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Blog

Moby Dick Marketing

Chris Ross | September 22, 2016

Herman Melville could have used a more aggressive editor. While Moby Dick, his epic 135 chapter, 600+ page american classic is an icon of modern literature, there are likely more…

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The Internet of Things — Should Marketers Care?

Charles Golvin | September 22, 2016

I presented a session titled “How the IoT Will Fit Into Your Marketing Strategy” (playback free but registration required) this past May at Gartner’s Digital Marketing Conference in San Diego…

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Yes, CMOs Will Likely Spend More on Technology than CIOs by 2017

Jake Sorofman | September 20, 2016

By 2017, CMOs will spend more on technology than CIOs. This now-famous prediction was made several years ago by my former Gartner colleague Laura McLellan. At the time, it was polarizing, to…

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Blog

How Cross-Device Identity Matching Works (part 2)

Martin Kihn | September 20, 2016

Cross-device identity matching is the way marketers try to map devices and browsers to the same consumer to improve personalization and measurement. in our super-popular Part 1, we got half-way…

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Blog

Customer Experience: Marketing's Pull to Balance Its Push

Augie Ray | September 19, 2016

The key to building a healthy brand is to balance marketing's push with its pull. Push strategies drive immediate financial benefit by pressing messages, offers, and products at customers. Customer…

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Blog

Ten Commandments for Social Command Centers

Christi Eubanks | September 16, 2016

Nearly a decade into existence and social marketing is fledgling when it comes to proving business value. Marketers insist that social is important at every stage of the customer journey,…

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Four Patterns and Anti-Patterns of Effective Gartner Briefings

Jake Sorofman | September 15, 2016

Vendor briefings are part of what it means to be a Gartner analyst. They’re an important input into the constellation of data we collect to form insights about vendor and…

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Blog

Four Ways Marketers Can Stop Damaging Their Profession

Augie Ray | September 15, 2016

Marketing has a marketing problem. In 2012, an Adobe study found that advertising/marketing was one of the least valuable professions to society--just 13% of survey respondents ranked it as valuable. In 2015,…

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Blog

Content Marketing World Recap: Accelerating Towards the Slope of Enlightenment

Kirsten Newbold-Knipp | September 14, 2016

A Star Wars theme permeated this year’s Content Marketing World in Cleveland – featuring Mark Hamill and many Yoda quotes for inspiration. That seems appropriate given the sense I got…

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Blog

Great Customer Experience Leaders Look Beyond Customer Voice

Jake Sorofman | September 09, 2016

As a strategy, customer experience runs the risk of devolving into the sort of absurdist platitudes that you might expect to find on a cat poster. Put the customer first.…

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Blog

The Flipside Of Testing And Optimization

Ewan Mcintyre | September 08, 2016

For a man that spends his life talking about digital, I have a pretty deep love for analogue. My house (and garage) are full of long-since outmoded formats - I…

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Blog

Use Subscription Models to Keep Customers Coming Back

Jennifer Polk | September 06, 2016

A subscription service isn’t a new concept. This model dates back at least as far as newspaper subscriptions that brought the weekly paper to your doorstep. Recently, a whole new…

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Blog

Avoid the Uncanny Valley When Automating Customer Experience Interactions

Augie Ray | September 01, 2016

I wrote some months ago that marketers trying to improve their brands' customer experience can make the mistake of attempting to manufacture emotion rather than evoke it. Emotion is vitally…

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Blog

A Customer Experience Tale of Two Airlines

Kirsten Newbold-Knipp | August 31, 2016

Over the last few weeks, my colleague Augie has been publishing some great research on Customer Journeys – how the journey has evolved, how to map a customer journey and…

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Blog

Six Reasons Customer Journey Mapping Fails (And What To Do About It)

Augie Ray | August 29, 2016

Customer journey maps are a strong tool for marketers seeking to improve their brands' customer experience. Unfortunately, many marketers report that their customer journey mapping initiatives fail to drive the…

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Blog

Voice of Customer (VoC) Platforms Become Customer Experience Platforms

Augie Ray | August 25, 2016

Ten years ago, "voice of customer" (VoC) platforms were thought of as systems that sent surveys to collect feedback about customer satisfaction so that the data could be exported and…

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Blog

Avoid These Traps When You Create a Marketing Center of Excellence

Anna Maria Virzi | August 25, 2016

Interest in centers of excellence is soaring. The trend has taken hold in at least one high-profile area of marketing: analytics. In Gartner’s Data-Driven Marketing Survey last year, 36% of…

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Blog

The Rule of Three in Marketing

Jake Sorofman | August 25, 2016

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…

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Blog

Build Digital Expertise without Creating a Digital Silo

Kirsten Newbold-Knipp | August 19, 2016

In many marketing organizations today there is a distinct divide between the digital ‘haves’ and ‘have nots’. A few months ago I wrote about a debate that we Gartner marketing…

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Blog

Why You're Better At Digital Marketing Than You Think

Martin Kihn | August 19, 2016

A few years ago, a survey came out revealing more than half of marketers felt they weren't very "proficient" in digital techniques. Evidence abounds that the forces of disruption have left many groups…

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Blog

Introducing the Buy/Own/Advocate Customer Experience Journey

Augie Ray | August 12, 2016

Even though we all recognize the role of word of mouth (WOM) in building brands and delivering marketing results, customer journey models routinely omit any consideration for the impact of brand…

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Blog

How a Yeti Awakened This Reluctant Consumer

Jake Sorofman | August 11, 2016

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…

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Blog

Distributed Marketing Hinges on Orchestration

Noah Elkin | August 10, 2016

It's easy to ask the wrong question, as my colleague Augie Ray pointed out in a recent post. But why do marketers ask the wrong question? And how does the right…

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Blog

Zooming Out - 2016 Gartner Hype Cycle for Digital Marketing and Advertising

Chris Ross | August 09, 2016

"Hype - an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect." Hype, by definition should make us all a little wary. Gartner Hype…

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Blog

How Cross-Device Identity Matching Works (part 1)

Martin Kihn | August 09, 2016

Cross-device identity is the thing that tells marketers and other nosy types that Device A and Device B and Browser C all belong to the same Person X. Devices (and browsers, which…

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Blog

You Don't Own the Customer; She or He Owns You

Augie Ray | August 05, 2016

"Who owns the customer?" This is a question I have heard from a wide variety of organizations. Insurance firms wonder if the agent or the company "owns" the customer. B2B firms struggle…

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Blog

Marketing Technology’s Top Priority

Andrew Frank | August 05, 2016

It was an Emperor’s New Clothes moment in marketing class. “If marketers are spending unprecedented shares of their budgets on all this advanced technology,” the student was asking, “then why…

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Blog

In Search of the Marketing Unicorn

Jake Sorofman | August 03, 2016

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…

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Blog

Marketers' Questions about Customer Experience and the New Customer Journey

Augie Ray | August 02, 2016

Last week I provided a free webinar about customer experience. I presented a new customer journey, one that is based not upon mass media era processes and behaviors but on the…

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Blog

Taylor Swift and the Rise of the Unbrand

Martin Kihn | August 02, 2016

Let’s think about Taylor Swift as a brand – a symbol of the way the most successful current brands (and politicians) present themselves, often without knowing it. Forget for now…

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Blog

What Type of Mobile Marketer Are You?

Charles Golvin | July 28, 2016

Apologies straight off if you arrived expecting a quiz similar to those that will tell you into which Hogwarts House you’d be sorted or which Star Wars or Toy Story…

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Blog

Digital Transformation Requires a Mindset Beyond Marketing

Don Bulmer | July 28, 2016

Executives responsible for leading digital transformation face daunting challenges.  This is especially true in complex business organizations with entrenched cultures and longstanding business models that resist transformation. Many will start their…

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Blog

The Running (Marketing) Man

Ewan Mcintyre | July 28, 2016

The other month Christi Eubanks published a great post comparing marketing analytics and CrossFit. It's been a while since I've stepped in a gym - not because I'm averse to exercise, but…

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Blog

Digital Marketing and the Convergence of Everything

Jake Sorofman | July 26, 2016

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,…

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Blog

Surprise, Many Enterprises Still in Experimental Content Marketing Stage

Kirsten Newbold-Knipp | July 21, 2016

Working with enterprise marketers across sectors, I am still periodically surprised when clients tell me about the state of their content marketing efforts. After taking more than 100 client calls…

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Blog

Silos Belong on Farms, Not in Your Marketing Organization

Noah Elkin | July 20, 2016

The prevalence of farming metaphors in business has always struck me as an odd mismatch, especially when it comes to marketing. Take the fastest-moving, most cutting-edge part of your average…

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Blog

When Attribution Was Young: An Oral History

Martin Kihn | July 19, 2016

Attribution is one of those things -- like parkour and the paleo lifestyle -- more talked about than done. But amidst all the pixel-wringing, it's only reasonable to remind ourselves…

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Blog

My Free Customer Experience Webinars

Augie Ray | July 14, 2016

I apologize for the bit of self-promotion, but in two weeks I'll be presenting a pair of free webinars on customer experience that may interest you.  The webinars are entitled "Align…

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Blog

Four Ways to Drive Digital Commerce Innovation

Jennifer Polk | July 14, 2016

Digital commerce exemplars don’t merely convert their product catalogues into ecommerce sites and mobile commerce applications. Leaders in commerce achieve success by disrupting the customer buying journey itself, starting with…

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Blog

High Performing Marketers Treat Work Like a Game

Jake Sorofman | July 14, 2016

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…

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Blog

Marketing Innovation – Building a Clear Definition

Ewan Mcintyre | July 12, 2016

Every town has a story or two to tell. I live in rural Northumberland, in the far North East of England, and where I live is notable for a couple…

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Blog

Digital Marketing and the Tyranny of Words

Jake Sorofman | July 07, 2016

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…

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Blog

The Perils of Innovation

Noah Elkin | July 06, 2016

In my personal technology museum (read: the bottom of a desk drawer) sit five BlackBerry devices, going as far back as my first monochrome model from 2005.  So attached was I…

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Blog

What Advocacy Really Means (To Marketers, Just Like Everyone Else)

Augie Ray | July 05, 2016

Marketers cannot open their inbox or browser without being bombarded by articles and pitches about advocacy. It’s a hot topic, and for good reason—in an age of social media and…

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Blog

Don't Read This Blog Post

Martin Kihn | July 02, 2016

Happy 4th, marketers! Today I'm happy to guide you away from this idle forum to a couple of extraordinarily well-delivered arguments with relevance to us all. Both are beautifully done,…

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Blog

Do Marketers Really Use LTV?

Kirsten Newbold-Knipp | July 01, 2016

LTV. Lifetime value.  It’s one of my favorite topics and I had the opportunity to get a pulse on how many enterprise marketers measure and actively use LTV during one…

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Blog

The Marketing Recruiting Challenge

Ewan Mcintyre | June 30, 2016

I can’t remember who it was that originally said that marketing is more of an art than a science – my rule is, whenever unsure, always attribute to either Mark…

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High-Tech Marketers Face High-Fidelity Challenges

Noah Elkin | June 27, 2016

Rising expectations from the C-suite, ongoing concerns about delivering relevant marketing conversations using the right channel mix, emerging priorities around digital commerce, increased pressure to demonstrate ROI from marketing technology investments.…

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Blog

Gartner Marketing Organization and Strategy Survey: How Are Firms Building For The Future?

Simon Yates | June 24, 2016

With the release of two recent research notes --Marketing Organizational Design and Strategy Survey 2016: Marketing Leaders’ Ambitions Outstrip Capabilities and Designing Your Marketing Team for the Next Decade --  there's been a healthy…

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Blog

The #1 Concept in Data Science for Marketing

Martin Kihn | June 24, 2016

The marketing people have spoken: we love data science. Thanks to the outpouring of joy that greeted a recent squib on 14 key machine learning terms for marketers, I thought I'd share a…

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