Jake Sorofman

A member of the Gartner Blog Network

Entries Categorized as 'digital marketing'


How Does Your Brand’s Story Compare to the Next Best Alternative?

by Jake Sorofman  |  July 30, 2014  |  1 Comment

The best marketing has always been about telling great stories—stories that engage audiences on an emotional level. The mad men of Madison Avenue have known this since the dawn of time (or Times Square, anyway, whose modern incarnation roughly coincides with the rise of mainstream marketing. But that’s another story itself). Today we’re all part [...]

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Analytical Marketers Discern Patterns; Visionary Marketers Create Them

by Jake Sorofman  |  July 24, 2014  |  4 Comments

The fact that human beings are uncomfortable with ambiguity shouldn’t come as any great surprise. We are, as a species, wired to seek order where it doesn’t exist—to turn vast expanses of cognitive clutter into orderly arrangements that tell coherent stories that we can readily comprehend and assimilate into our understanding of the world. This [...]

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Digital Commerce is No Field of Dreams

by Jake Sorofman  |  July 15, 2014  |  1 Comment

In the movie “Field of Dreams,” Kevin Costner is famously egged on by a voice that tells him, if he builds it, they will come. He takes the voice at its word and, as promised, a ballgame ensues. He built it. They came. If only everything were so simple! It turns out that hanging a [...]

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Marketers Should Speak Less and Listen More

by Jake Sorofman  |  July 8, 2014  |  2 Comments

Here’s a confession: I have a low threshold for verbosity. Why? Because I believe in the poet’s principle that words have more power in tight arrangement. But I also think that long, meandering rhetorical runs can be self indulgent, something you’d expect from the prattling dinner party guest with the coiffed mane and tight turtleneck [...]

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Four Types of CMOs

by Jake Sorofman  |  June 24, 2014  |  7 Comments

A lot is said these days about the CMO’s preparedness to navigate what is, even by most conservative measures, fairly extraordinary digital change. Today, the CMO is expected to meet the connected consumer on a self-directed buying journey with compelling, relevant and resonant offers and experiences. That’s no small task. Last year, I wrote “The [...]

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Have You Moved the Needle Today?

by Jake Sorofman  |  June 17, 2014  |  3 Comments

The discipline of getting stuff done is among the various topics that I tend to obsess over. Why? Because (wait for it …) there’s a verifiable causal relationship between efforts and outcomes. Beyond such incisive crackerjack wisdom is what may be a more meaningful explanation for my curious obsession in this area: We often confuse [...]

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Are We Witnessing a Content Marketing Correction?

by Jake Sorofman  |  June 10, 2014  |  4 Comments

No single topic hits my inbox and feeds with quite the same regularity as content marketing. Part of the reason is surely selection bias, since it’s a key topic in my research agenda. But I also think it’s one of those foundational disciplines in digital marketing that you couldn’t possibly shake even if you tried. Why? [...]

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Five Types of Brand Storytellers

by Jake Sorofman  |  June 3, 2014  |  1 Comment

Most marketers know that the better-faster-cheaper platitude is an old dog that no longer hunts. This is among the various tired devices and overused crutches that ring hollow to today’s audiences (problem-solution-impact is another that comes to mind; remember that one, B2B marketers?). Fortunately, many marketers have put them out to pasture, relics of a [...]

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What’s Two-Speed Marketing? It’s Like Interlocked Gears Set in Motion

by Jake Sorofman  |  May 29, 2014  |  2 Comments

Maybe you remember the public debate I aired with Gartner analyst Jennifer Beck, which was instigated by a pronouncement that I used to bandy about to occasional jeers and eye rolls: Campaigns are dead. Well, it turns out that reports of the campaign’s demise were perhaps just a bit overstated. In my defense, I never [...]

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Want to Deliver Exceptional Branded Moments? Close the Loop

by Jake Sorofman  |  May 22, 2014  |  1 Comment

For marketers, delivering exceptional customer experiences is about hiding the seams. It’s about making paid, earned and owned channels complement and amplify each other in mutually reinforcing ways. But in order to pull this off, marketers need to learn to close the loop. Too often, customer experience is a vague promise, an intractable ideal that [...]

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