The Economics of Customer Insights
By Noah Elkin | September 15, 2017
“How well do we know our customers?” This is the question at the forefront of marketers’ minds. Customer insights are becoming the lifeblood — and driver — of most businesses, whether B2C, B2B or B2B2C. Our ability to corral relevant data, segment, analyze and model it, and disseminate insights in a timely and actionable way, increasingly will separate leaders from laggards among all types of marketers.
Martech’s Fables of Abundance
By Noah Elkin | May 25, 2017
Bigger isn’t necessarily better when it comes to your martech stack. Maximize your existing investments before putting more money on the table.
The F8 of Digital Advertising Rests with Facebook and Google
By Noah Elkin | April 20, 2017
Advertising permeates every aspect of our digital experience. Two platforms alone — Facebook and Google — take in nearly three out of five digital advertising dollars spent, their massive reach making them an unavoidable part of any media plan. Together with Amazon and Apple, it’s hard to envision a facet of the digital experience that doesn’t bear the stamp of GAFA (Google-Apple-Facebook-Amazon). In other words, it’s a GAFA world, and we just market in it.
Delivering Customer Experience Success with External and Internal Journeys
By Noah Elkin | April 13, 2017
The seeming powerlessness of front-line employees is a recurring feature in brands’ customer experience failures. It brings to mind one of the core challenges associated with complex organizations: navigating two separate but inextricably linked journeys — one for external customers, the other for internal stakeholders. The stakes associated with these parallel journeys are high.
Three Trends Driving Interest in Account-Based Marketing (ABM)
By 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
By 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
By 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.
Our Augmented Marketing Reality
By Noah Elkin | November 18, 2016
If you’ve played augmented reality games like Pokémon Go, you’ve caught a glimpse of the future of commerce. Hint: It’s all about immersive experiences.
There’s No Good Marketing Without Good Content Marketing
By 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.
Email: The Once and Future Marketing Channel
By Noah Elkin | October 26, 2016
Picture a world without email. Your job as a marketer just got infinitely harder. Now relax — it’s only a dream.