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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

The Rule of Three in Marketing

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He’d stand surefooted, arms akimbo, extending his left hand to count off the first, second and third evidentiary pillars of his argument. It was persuasive and memorable.…

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How a Yeti Awakened This Reluctant Consumer

I’m no materialist and, honestly, really not much of a consumer. With the exception of things that float, I’m actively indifferent to stuff. My tendency is to shed, not acquire. This fact should make me an unattractive target for most marketers, since I almost never want what they tell me I so need. But I’m…

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In Search of the Marketing Unicorn

Not long ago, I wrote about poets and quants in the marketing department. I suggested that, while it may sometimes feel like the mathletes have the advantage, both skillsets are crucial to modern marketing. But the reality is that these skillsets hardly exist in isolation. Today’s marketer is expected to be a little of both,…

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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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