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Richard Fouts

Former Research VP

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How the Role of Chief Marketing Technologist is Changing.

The role of chief marketing technologist hasn’t even reached its tenth anniversary. Yet it’s already starting to change.  Why? In many cases, marketing executives are recalibrating the role to focus on more strategic efforts. For example, one CMO I recently interviewed told me she had inadvertently tasked her chief marketing technologist with the type of …

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Digital Marketing Leaders Speak Out

I recently gathered insight from executives that represent the leaading providers in our Magic Quadrant for Global Digital Marketing Agencies If there’s a common denominator among today’s modern marketers, it’s a focus on doing things faster. So it’s fitting to begin with IBM Interactive. Businesses are using digital marketing to engage customers with real-time, personalized,…

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How to Break Washington Gridlock

The current stand-off between the White House and Congress reminded me of the negotiation project, conducted by William Ury at Harvard back in the 1970s during the US-Soviet cold war. Ury provides a litany of advice for getting to an agreement without giving in, based on his research, which you can read here. There’s one…

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The Beauty of Instant Feedback

John and Marsha are quarreling: John:  You embarrassed me in front of the kids …. Marsha:  When? John: At my parent’s holiday party. Marsha: You mean that disaster 5 years ago?  Why am I hearing this now? Marsha is not alone in her sentiment. “Feedback in a timely fashion” is something we demand from personal…

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What To Do About Social Media Fatigue

With the proliferation of social networks of every flavor, from professional to personal, users are simply getting tired of spending time and energy on every iteration of social media. This phenomenon has been aptly labeled social media fatigue.  For many social marketers, fatigue is an inevitable stage. Angie Picardo, a staff writer for NerdWallet, knows…

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Why CMOs Shouldn’t Shun Failure

I know we all hate to hear old clichés, like “the only thing we have to fear is fear itself,” but after talking to Adobe’s CMO, Ann Lewnes, I just can’t help myself. Ann doesn’t like to fail. In fact, her success in helping move Adobe into the digital marketing space has been impressive.  Her…

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Safeway and the Creepiness Factor

The ultimate digital dream, right offer, right time, right context just got a big boost from Safeway (a U.S. grocery store chain), which is really pushing the envelope with personalization. Under its new system, five shoppers could conceivably get five unique prices for the same item, computed by Safeway’s loyalty algorithms. Where the creepiness factor…

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Is email marketing over?

Yes, if you use it as a generic outbound tool. No, if you use it as a partner to outbound marketing. For example, a Survey by Pardot finds that nearly 70% of B2B marketers don’t think of email marketing as a primary lead generation tool. Why? The answer is fairly obvious, but I’ll review it…

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Don’t buy that TV ,… yet

Apple is gearing up to launch its TV device, echoing its iPhone launch technique .. announce the product six months in advance to freeze the market. It worked then, it will probably work this time too. News of the new device from Apple is already leaking out (another planned event?). “Look for the device in…

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AMC’s “The Pitch” is so 10 Years Ago

I finally watched AMC’s The Pitch – a new reality show featuring competing advertising agencies  (a sort of,  MadMen Meets The Apprentice.) As the show unfolds, in walks the CMO of Subway (the giant healthy-eating fast food chain). The assignment?  Sell Subway’s breakfast products to the 18 to 24 year old segment.  So, like any marketer my…

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