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 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 | December 12, 2012 | 3 Comments
Dear digital marketers, This letter is especially for those of you who are lined up in my inquiry queue with the question, “Why isn’t my CEO buying my social media strategy?” It’s simple. The CEO cares about his/her strategy first, not yours. For example: Is your CEO focused on growth? If your organization’s growth strategy [...]
Category: Digital Marketing Marketing Strategy Tags: digital marketing
by Richard Fouts | October 1, 2012 | Submit a Comment
Colleague Jackie Fenn once told me to watch Hollywood sci-fi stories to get a peek at the future. After all, Star Trek previewed the flip phone, Bluetooth, smartphone apps, and augmented reality as early as the 1970s. Then came Minority Report, where smartphones got even smarter. You remember – Tom Cruise gets relevant offers the [...]
Category: Digital Marketing Marketing Strategy Tags: digital marketing
by Richard Fouts | August 31, 2012 | Submit a Comment
In its piece earlier this month (that went all over Twitter) OnlineMediaDaily concludes that many Fortune 500 companies avoid social media as evidenced by their not listing FB and Twitter as a means of contact. This finding of course frames social media in very limited context. The bigger payoff in social media comes from the [...]
Category: Brand awareness Digital Marketing Marketing Strategy Tags: digital marketing
by Richard Fouts | August 10, 2012 | Submit a Comment
If you’ve ever wanted to live your alter ego, if only for a moment, Starbucks is about to fulfill your fantasy. The popular coffee bar just announced its new method for paying for your morning latte: simply speak your name. Now there’s a concept that exemplifies “ease of use.” As stated in the NY Times, [...]
Category: Marketing communications Marketing Strategy Uncategorized Tags: Brand awareness, digital marketing, Starbuck, Starbucks
by Richard Fouts | April 10, 2012 | 11 Comments
I continue to see job openings for head of digital strategy; I get calls from clients inquiring “what should my digital strategy be?” I see piece after piece talking about digital strategy, social media strategy, mobile strategy. Folks, I’m here to tell you digital marketing is a tactic. Social media is a tactic. Mobile is [...]
Category: Marketing Strategy Strategic Planning Tags:
by Richard Fouts | April 4, 2012 | Submit a Comment
Where marketers are mistaken, is looking at this new era of promotion as a old vs new media game. Should I abandon print in favor of digital? Should I abandon TV in favor of social networks? Wrong questions… I address this in my note .. Management Guide to Digital Marketing 2.0. Where the new digital [...]
Category: Brand awareness Marketing communications Marketing Strategy Tags: digital marketing, digital media, marketing, new media
by Richard Fouts | April 4, 2012 | 1 Comment
If your agency inserts a call to action at the close of a standard campaign to drive more traffic to your Facebook page – and calls it digital engagement – they don’t get social media (quite the opposite). This is the age of conversational marketing, of participatory marketing. When customers share positive experiences about you [...]
Category: Brand awareness Marketing communications Marketing Strategy Tags:
