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Why Canadian Companies must use Digital Media Today

Canada’s digital usage is booming drastically. According to a recent presentation at the Business of Digital confenerence by Mike Wall, Senior Director at comScore, everything from Internet consumption to mobile usage is on an upward trend. Mobile usage in particularly, is growing rapidly.
Here are 5 key facts on Canadian’s digital consumption:


  • Canada was ranked 1st and 3rd globally in average monthly hours per visitor and average monthly visits per visitor in June 2013, respectively.
  • Tumblr, Pinterest, and Instagram have grown as much as 89,761%.
  • The amount of smartphone users has increased by 18% to account for 72% of the mobile market.
  • Total digital content consumption has increased by 93% in May 2013 compared to May 2010.
  • Total mobile time spent surpassed desktop time spent for the first time this May.


Digital media is gaining major presence in Canada. For companies, this only means one thing – we must take advantage of this prevalent platform to engage with today’s digital-savvy consumers. To do so, we must do the following 5 things:
  1. Make your website responsive

    Mobile usage is growing vigorously. According to the comScore report, half of all digital time spent is spent on mobile devices. Hence, it’s imperative for companies to develop a user-friendly, conversion-friendly website to meet consumers’ needs. This is where responsive web design comes in. According to Mashable, responsive web design is technologies that “use media queries to figure out what resolution of device it's being served on. Flexible images and fluid grids then size correctly to fit the screen. If you're viewing this article on a desktop browser, for example, try making your browser window smaller. The images and content column will shrink, then the sidebar will disappear altogether.” By using responsive web design, you can ensure your mobile web content is consistent and optimized for all devices (i.e. iPad and Windows Surface). This in turn can make sure your mobile user-experience is maintained at the highest quality and your consumers are most likely going to to convert.

  2. Create web content frequently

    More and more consumers are reading digital content. You can leverage this by producing articles or other forms of content that arouse your consumes’ purchase intentions. Moreover, you can use content to gain greater mindshare, as you’ll be frequently in touch with your audience. This approach has helped numerous companies find profound digital success. According to Search Engine Journal, content marketing has helped Skytap increase leads by 97% and HubSpot grow revenue and user-base by 81% and 2000 new customers, respectively. Undoubtedly, content is still king.

  3. Grow your Twitter community

    Once you’ve created content, you have to promote it proactively. This is where Twitter comes in handy. The 140-character social network which has 218 million users allows you to promote your articles to hundreds or thousands of people with a mere tweet. This can help you increase your web traffic immensely and in turn, improve your search ranking and the chance of converting more prospects into clients. HubSpot is a proponent of this approach. The in-bound marketing software company has over 300,000 followers. This means that for every article they tweet, they can potentially reach a few hundred thousand consumers.

  4. Create AdWords campaigns

    While Twitter and Facebook have both recently released their own advertising products, AdWords remains king. Why? Because it can reach billions of individuals who use Google’s search engine daily. Moreover, it allows you to showcase display advertisements on Android devices and interactive ads (videos) on YouTube, which has 1 billion monthly unique visitors. This ultimately creates an enormous opportunity for you to engage with boundless consumers across the globe.

  5. Measure results with Google Analytics

    In God we trust; all others bring data

    W. Edwards Deming

    Once you’ve undertaken the 4 approaches above, it’s integral for you to measure your marketing performance. After all, you can’t determine the effectiveness of your digital initiatives unless you use cold, hard numbers. By using analytics tools such as Google Analytics, you can determine if your articles are gaining traffic or if your Twitter followers are in fact reading your content. This can help you improve your marketing initiatives substantially. For instance, you can spice up your headlines to ensure your articles attract your audience’s attention after you realize that only a small amount of your followers are reading your content.

Digital media is the future of the Canadian business world. By using digital marketing, companies can leverage ubiquitous tools such as Twitter to bridge the gap between business and consumer. This can help companies enhance their communication with their customers and better their services to their clients.