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Julie Hopkins

Managing VP
Julie Hopkins analyzes digital marketing strategy, trends and practices. She studies social marketing, multichannel marketing, email marketing, customer experience and emerging digital marketing trends. She helps clients use these...
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Y’all Come! (to San Diego)

April 2, 2015 | 0 Comments

You ever sit there and wonder how or when certain “files” in your brain were created? On one hand, I know exactly why the words of the “Diff’rent Strokes” theme song are permanently etched in my brain.  With afternoons spent indulging in the travails of the Drummond boys, it’s no wonder I can still (30 years… Read More

The Hard Work of Getting Better Insights from Social and Mobile Investments: Why You Need to Do it Now

March 24, 2015 | 0 Comments

Ask anyone on the Gartner for Marketing Leaders team, and they’ll tell you the last few weeks have been a production blitz. We’re all putting finishing touches on our conference presentations (May 7-9, San Diego… more on that later this week ;-)), but we’re also keeping pace with our normal publishing cadence. When I found… Read More

Multichannel Marketers, the Doctor is In

February 27, 2015 | 1 Comment

The job of an analyst is multidimensional. There are days when you’re called in based on your knowledge of a product, or a category. There are days when you’re called in based on your knowledge of a set of techniques or strategies. And then there are days when you’re called in because the client just… Read More

When Super Bowl Ads Harsh Your Mellow

February 3, 2015 | 1 Comment

I love super Super Bowl ads as much as anyone (though I’ll admit to being completely un-American in my dislike for ads with horses or dogs involved). I love great storytelling brought to life through evocative imagery, carefully crafted story arcs, fresh copy writing, smart humor, irony, or selection of the right musical score. I… Read More

I am Loyalist, Read My Tweet. Please?

November 20, 2014 | 4 Comments

Background. When I’m not working, parenting, or cleaning up my house, I’m running.  I’ve been running for 25 years, and run (or work out) most days. I’ve done two marathons, several half marathons, dozens of 10K and 5K races, and last year set a streak of 153 days of running in a row. In the… Read More

Ode to Multichannel Marketers and Generalists

November 7, 2014 | 2 Comments

Every week, our team pulls together a collection of published research and articles for clients that speak to one of the digital marketing issues of the day. It’s “hosted” by one analyst each week –this week’s host is my multichannel co-conspirator, Adam Sarner, and he’s talking Multichannel Marketing. Sometimes I feel like multichannel marketing gets a… Read More

You Say You Want a Revolution?

September 29, 2014 | 0 Comments

It’s easy in our jobs as marketers to get caught in the day-to-day marketing march. We know everything there is to know about email deliverability…or search campaign optimization…or responsive design. When events hit our calendar we get a chance to lift our heads, look around, eat massive amounts of salty snack food, wear our comfortable… Read More

Social Marketing Strategy, as Sung by Sinatra

September 19, 2014 | 1 Comment

If you’re a Yankees fan, by sometime today you will have seen “the video”. Gatorade started airing an ad late this week that features soon-to-be-retired Derek Jeter, walking the last few blocks to Yankee Stadium, accompanied by Frank Sinatra singing, “My Way.” As he approaches the stadium, he greets legions of long time, very surprised… Read More

Marketers, Cynics, and the #ALSIceBucketChallenge

August 19, 2014 | 2 Comments

Interesting times on social media these days.  The #ALSIceBucketChallenge has taken much of the social media world by storm, but not without generating blowback from critics and cynics. And some of them…interestingly….are marketers.  Why, marketers? You know that there is some rare air being achieved here. These are not your competitors. Your brand…your client…will not… Read More

Things That Make You Say Wow

August 11, 2014 | 1 Comment

I remember the day I first met the original Toyota Swagger Wagon family. I was working at my old agency at the time, and I went from department to department introducing them to coworkers via YouTube. I cried tears of laughter on the first video (https://www.youtube.com/watch?v=ql-N3F1FhW4), and then launched every other piece of content the… Read More