INSIGHTS

Dig deeper with timely and topical information that keeps you ahead of the digital curve.

Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

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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Blog

Finding Insight Outside the Bubble

I remember an early digital competitive review I did for my old agency. The client was a personal care brand. The only real digital assets to review for most of the competitors in the category were emails and their respective brand websites. A few competitor brands had banner ads we could review, but for others, this…

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Is Social Marketing the New Multichannel Marketing Power Center?

I have two coverage areas at Gartner. Multichannel marketing and social marketing. They’re both digital, and they certainly overlap. But taking each agenda out for a spin feels different. One feels responsible. Respectable. Multichannel marketing is the Ford F-150 of marketing. Practical. Proven. Marketers “get” multichannel marketing. It “works” for them.  They can all find…

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Blog

Y’all Come! (to San Diego)

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…

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

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…

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Multichannel Marketers, the Doctor is In

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…

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When Super Bowl Ads Harsh Your Mellow

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…

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I am Loyalist, Read My Tweet. Please?

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…

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Ode to Multichannel Marketers and Generalists

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…

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Blog

You Say You Want a Revolution?

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…

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