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Jake Sorofman

Research Director
Jake Sorofman analyzes digital marketing strategy, trends and practices. He focuses on customer experience and content marketing and helps clients use these techniques to engage customers, evangelize their brands, grow revenue and transform their business.
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A CX Throw-down in Beantown: An HBS Prof Seeks to Right a $4 Wrong

December 10, 2014 | 0 Comments

I was intrigued by the David and Goliath style customer service incident playing out in Boston this week. Traditionally, you might think of the corporation as Goliath and the consumer as David. Only, in this case, the roles reversed: The Goliath was the consumer, a Harvard Business School professor who felt the moral obligation to… Read More

The 10 Most Overused Marketing Words and Phrases of 2014

December 3, 2014 | 12 Comments

We all have a list of words and phrases that we wish, for the love of all that’s good and pure, would mercifully go away. Paradoxically, it’s often the fact that these words and phrases are essentially right that, with time, makes them so deadly wrong—and deadly dull. As we enter the waning days of… Read More

Where Marketers Stand on Disruptions Depends on Where They Sit

November 25, 2014 | 2 Comments

‘Tis the season for predictions. At Gartner, we recently published our top predicts for 2015, which included this one—“By 2017, 50 percent of consumer product investments will be redirected to customer experience innovations”—which I discussed in a recent post. In addition, Gartner for Marketing Leaders published a few of our own (available to GML clients… Read More

Digital Marketing and the Tyranny of Targeting

November 18, 2014 | 4 Comments

Ever feel like you’re being watched? It’s that vaguely disconcerting sense that, without permission, someone has entered into your personal space. And it’s every bit as creepy as it sounds, in both physical and virtual worlds. Yet many marketers continue to cross the line. Why? Call it the tyranny of targeting, the consequence of the… Read More

Content Marketers Should Adopt Newsroom Habits

November 11, 2014 | 3 Comments

A lot of marketers have asked me how to organize to meet the accelerated demands of their content marketing efforts. I generally point to the newsroom masthead for inspiration. Here, roles are organized to address roughly three factors of complexity: A portfolio of diverse subject matter—or “beats,”—which range from general to specialized, from broad to… Read More

Most Marketers Have This Loyalty Thing All Wrong

November 5, 2014 | 6 Comments

Most loyalty programs are a bit of a misnomer when you consider their actual intent. More often than not, they’re structured to reward a consumer’s transactional loyalty to a business or a brand—not to demonstrate loyalty to the customer. For the third year straight, a Deloitte survey of 4,047 consumers across 28 product categories and… Read More

Tesco’s Fall from Grace and the Big Data Blind Spot

October 29, 2014 | 1 Comment

Last year, my colleague Andrew Frank and I introduced the Intelligent Brand Framework as something of a reaction to the overstated promise of big data. Our premise was that data-driven intelligence, while crucial, was far from everything—and marketers that confused it as some sort of silver bullet were bound to find themselves on the wrong… Read More

Gartner Surveys Confirm Customer Experience Is the New Battlefield

October 23, 2014 | 3 Comments

Every year, my colleague Laura McLellan looks into marketers’ pockets. How they spend their money, she’s likely to tell you, reveals what’s on their minds. Here, truth isn’t subject to the distortions of interpretation, politics or spin that, as industry analysts, we occasionally negotiate. Here, what you see is what you get—and what you get… Read More

House of Cards and the Difference Between Loyalty and Advocacy

October 15, 2014 | 0 Comments

I was late to the House of Cards party. In fact, I almost didn’t show up. Quite consciously, I determined I wouldn’t submit to the siren song of this algorithmically derived leviathan for fear of its well documented addictive qualities. But then I got curious. Really, how bad could it be? First, let me say… Read More

The Attributes of Effective Marketing Content

October 7, 2014 | 0 Comments

Over the weekend, I ran a quick-and-dirty thought experiment. I looked at the YouTube content published by the world’s top five most valuable brands as reported by the BrandFinance Global 500: Apple, Samsung, Google, Microsoft and Verizon. I watched the first 10 videos filtered by date, trying to avoid those that were overtly corporate or… Read More