Jake Sorofman

A member of the Gartner Blog Network

Entries Categorized as 'digital marketing'


Making Digitally-Led Customer Experience an Operational Discipline

by Jake Sorofman  |  April 15, 2014  |  4 Comments

Digitalization is blurring the boundaries between product, service and brand experiences. Take Gartner’s Nexus of Forces—the collision of cloud, social, mobile and big data—and smash it together with the forces of change in both behavior and expectations occurring in consumer markets today. The result is a brave new world that spins on the axis of [...]

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Content Marketers Take Note: Vox.com is the Template for Spoon-fed Storytelling

by Jake Sorofman  |  April 10, 2014  |  2 Comments

This week, my Gartner colleague Todd Berkowitz wrote about the launch of Vox.com, a general news property produced by Vox Media with the apparent goal of focusing on substance over sizzle. Vox, from what I can tell, operates by the original newsman’s mandate of educating its readership. This no-nonsense approach to reporting is both refreshing [...]

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8 Tips for Feeding the Content Marketing Beast

by Jake Sorofman  |  April 2, 2014  |  4 Comments

Maybe you’ve heard me say that I try to blog every single week. Without exception. Ever. Why? Because I live by the flywheel effect, that inertial force of momentum that’s fed by the consistent application of force. Here, consistency and predictability matter more than the degree of energy expended. A slow trickle counts more than [...]

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Martha Stewart Thinks Content Reuse is a Good Thing

by Jake Sorofman  |  March 25, 2014  |  6 Comments

Last week, my colleague Jennifer Beck made the case that content marketing is something like the art of flower arranging. I happen to know exactly, precisely, absolutely nothing about this particular craft, but I thought she made some great rhetorical points in an effort to describe the artful orientation behind brand storytelling. Such florid images made [...]

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Enabling Two Speeds of Modern Marketing

by Jake Sorofman  |  March 19, 2014  |  3 Comments

Gartner analyst Jennifer Beck and I recently threw down the gauntlet in a public declaration of friendly disagreement over the fate of campaigns as the basic organizing principle for marketing. If you recall, what began as a vaguely polemic debate converged on a compromise: campaigns will indeed live on, but they’ll represent just one of [...]

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Mind the Gaps in the Digital Marketing Transformation

by Jake Sorofman  |  March 13, 2014  |  4 Comments

Last week, Laura McLellan and I co-presented a webinar on digital marketing spending trends (public replay available here) where we talked about some of the new roles rising on the marketing team roster. To me, it’s a fascinating topic as much for the reactions it elicits as for what it says about the challenges marketers face [...]

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Has Authenticity in Marketing Jumped the Shark?

by Jake Sorofman  |  March 4, 2014  |  5 Comments

There’s a lot of talk these days about authenticity versus transparency as the prevailing value for brand storytelling. Cynics suggest that authenticity and marketing make strange bedfellows, two ideas forever divided by conflicting goals. After all, authenticity, by definition, speaks truth without agenda. And marketing, as an instrument of commercial persuasion, is agenda writ large. [...]

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Gartner’s Intelligent Brand Framework Helps Marketers Find Balance

by Jake Sorofman  |  February 27, 2014  |  3 Comments

Earlier this week, Andrew Frank and I published a post on HBR.org called “What Data-Obsessed Marketers Don’t Understand.” Here, we unveiled Gartner’s Intelligent Brand Framework, which we believe will become very useful for helping marketing leaders build and balance broad interdisciplinary skills. Why is this so important? Because high-performing marketing organizations lead by both head [...]

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The Coming Age of Digital Ethnography

by Jake Sorofman  |  February 19, 2014  |  3 Comments

The lead story in this week’s New York Times Sunday Business section caught my eye. It’s a fascinating profile of Dr. Genevieve Bell, Intel’s director of user experience research—essentially, their resident futurist responsible for discovering innovation opportunities in subtle moments of human behavior. This approach to participatory observation—known as ethnography—is certainly nothing new. For ages, [...]

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“Big A” or “Little a”: Two Types of Agile Marketing

by Jake Sorofman  |  February 12, 2014  |  3 Comments

A lot is being asked of marketers these days. Many stand flatfooted at the edge of the precipice, disoriented by what exactly it means to find, engage and convert customers in this new digital dimension. They’re asked to become data wranglers and marketing technologists. They’re asked to become brand publishers, social and mobile marketers. They’re asked to personalize—but [...]

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