Garin Hobbs

Garin is the Director of Deal Strategy at Iterable, a platform empowering B2C marketers to take control of their cross-channel messaging strategy by leveraging a highly flexible and scalable data model to inform a cross channel 1:1 conversation via email, mobile, web and social channels.

Content Marketing

Garin HobbsSunday, March 29, 2020

Should Marketers Give Up On Personalization?

A recent Gartner article reported: By 2025, 80% of marketers who have invested in personalization will abandon their efforts.Predicts 2020: Marketers, They’re Just Not That Into You. Now, this may seem a somewhat alarmist point of view, but what’s missing is the context, and I think it’s this… It’s a fairly universal truth that the difficulty of a task is…

It all started as a book club.

Yes, I’m serious. I started my work on the web more than two decades ago. My first site was Helping Hand, which curated the best sites from around the web to help people with their computers and navigate resources on the Internet. Years later, I sold the domain to a company that helped folks quit smoking, one of my first big contracts.

I began blogging on Blogger and waxed poetic about everything from politics to Internet tools. I was all over the place and mostly wrote for myself – without much of an audience. I belonged to a Marketing Book club in Indianapolis that quickly grew out of control. Over time, I discovered that more and more of the group were coming to me for technology advice. The combination of my technology background and my business and marketing acumen was in high demand as the Internet rapidly changed the industry.

After reading Naked Conversations, I was motivated to better brand and control the content on the site. I also wanted more control over the look and feel of my blog, so I moved to my domain in 2006 and built my first WordPress site. Since I was focused on marketing technology, I didn’t want the domain with my name to get in the way, so I moved the site (painfully) to its new domain in 2008 where it’s grown ever since.

The Martech Zone is owned and operated by DK New Media, LLC, a company I started in 2009. After working with virtually every major online marketing department in my tenure at ExactTarget and launching Compendium, I knew there was a great demand for my expertise and guidance within such a complex industry.

DK New Media oversees my consulting, publications, podcasts, workshops, webinars, and speaking opportunities. Highbridge, my agency with two other partners, helps companies maximize their investment in sales, marketing, and related products. We offer integration, migration, training, strategic consulting, and custom development.

Thank you so much for your support over the years!

Douglas Karr
CEO, DK New Media

Should Marketers Give Up On Personalization?

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