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Jennifer Polk

Research Director
Jennifer Polk specializes in digital commerce and advising marketing leaders on how to align multichannel marketing to the buying journey and use techniques like customer journey analytics, data-driven segmentation, personalization,...
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Blog

Attitude or aptitude? What are the trade secrets of a digital commerce marketer?

Jennifer Polk | March 18, 2016

Every marketer has the potential (and responsibility) to be a digital commerce marketer. Research says so.  Just take a look at Gartner’s 2015-2016 CMO Spend Survey and the surge in marketing spending on digital commerce. “But what if my company…

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3 Ways Emoji Are Changing Social Marketing

Jennifer Polk | March 03, 2016

Marketers are still wrestling with the value of a social media “like” and whether it’s worth more or less than a “share”. Now we need to wrap our minds around a whole new mode of communication and audience feedback—emoji. They’re…

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Super Bowl or Super Bad? What Happened to Big Ad Moments During the Big Game?

Jennifer Polk | February 09, 2016

Last night millions of viewers sat captivated, less by the disappointing rivalry between the Broncos and the Panthers, and more by the Super Bowl ads that ranged from bold to bizarre. Maybe you, like me, were reeling from ads that…

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Influencer Marketing: Trading on Trust

Jennifer Polk | February 05, 2016

“It takes two to do the trust tango–the one who risks (the trustor) and the one who is trustworthy (the trustee); each must play their role.” ~ Charles H. Green, The Trusted Advisor Yesterday, at the Executive Club of Chicago Global…

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Influencer Marketing is About the How, not Just the Who

Jennifer Polk | January 29, 2016

Influencer marketing isn’t new. It’s a staple of PR, media relations and analyst relations functions. Influencer marketing has also evolved into a tactic that marketers use to drive word of mouth marketing, fitting neatly into social marketing strategies as a…

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Is Social Advertising Killing Social Marketing?

Jennifer Polk | January 14, 2016

Is social advertising killing all that was great about social marketing? Marketers, allegedly, entered into social marketing for a few reasons–evangelizing the brand, engaging online audiences, gaining audience or customer insight and building and enhancing customer relationships. In order to…

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2015 Digital Commerce Holiday Recap

Jennifer Polk | January 07, 2016

There are many digital commerce lessons to be learned from the 2015 holiday season. Here’s a recap of four digital commerce trends and takeaways that marketers across industries can apply to their campaigns and programs to improve digital commerce results in…

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Great Customer Experience Involves Repaving the Bumps in the Road

Jennifer Polk | December 18, 2015

Great customer experience is like really good highway design. How do you know if you’re driving on a well-designed highway? If you think about it, there are three hallmarks of good highway design. It’s intuitive (marketing), easy to use (operations)…

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Beware of the Personalization of Everything

Jennifer Polk | December 09, 2015

Personalization is a hot topic within digital marketing, but marketers should beware of the personalization of everything and the risk of investing in an area that may not drive immediate ROI. Social networking sites, mobile applications and connected devices that…

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Should Marketing Leaders Hire for Skillset or Mindset?

Jennifer Polk | November 25, 2015

Following a recent blog post, An Idea without Execution is a Dream, one reader commented that the biggest roadblock to marketing execution was a lack of talent. As digital marketing gives way to marketing in a digital world, should leaders…

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