About Chris Erickson

Chris Erickson is a Senior Project Manager for Ketchum Digital Research & Analytics, based in Dallas, TX. Before joining Ketchum, he served for over ten years in the United States Army; the majority of his time in service was spent as a Green Beret in 1st Special Forces Group. He is passionate about the convergence of large data sets and meaningful, creative storytelling.

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Going Native: Where The Clicks Don’t Matter, But Real Measurement Does

It is no secret that modern audiences are continuing to accelerate away from traditional outlets and toward web-based content. This ongoing evolution has forced brands to change the way in which they tell their stories, as well as continuously adjusting the platform they are attempting to engage with their target audience on. One answer to this dilemma has been to utilize “Native Content.” While there are several other names for this strategy and content, such as native ads, sponsored content, and other terms in an ever-changing pantheon of buzzwords that exists in the digital marketing space, the fact remains that for the foreseeable future this will be something to consider when planning content and strategy.

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