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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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Mobile Marketing Grows Up

March 3, 2015 | 1 Comment

Have you noticed that mobile marketing has become less of a thing? A couple years ago, this technique often felt like the digital equivalent of the guy in the inflatable suit waving you in for a Sunday sale on mattresses. Sure, you may honk and wave back. You may even laugh. But you’re probably not… Read More

Five Questions Every Marketer Should Ask to Prioritize Work

February 24, 2015 | 0 Comments

Ever feel like all paths lead to marketing? That’s because you are the ultimate utility player. You’re a communicator. You’re a strategist. You know how to get things done. You know how to take a ragged idea on a coffee-stained napkin and turn it into a story even your grandmother will appreciate. For this, my… Read More

Toward a Unified Customer Experience Hub

February 19, 2015 | 0 Comments

A few weeks ago, I wrote about the need to hide the seams in customer experiences. In this post, I suggested that one of the primary causes of these unseemly seams is the way companies are organized: our functional orientations show through in often conspicuous, sometimes clumsy ways. But, of course, it’s more than how… Read More

Two Simple Ways to Get Smarter About Innovation

February 10, 2015 | 0 Comments

While expert opinion may be divided on whether the rate of failure for new tech ventures has in fact declined, I’ve seen far fewer sock puppets skulking around in the wild these days. You remember the sock puppet: that charismatic mascot of Pets.com; that doomed effigy of irrational exuberance? Back in the days of Webvan.… Read More

Forget Shadow IT; Here Comes Shadow Marketing

February 3, 2015 | 2 Comments

IT used to be a local monopoly. Not unlike the cable company, you were subject to the pace of their process. But then demand reached a tipping point and public cloud alternatives entered the game. Shadow IT was born. Business lines simply followed the path of least resistance. These public clouds became the escape valve… Read More

The Best Customer Experiences Hide the Seams

January 28, 2015 | 0 Comments

There’s nothing particularly new in the insight that our functional orientations can breed inside-out—rather than outside-in—thinking. Sales, marketing, customer support. These functions exist, first and foremost, to support a separation of enterprise concerns, the roles and responsibilities designed to make an organization go. But sometimes they also create a sort of myopia. The same holds… Read More

On Productivity: Meditations from a Marketer and Armchair Behaviorist

January 20, 2015 | 0 Comments

Call me an armchair behaviorist. I’ve spent years seeking, applying and testing various methods to maximize creative output and productivity. The primary subject of my study was none other than me, a person of average attention span and no shortage of delight in objects and ephemera shiny and bright. When I began this strange little quest,… Read More

The Digital Marketing Future is Already Here—It’s Just Unevenly Distributed

January 9, 2015 | 1 Comment

The future is already here—it’s just unevenly distributed. That’s one of my all-time favorite quotes. Why? Because, here, William Gibson, the noir prophet of cyberpunk science fiction, lends credence to the fact that there are few actual fictions today. If you look closely enough, outlandish futures are playing out before your eyes. That’s certainly the… Read More

Customer Experience is a Team Sport

January 6, 2015 | 1 Comment

Last year, Gartner for Marketing Leaders made some waves when we said that customer experience was the new competitive battlefield—and that, more often than not, marketing was calling the shots. Few took issue with the fact that, in the face of rising competition and consumer empowerment, customer experience becomes, perhaps by necessity, the last bastion… Read More

My 2014 Digital Marketing Research Roundup

December 22, 2014 | 0 Comments

It’s often useful to reflect on where you’ve been to inform the path forward. In that spirit, and with this as my final blog post of the calendar year, I thought I’d share a roundup of my 2014 research. What follows is a sample—some of the research that got me excited this year. Full access… Read More