Posted on by Jamillah Boyd

Connected Fitness with Under Armour's Katie Krum

katie-krumm-250x270Katie Krum is currently the Director of Digital Marketing at Under Armour and manages the content and engagement for Under Armour’s Connected Fitness ecosystem. This includes MyFitnessPal, MapMyFitness, and Under Armour Record.
Katie graduated with a B.A. in History from Princeton and a M.S. in Integrated Marketing from NYU. Before she worked for Under Armour, she worked in digital marketing at Nickelodeon and Mariott International. Katie’s background comes from start-ups, which is also where she discovered her passion for digital technologies.
Katie also made Brand Innovators “40 under 40” List. A list consisting of young marketing professionals who “have proven they have the ingenuity, leadership, and strategic foresight necessary to perform at the highest levels possible in the in the constantly evolving media and marketing environment.” – David Teicher, editor and chief content officer at Brand Innovators.
In anticipation of her discussion on Social Media we asked her to answer some questions on the future of digital marketing, see her opinions and insights below!
What’s the future of wearable tech? Will it ever become a marketing platform?
Clothing! Shirts and shoes will provide us with the information (and so much more) that bands, glasses, watches and heart rate monitors provide us today… the marketing platform will be in the data we collect.
What does “content” mean to you?
I used to have a much more narrow view of content — related to premium content: long-form content (tv series), blog articles, visual/story-telling slideshows, etc. But in the broadest of terms: commercials are content, images on a retail site might be considered content, instagram posts are content…its so many things. So broad that we probably need to create more precise terms for the future.
What are your top 3 digital metrics?
Related to engagement, I am trying to turn the organization towards quality time spent, which can be measured by:  time spent reading, scroll depth, engagement, recirculation, shares, and percentage of article completed.
Come hear Katie talk about why she feels this way and all the other insights she has about digital marketing at the MDMC! Register today, April will be here before you know it!