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Richard Fouts

Former Research VP

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Are CMOs and CIOs the new Montagues and Capulets?

For the past few years, I’ve noted the value proposition of many tech providers increasingly includes things like: “Tech-enable your marketing project without IT involvement.” It’s tempting, and it’s worked well for marketers that are under pressure to do things fast (what else is new?) especially projects that only need data support (not applications). But…

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Why Google Won the Cannes Mobile Award

Whenever someone wins big at Cannes, people take note (mostly to see if they can copycat the winning technique). Google’s win at the recent Cannes Mobile Grand Prix, the contest’s inaugural year, reinforces two important findings. Digital marketing is about engagement … and  gamification works. In a particularly creative move, Google submitted a mobile display…

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A Watershed Moment for the Marketing Profession?

Duke Fuqua School of Business released its semi-annual CMO Survey today. An important finding goes against a decades-old trend: In soft economies, marketing is the first to go.  Not this time. Over the past 18 months, despite sluggish growth around the globe, marketing budget as a percent of revenue has increased.  Could this signal the…

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“We get return on half our marketing investment; we just don’t know which half.”

We’ve all gotten a chuckle from this familiar phrase. In the age of the Internet however, it’s becoming an old phrase. People tell us what they’ve bought, what they’ve returned, and what they’re considering. And it’s happening in real time. Buyers tell us what they are doing – where they are doing it, even who…

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Safeway and the Creepiness Factor

The ultimate digital dream, right offer, right time, right context just got a big boost from Safeway (a U.S. grocery store chain), which is really pushing the envelope with personalization. Under its new system, five shoppers could conceivably get five unique prices for the same item, computed by Safeway’s loyalty algorithms. Where the creepiness factor…

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Why you need a Starbucks name

If you’ve ever wanted to live your alter ego, if only for a moment, Starbucks is about to fulfill your fantasy. The popular coffee bar just announced its new method for paying for your morning latte: simply speak your name. Now there’s a concept that exemplifies “ease of use.” As stated in the NY Times,…

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