Canadian Electrical Wholesaler

Oct 8, 2020

Katrina OlsonBy Katrina Olson

While traditional media like direct marketing, print, outdoor, and broadcast have not disappeared, they’ve taken a back seat to a broad category of strategies and tools called digital marketing.

But what exactly is digital marketing?

Digital marketing is defined by the formats, media, channels, tools, and software as well as the conversations and interactions that take place on those platforms. Digital marketers use computers, smart phones and other devices and tools to create, distribute, and track sales and marketing messages using digital media and social media, often supported by traditional media.

Digital marketing channels

A channel is a delivery method or tool used to deliver a marketing message or offer. Digital marketers have a variety of channels at their disposal, each with their own benefits and shortcomings. Digital marketing includes:

• Website (optimized) — Digital marketing on a website could be anything from a banner ad or flash page to a fully-developed e-commerce site.

• Content marketing —The Content Marketing Institute defines it as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action. Good content marketing involves a planned, strategic schedule of blogs, articles, social media posts, webinars, podcasts and video content.

• Social media marketing — Platforms like Facebook, Twitter, and LinkedIn are used to cultivate relationships with customers while building brand and product awareness. Marketers can use native platform tools to plan, launch, and evaluate the effectiveness of campaigns. Ads are usually sold in an auction format using one of these methods: cost per click, cost per thousand, cost per conversion, or cost per video view. Tools like TweetDeck and Hootsuite are often used to manage accounts in a single dashboard while Google Analytics is used to measure and analyze results.

• Search engine optimization (SEO) — SEO is the process of driving quality and quantity traffic from free, organic, editorial, or natural search results on search engines. SEO is focused on unpaid traffic rather than direct traffic (a use types in your web address) and paid traffic (driven by ads you’ve placed). This is a pull strategy, designed to capture users who are actively searching.

• Pay per click/paid search — Paid search advertising is the listings found at the top of a search engine results page (SERP), usually before the organic or natural listings. These listings are sold using a pay per click (PPC), sometimes called cost per click (CPC), pricing model. These ads often have clickable headlines, site descriptions, and site links to pages deeper within the site. Paid search campaigns are often placed using Google’s advertising platform, Google Ads.

• Display advertising — In digital, this refers to relevant ads served to precisely targeted audiences who match designated criteria. Usually used for generating awareness, display advertising utilizes a push strategy by placing ads in platforms, on websites, and in other digital media to reach people at all stages of the buying cycle. Display are sold at a fixed CMP, or at auction with bids based on cost per click or cost per thousand.

• Video advertising — Like display advertising, video is designed to capture targeted audiences online to build awareness, drive consideration, or create purchase intent. Video advertising is run on social media, on demand as “pre-roll” style ads before shows or programs, or as part of a programmatic campaign to a well-defined target audience.

• Email and marketing automation can reach customers at specific times and stages of their buying journey, moving them along to a purchase. Email can raise interest, build loyalty and convert prospects into customers. To get started, all you need a list and an email platform like MailChimp or Constant Contact.

Digital marketing also includes television, smartphones, smart watches, on-hold messages, robocalls and other tools, usually as part of an integrated campaign.

Digital marketing tools

Perhaps the most confusing part of digital marketing is the vast number of tools and understanding what each of them does. As this discipline continues to grow and develop, individual tools are expanding their capabilities to offer a broader range of services, for example, email tools now offer digital ad and landing page creation. Here’s a short list of digital marketing tools:

• Audience listening tools like Brandwatch, Hootsuite, Tweetdeck, and Influencers enable you to monitor what others are saying about so you can devise marketing or PR strategies based on that information.

• Research tools like Survey Monkey and the PRIZM segmentation tool can help you better understand your target audience.

• Channel-specific tools like Facebook Business Manager and LinkedIn Campaign Manager help users create ads and campaigns, and provide basic analytics.


• Google Ads (formerly Google AdWords) is a tool used by digital marketers to bid to display advertisements, service offerings, product listings, or videos across a variety of online platforms including websites, YouTube, Gmail and more.

• Analysis and reporting tools provide engagement and performance metrics and can be found within individual platforms like Facebook’s Audience Insights, Twitter Analytics, and Instagram Insights.

• Google Analytics and Kissmetrics are third-party tools, not associated with a specific platform, that assist with the collection, measurement, and analytics about website traffic, how users navigate and interact with a site, what pages and content they look, and how and where they leave the site.

While these are some of the most commonly used tools, the list is virtually endless. Once you start researching them, download a few white papers your in box will become cluttered with invitations to webinars, newsletter lists, and conferences where you can learn more.

Start your digital journey today!

It’s difficult to know where to start on your digital marketing journey. Don’t expect to start with a full-blown digital marketing plan. Try something familiar first, like email or social media marketing. Explore some of platforms, sign up for a trial version, and get familiar with the category of tools. Attend some free webinars and read articles to get comfortable with the subject matter and jargon. Then, pick one platform or medium and start experimenting.

We’re all still learning and making mistakes. Don’t let fear of the unknown or unfamiliar paralyze you. The world never ended because someone got the wrong email. Just saying!

Katrina Olson is a marketing consultant, trainer, and writer, and principal of Katrina Olson Marketing + Training. She works with distributors, manufacturers, associations, and other B2B clients, as well as writing for several industry trade publications. She can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it. or via her website at www.katrinaolson.com.

David Gordon New 400Everyone is an expert in pricing. It’s either too high or too low based upon your role. Salespeople like it low. Management wants it high. The customer wants it “right” which, usually means “competitive” or “It’s reasonable for the value I am receiving.”

And the term “value” is intriguing as it infers that you understand
• the value that you bring
• the value that your product / service brings
• the competitive landscape (which also includes alternatives and inertia)

But I digress. 

Read More

 

 

COVID ULConsumer UVC germicidal devices are entering the market rapidly because of an increased demand for sanitizing and germicidal capabilities in the face of COVID-19. But are they all safe?

UVC radiation (the most energetic in the UV spectrum; 180nm to 280 nm) is proven to have sanitizing and germicidal effects, and first proof of effectiveness against SARS-CoV-2 is emerging. Like many high energy devices, however, there are risks due to UVC exposure. For example, UVC over-exposure can cause damage to the eyes and skin, based on wavelength, intensity, proximity to the source, and time of exposure.

Read More


 

Investment In Building Construction - July 2020Total investment in building construction increased 1.8% to $15.1 billion in July. Residential sector investment increased 4.9% to $9.9 billion, while non-residential investment decreased 3.7% to $5.3 billion.

Construction activity has rebounded in the last few months, with investment in building construction remaining slightly lower than February 2020 levels, before COVID-19 construction restrictions were first put in place. On a constant dollar basis (2012=100), investment in building construction increased 2.0% to $12.4 billion.

Read More


 

 

Swati Vora-PatelBy Swati Vora-Patel

Personal protective equipment. We understand how important PPE is keeping us safe during this pandemic. While we continue to do our part to protect ourselves and those around us, counterfeit PPE is on the rise and has found its way into the supply chain: fraudulent COVID-19 testing kits, N95 masks, respirators, and even fake vaccines, which all pose a significant threat to the health and safety of unsuspecting global citizens.

Counterfeit activity and intellectual property crimes remain a growing issue in Canada and around the world. 

Read More


 

Changing Scene

  • Prev
What better way to celebrate the 25th Anniversary of Rittal System Ltd. in Canada than to be ...
Electro-Federation Canada (EFC) is pleased to announce the 7th Annual 2020 Marketing Awards Program ...
Leviton announced that Jean Belhumeur, president and chief of operations of Leviton Canada, will ...
Ouellet Canada is proud to announce the acquisition of Britech, a manufacturer and supplier of ...
Recently Tim MacDonald, President of Ideal Supply announced the appointment of Mike Smith to the ...
Liteline Corporation has announced the addition of Martin Parilak to their Canadian Regional Sales ...
The Task Force for a Resilient Recovery recommends five bold actions to help Canada “build ...
Late April 2020 ECM Industries acquired ILSCO. Since that time, they have been integrating the two ...
Since 1993, E.B. Horsman & Son(EBH) has been a proud supporter of BC Children’s Hospital ...
Southwire has aquired Construction Electrical Products (CEP) of Livermore, CA. Serving the ...
 

 

Martin Parilak  Liteline Corporation has announced the addition of Martin Parilak to their Canadian Regional Sales Team.

"Martin brings over 20 years of well respected electrical industry knowledge and experience to Liteline. Through his time spent in successful and progressive roles, as both a distributor and agent, Martin's experience will greatly compliment Liteline's growing product lines and will be of benefit to our agent network and customers of Western Canada," said National Sales Manager, Steve McMullen.

 

 

Read More


 

New Project 1Ouellet Canada is proud to announce the acquisition of Britech, a manufacturer and supplier of electric radiant heating systems in Canada.

Britech specializes in heating cables (floor, concrete and snow melting), electric thermal storage heating and self-regulating heating cables (roof and gutter de-icing).

"With this acquisition, we are demonstrating our commitment to growing and consolidating our relationship with our current customer base. It also allows us to continue offering quality products, innovative product design and industry-leading brands," said Louis Beaulieu, General Manager with Ouellet Canada.

Read More


 

 

Canadian College Task ForcesThe Task Force for a Resilient Recovery recommends five bold actions to help Canada “build back better” after the COVID-19 pandemic. Colleges can take the lead, to help meet the skills gap, and support communities transition to the low carbon economy.

What are the goals for the coalition? Rapidly implement and scale new curriculum and research initiatives relevant to a resilient recovery. Champion resilient recovery projects in line with the recommendations of the Task Force for a Resilient Recovery...

 

Read More


 

 

 

 

EBH DonationsSince 1993, E.B. Horsman & Son(EBH) has been a proud supporter of BC Children’s Hospital Foundation (BCCHF), helping provide the bestcare for children across British Columbia.

In EBH’s 120th Anniversary year, their employees,suppliers, and customers worked together to doubletheir annual fundraising efforts and donated over $100,000 to BCCHF. This significantly contributed to EBH reaching its cumulative donation of $1 million dollars!

 

 

 

Read More


 

Nathan SalmonNathan Salmon has been appointed General Manager, Rexel Atlantic. Nathan joined Rexel in 2016 and brought along over a decade of related distribution, management and supply chain experience. 


At first, he was responsible for the Dartmouth and Halifax locations where he was able to bring about significant growth and stability. In 2019, Nathan was promoted to a Regional Manager role leading and overseeing the Nova Scotia and Newfoundland branches. 

 

Read More


 

Peers & Profiles

  • Prev
Electrimat is an independent Quebec-owned company that has specialized for 40 years in the ...
In July, Eaton announced that Vice President, Channel – Electrical Sector, Matt Cleary would be ...
Tim King, Southwire Canada’s new President and first Canadian to assume the role, has taken the ...
Bogdan Botoi is Division Manager for Automation and Control with E.B. Horsman out of British ...
Mission Technical Solutions is a recently established sales agency founded by industry veteran ...

CEW 18 PP TimKing 400By Line Goyette

Tim King, Southwire Canada’s new President and first Canadian to assume the role, has taken the helm in the midst of the midst of the COVID-19 health crisis.

Previously, Tim served as Southwire Canada’s Director of Finance, HR and Administration. He has a background in economics and finance from Wilfred Laurier University. As a student, he was convinced that having a solid understanding of finance and economics would be an essential foundation to build his professional future. Over the course of his career, he purposefully acquired a broad range of skills, experience and knowledge to succeed in his new role.

Read More

 


 

Will Green and Matt ClearyIn July, Eaton announced that Vice President, Channel – Electrical Sector, Matt Cleary (pictured on the left) would be retiring after 40 years with the company, and Will Green (pictured on the right) was appointed as his successor. CEW sat down with the colleagues and friends over the phone to discuss their relationship, the transition as well as gain insight into their views on the industry.

Cleary joined the company in 1981 as a sales engineer, working his way through various roles of increasing responsibility. Green, who previously served as Vice President, U.S. Channel Operations and U.S. Sales, North American Sales, has been through a number of customer-facing roles...

Read More


 

 

Copper $US Dollar price per pound

Kerrwil Publications Great Place to Work. Certified December 2019 - December 2020

538 Elizabeth Street, Midland,Ontario, Canada L4R2A3 +1 705 527 7666
©2020 All rights reserved

Use of this Site constitutes acceptance of our Privacy Policy (effective 1.1.2016)
The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Kerrwil