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Kirsten Newbold-Knipp

Research Director
Kirsten Newbold-Knipp analyzes digital marketing strategy, trends and practices, with an emphasis on content marketing, digital commerce, marketing technology and marketing management. Ms. Newbold-Knipp helps marketing leaders take...
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Blog

Attributes, My Marketing Buzzword for 2020

Kirsten Newbold-Knipp | March 16, 2017

Some interesting conversations ensue during SXSW in Austin. Though I didn’t have time to attend much this year, I did meet several interesting folks.  I was talking to a marketer from YEXT about information like location, hours of operation, social…

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6 Key Tenets of Marketing Budgeting We All Learned in College

Kirsten Newbold-Knipp | January 26, 2017

For most marketers budgeting season starts in September or October.  Budgeting often stretches into early February as feedback from finance and shifts in other department’s budgets have ripple effects to the broader organization, making now the right time to revisit…

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2016 Holiday Ecommerce Tactics Build on 2015 Successes

Kirsten Newbold-Knipp | October 21, 2016

With the holidays fast approaching, there is no shortage of last minute ecommerce advice to be had. Realistically, if you haven’t planned for it by now, you’re down to last minute, last ditch efforts. And if you are not a…

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It’s About to Get Personal (and Other Shop.org marketing takeaways)

Kirsten Newbold-Knipp | September 30, 2016

Overwhelming. That’s the only word I can use to describe the sheer number of personalization vendors present at Shop.org this week in Dallas. Unfortunately, I didn’t get to attend many sessions – so my impressions are shaped primarily by many…

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Content Marketing World Recap: Accelerating Towards the Slope of Enlightenment

Kirsten Newbold-Knipp | September 14, 2016

A Star Wars theme permeated this year’s Content Marketing World in Cleveland – featuring Mark Hamill and many Yoda quotes for inspiration. That seems appropriate given the sense I got that content marketers are accelerating their journey through the trough…

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A Customer Experience Tale of Two Airlines

Kirsten Newbold-Knipp | August 31, 2016

Over the last few weeks, my colleague Augie has been publishing some great research on Customer Journeys – how the journey has evolved, how to map a customer journey and even how to find a vendor to help you with…

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Build Digital Expertise without Creating a Digital Silo

Kirsten Newbold-Knipp | August 19, 2016

In many marketing organizations today there is a distinct divide between the digital ‘haves’ and ‘have nots’. A few months ago I wrote about a debate that we Gartner marketing analysts were having about whether the Digital Center of Excellence…

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Surprise, Many Enterprises Still in Experimental Content Marketing Stage

Kirsten Newbold-Knipp | July 21, 2016

Working with enterprise marketers across sectors, I am still periodically surprised when clients tell me about the state of their content marketing efforts. After taking more than 100 client calls on content marketing, similar patterns arise. The surprise is that…

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Do Marketers Really Use LTV?

Kirsten Newbold-Knipp | July 01, 2016

LTV. Lifetime value.  It’s one of my favorite topics and I had the opportunity to get a pulse on how many enterprise marketers measure and actively use LTV during one of my talks at the Gartner Digital Marketing Conference. Why…

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What’s Cool in Marketing Technology in 2016?

Kirsten Newbold-Knipp | May 11, 2016

One of the most fun aspects of being an analyst is the opportunity to look to the future and peer around corners in an effort to bring clients ideas about the most promising new techniques and tools that could drive…

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