Home Depot’s retooled digital-marketing model

Stephen Whiteside

The Home Depot, the home-improvement retailer, has leveraged a wide range of digital marketing tools as it strives to engage and serve customers in increasingly powerful ways.

Melanie Babcock had a confession to make.

As Senior Director/Agile Marketing (Audience), Social Media, AdTech & Display at The Home Depot – the home-improvement retailer – Babcock is charged with crafting omnichannel media and content strategies that fuel demand.

The problem? What seemed like a promising campaign for boosting paint sales, she said, fell undeniably short of expectations. "I thought it was going to be the best thing ever," Babcock admitted at SXSW 2018.

Melanie Babcock, Senior Director/Agile Marketing (Audience), Social Media, AdTech & Display, The Home Depot

"And I got a zero dollar return."

The post-campaign analysis revealed...

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