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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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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

Message for Marketers: Be True to Thyself

September 30, 2014 | 0 Comments

If you made it to Indianapolis last week for the Connections event, you heard a lot of digital marketing vision in support of the overarching theme that the journey is, indeed, the reward. This theme, of course, is a clever tie-in to Journey Builder, a capability that’s fast become the center of gravity for the ExactTarget… Read More

Make Multichannel Marketing More than Orchestrated Pestering

September 24, 2014 | 1 Comment

Mike McGuire is Gartner’s mobile marketing maestro. He’s a thoughtful guy who understands the slippery slope of mobile marketing. He’ll tell you that proximity doesn’t equal permission. What he means is that location is just one of many attributes of personalization—and certainly not reason enough to engage. He’ll tell you that nobody likes a Chester.… Read More

Content Marketers Should Think Beyond the Blog Post

September 17, 2014 | 0 Comments

Last year’s Gartner Digital Marketing Spending Survey showed content marketing in an enviable position, second only to paid media in spending priority. This year, it fell five places to an unremarkable sixth. I’ve explored the potential reasons in previous posts. The crux of the correction? A frustration with the lack of transparency in measuring content… Read More

Modern Marketing is About Sense and Respond, Not Command and Control

September 10, 2014 | 0 Comments

In the somewhat arcane world of control theory, there’s the concept of sense and respond, which refers to how complex systems adapt and evolve based on continuous, often minute adjustments to the signals they detect in their environments. These autonomous, often autonomic systems take many forms. People sense and respond through a combination of rules,… Read More

Uber vs. Bieber: A Fictional Face Off with a Minor Message for Marketers

September 3, 2014 | 1 Comment

Each Sunday morning, before my family perks, I exercise a decades’ long New York Times habit. I read the business section first, then the front pages, then the Week in Review, then the Book Review. Then I reach for the NY Times Magazine, where I spend indulgent minutes parsing the “One-Page Magazine,” the bite-sized sampler… Read More

When Ego Overtakes Audience in Content Marketing

August 27, 2014 | 0 Comments

The term “thought leader” has always rubbed me wrong. It sounds self righteous and pompous. Not unlike “hip” or “cool,” it’s something you really can’t bestow upon yourself without wholly cancelling its effect. Other superlatives subject to this rule? Guru. Visionary. Don’t even get me started on growth hacker. But social media is both ecosystem… Read More

Performance Marketing Comes of Age

August 21, 2014 | 3 Comments

I’ve been thinking about the idea of performance marketing, which—to most ways of thinking, at least—is seen as a relatively narrow discipline reserved for clicks-driven and digital commerce companies with the luxury of close proximity to the transactions that drive their business. But I think it’s a discipline that should inform modern marketing in a… Read More

Six Patterns of Wow-Worthy Digital Marketing

August 12, 2014 | 2 Comments

What makes digital marketing wow-worthy? Exceptional branded moments that remind us what great marketing is all about. These moments inspire and delight. They surprise us with their timing, with their wit, with their heart. They remind us that, at the end of the day, all things aren’t exactly equal. They remind us that the Internet… Read More