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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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Adobe Livefyre Deal Underscores High Demand for Content Across All Marketing Disciplines

Kirsten Newbold-Knipp | May 05, 2016

Adobe announced it has entered into an agreement to acquire Livefyre. Known for tools to collect, manage and publish user generated content, Livefyre has to date been used primarily by social and content marketing teams. As all marketing channels become…

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What’s in a Content Marketing Stack? [WCM, DAM, CMP, etc]

Kirsten Newbold-Knipp | April 19, 2016

Today, Skyword, heretofore known as a Content Marketing player focused on bringing together the writing talent and workflow tools to scale content marketing programs, launched a Digital Asset Management solution to help marketers find and globally manage all their content…

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Has Digital Marketing Finally Become Just Marketing?

Kirsten Newbold-Knipp | April 05, 2016

“If you are building out a discrete Digital Marketing Center of Excellence (CoE), you’re too late,” I said a few months ago and stirred up some controversy among a group of marketers and analysts alike. Seriously though, what is digital…

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SXSW Innovation and Inspiration, No Badge Required

Kirsten Newbold-Knipp | March 17, 2016

SXSW Interactive just ended and Music is ramping up for us Austinites. Spring marks a time that our town is overrun and our calendars are overbooked – but I can’t complain. This year I didn’t have an official SXSW pass…

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Why Today’s Great CMOs will be the CEOs of 2020

Kirsten Newbold-Knipp | February 25, 2016

It’s not enough to be a terrific marketer to be considered among the best CMOs today. In all sectors, marketing’s influence over business results is increasing – while running the operation is growing exponentially more complex. CMOs rising to the…

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NRF16: Digital Commerce Highs and Lows

Kirsten Newbold-Knipp | January 22, 2016

Virtual reality apartments, life-sized Wizard of Oz personalized displays and digitally enabled grocery stores all played into my experience at NRF this week. In just over two days of sessions, meetings, meals and more meetings with retailers and the agencies…

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Three Prime Candidates for Digital Commerce Innovation

Kirsten Newbold-Knipp | November 05, 2015

As we head into the holiday shopping season, it’s easy to get caught up in the predictions that this year’s online spending will be bigger than ever: Deloitte says holiday sales will be up 3.5-4%, Adobe Digital predicts that Cyber…

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Star Wars Breaks the Internet, How Two Brands Respond

Kirsten Newbold-Knipp | October 23, 2015

Few movie franchises have a larger and more loyal fan base than Star Wars. That’s what made Monday, October 19th a HUGE day for fans and a select few brands alike. Pre-sales began for the upcoming holiday release of Star…

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Client Focused Content Marketing Is Alive and Well at Charles Schwab

Kirsten Newbold-Knipp | October 13, 2015

Rarely do I celebrate a survey. As a marketer, I empathize with the need for customer insights and diligently complete customer satisfaction surveys with some mild hope that the input will be not just consumed but used. Most of the…

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Sometimes More is Just More, Not Better

Kirsten Newbold-Knipp | October 02, 2015

Buy now. Buy now. Buy now. An agency that I was talking to recently had to talk their client off a ledge. A ledge of adding buy now buttons to nearly all their social and display ads. Why? The team,…

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