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Noah Elkin

Research 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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Blog

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.

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Blog

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.

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Blog

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.

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Our Augmented Marketing Reality

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.

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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.

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Email: The Once and Future Marketing Channel

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.

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How to Find Your Inner Data Geek

Noah Elkin | October 11, 2016

Like it or not, we live in a data-driven age. With the continued advance of digital business, data will only gain greater prominence. So it's up to all of us to find our inner data geek.

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Blog

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.

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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…

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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 organization and pair it with one of the world’s oldest,…

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