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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 OnlineMediaDaily Got It Wrong When They Said: “Many Fortune 500 Companies Avoid Social Media

August 31, 2012 | 0 Comments

In its piece earlier this month (that went all over Twitter) OnlineMediaDaily concludes that many Fortune 500 companies avoid social media as evidenced by their not listing FB and Twitter as a means of contact. This finding of course frames social media in very limited context. The bigger payoff in social media comes from the… Read More

Are CMOs and CIOs the new Montagues and Capulets?

August 29, 2012 | 3 Comments

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… Read More

Why Google Won the Cannes Mobile Award

August 28, 2012 | 1 Comment

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… Read More

A Watershed Moment for the Marketing Profession?

August 22, 2012 | 2 Comments

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… Read More

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

August 15, 2012 | 1 Comment

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… Read More

Safeway and the Creepiness Factor

August 11, 2012 | 0 Comments

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… Read More

Why you need a Starbucks name

August 10, 2012 | 0 Comments

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,… Read More