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Blog Posts by Dave Walters

Dave Walters is a 20-year digital marketing veteran with a career split almost equally among Fortune 50 corporations, Top 5 interactive agencies and, most recently, the technology start-up world. As the final businessperson before IT, he typically sits at the intersection of business need and technical build—most often with a marketing-driven view of the world. As a product evangelist, Dave works hands-on with Silverpop customers to sharpen their marketing strategies and architect technology solutions that solve business problems. He most often works with cross-functional stakeholders to bridge the organizational gaps between marketing, IT, operations and executive management.

  • Mobile Apps 2.0: Keys to Improving the Customer Experience

    Do you view mobile apps as a necessary evil – something you contract out to a third party, check off your to-do list and forget about shortly thereafter? Or is your mobile app a vital part[...]

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  • A Look Inside My 5 Best Friend Brands

    I normally don’t use real-life marketing interactions as examples when speaking with customers. I figure clients can see examples of the theories we discuss in their own inboxes. So I’ve[...]

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  • 5 Barriers to Loyalty, And How Marketers Can Overcome Them

    There are literally hundreds of market examples of how customer choice and loyalty have both built and destroyed brands over the last 50 years. Today’s customer has an ever-exploding choice[...]

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  • Best Friend Brands Study: 3 Key Takeaways

    I introduced Silverpop’s latest study, “Are You a Best Friend Brand? How Relevance and Trust Can Get You into the Inner Circle,” in a recent blog post. The study focuses on how consumers[...]

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  • You’ve Landed Your Dream Marketing Job, So What’s Next?

    One of the coolest — and most daunting — moments in a digital marketer’s career is when they score that next big dream job. You know the one. It’s based on your most recent successes but[...]

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  • Are You a Best Friend Brand?

    A brand’s relationship with its customers is constantly evolving. Today’s customer expects these relationships to be more personal and relevant than ever before, valuing an individual, concierge-type[...]

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  • Does Your Digital Marketing Truly Embody Your Brand?

    As I’m traveling home on a sunny Sunday morning in London (I know, right?!?), the Virgin Atlantic brand experience has just reminded me of a critical point for digital marketers. So often,[...]

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  • Gary Vaynerchuk’s Social Playbook: Context Wins, Jab Often and NEVER Cross-Post

    When it comes to social marketing, almost every marketer I meet is trying to answer a few key questions. Some are trying to carve time in an already-busy campaign flow to be better at social,[...]

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  • It’s Time to Pay Up: The Death of Organic Acquisition

    In the words of an all-time soul great, “People get ready, there’s a train a-comin’.” Yes, Curtis Mayfield’s epic soul/gospel hit could have been a call-to-arms for lots of audiences — including[...]

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  • Location Marketing 2.0 Arrives: The Impact of iBeacon

    Knowing where your customers are physically is an immensely powerful part of delivering the right message at the right time. In recent years, forward-thinking marketers have communicated[...]

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  • Google’s Encrypted Keywords and Your Digital Marketing Efforts

    I’ve fielded at least six questions during the last 30 days on Google’s latest move to encrypted keywords for organic search, which semi-officially elevates it to a blog topic for me. Normally[...]

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  • Dear CMOs: It’s Time to Go Big on Retention Marketing

    I’ve been working with executive-level marketing leaders for more than two decades — sometimes as an FTE lieutenant, often as an agency partner, and most recently as a trusted vendor. I’ve[...]

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  • Infographic: Summer Movies and Social Media

    From Great Gatsby to Grown Ups 2 and Man of Steel to Monsters University, the 2013 summer box office was packed with the usual mix of big-budget action extravaganzas, outrageous comedies[...]

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  • Net Promoter Scores, Meet Your New Best Friend: Behavioral Marketing

    Three times in the last few weeks of meeting with digital marketers, I’ve ended up deep in conversations around Net Promoter Scores. The business models have been different (ecommerce twice[...]

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  • Plan Now or Suffer Later: 3 Tips for Staying Sane During Holiday Season

    I know it’s hard to believe, but we’re running full speed toward the year being halfway over. And if you’re an e-commerce marketer, it’s officially time to start buttoning down your holiday[...]

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  • BFFs: Twitter Lead Gen Cards, Political Fundraising and Behavioral Marketing

    Last week, I wrote a post taking an inside look at Twitter’s hot new Lead Generation Cards, but had yet to see them running in the wild in my stream. I was also slightly concerned about[...]

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  • Twitter’s Lead Gen Cards Just Became Its Best Ad Product Ever

    In a world where some social networks like Facebook are actively reducing the number of advertising products — presumably based on advertiser and audience feedback — Twitter recently delivered[...]

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  • Behavioral Email Done Right: Big Ups to Foursquare and Sephora

    As most of my Twitter followers and co-workers know, I spend a metric ton of time on the road with Silverpop customers. It’s mostly in small rooms helping marketers wring more ROI out of[...]

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  • Google+ Just Set Checkmate on Content Creators

    If you’ve spent the last two years skeptical of dedicating another 30 hours of your social effort to Google+, it’s probably time to reconsider that decision. And the reason is simple: Google[...]

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  • Loyalty Program Tip: Look for New Ways to Differentiate the Customer Experience (Video)

    One of the most common question marketers ask me when building a loyalty program is, “Should I offer a discount in my loyalty welcome email?” The answer might be “yes” if you’re in a high-margin[...]

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  • Hiring Pro Tip for Behavioral Marketers: Look for Gritty Problem Solvers

    When it comes to hiring, how many times have marketers thought, “I need to hire someone young to drive my social strategy?” Or, “We need someone who can multitask at superhuman levels to[...]

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  • Big Data in 2013 (Video)

    Big data is getting a lot of buzz these days, and with good reason. With the rise of social and other channels, there’s more customer and prospect information out there than ever. But how[...]

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  • Data-Driven Marketers Have a New Superhero: Nate Silver

    Regardless of whether your candidate ended up winning or losing on Election Day, we now know two things for sure: Math is a better outcome predictor than partisan opinion, and Nate Silver[...]

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  • The iPad Mini Is Here! What Are The Implications for Marketers?

    Tuesday’s introduction of the iPad Mini has been described as evidence of Apple's determination to maintain its dominant position in the tablet space. Based on the chatter following the[...]

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  • Purchase Behaviors, Promo Codes and Offers, Oh My!

    One of the coolest aspects of my work as a product evangelist is meeting with our customers every week. I’m never quite sure what kind of marketer I’m likely to run into — the super-smart[...]

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  • Be Quiet and Start Listening: 3 Reasons to Start Building Relationships Before You Have an Email Address

    Great email marketing is becoming more like our own personal relationships every year. Very few people want a one-way street of communication, they value a diversity of content, and they[...]

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  • Death to the “Do Not Reply” Address!

    Recently, David Pyrzenski from our Professional Services group posed a question to our Chatter group titled “Email Best Practices Q&A.” He had a client looking for ways to humanize their[...]

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  • Marketing Summer School: Make the Most of Your Summer “Break”

    Just yesterday I read through the recent Silverpop/Forrester report, “Automation: Redefining Marketing’s Game Plan.” The core concepts behind automating a company’s marketing effort are[...]

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  • Using Real-Time Data and Relational Tables to Drive Customer Emails

    In many of my discussions with marketers — especially around content strategy — we inevitably end up on the topic of integrating external data to make email smarter. If you’re an e-commerce[...]

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  • The Return of the Email Digest as an Activation Tool

    It's funny how often I find myself thinking things that one of my favorite Canadian dudes, Dan Martell, says out loud the same day. I sat down to write this post, and the perfect tweet came[...]

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  • Taking Loyalty Beyond the Discount

    The term “loyalty” has a convoluted history and wildly different implications for many digital marketers. Plenty of big companies have spent millions of dollars on loyalty programs that[...]

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  • Data Is the Lifeblood of Great Email Marketing

    I often admit the rise of Sarah Lacy’s PandoDaily has given me reason to love a tech blog again. And case in point, I was suitably impressed with Greg Kumparak’s in-depth look at how Facebook[...]

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  • Why Gary Vaynerchuk Should Be Your Marketing Superhero

    OK, so I’m going to leave behind the Facebook how-to topics and the email delivery tips this week to focus on a topic that’s near and dear to me as a writer by training and trade. As I prepare[...]

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  • How Social Proof Translates into Buying Decisions

    I’ve been thinking a lot lately about how and why marketing buyers make decisions. It’s probably an oversimplification to say “because of Facebook or Twitter,” but I think that’s an increasingly[...]

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  • A Step-by-Step Guide to Collecting Opt-ins on Facebook

    A few months ago, my colleague Loren McDonald wrote a blog post titled, “Leverage Facebook to Grow Your Email Database,” where he outlined all the super-smart reasons to add an email opt-in[...]

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  • The Lessons of Microsoft’s “Graymail” Changes

    Fresh off its effort to drive spam below 3 percent in the inbox, Microsoft’s Hotmail team has turned its attention to a newly minted villain: “graymail.” It defines this new class of email[...]

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