by Richard Fouts | May 17, 2013 | 1 Comment
Amplifying your story over digital media is what branding in the 21st century is all about – and it’s been a hugely disruptive trend. When Larry Light was CMO of McDonalds he found parallels between marketers, editors and writers. Just as writers collaborate with their editors to develop the many facets of a story, marketers [...]
Category: Digital Marketing Tags:
by Richard Fouts | April 15, 2013 | Submit a Comment
We were all horrified by the events in Boston today. Many of you were there, others stopped to remember the many times they’ve enjoyed one of American’s most treasured cities, or even run the Boston Marathon. It’s also Patriots’ Day, a time to celebrate the city’s heritage and role in the founding of the United [...]
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by Richard Fouts | April 11, 2013 | 2 Comments
Okay, now that I have your attention: just kidding. Social media won’t die, but If all media is social media, at what point do we drop the adjective already? I admit, I have always found the term ‘social media’ to be a bit annoying. Not because it’s unimportant – I’ve noted the effectiveness of marketing [...]
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by Richard Fouts | March 18, 2013 | Submit a Comment
One of the first things you’ll note in our Digital Marketing Spending Survey: 10.4% revenue was spent on marketing in 2012; and it’s expected to rise to 11% in 2013. The usual sectors lead the way – with media, retail and financial services spending the most on marketing as a percentage of revenue. But even [...]
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by Richard Fouts | February 18, 2013 | Submit a Comment
Edward Lu, (former NASA astronaut and leader of the effort to detect killer objects from outer space) asked this question the other day when discussing the need to detect serious threats from the sky. Last Friday’s explosive event over Siberia is instructive for marketers of course, who often let their companies lose share or die [...]
Category: Digital Marketing Marketing Strategy Tags:
by Richard Fouts | February 15, 2013 | 1 Comment
“Less is more” is a piece of advice we hear frequently. But not when we think of customers. We want as many of those as possible. Where this gets short sighted however is the long tail of sales. When I sold to local government at HP, I was both hunter and farmer, meaning I was [...]
Category: Digital Marketing Tags: lead scoring, predictive analytics
by Richard Fouts | February 14, 2013 | 4 Comments
Marketing investments that throw a positive jolt to other areas are particularly interesting. And they often surprise even the most savvy veterans. Let’s start with retention. You’ve heard the statistics. A 2% increase in retention can create the equivalent of a 10% reduction in costs. Some studies show a 5% increase in retention improves profitability [...]
Category: Digital Marketing Marketing communications Marketing Strategy Tags: inbound marketing, inside sales, retention
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 | January 28, 2013 | 8 Comments
Real time marketing often conjures up scenarios of customer service issues posted on Twitter or YouTube, where an unhappy customer attempts to embarrass a company into fast action. But real time marketing goes far beyond microblogging. The high-tech industry, with its many winner-take-all stories can be especially generous to providers that get there first. For [...]
Category: Digital Marketing Tags: Real time marketing
