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.
How to Find Your Inner Data Geek
By 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.
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…
Hot Trend for B2B Marketers: Account-Based Marketing
By Noah Elkin | May 06, 2016
Every salesperson wants good leads, and increasingly, B2B marketers are expected to not only provide those good leads but also help close deals. In fact, according to our CMO Spend Survey, 2015-2016: Digital Marketing Comes of Age (Gartner for Marketing Leaders…
5 Not-So-Easy Pieces: Who Owns Multichannel Marketing?
By Noah Elkin | April 27, 2016
When analysts get to talking, the conversation sometimes takes a reflective turn. One recent exchange raised the question whether all marketing today is (or should be) multichannel. The answer is less obvious than you might think. Even in the face of the increasingly…