Andrew Frank

A member of the Gartner Blog Network

Entries Tagged as 'digital marketing'


As Social Media Matures, It Reveals Its Dominant Media Genes

by Andrew Frank  |  July 7, 2014  |  3 Comments

Have you noticed that the voices of social network utopianism are quieter lately?  Facebook’s secret mood experiment didn’t help the idealist view – nor did COO Sheryl Sandberg’s apologetic acknowledgement that Facebook’s actions were merely “poorly communicated.” But I think it would be a mistake to read this as simply another in a long line [...]

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Category: Advertising Data-Driven Marketing digital marketing Disruption Media Uncategorized     Tags: , , , ,

The Empire Strikes Back

by Andrew Frank  |  June 25, 2014  |  Comments Off

Aereo’s defeat in the U.S. Supreme Court looks to me like part of a trend of legal setbacks for the latest wave of digital disruptors. The company got farther than any of its predecessors in taking on the status quo of broadcast television, but in the end the high court essentially rejected the premise that [...]

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Category: Advertising Cloud digital marketing Disruption     Tags:

60 Minutes Takes On Data Brokers

by Andrew Frank  |  March 11, 2014  |  5 Comments

Steve Kroft’s segment on CBS’s March 9 installment of 60 Minutes, “The Data Brokers: Selling your personal information,” was a noteworthy chapter in the escalating confrontation between the data-driven marketing industry and popular press initiatives to expose the alarming aspects of our emerging surveillance society.  (Also see the Direct Marketing Association’s response.) The introduction framed [...]

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Category: Advertising Data-Driven Marketing digital marketing Uncategorized     Tags: , ,

The Campaign to End All Campaigns

by Andrew Frank  |  February 28, 2014  |  2 Comments

To campaign or not to campaign, that is the question on a lot of digital marketers’ minds these days. Mike Volpe, CMO of Hubspot, is among those who believe that “the notion of the marketing campaign is dead.” And he’s far from alone. But for those of us of a certain age – especially if [...]

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Category: Advertising digital marketing Media Uncategorized     Tags: , ,

The Story of Ad Tech

by Andrew Frank  |  February 26, 2014  |  1 Comment

The announcement of Oracle’s acquisition of BlueKai brought me to the realization that the story of ad tech, and how it went from antagonist to ally of the software megavendors, is not so well known outside the insider’s clique. This has created some challenges in interpreting this event. So here it is – my take, [...]

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Category: Advertising Applications Cloud Data-Driven Marketing digital marketing Media Uncategorized     Tags: , , , , ,

Getting Closer to Your Customers

by Andrew Frank  |  January 10, 2014  |  2 Comments

Me: Siri, are you “Her”? Siri: No, but nobody could know you better than I do. Kudos to Spike Jonez and Apple for nailing the zeitgeist of 2014. Consider a recent survey called The Rise of the Customer-Led Economy, in which The Economist asked CEOs, “In which of the following ‘value disciplines’ does your organization [...]

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Category: Advertising Cloud Data-Driven Marketing digital marketing Media Uncategorized     Tags: , , , , , , ,

Digital Marketing Agencies Promise Business Transformation

by Andrew Frank  |  December 12, 2013  |  Comments Off

 Is digital marketing leading the digital business revolution, or is it just making the most noise? In support of the former, consider Gartner’s recently-released Magic Quadrant for Digital Marketing Agencies (access it free here). Here we find a gallery of impressive companies, from a wide variety of backgrounds, whose market leaders are distinguished by their [...]

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Category: Advertising Data-Driven Marketing digital marketing Strategic Planning     Tags: , , ,

Campaigns vs. Content Marketing: A Relationship View

by Andrew Frank  |  December 10, 2013  |  1 Comment

Last week my colleague Jake Sorofman wrote of The End of the Marketing Campaign, a view that I’ve since heard echoed in a few places. Here’s another perspective. I think it’s clear that digital is changing the nature of almost every stalwart of traditional marketing. At the same time the time-honored objectives and language of [...]

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Category: Advertising Data-Driven Marketing digital marketing Media Strategic Planning     Tags: , , , ,

Real-Time Marketing Gone Wild

by Andrew Frank  |  October 25, 2013  |  3 Comments

One thing about a real-time marketing: it’s a lot more entertaining than the canned stuff. Who doesn’t enjoy watching a venerable brand get mauled by the Twittersphere trying to hijack some news story or social buzz?  These days, even a flop affords the opportunity to boost engagement with a heartfelt mea culpa. RTM’s Vaudeville nature [...]

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Category: Advertising Data-Driven Marketing digital marketing Mobile     Tags: , , , ,

Digital Marketing and Advertising’s Brave New World

by Andrew Frank  |  October 23, 2013  |  1 Comment

An old maxim observes that new digital technologies tend to highlight formerly underappreciated qualities of their displaced analog predecessors. CDs and MP3s send audiophiles scrambling after the sound of vinyl; MPEG and JPEG lack the intangible quality of film; eBooks and eZines deprive us of the home-defining presence of their physical counterparts, and so forth. [...]

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Category: Advertising Cloud Data-Driven Marketing digital marketing Media     Tags: , ,