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Noah ElkinResearch Director
Noah Elkin focuses on digital marketing strategy and technology, including multichannel, mobile, email and account-based marketing, and emerging marketing technologies and platforms. Mr. Elkin serves marketers, helping them assess...
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Three Trends Driving Interest in Account-Based Marketing (ABM)
Noah Elkin | February 17, 2017
The glow around account-based marketing (ABM) continues to burn bright. But there's more substance and less hype as B2B marketers across a growing variety of vertical look to initiate ABM programs. Pressure on CMOs to close deals, plus an ever-growing emphasis on data-driven marketing and personalization are among the factors driving the heat and light around ABM.
Search Is in Everything
Noah Elkin | January 13, 2017
Search is fundamental to the customer journey, regardless of device, platform or screen, and a core element of the marketing mix, yet it suffers from an image problem. Expect the anticipated mass adoption of voice interfaces to give search a ranking boost within marketing organizations.
The Upcoming Year of Mobile — Messaging
Noah Elkin | December 14, 2016
Every year since the release of the iPhone 3G has been the year of mobile — just not the same year of mobile. In 2017, expect an increasing emphasis on engagement through messaging apps, requiring marketers to carefully balance automation and personalization.
There’s No Good Marketing Without Good Content Marketing
Noah Elkin | November 10, 2016
All marketing isn't content marketing, but try to envision any successful marketing program that doesn't rely on content. That simple fact puts content marketing in the proverbial catbird seat at the marketing table.
The Tyranny of Orchestration
Noah Elkin | September 29, 2016
Orchestration is the hallmark of multichannel campaign management. Anytime multichannel marketing expands its boundaries, as with the Internet of Things, for example, the number and variety of marketing touchpoints increase, making orchestration more complex but also that much more essential.
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 question help them? Marketers today hear a rising drumbeat exhorting them…
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 organization and pair it with one of the world’s oldest,…