by Richard Fouts | June 11, 2013 | Submit a Comment
When “awareness” is citied as the justification for a marketing investment, the room can get chilly. This is especially true in sales-driven, b2b circles. Why the chill? In the classic purchasing cycle (awareness, evaluation, buy, bond) awareness sits on the opposite side of what your CEO wants: revenue from new and existing customers – preferably [...]
Category: Brand awareness Digital Marketing Marketing Strategy Tags:
by Richard Fouts | February 13, 2013 | 4 Comments
Have you ever used Google to find and book a restaurant reservation in another city; or a tour in the foreign country you’re about to visit? Ever buy a rare book from a Japanese bookseller? Though the Internet has made the world smaller, Google reports that 75% of its search activity is from users looking [...]
Category: Brand awareness Digital Marketing Marketing Strategy Tags: location, location services, Sears
by Richard Fouts | February 7, 2013 | Submit a Comment
Years ago, a man who loved music as much as anyone of his generation, began going deaf, just as he was becoming recognized as one of the world’s great composers. But he didn’t let his handicap interfere with his destiny. After losing over 90% of his hearing, he went on to compose one of the [...]
Category: Brand awareness Digital Marketing Tags: digital marketing
by Richard Fouts | August 31, 2012 | Submit a Comment
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 [...]
Category: Brand awareness Digital Marketing Marketing Strategy Tags: digital marketing
by Richard Fouts | May 17, 2012 | Submit a Comment
While in New York recently, I had the opportunity to wander by Lester Wunderman’s office (accompanied by CMO Trish Wheaton who generously made the introduction). At age 91, he’s sharp as a tack and ventures into the office everyday (saying, “what else would I do?”). Well, I can think of plenty of things I’d do, [...]
Category: Brand awareness Marketing communications Personal selling Tags:
by Richard Fouts | April 4, 2012 | Submit a Comment
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 [...]
Category: Brand awareness Marketing communications Marketing Strategy Tags: digital marketing, digital media, marketing, new media
by Richard Fouts | April 4, 2012 | 1 Comment
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 [...]
Category: Brand awareness Marketing communications Marketing Strategy Tags:
by Richard Fouts | October 7, 2011 | 4 Comments
When I was a little kid, my dad brought home a computer. We couldn’t wait to see it work … wow, a computer in our house! It was unimaginable. Correction, what was unimaginable was how long it took my dad to get it up and running. Hours of technical manuals, phone calls and unreadable error [...]
Category: Brand awareness Uncategorized Tags:
by Richard Fouts | February 13, 2011 | Submit a Comment
How much do you typically spend to generate a few million impressions, connections, email signups or leads? What do you spend to generate a thousand click-thrus? Well – put your check book away, because the CEO of Overdrive interactive, a digital marketing company, has a cost avoidance technique. Many of you already know about it [...]
Category: Brand awareness Marketing communications Public relations Tags: digital marketing
by Richard Fouts | April 19, 2010 | 8 Comments
Automating the management of customer references is an emerging software category whose time has come. Companies like Boulder Logic, Point of Reference, References-Online and Metia all see how complex it can be to not only recruit customers to act as references, but to manage them as well. When customers act as references, they put their reputations [...]
Category: Brand awareness Marketing communications Personal selling Public relations Tags:
