Noah Elkin

Noah Elkin

Noah Elkin is the Research Director, Multichannel Marketing at Gartner

smartphone, mobile, marketing

“The message is the medium.” With the explosion in use of mobile messaging apps, Marshall McLuhan, were he writing today, might be tempted to reverse the wording of his famous dictum. Total monthly active users of mobile messaging platforms reached approximately 5.7 billion worldwide in January 2018, including more 1.3

social media, mobile, smartphone

A big theme in Gartner’s recent Multichannel Marketing Effectiveness Survey (client subscription required) is the emergence of mobile as a dominant channel for multichannel marketers. Now, for those who have been watching mobile’s share of ad revenues and digital time spent climb steadily upward, the notion of mobile’s dominance may

julierpass in switzerland

“The long and winding road That leads to your door Will never disappear I’ve seen that road before It always leads me here Lead me to your door.” Marketers’ relationship with real-time marketing is not unlike the one the Beatles evoke in their 1970 hit single. Like the eponymous road in

“How well do we know our customers?” This is the question increasingly at the forefront of marketers’ minds. If you’re not yet thinking about how to gather customer insights and leverage them across your organisation, don’t delay. Customer insights are becoming the lifeblood — and driver — of most businesses,

Martech landscape 2017

Every year, the LUMAscapes proliferate; every year, Scott Brinker’s marketing technology landscape grows denser. Now featuring more than 5,000 companies (up from around 3,500 last year), you practically need superpowers just to read Scott’s supergraphic. With martech, it’s an embarrassment of riches. Yes … but (there’s always a “yes … but,” right?).

If you’ve read this far, then I managed to get your attention. In today’s media-saturated world, that’s no easy feat. So, thank you. Like an effective headline, digital advertising is designed to gain your (very limited) attention, hold it for long enough to initiate (or continue) a conversation, and then send you on

Digital transformation

In one my first blog posts after joining Gartner, I wrote about account-based marketing (ABM) as a hot trend for B2B marketers. Nine months later, the fires under ABM are still burning. Client inquiry volumes around ABM continue to rise as more companies initiate new or deepen existing ABM programs.

When I first started working at iCrossing in 2005, the agency had a tagline that read “Search Is in Everything.” The tagline was soon retired for marketing purposes, but the sentiment behind it endures. Fast forward a dozen years, and search is a core element of the media mix — one that, like


Of all the analyst unicorns, none is quite as elusive as the “year of mobile,” a prophecy that has reliably come and gone for nearly the past decade. Each time, we get so close, but somehow, the year of mobile evades us just as the days count down to the end


Brands want to be thought of as storytellers, and with good reason. Given the choice, wouldn’t you rather be on the receiving end of a good story — especially one that engages you with interesting or helpful ideas on a regular basis, almost like a serialised novel? Sounds a lot