veronica Farmer, Founder & President of TrueCourse Communications, on her latest role as VP of Marketing at Wesley Clover International. “Veronica’s expertise has been instrumental in TrueCourse’s success, and we know she’ll continue to make an incredible impact in her current role while continuing to inspire us as part of our shared journey.”

Farmer expressed enthusiasm for the acquisition: “Xactly and TrueCourse share a similar approach to working with clients as well as a dedication to helping them achieve ambitious goals. This partnership feels like a natural evolution for both agencies. I am excited to see where it leads!”

The unified agency will provide comprehensive marketing solutions to local, national and international clients, ensuring they can scale and thrive in an ever-changing business landscape.

About Xactly Design & Advertising

Founded in 2002, Xactly is Ottawa’s leading full-service marketing agency, elevating brands for over two decades. We champion compelling storytelling, creative strategy and stunning design to drive results that make our clients unforgettable. With creativity in our DNA, we’re the big idea between our clients’ vision and reality, bringing them where they want to be — top of mind with their audiences. Learn more: xactlydesign.com

About TrueCourse Communications

Founded in 2007, TrueCourse Communications Inc. is a B2B strategic marketing firm. We work closely with a diversity of clients in various markets in North America and Europe, specializing in B2B and tech, to help grow their brands and deliver real, measurable business results. Learn more: truecourse.ca

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Digital audiences are spending more time online (don’t ask about my screen time stats). And when they’re there, they’re seeing:

• Ads galore. It’s estimated that people see casual 93 to 812 ads per day (depending on the study you’re looking at). And for audiences, this high volume of ads isn’t the vibe. That’s why, for example, there’s a large collection of TikToks where users express being annoyed with how many TikTok Shop ads they see.
• A boom in AI-generated content. Apps like Cara, which hold a firm no AI stance, are a direct response to this trend. And it’s not just online! Recall that the fashion community was perturbed this summer when cult favorite Baggu used AI to create a horse-shaped nylon purse.
• More. Digital audiences are simply seeing more. Content creators and brands alike are chasing algorithms, posting when (and what) each social platform wants. One post a day? Multiple a week? It’s a lot for brands to produce — and a lot for digital audiences to take in. (I might love shopping for new glasses frames, but I’m a little overwhelmed seeing 3-4 Instagram posts by my optician per week, you know?)

So what do digital audiences want? And how can you genuinely connect with them amidst all this exhaustion?

People want peacefulness — including in your social posts

Overstimulating content = overwhelmed audience. Audiences are inundated with busy, we-need-to-grab-your-attention content — and it’s a known fact that many people experience social media-flamed anxiety. It’s no wonder that wellness trends have been popping off in 2024.

One way to stand out and draw your audience in is to swap high-energy digital content for calming, low-key alternatives. Instead of trying to post as much as possible, always leading with hard-hitting CTAs, flashy graphics and the latest TikTok trends, ask yourself:

How can I create a calmer, more connective digital experience?

People are looking for respite. Dwindling are the days of “retention-edited content” and the content-for-content’s-sake approach to socials. Can your brand be a haven? Are there ways you can shift your digital marketing strategy — like adjusting the content length or softening your hook — to bring the peace?

Audiences want authenticity

So many ads. So many sponsored posts. So many Instagram stories of AI-generated images. (Remember that 90s yearbook trend?) It can all feel a bit disingenuous or like one giant sale. And amidst a permacrisis, audience capacities (attention, financial, emotional — you name it!) are limited.

Whether it’s engaging with digital content, attending an event, or making a purchase, digital audiences are being selective about what they invest their time, energy and money into. They’re not going to spend on just anything. They want:

• Value for their money
• Sustainable options
• Brands that are socially conscious, community oriented and those that do the work
• To know where their money is actually going
• To interact with (and buy from) brands that align with their values

Digital audiences (and consumers) want to know that a brand is authentic — and that often comes back to values. Ask yourself:

What values does my brand communicate, and does my audience trust them?

If directly sharing your values in writing isn’t your jam, are there other ways you can express them? Maybe it’s in your image or graphic choices, or the brands/businesses you collaborate with. Leading with these can help boost engagement, build consumer trust and assist your digital world-building strategy.

Digital audiences want to engage offline

While this may seem counterintuitive to your digital strategy, it’s really complementary. Social media detoxes are becoming increasingly common — there’s a desire to return to a “simpler,” pre-socials era. But that doesn’t mean your audiences don’t want to see your brand! They just want to experience it in a different way (including sonic, olfactory and physical mediums).

That’s why interactive, IRL experiences and activities are so successful right now. Audiences want to feel something — and they’re getting that offline. And having something they can post about is a bonus.

When brainstorming ways to reach audiences offline, you might find it helpful to ask yourself:

What would my brand look like in a world without social media?

The goal is to meet your audience where they’re at. Whether it’s a participatory activity, like staying in one of Airbnb’s Icons rentals or visiting a TikTok-worthy e-comm popup by Pleasing, or giving consumers a physical piece of brand iconography to home (think of the Saltburn candle or even France’s scratch-and-sniff stamp), exploring offline avenues creates a holistic branding experience — a brand “world” of sorts.

Plus, as a marketer, it’s beneficial for you. It’s easier to create touchpoints (and conversions) when you use multiple platforms/mediums.

Lead with connection, not just conversion

In this era of digital fatigue, standing out requires more than just increasing your online presence. It needs intention. Ultimately, it’s about meeting your audience where they are and offering something meaningful that can cut through — or help alleviate — the digital overwhelm.

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But it isn’t a magic button that delivers:

• A great brand position,
• Compelling messaging that motivates buyers,
• The correct tactics in the exact channels to reach those buyers,
• A solution to the adage: “50% of marketing spend is wasted, but I don’t know which 50!” (BTW, I think this is an outdated view, anyway.)

So where does AI provide value to marketers?

AI is a versatile tool — but you need to wield it.

AI is a great tool, like a power saw for a builder or an iMac for a graphic designer. But the same tools in the hands of lousy carpenters or designers will never deliver good results.

I’ve used AI to quickly write strong customer personas for target buyers. But when I’ve asked for insights about those buyers to inform a motivating value proposition or campaign proposition, the results weren’t usable. My human intelligence (HI) was needed to provide direction.

I’ve also used AI to recommend lead-generation activities for a service-based client. Eight of the ten provided results were generic, but two suggestions were novel and useful.

Decades ago, my younger self may have accepted every suggestion the AI offered — but my experienced self has a more critical and educated filter. This filter is necessary to best guide and evaluate results from AI tools.

How can AI elevate your marketing game?

• It’s a boon for content generation, whether you’re creating newsletters or social media posts, brochure copy or video scripts.
• Using AI to transcribe meeting recordings, provide minutes, or identify action items is a great time saver.
• Casting a (robotic) eye over websites to improve SEO with keyword recommendations is easy.
• Enhancing customer experiences using chatbots to handle routine inquiries has improved since last year.
• Extracting key insights and trends from complex reports can save hours.
• Analyzing customer behavior, preferences, engagement patterns, etc. focuses your marketing efforts.
• And more!

What’s the takeaway?

The big win here is that AI can do a lot of the time-consuming work so you can spend more time making informed decisions, thinking deeply, and adding value to your marketing strategy and business activities.

As you accomplish more and better things (with AI and HI firing on all cylinders), the result will be a more productive, agile, and effective marketing team. But I caution against believing AI is infallible and can do everything you need.

Putting it to use efficiently for your business is the challenge. Because at the end of the day, it is a very powerful saw — that needs to be in the right hands.

This blog post is AI assisted.

Have questions about strengthening your marketing strategy?

We’d be happy to answer them. Get in touch to learn more!

The post How AI improves marketing. appeared first on Xactly Design & Advertising.

AI might be impressive, but it’s not a miracle for perfect copy. You still need market knowledge, precision, strategy, and a differentiated voice to shape its output.

In short — AI won’t replace you. If anything, it’ll give you a competitive edge!

ChatGPT Prompts to Elevate Your Copy

Explore our collection of ChatGPT prompts for copywriters. We’ve got you covered from headlines to blogs, social posts, and refining your work. And remember, you’re not limited to just ChatGPT — experiment with other AI generators like Meta AI, Microsoft Copilot, or Google Gemini to find the one that works best for you and your writing style.

Prompts for Creating Compelling Headlines

While the headline is the shortest part of your content, you don’t want to overlook it. These prompts are made to generate a plethora of ideas:

• Create [X] headlines that summarize the following: [input your example].
• Write [X] [adjective (i.e.cheeky/adventurous)] headlines about [insert topic] for [type of content], targeting [specify target audience]. Each headline should be no longer than [X] characters. Each headline should embody one of the 4 U’s: Urgency, Unique, Useful, and Ultra-specific. Try to include [insert keywords] as keywords.

For an added edge to your headlines, look for trending topics by researching keywords with an SEO tool, like SEMrush. It’s a great way to learn your target audience’s main interests.

Prompts for Social Media Captions

Sometimes, you have plenty of big ideas but it’s difficult to condense them into a shorter piece of content.

Keep your social captions simple with these prompts:

• Write [X] calls to action for [specify target audience] with the goal to [i.e. follow, click a link].
• Write a caption using the [AIDA, PAS, BAB, FAB] copywriting framework that highlights [insert product, service, brand, event description] for [input social platform]. Maintain a [specify tone] tone and add hashtags.
• Write a social caption for [input social platform]. Use the following information: [insert your example text].

Don’t hesitate to throw in your own examples or predefined information to give ChatGPT a head start. You’ll be amazed at what it can come up with when armed with the right input.

Prompts for Blogs

Blank page ruts are never fun, and creating high-quality content can take time.

While we don’t suggest relying solely on ChatGPT for entire blog posts, these prompts can help you establish a solid writing structure:

• Create a blog about [insert blog topic]. Write it in a [insert tone] tone. Use an active voice. Write around [X] words. Use [adjective i.e., creative, professional] sounding titles for the blog. Add headings and subheadings for each blog section. Ensure there are a minimum of [X] sections. Include the following keywords: [keywords].
• Generate [X] blog post outlines for the following topic: [insert topic]. The outlines should contain [X] headings and [X] subheadings.

Requesting multiple variations from ChatGPT is also a great way to determine the most suitable angle for long-form content.

Prompts for Editing and Refining Your Work

Let’s be real. Writing involves a ton of editing. These Upwork ChatGpt prompts come in handy when you want to refine your work faster.

• Rewrite the following content to identify and fix grammatical and punctuation errors: [insert example].
• [Shorten/lengthen] the following text to around [X] characters: [insert example].
• Rewrite the following content using a clear active voice: [insert example].
• Reformat this content using persuasive bullet points: [insert paragraph example].
• Rewrite this piece of content to enhance sentence structure and correct any instances of redundancy: [insert example].
• Rewrite the following content to address plagiarism concerns: [insert example].
• Rewrite the following content to make the writing style more [insert writing style (i.e. persuasive)].
• Adjust the following content to convert from [American English] to [British English] with the appropriate spelling, punctuation, and word use: [insert example].

Have fun exploring these different prompts! The more you experiment with ChatGPT, the clearer its content generation methods become.

General Tips to Remember When You Use ChatGPT

Remember it’s not just about your prompts! Make sure to also keep these tips in mind:

The Better Your Input, the Better the Output

Just like onboarding a new employee, training ChatGPT is crucial for optimal performance. The more specific details you input, the smarter the AI responses will be. Don’t skimp on the specifics — details like target audience, character limits, intentions, content type, and mood can make all the difference.

Personalization and Customization Are Your Secret Weapons

While ChatGPT helps your daily processes, you’re still the mastermind behind the scenes. Customize drafts with your unique touch to make your copy stand out. Often ChatGPT’s responses feel robotic, and you don’t want your work to sound lifeless.

ChatGPT is a Tool, Not the Solution

There’s no doubt that AI makes your life easier and accelerates writing timelines. However, it shouldn’t entirely replace the work you create. Always fact-check outputs if you’re unsure of their accuracy, too — because the information they’re based on isn’t always updated in real time!

What’s Next?

Incorporate these tips into your next copywriting session. Remember, you’re the master of your craft, and ChatGPT is your tool.

Who knows, you might even start to create your own prompts that perfectly capture your unique style. The possibilities are endless, and that’s what makes writing so exhilarating!

So go ahead, experiment, play, and let your imagination run wild. And please, sleep peacefully knowing AI won’t take over your role!

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Because your audience cares!

Millennials and Gen Z (ages 12-43) are the majority of the working-age population, so there’s a high likelihood that your business’s target audience falls within this range.

New data shows, 79% of this demographic support non-discrimination protections for the LGBTQIA+ community. Additionally, 28% of Gen Z adults and 16% of millennials identify as LGBTQIA+ themselves. So, when it comes to Pride Month, it’s a good idea to think carefully about how you’re showing up (because they sure are).

Older audiences care deeply too, but it’s worth examining how this new and growing audience thinks when considering the long-term perception of your business — they’re the future, after all.

And, one more thing: let’s avoid performative activism. It can do more harm than good, reducing complex issues to marketing gimmicks and diluting the impact of genuine advocacy.

How can my business do better?

Here are some suggestions to make your Pride Month posts more meaningful and impactful. Every business is unique, so different post styles will showcase your brand’s authenticity. Find out what works for you!

1. Education: Post educational content about the history of Pride Month. If you can, share stories of real people within the LGBTQIA+ community (with their informed consent) to highlight their thoughts and experiences.
2. Resources: Use your platform to provide access to advocacy resources, non-profit organizations, and support groups. This can help your audience learn more and get involved in meaningful ways.
3. Community voices: You don’t have to be an expert on every social issue! Instead, amplify the voices of those who are. Point your audience in the direction of leaders and activists from the community.
4. Stay local: Shine a light on work being done in your own community. Organizations, groups, or events that are supporting the cause.
5. Consider donating: If you have the means, consider making a donation to a relevant cause. Financial support can have the most significant impact of all; and who knows, maybe you’ll inspire others to do the same.

And, beyond! Make sure the values you promote during Pride Month are upheld in your workplace all year round!

What am I saying about my business?

As a forward-thinking business, your actions should be meaningful and intentional. Ask yourself why you want to post something for Pride:

• To raise awareness?
• Because you care about the cause?
• Because you think it’s important?

If so, consider implementing one of the suggestions mentioned above, which will be more effective in working towards those goals than simply adding a rainbow flag to your logo.

If you’re only posting because it’s what everyone else is doing, reconsider whether you need to post at all. Pride Month is about real people and a long history of struggle. You’d be surprised how quickly insincerity is recognized.

For Pride Month… And beyond

The principles discussed in this blog apply to more than just Pride Month. They are relevant to Black History Month, International Women’s Day, National Day for Truth and Reconciliation, Men’s Mental Health Awareness Day, and any other day rooted in a history of oppression.

If you want to take a stance, take it seriously.

Happy Pride!

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Benefits of implementing SEO.

For local businesses, mastering SEO can be a game-changer. Consider, for instance, a local restaurant like our client Biagio’s Kitchen + Catering that employs SEO techniques such as optimizing keywords and building backlinks. As a result, when users in the area search for phrases like “best restaurants near me,” the restaurant is more likely to consistently appear on the first page of search results. A continuous presence here can help not only to enhance the restaurant’s reputation but also to highlight its popularity within its community.

Moreover, businesses that prioritize SEO often experience higher conversion rates and improved user engagement. Take, for example, an accounting firm that uses SEO to target specific keywords related to tax services. By optimizing their website for these keywords, the firm can attract potential clients who are actively searching for tax assistance. This targeted approach can serve not only to drive organic traffic but also to drive more qualified leads, resulting in a higher conversion rate compared to other marketing strategies — according to Brandon Amoroso’s article “Organic Traffic: Conversion Rates Higher than Other Channels?” Through effective SEO practices, the accounting firm can establish itself as a reference in its industry, further enhancing trust and credibility among its target audience.

Cost-effectiveness of SEO marketing.

SEO offers a relatively cost-effective approach capable of delivering lasting outcomes with a reasonable investment, according to Hubspot’s blog “SEO vs. PPC: When to Optimize and When to Pay for Traffic.” A well-optimized website can continue to attract organic traffic and generate leads well after the initial optimization work is done.

Moreover, the return on investment (ROI) for SEO campaigns is frequently higher compared to other marketing activities. This is due to the nature of SEO, where the focus is on creating valuable content, improving user experience, and building organic visibility over time. Unlike paid advertising, where businesses pay for each click or impression, SEO efforts can lead to continuous organic traffic and conversions without incurring additional costs for every visitor. This makes SEO a sustainable and cost-effective marketing strategy that can provide significant returns for businesses in the long run.

Emerging trends and techniques in SEO.

The landscape of SEO is constantly evolving, with emerging trends and techniques reshaping the way businesses approach online visibility. Technologies such as artificial intelligence (AI) and machine learning are revolutionizing SEO strategies, offering more personalized and targeted approaches to reach audiences. AI-powered tools can analyze vast amounts of data to identify search patterns and user behavior, allowing businesses to tailor their SEO efforts for better results.

In addition, voice search optimization has become increasingly important for SEO success, especially with the rise of virtual assistants like Siri and Alexa. By optimizing content for voice search queries, businesses can capture a larger audience and improve their chances of appearing in voice search results. Mobile-first indexing is another key focus area for modern SEO techniques. With the majority of users accessing websites through mobile devices, ensuring mobile responsiveness and fast loading times is crucial for higher search rankings and better user experiences.

Measuring the impact of SEO.

Measuring the impact of SEO is crucial for businesses to gauge the effectiveness of their online marketing strategies and make informed decisions based on data-driven insights. Key performance indicators (KPIs) play a vital role in this evaluation process, allowing businesses to track the performance of their SEO campaigns. Monitoring organic traffic, for instance, can help companies understand the volume of visitors coming to their website through unpaid search results. By analyzing changes in organic traffic over time, businesses can assess the impact of their SEO efforts and identify areas for improvement.

Tracking keyword rankings is another essential aspect of measuring SEO success. Businesses can monitor the position of their target keywords in search engine results pages (SERPs) to evaluate their visibility and relevance to online audiences.

Finally, in addition to KPIs, leveraging analytics tools like Google Analytics provides businesses with comprehensive data on various aspects of their website performance and SEO effectiveness. Businesses can analyze user behavior, traffic sources, and conversion rates to gain insights into the impact of their SEO efforts on user engagement and lead generation. By regularly monitoring and analyzing SEO data, businesses can adapt their strategies, refine their tactics, and ultimately achieve sustainable growth and success in the competitive online landscape.

Have questions about SEO?

We’d be happy to answer them. Get in touch to learn more!

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Before you make any reactionary decisions, always know that as players in the fast-paced arena of digital marketing, our ability to adapt and make informed decisions is how we will be valued. In order to be the best at what we do, we must master the ability to capture and deliver data.

Turning Ambiguity into Assurance with Data

Even the most expertly crafted strategy isn’t immune to unanticipated market shifts or changing consumer trends. In these situations, what distinguishes a gamble from a calculated risk is data. They illuminate problems and provide a basis for solutions, turning uncertainties into valuable opportunities for advancement.

Take Nike, for instance. In 2020, they faced store closures due to the global pandemic. This could have created a significant ambiguity for their marketing department. However, Nike turned this potential setback into a strategic opportunity, leveraging their data to pivot towards digital marketing.

They used their customer data to understand changing habits and preferences of their consumers. The data showed a significant increase in people engaging in home workouts and digital fitness classes. Nike responded by promoting their Nike Training Club app, making the premium version free to users worldwide. This initiative was publicized extensively through their digital marketing channels. The result? A surge in app downloads, increased customer engagement, and a boost in their online sales, which grew by 82% in the first quarter alone.

Sharing Data & Multiplying Insights

Sharing your data-driven insights is as essential as collecting and analyzing the data in the first place. Engaging different team members in discussions about the data can lead to a broader understanding, possibly revealing fresh strategies and growth opportunities.

The Never-Ending Cycle: Monitor, Adjust, Repeat

The role of data in digital marketing should never be confined to crafting your initial strategy. Data analysis must be a consistent step in tracking performance and guiding updates to your plan. Trends evolve, consumer behaviors fluctuate, and new data is constantly generated.

Consistently monitoring data sources allows you to keep up with changes, tweaking your strategy in real-time to ensure its ongoing effectiveness. Regular adjustments based on data analysis stimulate a cycle of continuous improvement, keeping your marketing initiatives relevant and on target. Data turns marketing from a game of chance into a strategic endeavor, guiding your decisions and propelling your success.

Measure Twice, Cut Once

When changes occur, remember, it’s not about going back to the drawing board; it’s about going back to the data.

The post Mastering digital marketing: Data as the game changer. appeared first on Xactly Design & Advertising.

However, despite the somber financial headlines indicating a disheartening outlook, the data suggests that our current economic climate is proving to be more encouraging than anticipated.

Regardless, businesses are always looking for ways to cut costs during challenging times. And what’s one of the first things many business owners are tempted to do?

Slash their marketing budgets.

But savvy leaders know that being proactive and creative with their marketing can help them make it through the storm.

Taking a step back and putting some thought into how you can smartly invest in marketing may be the best way for your business to not only endure economic instability, but to come out even stronger on the other side.

Building brand awareness: an expense or an investment?

There seems to be an underlying determination — among the business owners we speak with — to tackle these tough times head-on. Rather than just weathering the storm of economic uncertainty, many organizations are embracing new opportunities with gusto and setting their sights on growth.

Part of it comes from their perception of marketing.

Ask yourself, do you view marketing as:

1. An expense that needs to be cut, or
2. An investment as an engine for growth?

If you want your business to survive and thrive during a recession, a smart investment in marketing could be the key.

Marginalizing it could spell disaster.

Investing in marketing during a downturn is your opportunity to capitalize on the moment while competitors are too distracted by cutting costs. It’s an effective way to safeguard and even expand your market share, while many competitors cut back on such investments and disappear from their target audiences’ radar.

Marketing during a downturn

Multiple studies have shown the wisdom of investing in marketing during economic downturns.

Businesses that recognize the value of marketing, and commit to maintain their investment, are rewarded with greater success down the road. It’s been proven time and again – from The Great Depression to more recent events like the dotcom bubble and 2008 global financial crisis. Investing in moments of market downturns can set you up for incredible growth when the economy eventually rebounds.

And rebound it will – it always does!

But remember, your marketing encompasses owned content, websites, social media, and case studies, as well as paid actions such as advertising, conference events, lead generation activities, direct mail, and many other items. 

Attract new customers and keep the ones you have

If you have a great product or service — and you market your business professionally — history has proven time and again that your investment will be rewarded.

• Tough competition: A recession can lead to an increase in competition as businesses fight for a smaller pool of consumers. A strong marketing strategy will help you to stand out and attract customers in a crowded market.
• Cost-effective marketing: During a recession, businesses have the opportunity to take advantage of lower advertising costs. With less competition for ad space, businesses can get more bang for their buck and reach a wider audience at a lower cost.
• Building brand awareness: A recession can be a time to build brand awareness and establish your business as a leader in its industry. Continuing your marketing efforts sends a message of stability and resilience to customers and competitors alike.
• Making connections: Consumers may be more cautious with their spending during a recession, but they are still making purchases. Marketing can help your business connect with consumers and understand their needs and concerns, which can lead to more targeted and effective marketing campaigns.

Bottom line – marketing is essential for any business

Investing in marketing during a time of recession may seem counterintuitive, but it’s been proven to provide businesses with a competitive edge and help them weather the economic storm. A well-planned and executed marketing strategy can increase brand awareness, connect with consumers, build relationships and ultimately drive sales and growth.

Ready to protect your business against economic turbulence? Investing in marketing is the key. Get in touch for an expert consultation – no strings attached! Beat the downturn with solid strategies today.

The post Investing in marketing during a recession: Why it’s more important than ever. appeared first on Xactly Design & Advertising.