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Christopher Parkin

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Moving Away From “Spray and Pray”

Analytics · By Christopher Parkin On April 10, 2008 · 5 Comments

Clearly, the Inter­net is estab­lished as a global medium that allows over a bil­lion peo­ple to effi­ciently obtain infor­ma­tion, com­mu­ni­cate and con­duct busi­ness. It is the pre­ferred tech­nol­ogy by which new social net­works form to shape and influ­ence our cul­ture and how busi­nesses inter­act with their customers.

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User-generated Content and Word of Mouth Marketing

Analytics · By Christopher Parkin On March 24, 2008 · 1 Comment

User-generated con­tent and word of mouth mar­ket­ing pro­vide a new oppor­tu­nity to inte­grate with ana­lyt­ics and demon­strate value. What are the unique chal­lenges of UGC and WOM?I’m a big fan of John Hagel’s blog “Edgeper­spec­tives.” Some of the con­cepts he advances are par­tic­u­larly per­ti­nent here, espe­cially with respect to com­pa­nies’ need to “adapt or...

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The Challenges and Value of Digital Marketing Integration

Digital Marketing · By Christopher Parkin On March 20, 2008 · Add Comment

Dig­i­tal mar­keters are faced with chal­lenges today unlike any other time in the his­tory of mar­ket­ing. Fun­da­men­tally, the cus­tomers they are try­ing to attract, con­vert and retain are:

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