Karen Macumber

Karen Macumber

CMO, ShopAdvisor

Karen has spent over 20 years at the leading edge of digital media, technology and marketing. Karen is currently Chief Marketing Officer of ShopAdvisor, the shopping experience company closing the gap between media and retail.  In her role as CMO she is responsible for all consumer and business to business strategy and marketing programs. Prior to ... more

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4 intuitive rules when approaching beacon technology

Although it's still early in the game, there's no doubt that proximity marketing will have a dramatic impact on advertising and retail. Here are some practical tips to put you ahead of the competition.

5 rules for partnering with startups

If you want to find "the next big thing" before your competitor does, you might want to consider forming a partnership with a tech startup. Follow these guidelines to get started.

5 people you should never hire

To avoid making mistakes as you screen new hires, consider these profiles of dangerous candidates.

Digital marketing's "next big things"

In an industry obsessed with predicting the future, a little logic can go a long way. Take a look at this formula for forecasting which trends will become game changers.

3 lines digital marketers must not cross

Our jobs are far from black and white. But here are several boundaries you must set when it comes to your paid, earned, and owned digital marketing programs.

Lies about ROI and how to spot them

We love digital because it is measureable. But what if your measurements don't mean what you think they mean? Let's investigate several common misconceptions.

5 reasons digital agencies will fail

The role of the digital agency is evolving quickly, and those that don't adapt will be left behind. Here are the current industry forces that threaten digital agencies' relevance.

Case study: The brand that went 100% digital

Most brands are exploring digital media, but some hesitate to truly take the plunge. See what happened when one company decided to invest the entirety of its marketing budget in making online connections.

3 ways to revitalize your digital media strategy

Why separate earned from paid media, social from commercial content, or advertising from search? Consider this strategy for approaching digital marketing with one budget pool that leverages all media.

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