Katie Frost

What 2026's Biggest Digital Marketing Shift Means for Your Business Something big shifted in how Canadians discover brands in 2026 and most businesses have not caught up yet. For the first time, social platforms have overtaken traditional search engines as the primary discovery channel for consumers under 35. People are no longer starting their product research with a Google search. They are starting with a scroll through Instagram, TikTok, or LinkedIn. And it does not stop there. AI tools like ChatGPT and Perplexity are becoming the first stop for recommendations and comparisons. Consumers are asking AI assistants which business to hire, which product to buy, and which service provider to trust. The AI gives them an answer and often, that answer does not include your business. What does this mean practically for a Canadian business owner? Your SEO strategy needs to include AI discoverability, not just Google rankings. Your social media content needs to be designed for discovery, not just engagement from people who already follow you. Your brand story needs to live in multiple places online, told in multiple formats. The brands that adapt to this new discovery landscape will grow quickly. The ones that do not will become harder and harder to find. Has your business appeared in any AI search results lately? Try it. Search for what you offer in ChatGPT and see what comes up. I would genuinely love to know what you find. #DigitalTrends2026 #AISearch #DiscoveryMarketing #CanadianMarketing #SEO #SocialMedia #Luminefy #GEO

3

Canada is gaining momentum with incentive planners, achieving a +28.8% net sentiment score in the latest SITE Pulse Survey. The pulse survey tracks the intention of incentive travel planners regarding how they select destinations for future events. We are seen as safe, open and welcoming—a foundation we continue to build on, and one that gives planners confidence in their destination choice. For organizations looking to reward top performers, it’s a destination that delivers transformative incentive experiences that inspire people and performance. Explore the full findings in the Pulse Survey: https://lnkd.in/gW9RfnJx #BusinessEvents #IncentiveTravel #LeadershipMeetings #EventProfs #MeetInCanada

20

New Strategy for Ontario’s Tourism Future. Forward Motion, TIAO’s new five-year strategic playbook, outlines a bold vision to grow Ontario’s visitor economy. Based on province-wide consultation, the strategy focuses on six key goals—from attracting more visitors to building a resilient workforce and advancing sustainability. https://lnkd.in/gXiRCQnJ?

2

A POWERFUL CONNECTION | The team at Urban Expeditions and The Urban Guide are excited to announce our partnership with Six Nations Tourism, an incredible organization doing fabulous social and innovative work in Southwest Ontario. Together, we're on a mission to enhance the province's #visitor economy while leveraging technology to amplify the strength and beauty of Ontario's diverse Indigenous communities. From their new visitor's centre at Chiefswood Park, we'll use technology, experiential learning, and gamification to connect a series of unique landmark locations within the Six Nations of the Grand River traditional territories. One of our key 2026 goals is to create a powerful delivery system in the form of an interactive game that reaches the 28% of Ontario's Indigenous population who are youth. Shout out to Jaquie Jamieson, Quentin Stroud, and Whitlea Henry for their leadership, vision, and hustle. None of this would be possible without you. About Six Nations Tourism -------------------------- Six Nations Tourism represents the tourism industry on the largest reserve by population in Canada. We work to provide informational and engaging tours that can be experienced through an authentic Indigenous lens.  https://lnkd.in/gqegskky About The Urban Guide ------------------------ The Urban Guide (TUG) is a digital tool that offers self-guided games to strengthen the urban cultural connection. Our goal is to help people learn 100% more about the cities where they live in just four hours. Anyone can play our games, but on points get you prizes. ...

46

9 Comments

Micro-communities are becoming vital for brand growth on social media. By engaging with these niche groups, brands can foster deeper connections, encourage loyalty, and drive meaningful interactions. Explore strategies: https://heyor.ca/eJxeoG #MicroCommunities #SocialMediaStrategy #THEAgency #BrandGrowth

3

Seema Bihari, PhD, CLMP shares a great perspective of how brands that are well underway with loyalty are moving up the maturity curve. They're no longer managing loyalty as a standalone program, they're orchestrating it as an enabler of enterprise customer growth. Across sectors, partnerships are becoming part of a broader growth infrastructure. The real unlock isn't just reciprocal earn or expanded redemption, it's recognizing customer needs at a more molecular level - how value travels across moments, ecosystems, and behaviours. This shift, from program mechanics to ecosystem orchestration, is where Bond Brand Loyalty spends alot of time with our clients - helping them drive both greater customer value and more strategic revenue growth. If you're thinking about partnership integration or modernizing your loyalty approach, let's connect!

16

Back in January, I shared my predictions for Toronto’s marketing job market in 2025. Below is a summary of where we are today -the detailed report is available here --> https://lnkd.in/gfu6kMtm Eight months later, here’s how those forecasts have played out — and what job seekers should focus on in the final stretch of the year. ✅ What’s Happened So Far • Specialist skills are winning — Digital strategy, analytics, UX, and marketing automation roles remain in high demand. • Hybrid is the default — 2–3 days in-office is now the norm, with some remote flexibility for digital-first roles. • AI is everywhere — From recruitment screening to campaign optimization, but human oversight is still key. • Economic pressures linger — Inflation has eased, but salary growth hasn’t kept pace. Negotiation matters. ⚖️ The Market Right Now We’re seeing a split: • In-demand skill sets → Candidates still have leverage. • Oversupplied roles → Competition is fierce, and employers can be choosy. 🔮 The Next 4 Months: Hopeful and Pragmatic Opportunities are there — but they’re selective. The winners will be those who adapt quickly and position themselves strategically. 💡 My Advice for Job Seekers 1. Upskill now — AI tools, analytics, and automation are worth the investment. 2. Target growth sectors — Financial services, SaaS, healthcare, luxury retail. 3. Be hybrid-ready — Flexibility is a hiring advantage. 4. Network with intent — Connect before jobs are posted. 5. Negotiate beyond salary — Flex time, development budgets, wellness perks. Bottom line: The Toronto marketing job market isn’t bleak — it’s selectively strong. If you have the right skills and a clear strategy, you can finish 2025 on a high note You can read the full Fall update here --> https://lnkd.in/gfu6kMtm

88

8 Comments

The most direct route to the Canadian household. 🏡🇨🇦 How do you ensure your message doesn't just reach an audience, but enters their home? With 22 years of experience and 18,000+ success stories, DRMG has mastered the science of the mailbox. As Canada Post’s largest shared mail partner, we offer something unique: the ability to reach 100% of Canadian households with pinpoint geographic and demographic accuracy. In our latest blog, we’re pulling back the curtain on how modern flyer distribution works in 2026: ✅ The Power of Physicality: Why tangible brand experiences drive higher recall. ✅ Smart Targeting: How we use PRIZM® data to find your ideal customer. ✅ Proven Longevity: Why the "Fridge Factor" keeps your brand top-of-mind for weeks, not seconds. ✅ Measurable Growth: Turning offline mail into trackable, digital-grade data. Whether you’re a local shop or a national brand, see how two decades of expertise can help you grow. 🔗 Read the full guide here: https://lnkd.in/eZNrHVhC #DirectMailMarketing #DRMG #DirectMail #Marketing #CanadianBusiness #CanadianBusinessMarketing

5

🤳 Social media is one of the most useful tools in BC tourism today. It helps tourism businesses, destinations, and communities extend their reach, connect with travellers in real time, and turn great experiences into trusted recommendations. 🛣️ For BC’s tourism industry, social media creates value at every stage of the travel journey. It helps spark trip ideas, builds confidence during planning, and keeps visitors engaged while they are here. It also gives partners a way to showcase their communities through timely, visual, and story-led content. 🏨 When we share strong social content from across the province, we do more than inspire travel. We help increase visibility for local businesses, creators, and experiences. We also amplify the voices of people and communities who help shape BC’s visitor economy. 📱 Each week, our consumer brand channel, @supernaturalBC on Instagram, features standout content from around the province. From coastal walks to alpine lakes, these posts help put BC experiences in front of global audiences while highlighting the work of photographers, tourism operators, and local storytellers. ⚽ With less than 100 days to go until the FIFA World Cup 26™ Vancouver Host Committee, we matched up locations throughout BC with the starting XI positions of a soccer, to make the BC starting line-up. This was a fun way to showcase places in BC to soccer fans and get them thinking about where they might want to travel whilst visiting Vancouver before or after matches. Want to help tell BC’s story? ➡️ Follow @supernaturalBC on Instagram ➡️ Tag your content with #exploreBC for a chance to be featured. 🔗 See the post on Instagram: https://lnkd.in/gpbiiyHS 🔗 Learn more about our social media program: https://lnkd.in/g8AK8kaz Tourism Squamish 4TVI (Tourism Vancouver Island) Cariboo Chilcotin Coast Tourism Tourism Revelstoke Tourism Whistler Tourism Kamloops Destination Vancouver Vancouver, Coast & Mountains Tourism Region Nelson and Kootenay Lake Tourism Tourism Sun Peaks Northern BC Tourism Association Thompson Okanagan Tourism Association (TOTA) #BCTourism #BCTourismCounts

52

3 Comments

Accessibility and tourism should go hand in hand, which is why we're proud that our Alberta Adapts series was a finalist for the Content Marketing Institute awards.   This recognition highlights the importance of ensuring that people of all abilities can experience what Alberta has to offer.    In 2023, we worked with Ryan Straschnitzki, founder of Straz Strong Foundation, to explore Alberta's adaptable outdoor adventures and inspire others to consider accessibility in their offerings. As someone living with different abilities, Ryan share valuable insights from his travel experiences, reminding us:   "The biggest thing I’ve learned is that there’s always fixes that can be made, and the more we can start talking about it, then we can start progressively making changes."   His words underscore a crucial point: accessibility is not a one-time fix, it's an ongoing conversation.   Our interview with Ryan was full of takeaways that could shape how you approach inclusive tourism. Learn more about how your business can become more accessible: https://lnkd.in/ggNJ6eqT 

107

1 Comment

It's small business week in Ottawa and we are entering a busy shopping season, so I wanted to share this post about how you can support small businesses during the holiday/gifting/sale season. We know Black Friday/Cyber Monday is next month. We know people are shopping. So how can you support small this season and beyond? Here are some thoughts: 1) Join their newsletter yes, some small businesses have sales, special bonuses and Black Friday/Cyber Monday promos too. One of the best ways to know about this is to sign up for their newsletter. Many offer their newsletter list ‘first access’ to offers too! 2) Visit local markets A lot of local makers and sellers sign up for markets and special events during this season. I guarantee you will find something unique and special at one of their booths! It’s a great opportunity to learn more about businesses and to support many at one time. The bonus is there are many different price points! 3) Quality over Quantity Let’s be honest. We over consume (I’m guilty of this too!). So buying less is a good start, but it also gives us a chance to invest in quality pieces. A handmade pottery mug may be more expensive than a set from a big box store, but there’s value in the art and craft! 4) Recommend Them Share their posts online. Drop the link in your friend group chat or when your parents are asking for gift ideas mention them. Even if you aren’t able to support a small business that you love, you can encourage others to consider it and help spread their name more! A note: There are times when we can’t invest in more expensive items (compared to sales at other places) or can’t source what we need. Budgets are limited and it can be hard at this time of year. That’s ok. This isn’t meant to induce guilt. There are ways to support for free too. This is to recommend ways to support small businesses thoughtfully during this season, a time when people are often making purchases already. Even just making a few changes to your shopping habits can make a big difference. This may mean swapping some gift items for local or Canadian-made/owned, buying your corporate gifts from a small shop, finding treats and holiday food locally etc. Plus, there are so many creative, unique options that small business owners offer! It’s fun to learn more about them.

4

To futureproof the Canadian marketing profession, the CMA provides leading-edge tools, tips and best practices to responsibly harness the power of AI. Our acclaimed CMA Guide on AI for Marketers and Setting the Stage on Artificial Intelligence: A CMA Primer on AI for Marketers were developed in collaboration with the globally renowned Vector Institute that empowers researchers, businesses and governments to develop and adopt AI responsibly. Access here: https://lnkd.in/efNjmPYs #AI #AIInMarketing #ResponsibleAI #Marketing #CanadianMarketing #MarketingTips #Standards

16

The Visitor Experience program ensures access to indispensable resources for visitors and connects that highly-valuable guest with members. The Visitor Guide is perhaps the most tangible example of that purpose. With over 280 members featured along with countless activities, events, and attractions - the guide helps our guests make the most of their stay in Halifax. It also drives foot traffic right to the doorways of our members. The thought that goes into the publication each year is extraordinary - to cover regionality, cost variances, accessibility, and seasonality while expressing a fulsome story of Halifax. Hats off to the extended team who worked on this, lead by Viviana Varela, Lyndsay Belair, Annie Rankmore Cameron, and Holly Chessman. The support from the extended team (both internal and external) who provided their expertise and voices was invaluable. The second this goes to print, I know the team immediately starts to look onto the next project. But I hope they take a moment to take in how beautiful the 2026 edition of the guide really is. A huge achievement. 👏 Destination Canada Tourism Nova Scotia Nova Scotia Indigenous Tourism Enterprise Network

42

4 Comments

Proud to be part of an industry that truly powers Prince Edward Island. Tourism is so much more than seasonal jobs, it’s careers in leadership, marketing, culinary, events, cultural experiences, accommodations, transportation, and entrepreneurship. The diversity of opportunities across our Island continues to inspire me. I’m especially excited to see the next generation of tourism leaders stepping forward at our upcoming TIAPEI Job Fairs. This industry builds skills, confidence, community, and lifelong careers. If you’re curious about where tourism can take you, this is your moment. ✨ #TourismCareers #PoweredByTourism #PEI #TIAPEI

36

1 Comment

Generic marketing yields generic results. Personalization delivers exceptional ones. The 2024 Canadian Tourism Digital Experience Report reveals that personalized tourism websites convert at rates 131% higher than non-personalized experiences. Effective personalization strategies that don't require enterprise budgets: 1. Return visitor recognition with tailored welcome messaging 2. Geo-location based offers and content 3. Weather-triggered promotions (snowing in Toronto? Show your warm-weather escape packages!) 4. Previous search intent recognition 5. Behaviour-based exit intent offers According to Skift's 2024 Hospitality Technology Study, even basic personalization implementations result in a 23% increase in booking engine conversion rates for independent hotels. The most important personalization rule: be helpful, not creepy. Focus on solving traveller problems rather than just demonstrating data collection capabilities. What personalization tactics have worked for your tourism business? #Personalization #ConversionOptimization #TourismMarketing #DigitalStrategy

1

Forward Motion - A Strategic Playbook for Ontario’s Tourism Industry (2025 – 2030), is the province's industry led strategy that charts a bold course to drive investment, attract talent, diversify and grow markets, and strengthen Ontario’s visitor economy. Developed through an extensive province-wide consultation process, the Playbook captures the voices and insights of Indigenous leaders, tourism businesses, regional and sectoral organizations, destination marketing organizations, educators, and government partners. The result is a shared roadmap to unlock Ontario’s full tourism potential. The strategy is anchored by six core pillars. Read more about them at the link below; https://lnkd.in/dc8wpTA3

9

1 Comment

📧 Email Marketing Funnels that Convert Canadian Leads Clicks are great—but conversions are better. Email marketing funnels are more than sending newsletters—they’re a strategic way to nurture Canadian leads, build trust, and turn subscribers into loyal customers. In this Business Growth Resource, you’ll learn: ✔ How to map your email funnel for maximum engagement ✔ Techniques to craft compelling messages for Canadian audiences ✔ Segmentation strategies to target the right leads at the right time ✔ Automation tips to save time and increase conversions ✔ How to measure success and optimize your campaigns A well-designed email funnel doesn’t just capture attention—it drives measurable growth for your business. 👉 TURN CLICKS INTO CUSTOMERS! 👉 Register now via link: www.localjunction.ca #BusinessGrowth #EmailMarketing #LeadGeneration #SmallBusinessCanada #CanadianEntrepreneurs #MarketingFunnels #CustomerEngagement #LocalJunction #BusinessResources #SMEGrowth

1

🇨🇦 Ready to crack the code on local marketing success in Canada? Here’s a sneak peek into what the savvy marketers are doing: 1. **Data is Your Best Friend** 📊: Understand what makes your local audience tick. Leverage local data to tailor your marketing strategies—it's not just a guesswork game; it's about speaking directly to your community. 2. **Community Vibes Matter** 🤝: Canadians love brands that resonate with local causes. So, get involved! Sponsor events, engage with local influencers, and don’t shy away from showing some love through testimonials. It builds trust like nothing else! 3. **SEO: Your Local Visibility Brethren** 🕵️‍♂️: You want to be the first name that pops up when folks search for local services, right? Local SEO isn't a luxury; it’s a necessity if you want to be found in the digital haystack. 4. **Mobile-Optimize or Bust** 📱: With most Canadians browsing on their phones, if your website isn’t mobile-friendly, you might as well be invisible. Make sure your content is user-friendly and loads like lightning! 5. **Stay Trendy!** 📈: Digital trends shift faster than you can say “local marketing.” Keep your finger on the pulse to innovate and adapt! Feeling intrigued? Dive into the full article for more tips and tricks that can boost your local engagement! 💡👉 [Read More](https://lnkd.in/gpqzrQgb) #LocalMarketing #Canada #CommunityEngagement #SEO #DigitalMarketing #MobileMarketing #SmallBusiness #MarketingStrategies

2