The Tyranny of Orchestration

By 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

By 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

By 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,…


The Perils of Innovation

By 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 to punching out email on those little plastic keys that…


High-Tech Marketers Face High-Fidelity Challenges

By 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. If you’re a marketing leader, you’ve probably run across some (or…


Preparing Multichannel Marketing for the Internet of Things

By Noah Elkin | June 15, 2016

With an installed base of 21 billion internet-connected objects and $3 trillion in spending projected for 2020, there’s little wonder why the Internet of Things (IoT) has reached the Peak of Inflated Expectations on Gartner’s “Hype Cycle for the Internet of…