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Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

Richard Fouts

Former Research VP

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What Can Retailers Do About Loyalty Fatigue?

A Gartner consumer survey conducted across 10 countries revealed that 62% of respondents are members of one or more retail loyalty programs. But despite the high percentage of memberships, the participation and offer use remain relatively low. Over one-third of…

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Email as Brand Advertising? You bet.

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…

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What is Marketing?

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…

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Should You Launch an Internal Startup?

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…

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

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…

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What’s that Computer you’re not Wearing?

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…

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When You Should Stop Rewarding Loyal Customers

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.…

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The Mother of All Marketing Metrics

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…

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

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%…

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Is My Toothbrush a Wearable Computer?

Now that there are more non-human devices connected to the Internet than people, the Internet of Things rivals the Internet of People.  As these things transmit usage data, it opens up a goldmine of opportunity for digital marketers. In fact,…

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