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Jake Sorofman

Research VP
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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Blog

Digital Marketing and the Convergence of Everything

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories, ideas and terms leads to a dissolution of meaning which, over time, corrodes and corrupts our mutual understanding. Part of this is a story of…

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High Performing Marketers Treat Work Like a Game

Confucius said that if you choose a job you love, you’ll never work a day in your life. Of course such cat-poster wisdom tends to favor the fortunate. Charmed is the life of the philosopher/poet. About work, my father used to say that if it were supposed to be fun, they wouldn’t have called it…

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Digital Marketing and the Tyranny of Words

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly true in the world of digital marketing, where we’re not always kind to or careful with words. For example, show me three ideas more slippery…

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Every Brand Has a Story: A Conversation with Screenwriting Legend Robert McKee

If you saw the 2002 movie Adaptation, you’ll probably remember the (unforgettable) scene where the main character—an aspiring screenwriter named Charlie Kaufman played by a wan, self-loathing Nicholas Cage—attends one of Robert McKee’s famous screenwriting seminars. Raising his hand in a crowd of hundreds, Kaufman finds the courage to challenge one of McKee’s inviolable 10…

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Digital Asset Management: What’s Old is New Again

If you’re of a certain age, you’ll probably remember the 80s as a decade of less than impeccable taste. From popped collars, to boat shoes, to those large, round eyeglasses, this wasn’t fashion’s finest hour. That’s not to say I have particularly strong opinions on such things, as evidenced by a wardrobe made mostly of…

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On Poets and Quants in the Marketing Dept. (Or In Defense of English Majors)

For as much as we talk about quants in the marketing department, times aren’t so bad for the poets. Truth is, marketing has always been a relatively happy home for poets who more than compensated for middling mathleticism with an artful turn of phrase, storytelling sixth sense and ability to crank out crackling copy and…

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The Way of the Patient Marketer: From Promotional to Experience Marketing

I’ve been giving a lot of thought to how automation can go wrong when put in the hands of the impatient marketer. Last week, I wrote about the unintended consequences of customer journey mapping when marketers allow intention to drift away from the customer and toward the brand. The thought was very much on my…

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Customer Journeys Are Discovered, Not Created

Customer journey maps have become a key asset in every marketer’s arsenal, but I’m here to tell you that, from a customer experience perspective, most of these maps are directions down a blind alley. With alarming frequency, I see examples of customer journey maps that codify buying stages, but say absolutely nothing about what the…

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Mobile First: Beware of Clichés Disguised as Truth

A cliché is a phrase or idea that, while often founded in truth and good intention, mutates over time into something more insidious. Clichés are what happens when simple becomes simplistic. We see a lot of clichés in business and politics, in the marketing of both products and ideas. And it’s no surprise: clichés are…

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Is Product the New Marketing?

Marketing a product that customers don’t particular want or like can be a real slog. It’s an unpleasant experience. But when the inverse is true, marketing becomes a pleasure. In fact, it makes you look like a total genius! Why? Because great products market themselves. When your value proposition, use cases and features are all…

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