Mobile Marketing Means Serious Business

By Noah Elkin | December 07, 2017

For marketers, mobile has “graduated” from emerging to dominant channel, a status it already enjoys among the audiences they are trying to reach. As a sign of mobile marketing’s maturation, marketers now view mobile as one of the most effective channels at each stage of the buying journey.


The Long and Winding Road to Real-Time Marketing

By Noah Elkin | November 18, 2017

Marketing leaders’ multichannel maturity is advancing, but they still have unfinished business when it comes to translating customer-centric strategies into bottom-line business results. Understand where real-time vision continues to fall short of real-world execution, and the steps to reaching your audience at the right moments.


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.