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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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Why digital marketing is a tactic, not a strategy

April 10, 2012 | 10 Comments

I continue to see job openings for head of digital strategy; I get calls from clients inquiring “what should my digital strategy be?” I see piece after piece talking about digital strategy, social media strategy, mobile strategy. Folks, I’m here to tell you digital marketing is a tactic. Social media is a tactic. Mobile is… Read More

Sequentia Environics named in 2012 Marketing and Channels Cool Vendors Reports

April 10, 2012 | 0 Comments

Sequentia Environics Toronto, Canada (www.sequentiaenvironics.com) Why Cool: Sequentia’s founder Jen Evans saw, in 2002 (years before the social media revolution found its way into marketing), how communities of everyday people were all too eager to act as spokespeople for brands (whether those brands liked it or not). As the momentum of this movement began to… Read More

March Madness shows why new media is not a zero sum game

April 4, 2012 | 0 Comments

Where marketers are mistaken, is looking at this new era of promotion as a old vs new media game.  Should I abandon print in favor of digital?  Should I abandon TV in favor of social networks?  Wrong questions… I address this in my note .. Management Guide to Digital Marketing 2.0. Where the new digital… Read More

What does it really mean to ENGAGE the digital customer?

April 4, 2012 | 0 Comments

If your agency inserts a call to action at the close of a standard campaign to drive more traffic to your Facebook page – and calls it digital engagement – they don’t get social media (quite the opposite).  This is the age of conversational marketing, of participatory marketing. When customers share positive experiences about you… Read More