Reads from Gartner and MIT Sloan


Ranjani Raghupathi

September 11, 2014 2 min read

Updated on May 2, 2017


This week’s debrief takes a look at the state of modern marketing and discovers the essential digital media for today’s businesses.

GartnerSense and Respond 

In an age where computers, algorithm and artificial intelligence are taking over, this article from Gartner reminds us of the importance of cognitive reflex and reason. Jake Sorofman points out that modern marketing is all about moving away from a command and control system to an agile, personalized style.

He lists a few examples of humanized modern marketing and how a sense and respond approach is similar and different at the same time from a command and control method.

MIT SloanWhy Social Media Will Fundamentally Change Businesses

If your company is still contemplating the necessity of a social media presence, Gerald Kane’s article is a good place to start. The blog post traces the early effects of information technology on businesses and goes on to examine knowledge integration, online customer support and other topics.

Detailing the potential of social media while also keeping in mind possible disruptions, the article urges businesses to experiment and engage in social media marketing.

In this weekly series, we do a roundup of reports from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, showcasing the ones most relevant to today’s digital marketer and digital communicator.

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