Richard Fouts

A member of the Gartner Blog Network

Entries Categorized as 'Digital Marketing'

How to Tell Stories Buyers Will Remember

by Richard Fouts  |  April 9, 2014  |  1 Comment

By the time you read this blog post, over 12 million people will have viewed The Big Leap on YouTube. Lacoste’s ad illustrates what consumer marketers often do so well:  tell stories that tap into emotionally-filled memories.  Memory, after all, is the crux of brand awareness Often, you remember a brand because a marketer told [...]

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Category: Brand awareness Digital Marketing Marketing communications     Tags:

When Your Competitor Delivers More for Less

by Richard Fouts  |  April 7, 2014  |  1 Comment

At the heart of value, lies the price/performance ratio, a measure of how much performance you offer for each unit of price. If you deliver more performance, at a similar or lower price than your competitor, you become the value leader. Similarly, if a competitor drops its price, with no diluation in performance, it has [...]

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Category: Digital Marketing     Tags:

Should You Launch an Internal Startup?

by Richard Fouts  |  April 3, 2014  |  3 Comments

Gartner expects digital business disruption to heat up over the next 2 to 3 years. If your organization’s legacy model is being aggressively challenged by nimble startups – you need to act now. But, you can’t summarily abandon your legacy business model … ….in favor of one altered for a digital world, overnight (although many [...]


Category: Digital Marketing Marketing Strategy Strategic Planning     Tags:

How Real is Real Time Marketing?

by Richard Fouts  |  March 26, 2014  |  5 Comments

Carl Sandburg once described a foggy day from the perspective of “a little cat” who peered through the harbor fog on its silent haunches before moving on.  A few years ago, real time marketing was like Sandburg’s cat. Its aspirational, illusive promise sounded misty and futuristic – causing a wait-and-see attitude. Meantime, our cat has [...]


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How to Pitch a Creative Idea

by Richard Fouts  |  March 18, 2014  |  1 Comment

As marketers and salespeople we are good at generating ideas. Where we often fail is pitching them. Why does this happen? According to University of California business professor Kimberly Elsbach, it comes from preconceived notions about us (the pitchers) and our audience (the catchers).  Elsbach says: “Before you know it, your audience has placed you [...]

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Category: Digital Marketing Marketing communications Personal selling     Tags:

The #1 Driver of Loyalty You Don’t Know About

by Richard Fouts  |  March 6, 2014  |  4 Comments

Simplicity.   The mere sound of the word is musical. Listen to your buyers. If there’s one thing people don’t need in a world of sensory overload, it’s complexity, a sentiment that rings loudly in a survey conducted by IBM’s Institute of Business Value. Consumers say in the study that marketers try too hard to engage [...]


Category: Digital Marketing Marketing Strategy Personal selling Public relations Strategic Planning     Tags:

What’s that Computer you’re not Wearing?

by Richard Fouts  |  February 10, 2014  |  Submit a Comment

We all have better things to do with our hands when we’re shopping, driving a car, or riding a bike than hold a device to our ear or hypnotically gaze into a screen. It’s why consumers are especially attracted to the hands-free, mobile functionality offered by wearable computing.   Wearable computing, or “wearables” is one of [...]

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Category: Digital Marketing Marketing Strategy     Tags: , ,

When You Should Stop Rewarding Loyal Customers

by Richard Fouts  |  February 3, 2014  |  1 Comment

If you’re a loyalty marketer, you likely know the name Hal Brierly (who invented the airline industry’s first frequent flier program, AAdvantage). At the time, Hal figured that the best way to encourage loyalty would be to recognize continued purchases. And so he designed a program that would reward customers based on the number of [...]

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Category: Digital Marketing Marketing Strategy     Tags: , ,

The Mother of All Marketing Metrics

by Richard Fouts  |  December 10, 2013  |  3 Comments

Jack says, “Hey, how are things in marketing?”  Jill responds, “YOY revenue up 6%. Listen to the earnings call.” Jack walks away, secure that marketing is having an impact on revenue. Sure it is; but revenue as the ultimate marketing metric  Is a rear view metric. It analyzes what occured in the past Can lead [...]


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Is the Customer Always Right? (psst! …it depends…)

by Richard Fouts  |  December 9, 2013  |  2 Comments

Whoever said “the customer is always right” forgot to include  … depending on his or her value. This week I asked a client to conduct some quick-and-dirty sales analysis; she found that a whopping 8% of her customers contribute 93% of her revenue. Yet – her direct sales forces responds to every customer demand the [...]


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