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Richard Fouts

Research VP
Richard Fouts analyzes best practices in marketing management for technology and service providers, including insight and advice in brand management, market and competitive position, messaging, sales, and go-to-market strategies.
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What “Experience Marketers” Forget Most

December 14, 2014 | 1 Comment

Throw a dead cat in any direction, and you’re bound to hit a marketing pundit exclaiming “customer experience is the next competitive battleground.” It’s a great finding, but at this point the question we should all be asking:  how should the experience be engineered to compete?  In a nutshell:  through segmentation and simplicity. Case in… Read More

Publicis.Sapient Marks the End of an Era

November 3, 2014 | 0 Comments

Maurice Levy has never been shy about his plans to acquire the best, savviest digital talent in the industry to remain relevant to the modern CMO. It started with his acquisition of Digitas in 2007, then Razorfish in 2009, Rosetta in 2011, then LBi in 2012 (which formed DigitasLBi). Now he’s acquired what he referred… Read More

Want to Compete on Customer Experience? Do This First

October 21, 2014 | 2 Comments

Invest in your people.  DHL Express, the international shipper, is one of many good case studies on this topic. Five years ago when DHL decided to focus exclusively on international shipping, chief customer officer Christine Nashick was charged with overseeing the effort to get an exceptional customer experience in place. She had her work cut… Read More

How the Role of Chief Marketing Technologist is Changing.

August 15, 2014 | 6 Comments

The role of chief marketing technologist hasn’t even reached its tenth anniversary. Yet it’s already starting to change.  Why? In many cases, marketing executives are recalibrating the role to focus on more strategic efforts. For example, one CMO I recently interviewed told me she had inadvertently tasked her chief marketing technologist with the type of … Read More

What Can Retailers Do About Loyalty Fatigue?

June 19, 2014 | 6 Comments

A Gartner consumer survey conducted across 10 countries revealed that 62% of respondents are members of one or more retail loyalty programs. But despite the high percentage of memberships, the participation and offer use remain relatively low. Over one-third of participants across retail sectors report never utilizing the programs in which they are enrolled (a… Read More

Email as Brand Advertising? You bet.

April 29, 2014 | 0 Comments

I fit perfectly within Jaguar’s segmentation model for its new F-TYPE sports car. Hence, Jaguar marketers hope I’ll think of them when I venture out to buy a car in the F-TYPE category. Why?  Because they’ve shown their “our F-TYPE kicks BMW’s butt”  awareness ad with high frequency in markets that match its target audience… Read More

What Marketers Can Learn From “Game of Thrones”

April 25, 2014 | 3 Comments

Picture this recent one-on-one with my manager. Yvonne:  Any issues where you need help? Richard:  Nope. Everything good. Yvonne:  In that case, did you watch Game of Thrones last night? Richard:  Yes, and speaking of issues …. What followed was the usual frenzied conversation between two loyal fans of one of HBO’s best produced programs of… Read More

What is Marketing?

April 23, 2014 | 0 Comments

The shortest definition?  “Meeting customer needs profitably.”   Tesla (and now, BMW) have both discovered that people who crave luxury automobiles are also passionate about sustainability. Uber responds to urban dwellers, stressed by the unreliability of hailing a cab when they need it most. ZocDoc provides same-day doctor appointments to those requiring urgent medical care.  When IKEA… Read More

Delivering on the Oath of Privacy

April 18, 2014 | 1 Comment

Buyers and sellers agree that sharing information produces value. They also agree that consumer privacy should be protected in such an exchange. Where disagreement arises is the degree to which the parties benefit. In a Forbes study titled “The Promise of Privacy, Respecting Consumers’ Limits While Realizing the Marketing Benefits of Big Data” 60% of… Read More

How to Tell Stories Buyers Will Remember

April 9, 2014 | 1 Comment

By the time you read this blog post, over 12 million people will have viewed The Big Leap on YouTube. Lacoste’s ad illustrates what consumer marketers often do so well:  tell stories that tap into emotionally-filled memories.  Memory, after all, is the crux of brand awareness Often, you remember a brand because a marketer told… Read More