Thanks to the sponsorship of the National Bank which allows us to offer the HEC Montreal Digital Marketing Simulator to our BAA students for free!

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VTubers: New potential influencers for digital marketing

Behind the scenes of VTuber

What is vTuber (Virtual YouTuber) VTuber, or full-term “Virtual YouTuber”, is a video creator who creates content through streaming platforms like YouTube and Twitch. What makes VTuber different from normal streamers or youtuber is that they use a virtual avatar instead of using their real appearance to show on the screen. Many of them create […]

Spotify for Digital Marketing

In today’s digitally-driven world, reaching your target audience amidst the noise of competition can be challenging. Fortunately, platforms like Spotify have transformed the landscape, offering unprecedented opportunities for marketers to connect with their audience in meaningful and impactful ways. Let’s explore how you can leverage Spotify’s robust digital marketing tools to amplify your reach and […]

Xiaohongshu, lifestyle inspiration for Chinese youth: Marketing strategy on social media

Xiaohongshu, as "China's Instagram", has become the leader among social medias.

What is Xiaohongshu? Originating as a forum for members to exchange shopping experiences abroad in 2013, Xiaohongshu has now developed into a social shopping platform. By fusing social networking with e-commerce capabilities, it facilitates product discovery, discussion, and direct purchase for consumers. With thousands of users and a strong tool for influencers and businesses to […]

Unveiling the Power of Social Media in Digital Marketing Strategies

In the dynamic realm of digital marketing, where trends shift like sands of time, one constant remains; the undeniable influence of social media. From Facebook to TikTok, these platforms obviously have transcended mere communication tools to become veritable marketing powerhouses, offering businesses unparalleled opportunities to connect, engage, and convert audiences like never before. In this […]

TikTok: Marketing’s One-stop Shop

TikTok banner

Created in 2016, TikTok is one of the most popular social media platforms with more than 1.7 billion users, presenting a vast variety of short videos. From cooking tutorials to viral dances to lifestyle videos, the app can tailor itself to each of its users taste with their “For You Page”. Its mission is to […]

The Impacts of Influencer Marketing on the Digital Advertising


There has been a major shift on the whole of the marketing landscape in the recent years due digitalisation and the growing prominence of Social Media. With many new mediums of advertising making their way to the main stream, influencer marketing has been a major player in these changes. This approach uses the popularity and […]

Content Marketing Decoded: Drawing from Bumble’s Success

Content marketing stands as a cornerstone of modern digital strategies, and Bumble’s journey provides key insights into leveraging content effectively. Content marketing involves crafting engaging content for your audience, aiming to maintain a connection or bond with your brand across various digital platforms. It includes social media posts, YouTube videos, blogs, and more, all designed […]

The Impact of Cookies on our Purchasing Decisions

In the dynamic world of digital marketing, the unobtrusive HTTP cookie has quietly become a powerhouse in shaping our purchasing decisions. These small pieces of data, http cookies, are stored on our devices by websites, play a pivotal role in personalising our online experiences. From tailored product recommendations to persistent retargeting ads, cookies are adept […]