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Tariffs and the cascade of Canada’s digital advertising ecosystem
It's a delicate balance act of total chaos and spontaneous opportunity
krista sylvester
April 09, 2025
Hey friend,
Wow - what a week! This week, the stock market’s rollercoaster ride had some lessons for many as the volatility highlights the importance of staying agile— especially including marketers who should be ready to adjust their strategies in response to changes in the market or consumer mood. Much like tech stocks rebounding, staying on top of trends and being quick to pivot can keep your brand in the game. Your move.
Coming Up
Tariffs and Canada’s Digital Advertising Ecosystem: Challenges and Opportunities
Canada's digital advertising ecosystem has grown significantly over the past decade with brands increasingly relying on online platforms to engage with consumers. However, sudden tariffs and international trade policies have started creating challenges for Canadian businesses and advertisers - but with that hardship comes opportunity.
For Canadian marketers, understanding these fluctuating market dynamics presents an opportunity to align strategies with current economic trends. For example, sectors poised for growth, such as energy, materials, and technology, could offer valuable partnership and advertising opportunities in the near future.
Tailoring marketing campaigns to highlight products or services that resonate with the current consumer and business climate can enhance engagement. One significant opportunity lies in the creation of homegrown advertising technologies and platforms that cater specifically to the Canadian market as there is now less competition. Canadian tech companies have the potential to capture a larger share of the digital advertising pie now.
Opportunity aside, while tariffs can provide short-term revenue for the government, an overly aggressive approach may hinder the ability of Canadian businesses to access the tools and platforms they need to grow. While it may seem all doom and gloom, there is also an opportunity for innovation, local industry development, and growth.
Fully-Funded Upskilling Opportunities
In light of these shifts, investing in local talent and marketing capability is more important than ever. That’s where Digital Marketing Skills Canada (DMSC) comes in.
Funded by Upskill Canada and the Government of Canada, DMSC is now offering fully-funded digital marketing training tailored specifically for AgriTech professionals, businesses, and their teams.
No cost to your business
Industry-specific training for B2B, DTC, and supply chain growth
Flexible, self-paced learning + live workshops
Whether you're a junior marketer or leading a team, DMSC has three unique programs designed for every stage of your career. Limited seats are available!
Community Spotlight
Your why is your guiding constellation. You need to determine it first and build your story from there.
Meet Patrick Earl, a storytelling marketing strategist who builds strong brands through compelling narratives, shaped by a background in local government and award-winning design. He drives organizational growth by establishing clear visions and strategic systems, bringing ideas to life from planning through to execution.
With expertise across communication, digital marketing, and design, Patrick is backed by certifications in project management and ongoing training in digital strategy. His passion for clarity and creativity helps organizations connect meaningfully with their audiences and stand out in a crowded marketplace.
What type of role is Patrick looking for: “I am looking for a role in brand creation, implementation and management. As someone who likes to promote a corporate or community story I the aspect of building and promoting out that story.”
Advice from Patrick: “I would say listening to clients, customers and coworkers and doing analysis with an open and honest mind is a secret to working through challenges and seeing and fostering support towards opportunities.”
Connect with Patrick on LinkedIn and consider him for your next opening!
And don’t miss meeting more incredible candidates, and get to know them through their contributions in the SocialNext Marketing Alliance!
Upcoming Webinars, Workshops and Partner Events
How to Have Your CMO Pay Attention to Your Social Media Efforts
Join Selma Chauvin, Chief Revenue Officer at Agorapulse, for an honest and insightful conversation on bridging the gap between marketing and executive leadership. Discover how to speak the language of senior decision-makers, highlight the social media metrics that truly move the needle, and reposition social as a powerful business driver, not just a content machine.
When: Wednesday, April 9th @ 10:00 AM MST/12:00 PM EST
Where: SocialNext Marketing Alliance - RSVP
Registration: Free
'Surprise and Delight' Your Customers: Creating Connection Through Authentic Moments That Allow People to Feel Seen and Heard
Looking to build deeper client connections? Paula Worthington, President of Worthington PR & Story, shares how small moments of authenticity can create big wins in trust, loyalty, and long-term partnerships.
When: Wednesday, March 19th @ 11 AM MST/1 PM EST
Where: SocialNext Marketing Alliance - RSVP
Registration: Free
SocialNext: Toronto is almost here! The schedule is on its way this week. Get your ticket and start planning your day at The Carlu on April 25th.
Save $200 with Advance pricing for SocialWest when you buy before Friday, April 11th. Join us and some of the biggest names in marketing June 11th - 13th at the Calgary TELUS Convention Centre.
Pre-Sale Pricing for SocialEast ends this Friday! Secure your seat at the Halifax Marriott Harbourfront Hotel on September 25th and 26th.
Join us in North Vancouver for SocialPacific on October 30th! Get your tickets now.
Canadian Marketing & Business Weekly Brief
“Made in Canada” has become one of the most searched terms in the past two months - Consumers are searching for locally made and produced products more than ever as can see in this chart which shows the results for “Made in Canada”. This is what you need to know for SEO.
Marketing US travel in Canada is a very delicate balance - As U.S. President Donald Trump ramps up tariff threats, Canadians are avoiding trips to the States in droves. The level of anger towards U.S. politicians among the Canadian public has perhaps never been higher. So, how should U.S. destinations promote tourism to foreign visitors?
Beer exec wants Canadians to understand what 'Brewed in Canada' means amid brand confusion - The Canadian arm of Molson Coors Beverage Co. says not having the right info about which products are Canadian could have ripple effects across the country. Do you really know the difference?
How to Make Your Brand Stand Out This Easter (with examples) - Easter isn’t just about chocolate and egg hunts: it’s a golden opportunity for brands to connect with their audience in fun, creative ways! Whether you’re a small business or a global brand, seasonal marketing can drive engagement, boost brand awareness, and increase sales. But how do you stand out from the competition?
Trends & Insights: Take Note
It’s time to Grow your Business with AI-powered tools by Google. Developed with input from experts at Google, this workshop will explain the basics of AI and how AI-powered tools by Google can help small businesses be more efficient.
Learn how to harness Pinterest affiliate marketing to earn passive income. Review effective strategies for creating engaging pins and following best practices.
Are you new to affiliate marketing? If so, check out this course for beginners so that you can join approximately 80% of online companies leveraging affiliates.
Small business, big opportunity: Canada's Top Small & Medium Employers of 2025 are announced. See who made this list?
The Industry’s Top Tools & Software
Looking for next-level insights and control over your social media presence?
Agorapulse is more than a scheduling tool — it’s your command center for smart, streamlined social media management.
What sets it apart? Two things marketers love:
Powerful Reporting: Easily generate presentation-ready reports that impress stakeholders and help you make data-driven decisions fast.
Social Listening Add-On: Monitor keywords, brand mentions, and competitor chatter across platforms — all from your dashboard.
It’s built for pros who want deeper analytics, efficient engagement workflows, and visibility into the bigger picture.
Get a your demo and sign up for a free 14-day trial: Explore Agorapulse
Find Your Next Career Move
Looking for top marketing talent? Upload your open roles to the SocialNext Job Board and get them in front of the right candidates! And if you’re in the market for a new role, explore all openings on our job board.
Disclaimer: not all jobs shared in the Marketing News Canada Newsletter are features from the SocialNext job board. To best promote cross-country openings, we may have pulled from other sources.
Content & Engagement Coordinator, Carya (Calgary, AB)
This role is ideal for a creative storyteller who can translate data, client testimonials, and program insights into compelling content. Bachelor’s degree in Communications/Marketing/Journalism and 2+ years of experience in content creation, storytelling, social media management, or marketing is an asset.
Marketing Specialist, Falling Water Dreams (Yellowknife, NWT/Remote)
Do you have a passion for Personal and Leadership Development and experience or a keen interest in Marketing/social media? This mid-Senior level role could be for you if you have at least three years worki experience.
Brand Director, Daughter Creative (Calgary, AB)
We’re looking for a Brand Director with a reputation for being independent, thoughtful and solution-oriented. The ideal candidate has 5+ years of creative account management under their belt – whether that is in design, advertising, or digital.
Request for Proposals, Atlantic Food and Beverage Processors (Atlantic Canada)
The organization is seeking proposals from qualified suppliers for upcoming opportunities. Ideal applicants will have sector-specific expertise, a track record in B2B services, and experience working with food and beverage processors in Atlantic Canada.
Catch you at one of our upcoming events!
Until next week,
Mike Morrison and the SocialNext Team
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