Richard Fouts

A member of the Gartner Blog Network

Entries Categorized as 'Digital Marketing'


What Can Retailers Do About Loyalty Fatigue?

by Richard Fouts  |  June 19, 2014  |  6 Comments

A Gartner consumer survey conducted across 10 countries revealed that 62% of respondents are members of one of more retail loyalty programs. But despite the high percentage of memberships, the participation and offer use remain relatively low. Over one-third of participants across retail sectors report never utilizing the programs in which they are enrolled (a [...]

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Category: Digital Marketing Marketing Strategy     Tags: ,

Email as Brand Advertising? You bet.

by Richard Fouts  |  April 29, 2014  |  Submit a Comment

I fit perfectly within Jaguar’s segmentation model for its new F-TYPE sports car. Hence, Jaguar marketers hope I’ll think of them when I venture out to buy a car in the F-TYPE category. Why?  Because they’ve shown their “our F-TYPE kicks BMW’s butt”  awareness ad with high frequency in markets that match its target audience [...]

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Category: Brand awareness Digital Marketing Marketing Strategy     Tags:

What Marketers Can Learn From “Game of Thrones”

by Richard Fouts  |  April 25, 2014  |  2 Comments

Picture this recent one-on-one with my manager. Yvonne:  Any issues where you need help? Richard:  Nope. Everything good. Yvonne:  In that case, did you watch Game of Thrones last night? Richard:  Yes, and speaking of issues …. What followed was the usual frenzied conversation between two loyal fans of one of HBO’s best produced programs of [...]

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Category: Digital Marketing     Tags:

What is Marketing?

by Richard Fouts  |  April 23, 2014  |  Submit a Comment

The shortest definition?  “Meeting customer needs profitably.”   Tesla (and now, BMW) have both discovered that people who crave luxury automobiles are also passionate about sustainability. Uber responds to urban dwellers, stressed by the unreliability of hailing a cab when they need it most. ZocDoc provides same-day doctor appointments to those requiring urgent medical care.  When IKEA [...]

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Category: Digital Marketing Marketing Strategy     Tags:

Delivering on the Oath of Privacy

by Richard Fouts  |  April 18, 2014  |  1 Comment

Buyers and sellers agree that sharing information produces value. They also agree that consumer privacy should be protected in such an exchange. Where disagreement arises is the degree to which the parties benefit. In a Forbes study titled “The Promise of Privacy, Respecting Consumers’ Limits While Realizing the Marketing Benefits of Big Data” 60% of [...]

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Category: Digital Marketing Uncategorized     Tags:

How to Tell Stories Buyers Will Remember

by Richard Fouts  |  April 9, 2014  |  Submit a 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 [...]

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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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Category: Digital Marketing     Tags: , , , , , , , , , ,

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: