Richard Fouts

A member of the Gartner Blog Network

Entries Categorized as 'Marketing Strategy'


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 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:

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:

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 [...]

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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  |  2 Comments

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  |  6 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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Category: Digital Marketing Marketing Strategy Strategic Planning     Tags: ,

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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Category: Digital Marketing Marketing Strategy Strategic Planning     Tags: ,

Is My Toothbrush a Wearable Computer?

by Richard Fouts  |  December 3, 2013  |  5 Comments

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, one of our recent Gartner predictions highlighted the coming revenue influence originating from wearable computing.  [...]

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Category: Applications Digital Marketing Marketing Strategy Strategic Planning     Tags: , ,